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Integrating Social Media - notes version


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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.

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Integrating Social Media - notes version

  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” We WILL tell you how to figure out if you should be using social media; what to use; how to implement it; how to make it work in a community We’re going to talk about integrating social media into your business plan and workflow and using it to improve your relationship with your constituency.
  4. 4. NOT easy ... or it shouldn’t be if done right
  5. 5. WON’T solve all your problems Probably creates new ones. :) This is an enhancement - should build on what you’re doing
  6. 6. CAN’T set it and forget it You can’t just create an account and say “Yay! I’m on Twitter! We’re done.”
  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 Wikipedia has several definitions but at its core says “blending of technology and social interaction for the co-creation of value” With a definition like that, social media can include buying a latte at your local internet cafe. VERY broad. We’re going to break it down a little into TYPES of social media TOOLS
  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 LinkedIn
  10. 10. Photo-sharing Services Share photos Ex. Flickr, Picasa, SmugMug
  11. 11. Video-sharing Services Share video Ex. YouTube, Vimeo Could mention iTunesU here briefly
  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 Poll ‘em? Look around at who is using what!
  14. 14. The Tools Twitter Facebook FourSquare YouTube Flickr LinkedIn WordPress Wikimedia Ning Poll ‘em? Look around at who is using what!
  15. 15. Demographics Gender Education Salary Age Even male/female ration (48/52); higher education; higher salary Self-selecting nature: have to have a computer and/or cell phone - mostly better educated, older, have more money You won’t get too many younger users (under 18); you won’t get too many under-privileged users 28% of Facebook, Flickr and Twitter users are over 45 years old; 16-18% under 25 (60%+ b/w 25-45)
  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 MIKE:Your municipality may not want you to do this at all. This may be your only stop. State of NC has - Social Media Best Practices and tutorial (12/09) - No retention requirements specific to social media at this time (have them for e-mail and websites) NCSU has - communications plan - no social media plan YET - comm plan being redone
  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 Legitimizes the effort - credibility Social Media policy usually a part of a larger comprehensive communications 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 Coke’s Policy: 1.Be Certified in the Social Media Certification Program. 2. Follow our Code of Business Conduct and all other Company policies. 3.Be mindful that you are representing the Company. 4. Fully disclose your affiliation with the Company. 5.Keep records. 6. When in doubt, do not post. 7. Give credit where credit is due and don’t violate others’ rights. 8.Be responsible to your work. 9.Remember that your local posts can have global significance. 10. Know that the Internet is permanent.
  21. 21. Making Your Plan
  22. 22. Your Plan, Your Ruleso So we talked about the policies and plans above you and they are important o But if you want to use social media you have to decide for yourself WHAT to use, HOW and WHEN to use it, etc. o It’s your turn
  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 Want to offer customer service? Provide information? Ex: P&R channels: Largest common denominator - athletics, cultural, events - will segregate your audience Be a resource when people need help? SME? Build a brand?
  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) DON’T USE EVERYTHING. No one needs all these. Evaluate each category and determine the categories and tools that best serve your purpose.
  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? Audience: young, old, net users? One-way communication vs. two-way communication
  26. 26. Remember... It is a lot harder to get OUT of social networking than it is to get into it. Tempting to get into a lot of channels but it’s terrible to get into a profile and then not use 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? This is an enhancement to your current marketing and outreach strategies, not a replacement It takes a TEAM of people Training in writing for the web; communications - your staff needs to be an expert in what they’re talking about This is not “goofing off”! This takes time and skill and needs to be considered a real responsibility
  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 Try to find people who are passionate about this; that will make it easier to succeed Just because you "grew up" with social media, that doesn't mean they know how to do social media. It's marketing and there are other skills, oversight, knowledge of legalities involved. Training in writing for the web; communications - your staff needs to be an expert in what they’re talking about This is not “goofing off”! This takes time and skill and needs to be considered a real responsibility
  29. 29. 4. The Employee Factor > other Other people in your organization are going to be using social media The story of “Rick” Triage approach: 1) Assess the message, 2) Do you want to respond? 3) Evaluate the purpose of the post (Unhappy employee/ Dedicated complainer/Humorist)
  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 If you’re tweeting personally then remember: - build a community within the industry you’re in - don’t tie yourself to your position in your organization If things change you want the contacts but you don’t want to leave an account behind; reasons to separate personal and professional ITS A Balance
  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 If you plan to assess your success make sure you have some metrics in mind and that you do some work to track your success - later ROI slide
  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 Where did my tweets go? Twitter doesn’t save everything, so if you want to you need to 1. actively make that effort with a text file or 2. sign up for The Archivisit, TweetDumpr At the end of the week copy everything you did into a text file. Just know who did what when. If you plan to assess your success make sure you have some metrics in mind and that you do some work to track your success - later ROI slide
  33. 33. Warning: Preparedness In case of emergency, have a plan Everyone will be posting but it’s important you offer quick and reliable information- get ahead of or correct rumors In case of negative interactions, have a plan
  34. 34. Warning: Security Some scams, phishing attacks, hackers going after social media tools Firesheep, Koobface, Keep computers secure Keep employees informed on the latest bad stuff Koobface: Worm spread on Windows, Mac OS X, and Linux to get sensitive information such as credit card numbers. Spread by sending e-mail to a friend to look at something that purportedly requires flash to up updated. When click on button to update flash, worm downloaded.
  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 Jen 1st Mike 2nd Expectations about what you tweet, how often, your level of expertise in your niche, etc. There will be some expectation that if they direct something at you, you will respond You must be able to meet and exceed their expectations or they will stop following you and, even worse, they’ll tell others to as well
  36. 36. The Implementation
  37. 37. Create Your Profile And I don’t just mean ID and password... CREATE YOUR IDENTITY / PERSONA Find a voice/tone and stick with it. Can be funny, cool, have a gimmick, whatever but goes with your social contract (audience expectations) so make it work and be consistent
  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 “Craft your message based on your knowledge of the audience” Our coaches will delete a message that starts with “All fields are open...except.” Know Your Audience. Knowledge domain of your topic (niche) Don't bury the lead (“All faculty and staff will be attending an off-campus DE continuing education session on Thursday”)
  40. 40. Context Where will your audience be and how will they receive this message. What equipment will they receive the message on. Electric sign or desktop or smartphone or iPad In a place where sound isn't appropriate? First time site visitor or repeat visitor? Potential "unique" context (Student Health Services website)
  41. 41. Purpose - know what you’re trying to convey - is this a call to action? or just information. - know what they’re trying to accomplish (make it task-oriented)
  42. 42. Communicative Purpose “That post is from NC State OIT!” Example: NC State OIT Goal is for reader to say this. Short of that, "Oh that makes sense."
  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 Advertising
  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 Announcements
  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 News
  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. Customer Engagement
  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 Tools like Tweetdeck and Tweetgrid to follow multiple users and hashtags - see what people are saying! Where did my tweets go? Twitter doesn’t save everything, so if you want to you need to 1. actively make that effort with a text file or 2. sign up for The Archivisit, TweetDumpr
  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} FUN - HAVE SOME 1. Be authentic 2. Have fun Your audience will know if you’re not being yourself, if you’re not having fun; you won’t post because you’re frustrated.
  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 Tools: Omniture, ViralHeat (built with SAS analytics), ShareThis- Argyle Social downstairs
  54. 54. What does “success” mean to you? What do you do with your success? Return on Investment You may have all kinds of data but what does it mean?? But what does “success” mean? Subjective AND objective Measure success in interactions and building of relationships
  55. 55. Your Reputation Get into good habits Solicit and respond to feedback Pay attention to what’s being said about you Reputation is everything in social media - won’t have followers without a good rep Find good resources and share your knowledge - BUILD CREDIBILITY Eventually you will become the resource and you’ll get more followers Tools like Tweetdeck and Tweetgrid to follow multiple users and hashtags
  56. 56. You are not in control ANYONE can say ANYTHING at ANYTIME so pay attention! DON’T IGNORE IT. Ask for feedback; move on - this is an opportunity! If it becomes abusive you can choose to remove content but it helps to have a policy (publicly available) to point to in order justify why you’re blocking someones comments
  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 Just because you haven’t posted in ages, does’t mean you should stop; DOES mean you should re-evaluate
  58. 58. Questions & Discussion
  60. 60. Thank you! Mike Sink (@sinkawitz) Jen Riehle (@ncsumarit) Slides available online at