This document outlines strategies for social media content management. It discusses challenges like creating boring, safe content and issues with complex graphics or being culturally sensitive within approval timelines. It recommends that 70% of posts answer public needs, 20% feature others' content to build trust, and 10% feature your own agency. The document advises being concise during emergencies and choosing a timely posting rhythm otherwise. It provides ideas for engaging content and being prepared with video, pictures, and communication without words. It also cautions about dangerous political, religious or non-factual content.

1. Cheryl
Bledsoe,
@cherylble
SESSION 3:
SOCIAL MEDIA
CONTENT STRATEGIES

2. Content Challenges
What to Post
When to Post (in crisis & in peace)
Dangerous Content
COURSE OBJECTIVES

3. Issue #1:
We Practice Boring….because it is safe
AGENCY CHALLENGES

4. Issue #2:
Listening is Scary, or…
AGENCY CHALLENGES

5. Issue #3:
Content
Can Be
Complex ►►►
AGENCY CHALLENGES
Anyone got an
overly complex
graphic here in
the audience?

6. Issue #5:
Difficult to be Culturally Relative within
Traditional Message Approval Timelines
AGENCY CHALLENGES

7. Blog
Tweets
Contests
Quizzes
Poll Questions
Info Graphics
Photos
Videos
TYPES OF POSTS

8. 70% should answer what the public needs
How-To DIY
Frequently Asked Questions
Helpful Resources
20% should be other people’s content
Generates participatory ownership
Enhances Trust
10% should be your own agency content
WHAT TO POST
#smPDX

9. When Information is Relevant
 If You Are In the Midst of an Emergency,
 Be concise & Broadcast-focused
 Monitor Enough to Know the Trending Concerns
 If The Emergency Is Happening Elsewhere,
 Ask: What Might My Community Want to Know?
 If You Are NOT In an Emergency,
 Choose a Posting Rhythm that Meets Your Resources
In a Timely Fashion
Time of Day Can Influence Engagement
WHEN TO POST

10. Give Your
Community Fun
Content
Know Your Core
Values
Be Responsive
Remember, Peopl
e are Visual
CONTENT STRATEGIES

11.  Interact
 Embrace the Holidays
 Choose Themes
 Do Social Good
 Solve Problems
 Create & Use Active Hashtags
 Feature Your Followers
 Promote Across Platforms
If you want to engage with Internet Meme’s,
do it early….within 1-2 weeks of hype.
CONTENT IDEAS

12.  Getting Comfortable with Making Video’s
 Be Nimble Enough to Host Your Own Press Conference
 Practice Taking Pictures
 Communicate Without Words
 Think Constantly About What You Can Share
 Watch Your Community…. Be Connected
 Be Fun
BE READY BY….

13. Use the “Holiday Dinner”
rules….
 Be Aware of Politics
 Avoid Religion
 Focus on Facts
 Be Non-Judgmental
Negative Comments…
 Embrace Educational
Opportunities
 Communities will self-
regulate
 Be clear on your content
management rules
DANGEROUS CONTENT

14. Contact Information
Cheryl Bledsoe (@cherylble)
Emergency Management
Cheryl.Bledsoe@clark.wa.gov
360-992-6270
Social Media Projects
cherylble@gmail.com
503-250-4882
QUESTION & ANSWER TIME
Can’t quite remember your question?
Tweet @CherylBle for more discussion