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SOCIAL MEDIA
BASICS FOR OREGON CITIES
WHAT WE’LL COVER TODAY
• Scope and scale of social media
• Relevant trends
• Social media policies & plans
• Promising practices
• Social media as service
WHAT IS
SOCIAL
MEDIA?
• Interactive ….. 

not authoritative
• Personal ….. 

not institutional
• “Narrowcast” (through
networks) …. 

not broadcast
SOCIAL MEDIA
SCOPE & SCALE
SOCI
AL
TECH
NOG
RAPH
ICS
MILLENNIALS
BABY
BOOMERS
“Government engagement is an alien prospect for
this [younger] generation. They don’t want to go
to a community meeting… they want to 'plug in'."
Steven Hardy, MindMixer
SENIORS ARE
IN A SOCIAL
CROSSROADS
• Adoption of social
media has tripled in
the Last four Years.
• Now: 43% of internet
users over 65 use
social media
TRENDS IN SOCIAL MEDIA
• Social media use in cities is growing, despite
tight budgets.
• Cities are using social media to meet core
operational goals.
• Cities are actively managing and monitoring
social media.
• Fewer than 1% of cities have an employee
who exclusively handles social media.
CENTRALIZED SOCIAL MEDIA
MANAGEMENT
• Managed by one central office:
often Mayor’s office or
communication department.
• Everything goes through one
person or small team.
Benefits:
• Content is high-level,
everything is intertwined.
• More cohesive & “on plan.”
• More consistent & accurate.
CENTRALIZED SOCIAL MEDIA
MANAGEMENT
Drawbacks:
• Less creativity
• Less variety in
information
• Less buy-in
• Challenge to get “on
the agenda”
DECENTRALIZED SOCIAL MEDIA
MANAGEMENT
• Departments or
agencies manage their
own accounts.
Benefits:
• Content is tailored to
audiences’ interest
• More diverse content
and voices.
DECENTRALIZED SOCIAL MEDIA
MANAGEMENT
Drawbacks:
• Hard to track
• Less cohesive
• Training intensive
HYBRID MODEL
• Profiles and pages are
managed by departments
w/ some central oversight.
Benefit:
• Flexible to city's needs
Drawbacks:
• Potentially hard to
manage process
• Less standardization
SOCIAL MEDIA MANAGEMENT
• Create an approval
process that works
• Have a meaningful social
media
• Identify, equip, trust the
gatekeepers
• Build a social media/web
team & meet regularly
SOCIAL MEDIA POLICY
PERSONAL | PROFESSIONAL | AS THE CITY
YES, YOU NEED A POLICY
• Helps avoid pitfalls
• Should be clear, but
flexible
• Outlines approves tools,
content, procedures
• Complies with state and
federal laws
PUBLIC RECORDS & SOCIAL MEDIA
• Short answer: social
media posts are public
record.
• Important to understand
the State and Federal
Laws.
• Work with your attorney
on crafting the policy.
CREATING A SOCIAL MEDIA PLAN
Listen first.
What is your
city saying?
START AT THE BEGINNING
• Clearly identify your city’s
objectives. What do you
want to accomplish?
• Carefully assess your
resources.
• Determine the strategies to
get you there.
• Identify how you’ll measure
success.
SOCIAL MEDIA AS A SERVICE
THINKING BEYOND MARKETING &
COMMUNICATIONS.
WHAT ELSE IS SOCIAL MEDIA
GOOD FOR?
• Economic
Development
• Political
Engagement and
Policy Feedback
• Emergency
Management
- Sarah E.
Madison, Wisconsin
“When you ask for feedback, you will get
non-related feedback. The pertinent
comments are very valuable and it gives
you a perspective on what your
constituents are thinking.”
Questions?
!
Kelli Matthews
kelli@turellgroup.com
541.868.7975

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League or cities

  • 1. SOCIAL MEDIA BASICS FOR OREGON CITIES
  • 2. WHAT WE’LL COVER TODAY • Scope and scale of social media • Relevant trends • Social media policies & plans • Promising practices • Social media as service
  • 3. WHAT IS SOCIAL MEDIA? • Interactive ….. 
 not authoritative • Personal ….. 
 not institutional • “Narrowcast” (through networks) …. 
 not broadcast
  • 6.
  • 8. “Government engagement is an alien prospect for this [younger] generation. They don’t want to go to a community meeting… they want to 'plug in'." Steven Hardy, MindMixer
  • 9. SENIORS ARE IN A SOCIAL CROSSROADS • Adoption of social media has tripled in the Last four Years. • Now: 43% of internet users over 65 use social media
  • 10. TRENDS IN SOCIAL MEDIA • Social media use in cities is growing, despite tight budgets. • Cities are using social media to meet core operational goals. • Cities are actively managing and monitoring social media. • Fewer than 1% of cities have an employee who exclusively handles social media.
  • 11. CENTRALIZED SOCIAL MEDIA MANAGEMENT • Managed by one central office: often Mayor’s office or communication department. • Everything goes through one person or small team. Benefits: • Content is high-level, everything is intertwined. • More cohesive & “on plan.” • More consistent & accurate.
  • 12. CENTRALIZED SOCIAL MEDIA MANAGEMENT Drawbacks: • Less creativity • Less variety in information • Less buy-in • Challenge to get “on the agenda”
  • 13. DECENTRALIZED SOCIAL MEDIA MANAGEMENT • Departments or agencies manage their own accounts. Benefits: • Content is tailored to audiences’ interest • More diverse content and voices.
  • 14. DECENTRALIZED SOCIAL MEDIA MANAGEMENT Drawbacks: • Hard to track • Less cohesive • Training intensive
  • 15. HYBRID MODEL • Profiles and pages are managed by departments w/ some central oversight. Benefit: • Flexible to city's needs Drawbacks: • Potentially hard to manage process • Less standardization
  • 16. SOCIAL MEDIA MANAGEMENT • Create an approval process that works • Have a meaningful social media • Identify, equip, trust the gatekeepers • Build a social media/web team & meet regularly
  • 17. SOCIAL MEDIA POLICY PERSONAL | PROFESSIONAL | AS THE CITY
  • 18. YES, YOU NEED A POLICY • Helps avoid pitfalls • Should be clear, but flexible • Outlines approves tools, content, procedures • Complies with state and federal laws
  • 19. PUBLIC RECORDS & SOCIAL MEDIA • Short answer: social media posts are public record. • Important to understand the State and Federal Laws. • Work with your attorney on crafting the policy.
  • 20. CREATING A SOCIAL MEDIA PLAN
  • 21. Listen first. What is your city saying?
  • 22. START AT THE BEGINNING • Clearly identify your city’s objectives. What do you want to accomplish? • Carefully assess your resources. • Determine the strategies to get you there. • Identify how you’ll measure success.
  • 23. SOCIAL MEDIA AS A SERVICE THINKING BEYOND MARKETING & COMMUNICATIONS.
  • 24. WHAT ELSE IS SOCIAL MEDIA GOOD FOR? • Economic Development • Political Engagement and Policy Feedback • Emergency Management
  • 25. - Sarah E. Madison, Wisconsin “When you ask for feedback, you will get non-related feedback. The pertinent comments are very valuable and it gives you a perspective on what your constituents are thinking.”