This document discusses strategies for using social media in government. It outlines how to identify and engage online influencers through platforms like Facebook, Twitter, YouTube and blogs. Case studies are presented on how politicians like Gavin Newsom and Mayor Nutter of Philadelphia have used social media successfully. Metrics for measuring engagement and influence online are also discussed. The key message is that social media, with a deliberate strategy, can enhance communications between government and constituents.

1. Desiree Peterkin Bell The New Paradigm : Government and Social Media

2. A Fundamental Shift in How We Communicate and Convey Information Social Media is… Any tool or service that uses the internet to facilitate conversations. Ability to identify and engage influential people online. The great democratization of content and influence.

3. 4E Engage to Connect Communities, Resources and Information Empower and create opportunities on any scale Evaluate the impact and reach Evolve the use of social media

6. Desiree Peterkin Bell

7. Desiree Peterkin Bell Metrics can create a bridge between online and offline to document not only the increase of visibility and prominence in social media, but also in the extension and amplification of your audience for all media-related and real-world activity. Additional Benchmarks (real-time metrics to monitor) Facebook comments, Wall posts and “likes” per update (status, photos, video, events) Facebook RSVPs per event Facebook “fans” Click-throughs on bit.ly links used for promotion of video Blog posts Tweets to and from your online identity each month and also retweets Compared month over month Compared to other influencers online Twitter followers Compared to others influencers Engagement The number of responses and interactions that occur with direct updates/participation Increase in fan base (Nielsen/Facebook) Visitors/viewers of content, blogs, etc. Viewers to videos promoted in social media Offline media coverage generated as a result of activity on the Social Web (i.e., MSNBC, CNN) Measurement

8. Influence is defined by the ability to inspire measurable action. Traditionally, influence was solely held by the media elite. Today, Social Media has empowered a new class of influencers by providing them with platforms to extend their thoughts and observations, promote them within powerful online social channels, and interact with others in real-time to further establish and create dedicated online communities. Consumer influence is not necessarily a new discovery, but the Social Web has multiplied the voices of new influence, AND, made it possible for us to find and possibly connect with them. By using keywords (names, topics, events, etc.) we can identify and sort authorities in social media who host and engage in vibrant and extensive communities…we can join the conversation and empower them to become part of your social media community. Blogs Facebook Groups/Fan Pages Forums and Discussion Groups Twitter YouTube Desiree Peterkin Bell INFLUENCE

10. Desiree Peterkin Bell POLITICAL BRANDS AND SOCIAL MEDIA STRATEGIES (CASE STUDIES)

11. Desiree Peterkin Bell SOCIAL MEDIA WORKFLOW *Social Object *Social Object is defined as program, event, news, “update” from your brand on anything that sparks dialogue Wall Post on Fan Page Create Event Tweet from @Michael_Nutter @PhiladelphiaGov Triggers “likes” and comments @Michael_Nutter or @PhiladelphiaGov responds Every interaction sends an update across individual social graphs and increases the visibility of the original update among those who are not already fans – the more engagement they realize, the quicker the community will swell Encourages comments + RSVPs Event Page Retweets and comments @PhiladelphiaGov @Michael_Nutter Influencer Relations Pitch influencers on Twitter, Facebook, Blogs as @Michael_Nutter (@PhiladephiaGov) Celebrity Programming @Michael_Nutter #Philly Rising @PhiladelphiaGov

12. Use a recognized, official and trademarked brand as your profile Verify account Tweet More Follow more people/community on Twitter related to interests Create Twitter lists (categorize following by themes) Introduce #hashtags (i.e #Whyilovephilly; #PhillyRising; #AllEyesOnNewark, #Peace) Tweet links to direct traffic back to site Invite your followers to join your Facebook and YouTube Pages Retweet more content, from people you follow Send @ replies to a few followers and answer some questions (good and bad) on your Twitter feed Refresh your background and profile photo often (discuss Philadelphia “artist in residence” on Twitter idea) Promote Twitter feed on dot.com/gov through interactive widgets Desiree Peterkin Bell Activation of multi-platform approach: TWITTER STRATEGY FOR AUDIENCE ACQUISITION

13. Integrate Facebook into other platforms (Youtube, Tumblr, Flickr) Post more content on wall and video tab Introduce: Dialogue, Questions, Polls, Videos, Photos Post at least 3 times a day to Facebook Post links to other site links on the Web Engage fans through questions and answers Update Events with promotions Share and request photos and videos Continually change the Fan Page photo Post exclusive content on Facebook only Desiree Peterkin Bell Activation of multi-platform approach: FACEBOOK STRATEGY FOR AUDIENCE ACQUISITION

14. Advance a video syndication strategy – on other video posting sites, as well as media distributors (i.e., Cnn.com, AOL, Huffington Post) Optimize content with keywords and tags Encourage viewers to subscribe to the channel Update all content with descriptions Monitor comments to keep them clean Post video links to dot.com, Facebook, and Twitter Desiree Peterkin Bell Activation of multi-platform approach: YOUTUBE STRATEGY FOR AUDIENCE ACQUISITION

15. BE BOLD

16. Social Networking Pioneers Link with Newark

17. Desiree Peterkin Bell Results: More than 100,000 youtube hits City Of Newark mentioned on ‘Late Night’ for 5 days $100,000 for Newark Non-Profits Brand Recognition and Elevation: Priceless PEOPLE FOLLOW AND SHARE CONTENT THAT THEY CARE ABOUT

18. Gavin Newsom doubles down on baseball bet. Next up: Philadelphia

22. THE EVENT TUESDAY, SEPTEMBER 27, 2011 NBC10 STUDIOS 7P-8P Join us for a 1-hour live show with Mayor Nutter Live studio audience Live streamed Live tweeting Moderated by NBC10 Talent Philadelphians had the rare opportunity to ask questions directly to their Mayor about issues that concerned them and their communities.

23. Mayor Nutter “Rocks” the Mike RESULT: REPORTED WIDELY “ Sarah Palin said, "I know the lyrics to Rapper's Delight.“

24. Since the social web is powered by conversations and personalities, our efforts should be rooted in relationship building through active participation, cultivation, and nurturing. We should work to recognize the stature and influence of those influencers we’re hoping to connect with as well as fuel the sharing of Philadelphia’s news, activities, and events across their social graph. We can efficiently identify online influencers using a series of search tools readily at our disposal, however engaging with them in a meaningful way is an art and science unto itself. We can’t simply “pitch” them or ask them to retweet, post, or comment on our activities. In Social Media, we must lead by example. The social web is also powered by the practice of “paying it forward.” Part of our success will require the active reciprocation and recognition of those who comment on Facebook and Tweet on Twitter, to show that we ARE listening. Desiree Peterkin Bell A NEW : ENGAGEMENT

25. In A Nutshell: Social Media With a defined deliberate strategy, social media can augment any communications plan in government. Various outlets such as Twitter, Facebook and Youtube can enhance your message, build your brand and create a continuous stream of communication between you and your stakeholders. You control your message. Desiree Peterkin Bell

26. Desiree Peterkin Bell City of Phildelphia 267-438-7126 @DPBell