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

1. Projecting and protecting
your organisation’s reputation
and message online
Simon Wakeman
Head of Marketing

3. social media relations

4. influencing reputation through direct
two-way social media communications

5. influencing reputation through direct
two-way social media communications

6. influencing reputation through direct
two-way social media communications

7. why bother?

8. people have always talked about you...

9. ...but social media is different

10. no geographical boundaries

11. no social boundaries

12. at web speed

16. three steps to effective
social media relations

17. 1. Monitoring

18. the local online audit

19. effective online monitoring

20. what to monitor
• place names
• people’s names (members, staff, community)
• key issues and identified risks
• campaign-specific terms

21. www.google.com/alerts

22. search.twitter.com
www.tweetbeep.com

23. www.technorati.com
www.blogpulse.com

24. www.icerocket.com www.socialmention.com
www.backtype.com

25. bit.ly/UJJP
boardreader.com

26. but...
www.facebook.com/search

27. 2. Assessment

28. • size of community/group involved
SCALE / • rate of growth
TREND? • relative influence
WHO?
CONTEXT?
ABILITY TO
RESPOND?

29. • size of community/group involved
SCALE / • rate of growth
TREND? • relative influence
WHO?
CONTEXT?
ABILITY TO
RESPOND?

30. • size of community/group involved
SCALE / • rate of growth
TREND? • relative influence of group
WHO?
CONTEXT?
ABILITY TO
RESPOND?

31. • who’s involved?
SCALE / • relative influence (offline / online)
TREND? • position in network?
WHO?
CONTEXT?
ABILITY TO
RESPOND?

32. • who’s involved?
SCALE / • relative influence (offline / online)
TREND? • position in network?
WHO?
CONTEXT?
ABILITY TO
RESPOND?

33. • who’s involved?
SCALE / • relative influence (offline / online)
TREND? • position in network?
WHO?
CONTEXT?
ABILITY TO
RESPOND?

34. • who’s involved?
SCALE / • relative influence (offline / online)
TREND? • position in network?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
...but what about customer service?

35. • the bigger picture
SCALE / • fit with protocols / rules
TREND? • consistency with other channels
WHO?
CONTEXT?
ABILITY TO
RESPOND?

36. • the bigger picture
SCALE / • fit with protocols / rules
TREND? • consistency with other channels
WHO?
CONTEXT?
ABILITY TO
RESPOND?

37. • the bigger picture
SCALE / • fit with protocols / rules
TREND? • consistency with other channels
WHO?
CONTEXT?
ABILITY TO
RESPOND?

38. • how could you respond?
SCALE / • what channels do you have available?
TREND? • can you respond in time?
WHO?
CONTEXT?
ABILITY TO
RESPOND?

39. SCALE /
TREND?
WHO?
1. Ignore
2. Monitor and review
3. Respond
CONTEXT?
ABILITY TO
RESPOND?

40. 3. Action

41. 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

42. PROTOCOLS ROLES CHANNELS
• who is responsible for social media relations?
• what skills / competencies are needed for this role?
• working with customer service teams

43. PROTOCOLS ROLES CHANNELS
• in public vs in private
• respond at source?
• use existing council presences to reply?
• be ready for the conversation...

44. principles
• transparency
• timely
• considered
• appropriate tone and style

45. 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

46. simon.wakeman@medway.gov.uk
simon@simonwakeman.com
+44 (0) 7771 701902
twitter: simonwakeman
www.simonwakeman.com/lgcsoc