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This document provides an overview of using social media for Oregon cities. It discusses the scope and trends in social media use, including how millennials and seniors are using social media. It also covers different social media management models, the importance of social media policies, and how to create an effective social media plan and use social media as a service beyond just marketing and communications. The document offers advice from other cities on getting feedback from constituents and addressing public records requirements.
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- 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
- 4. SOCIAL MEDIA SCOPE & SCALE
- 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.”