Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social media relations in the public sector

9,063 views

Published on

Presentation to LGC Social Media conference, London, 15 September 2009

Published in: Business, Economy & Finance
  • Be the first to comment

Social media relations in the public sector

  1. Projecting and protecting your organisation’s reputation and message online Simon Wakeman Head of Marketing
  2. social media relations
  3. influencing reputation through direct two-way social media communications
  4. influencing reputation through direct two-way social media communications
  5. influencing reputation through direct two-way social media communications
  6. why bother?
  7. people have always talked about you...
  8. ...but social media is different
  9. no geographical boundaries
  10. no social boundaries
  11. at web speed
  12. three steps to effective social media relations
  13. 1. Monitoring
  14. the local online audit
  15. effective online monitoring
  16. what to monitor • place names • people’s names (members, staff, community) • key issues and identified risks • campaign-specific terms
  17. www.google.com/alerts
  18. search.twitter.com www.tweetbeep.com
  19. www.technorati.com www.blogpulse.com
  20. www.icerocket.com www.socialmention.com www.backtype.com
  21. bit.ly/UJJP boardreader.com
  22. but... www.facebook.com/search
  23. 2. Assessment
  24. • size of community/group involved SCALE / • rate of growth TREND? • relative influence WHO? CONTEXT? ABILITY TO RESPOND?
  25. • size of community/group involved SCALE / • rate of growth TREND? • relative influence WHO? CONTEXT? ABILITY TO RESPOND?
  26. • size of community/group involved SCALE / • rate of growth TREND? • relative influence of group WHO? CONTEXT? ABILITY TO RESPOND?
  27. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
  28. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
  29. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
  30. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND? ...but what about customer service?
  31. • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
  32. • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
  33. • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
  34. • how could you respond? SCALE / • what channels do you have available? TREND? • can you respond in time? WHO? CONTEXT? ABILITY TO RESPOND?
  35. SCALE / TREND? WHO? 1. Ignore 2. Monitor and review 3. Respond CONTEXT? ABILITY TO RESPOND?
  36. 3. Action
  37. PROTOCOLS ROLES CHANNELS • clear, understood social media policy for staff (at work and at home) • make sure other policies are consistent (eg ICT, HR) • have an agreed system for handling social media relations
  38. PROTOCOLS ROLES CHANNELS • who is responsible for social media relations? • what skills / competencies are needed for this role? • working with customer service teams
  39. PROTOCOLS ROLES CHANNELS • in public vs in private • respond at source? • use existing council presences to reply? • be ready for the conversation...
  40. principles • transparency • timely • considered • appropriate tone and style
  41. more than just communications • disruption of traditional hierachies/elites • digitally-enabled community groups • duty to involve / promote democracy • more collaborative and participative future for local government
  42. simon.wakeman@medway.gov.uk simon@simonwakeman.com +44 (0) 7771 701902 twitter: simonwakeman www.simonwakeman.com/lgcsoc

×