This document summarizes a webinar on government use of social media. It discusses best practices from three presenters: the City of Reno discusses customizing social media for their citizens, having a sense of humor, and integrating social into their content management system. The EPA discusses writing for their audience and using traditional and new outreach methods. Microsoft discusses social tools for governments, challenges of adoption, and their social computing platform for collaboration, communication and citizen engagement.

1. Government Social Media: Why it
Matters & How to Do It
Part 2 - Social Media: Tools, Usage and
Best Practices
October 14, 2010
Brought to you by:

2. Today’s Speakers
Steve Ressler
President and Founder
GovLoop
Kristy Fifelski
Web Services Program Manager
City of Reno, Nevada
Kay Morrison
Senior Advisor, Office of Web Communications
U.S. Environmental Protection Agency
Kent Cunningham
Government Solutions Architect
Microsoft

3. Housekeeping
• Twitter Hash Tag: #gltrain
• At any time during the next hour, if you would like to submit a
question, just look for the "Ask a question" console. The
presenters will field your questions at the end.
• If you have any technical difficulties during the Webinar, click
on the Help button located below the slide window and you’ll
receive technical assistance.
• And finally, after this session is complete, we will be e-mailing
you a link to the archived version of this Webinar, so you can
view it again or share it with a colleague.

4. Government
Social Media
Presented by Kristy Fifelski
City of Reno Web Services Manager
Govloop – Microsoft Webinar
Oct. 14, 2010
Hands-on tips
from the City of
Reno, Nevada

5. Reno’s current stats…
Fans on Facebook: 8,524
Followers on Twitter: 1,624
YouTube Video views: 51,979

6. Why do people like connecting
with Reno via social media?
(we’re not even promoting it on our website…yet)
 New Reno.gov

7. Our three recommendations
Customize
Integrate
Have a sense of humor

8. Customize
Most social media sites allow
for some level of branding

9. Customize
To logo or not to logo?

10. Integrate

11. Integrate
Involver 

12. CMS
integratio
n

13. the power
of the
share button

15. Please have a sense of humor
When is it okay?

19. Additional thoughts…
Deleting comments
Facebook ads
Metrics/reporting

24. Contact Me!
Kristy Fifelski
Web Services Manager
City of Reno, Nevada
fifelskik@reno.gov
775-785-5818
www.kristyfifelski.com

25. An exploration of social media
best practices at EPA
Kay Morrison
US Environmental Protection Agency

27. Official Policy
• It is EPA’s policy to use social media where
appropriate in order to meet its mission of
protecting human health and the
environment.
• We’re bound by all applicable laws,
regulations, and requirements

33. Tips
• Write for your audience
• Use traditional and new means for outreach
• Expect off topic comments
• Keep reaching out to bring in new comments

43. Thanks!
morrison.kay@epa.gov

44. Social Tools for Government
Kent.Cunningham@Microsoft.com
Microsoft Public Sector Innovation
+1-425-707-0914

45. Citizens want to engage
Online and 24X7X365
Across a
number of
different
mediums
On whatever
device they’re
using at that
moment

46. Citizen Engagement that’s
Actionable!
Gov 1.0 Gov 2.0 Gov 3.0?
Personal Websites Blogs
Virtual Workspaces Wikis
Enterprise Portals RSS Feeds
Instant /Txt Messaging Social Networks
Presence Tagging
Web Conferencing Social Bookmarking
Expertise Location Personal Profiles
Composite Application Mashups

47. Challenges for Government Adoption
Risks Solutions
Loss of control Governance & compliance
Confidentiality risks Privacy & security settings
Unfamiliarity of tools Familiar user experience
Integrated and extensible
More information silos existing infrastructure

48. MS Social Computing Platform

49. SharePoint 2010 "MySite"

50. My Network

51. Create a Social Network

52. Alerts

53. Note Board

54. Status Updates

55. Presence, Photos, and Contact Card
Everywhere

56. Expertise Search - People

57. Ratings

58. Blogs

59. Wikis

60. VIDEO: Training, Public Announcements,
Promotions/Campaigns

61. • Communications • Case Management
• Search • Document and record
• Citizen portal management
• Interactive forms • Electronic Payment
• Geographical IS • Dashboards
• Intranet portal • Balanced Scorecard
• Web space • Financial Management
• Citizen contact center • Financial reporting
• Lower Management Costs

62. Microsoft eGov 2.0 Toolkit
• DEMO: http://www.microsoftpsdemos.com/demos/gov20
• DOWNLOAD: http://egov.codeplex.com/

63. Municipality of Anchorage

64. Introducing Microsoft TownHall

65. http://AmericaSpeakingOut.com

66. O’Reilly Gov 2.0 Conference

67. Not just on the web… everywhere
Tablets
PC / Mac
Mobile
Web
Intranet
Social
Widgets for
3rd Party Sites

68. Facebook Integration

69. What does it cost?
Microsoft TownHall
• download at:
software is available at
no cost! code.msdn.microsoft.com/TownHall
Only requirement is that it
run on the Azure platform
• www.microsoft.com/windowsazure/offers/
Customize in-house or • find partners at:
engage our partners www.micrsoft.com/TownHall
No servers to buy
No new IT staff to hire
No long term commitments

70. Bing.com/Social

71. Deciding what to measure
• Avoid false metrics
• Number of people signed up (you aren’t in this for advertising)
• The number of blogs posted
• Look for system level measures
• Effective use on major projects
• Reduction in e-mail (generally, on specific topics, corporate noise)
• Range of adoption (departments, topics)
• Does a new policy or idea get adopted easier. Can you track the spread?
• Search metrics: fewer similar queries=right information faster
• Number of connections per user
• Cross posting of blogs, subscriptions to RSS and other feeds
• Avg. number of participants with Wikis (also look at distribution – Wikis
with most participants vs. universe of wikis)

72. Gartner MQ Social Software 12/2009
“Microsoft offers a broad
set of capabilities that combine structured
collaboration with core Social Computing
capabilities”
• Blogs
• Wikis,
• Podcasting
• Discussion groups
• ”people search
Integration with desktop office
applications and related offerings such
as:
• Productivity tools
• Leading e-mail server
• Unified Communications suite
• "mixed-mode“ cloud deployments

73. Next Steps
Experiment
Monitor
Learn

76. Audience Q&A

77. Thank You!
To continue the discussion visit
Microsoft on GovLoop at:
http://www.govloop.com/group/productivity