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Integrating Social Media


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This is a presentation given at the 2010 NCRPA conference. Topic is on developing your Parks & Recreation community with social media.
A version that includes notes is also available.

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Integrating Social Media

  1. 1. Integrating Social Networking: Difficulties and Usability Mike Sink, Town of Cary (@sinkawitz) Jen Riehle, NC State OIT (@ncsumarit)
  2. 2. Welcome! Social Media: The Theory Social Media: The Policy Social Media: The Plan Social Media: The Implementation Social Media: The Reckoning Discussion & Questions
  3. 3. Disclaimers This is not Social Media 101 We are not going to call it “Web 2.0”
  4. 4. NOT easy
  5. 5. WON’T solve all your problems
  6. 6. CAN’T set it and forget it
  7. 7. What is social media? so●cial me●di●a n. Def: Blending of technology and social interaction for the co- creation of value
  8. 8. Conversation Services Facilitate conversation between users Ex. Facebook, Twitter, Ning
  9. 9. Information Services Serve as a (primarily) one-way communication resource to users Ex. Wikimedia, Blogger, WordPress
  10. 10. Photo-sharing Services Share photos Ex. Flickr, Picasa, SmugMug
  11. 11. Video-sharing Services Share video Ex. YouTube, Vimeo
  12. 12. Location-based Services Check-in at locations and events Ex. FourSquare, TriOut, Yelp
  13. 13. The Tools Twitter Facebook FourSquare YouTube Flickr LinkedIn WordPress Wikimedia Ning
  14. 14. The Tools Twitter Facebook FourSquare YouTube Flickr LinkedIn WordPress Wikimedia Ning
  15. 15. Demographics Gender Education Salary Age
  16. 16. Dealing with Policy
  17. 17. First, do no harm Look for your Communications Plan and/ or Social Media Policy Review the State “Social Media Best Practices” (12/09) Be aware of Records Retention issues
  18. 18. Do You Need a Policy? Yes
  19. 19. Why You Need a Policy Ensures you’re following policies and guidelines at community and state level Gets buy-in from management Helps lay groundwork for your Social Media Plan
  20. 20. Key Elements in a Policy... Authenticity and Transparency Protecting Confidential Information Copyright Concerns Respecting Your Audience Obeying Terms of Service Brand and Naming Guidelines
  21. 21. Making Your Plan
  22. 22. Your Plan, Your Rules
  23. 23. 1. What are your goals? Determine your objectives: Why are you here? What do you hope to achieve? Find a niche and be an expert Too many objectives? Consider multiple accounts
  24. 24. 2. What tools should you use? Conversation Tools (Twitter, Facebook) Information Tools (blogs, wikis) Photo-sharing (Flickr, Picasa) Video-sharing (YouTube, Vimeo) Location-based (Foursquare, TriOut)
  25. 25. 2. What tools should you use? Who is your audience and what are they using? What is the purpose of your message? How many channels of communication can you commit to? What channels are best for your message?
  26. 26. Remember... It is a lot harder to get OUT of social networking than it is to get into it.
  27. 27. 3. Create/amend your business model What outreach is already being done and how does this fit in? Who/how many people will be doing this? What will the workflow look like? Will they be trained? Will this be in the job description/work plan?
  28. 28. 4. The Employee Factor Don’t just grab some student or intern This is official communication, needs an expert Person should understand and care about the dynamics of social media
  29. 29. 4. The Employee Factor > other
  30. 30. 4. The Employee Factor Educate employees about the communication plan and social media guidelines Encourage them to participate in the community, when appropriate Have guidelines for employees social media behavior
  31. 31. 5. Set Expectations Consider your assets: Do you already have some processes in place? Do you have any in-house expertise? How are your peers doing? How much time and money are you investing in this endeavor? Be realistic
  32. 32. ... and then keep track Keep a copy of all your posts Record data based on your assessment plans Don’t have to be big or costly, just has to work
  33. 33. Warning: Preparedness
  34. 34. Warning: Security
  35. 35. Remember... You are not just making a plan to share information; you are making a plan to build a community You are making a social contract between you and your followers
  36. 36. The Implementation
  37. 37. Create Your Profile
  38. 38. Crafting Your Post Think about your AUDIENCE In what CONTEXT will your audience be reading? What is the PURPOSE of your message?
  39. 39. Audience
  40. 40. Context
  41. 41. Purpose
  42. 42. Communicative Purpose “That post is from NC State OIT!”
  43. 43. You are what you tweet Advertising (workshops, seminars, services, events) Announcements (outages, change management, security issues) News (technology, education, technology in education) Customer Engagement
  44. 44. Introduction to Excel 2007 Part 3 (formulas, macros, drop down lists) 04/22, 1:30-4:00, 6 seats left, More info/ sign-up: ncsu_oit
  45. 45. Tiny URLs can be big security risk! (And you know Twitter uses them extensively.) releases/tiny-urls-can-be-big-security- risks ncsu_oit
  46. 46. RT: @hfrankm3 NCSU's library lends all kinds of cool equipment... Including iPods & Kindles. [ & MUCH MORE! see ] RT: @higheredu STATS: U.S.A. Social Networking Rankings: 9bply5 (Twitter in 17th [Hitwise] & 9th [Nielson] place resptvly) ncsu_oit
  47. 47. Thanks for the follow. Welcome to NC State! Hope you enjoyed our IT presentation. :) Yeah, first presentation I've stayed awake for the whole time haha Ha! We're flattered! Best of luck in your time here, & don't hesitate to call on us if you have technology needs/problems while you're here.
  48. 48. More Engagement
  49. 49. Hashtags and Searches Hashtags tie content into larger community themes #ncsu_oit, #orientation, #gopack Makes tweets easier to find and aggregate
  50. 50. Building Community Welcome newbies, orient them Reward contributions Make sure there is always someone listening (and responding!) Use screen names and connect names with faces IRL Connect with other local communities
  51. 51. {FUN}
  52. 52. The Reckoning
  53. 53. Return on Investment First, have a goal (see: The Plan) Use tools to monitor success: Google analytics URL shorteners that track usage (, Facebook pages monitor usage Many new tools for monitoring social media usage
  54. 54. What does “success” mean to you? What do you do with your success? Return on Investment
  55. 55. Your Reputation Get into good habits Solicit and respond to feedback Pay attention to what’s being said about you
  56. 56. You are not in control
  57. 57. When to Bail It will take time This is an enhancement, not a replacement Don’t look at the number of people, look at the quality of connections You’re using it whether you like it or not
  58. 58. Questions & Discussion
  60. 60. Thank you! Mike Sink (@sinkawitz) Jen Riehle (@ncsumarit) Slides available online at