SeeClickFix Webinar: Local Government Social Media Training
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Want to develop your own local government social media strategy? Ron Cochran of the City of Malden, MA and Chris Floore of Macon-Bibb County, GA give their tips & tricks.
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SeeClickFix Webinar: Local Government Social Media Training
- 2. BUILDING A SOCIAL MEDIA PRESENCE IN LOCAL GOVERNMENT • Engage like Taco Bell • Be witty like Oreo • Provide value like Lowes All on a Government Budget By: Ron Cochran - Communications Director - City of Malden, MA
- 3. SOCIAL PROOF - MALDEN’S SOCIAL MEDIA PRESENCE AS OF SEPTEMBER 2015 Service Metric Twitter 4,200 + Facebook 6,600 + YouTube Video Views 46,000 + Constant Contact 8,000 +
- 4. STEPS FOR GETTING STARTED OR IMPROVING Reserve the property – build later Facebook, Twitter, YouTube, Flickr, Instagram, Snapchat, LinkedIn, Google Plus (note: this is why our Twitter account is @TheCityofMalden and not @CityofMalden Stick to 2 platforms initially at most (expand as capacity builds) We stuck to Facebook, Twitter, YouTube and Flickr Ask questions often Respond to as much as possible Show there is a human side to the account. Talk like a human and not a robot.
- 5. PLATFORMS WE ARE ACTIVELY USING Platform Advantages Disadvantages Facebook Excellent for hosting a lot of frequently changing information. Younger demographic participation rate is non- existent. A lot of engagement means a lot of questions and comments to respond to. Can be a breeding ground for negativity. Twitter Easily spread info virally. Engagement is difficult. Conversations are tough to maintain. One way communication. YouTube Instructional and informative. Excellent way to show community spirit. Tone can be difficult to set. Poor quality video can be a bad reflection on your administration. Flickr Hands off sharing of photos you accumulate. Builds a living visual history of your community. Time consuming to manage. Constant Contact If the platform fades, you still always have your email list to tell about the new place where you are sharing. Email open rates at best are in the high 40%
- 6. PLATFORMS WE ARE EXPERIMENTING WITH Platform Advantages Disadvantages Instagram Very high level of engagement. Easily spread info virally. Pathway into the younger demographic though that is shifting. Photos can be tough to communicate your message by photos only. Snapchat Highest level of engagement. Hottest and trendiest social media platform out there. Hard to gain trust on this platform. Periscope Very cutting edge. Instantly share important moments. This is essentially live TV.
- 7. TOOLS WE USE IN THE CITY OF MALDEN TO HELP COMMUNICATE Hootsuite Social Media Automation Google Account Docs, Single Signon, G+ Canva Social media image creator Final Cut Pro Video editing Photoshop Photo Editing Lightroom Photo editing and cataloging Constant Contact Email newsletter
- 8. TIPS TO GROW YOUR FOLLOWING Twitter - Use a mass follow tool and follow other social media accounts in your city or town. Facebook – Suggest page to your email list Offer viral information on a platform first (we will announce school cancellation via Twitter) Put your accounts in email footers, websites, business cards and on city vehicles. Put an email slot on your city census Print your social media account info on billing letters or other mailings.
- 9. CONTACT RON COCHRAN TWITTER @RONCOCHRAN FACEBOOK.COM/COCHRAN RON.COCHRAN@GMAIL.COM
- 10. social media for solutions See September 11, 2015 Chris Floore Public Affairs, Macon-Bibb County Tucker Severson Director of Marketing, SeeClickFix
- 11. If what, so what? • Three key components to communicating effectively: • Strategic Plan • Communication • Ability to implement
- 12. If what, so what? • Strategic Plan • Guides the work of the organization & departments. • Core communication tool for an organization. • Sets goals, objectives, strategies, tactics. • Provides context. • Shows public not just how tax dollars are being spent, but the funds are doing.
- 13. Communication • Public relations & social media • Supports organization’s Strategic Plan • Identifies and uses effective tools to reach audiences to: • Provide desired and needed information. • Collect information to help organization make decisions. • ANSWERS QUESTIONS. • FINDS SOLUTIONS. Customer Service
- 14. Customer Service • PR & Customer Service • IF: PR builds relationship with people, and • IF: Customer Service is how organizations interact with people and solve issues, then • Customer Service is PR. • You want people to come to your organization with their issues, right? • Give them a way to report issues and show them how those issues are being addressed. • Must be consistent.
- 18. Customer Service Public Departments Agencies Customer Service • Provides public a knowledgeable, single point of contact. • Allows for trackable data on solutions, answers. • Dedicated follow through on issues.
- 21. Macon-Bibb Public Affairs • 8 departments currently using system • 70+ possible requests • August 2015 • 1,212 issues resolved (7th in the country) • July 2015 • 790 issues resolved (12th in the country) • 312 closed within 10 days • Most requests • Solid Waste (830) • Public Works (204) • Parks and Beautification (172)
- 22. Tips Expanding Reach • Include social media handles in: • Email signatures & press releases • Cross promotion across handles, accounts • Publicly announce and push new services added. • Incorporate SeeClickFix into decision-making process. • Actively promote Customer Service to media when they call. • Engage people who have had success to promote the process for you. • Presentations at local community groups & events. • Link prominently placed on website.
- 25. Questions…? cfloore@maconbibb.us @ChrisFloore Linkedin.com/in/ChrisFloore Macon-Bibb County www.maconbibb.us www.facebook.com/MaconBibbCounty @MaconBibb Mayor Reichert’s Office www.facebook.com/MayorReichert @MayorReichert