This document summarizes the Worcester County Sheriff's Office's current social media presence and strategy. It analyzes their existing Facebook, Twitter, and website platforms and engagement. It also discusses expanding to new platforms like Instagram and using tools like Hootsuite to better integrate social media networks. The goal is to more effectively reach audiences and tap into the "Groundswell" by sharing more public safety information, events, and stories in a strategic and measurable way.

1. Worcester County Sheriff’s Office
Social Media Analysis
SOCIAL MEDIA & MARKETING
FINAL PRESENTATION

2. WORCESTER COUNTY SHERIFF’S OFFICE
SOCIAL MEDIA ANALYSIS
• LOOK AT EXISTING SOCIAL MEDIA WITH QUANITATIVE & QUALITATIVE ANALYSIS
• DISCUSS GROUNDSWELL PRINCIPLES
• NEW APPLICATIONS
• STRATEGY AND LONG TERM SOCIAL MEDIA GOALS

3. * First thing every morning, check sites like Addictomatic as well as Google Searches for
content on the web about Worcester County Sheriff’s Office

4. SHERIFF’S FACEBOOK PAGE
*Three FaceBook Pages – Sheriff Evangelidis, Worcester County Sheriff’s Office & Worcester County
Reserve Deputy Sheriff’s Association

5. *Strongest of all 3 Facebook Pages – almost 4,000 FB Friends
*Groundswell likes a mix of informative and personal content, example
New Balance Sneaker Post

6. WCSO OFFICIAL FACEBOOK PAGE
• Over 1,300 Friends on FB for Worcester County Sheriff’s Office Page
• Content here for the Groundswell has to be professional and public safety oriented

7. • Example of Public Safety Content – Iris Scan Program for Children Post
• Also use FB as a tool to post WCSO Job Openings

8. Story goes National with PBS thanks to Social Media
Meet WCSO K-9 Nikita
Nikita will star in episode 4 of National PBS Series Shelter Me

9. • Story was featured in Telegram & Gazette and run by every paper in
Worcester County – lots of exposure on the web & social media

10. RESERVE DEPUTY FACEBOOK PAGE
• Smallest following of all the FaceBook Pages
• Charitable arm of Sheriff’s Department

11. *FaceBook Posts here are for Food & Coat Drives and other Charitable Works
• Recent posts highlight professional athletes and new Reserve Deputies –
Former New England Patriot Joe Andruzzi and New England Revolution Soccer Star
Diego Fagundez

12. FACEBOOK INSIGHTS
• Receive weekly FaceBook Analytics – FaceBook Insights
• Total Page likes up slightly .4% , Total Reach up 76.9% from previous week
• Try to keep content fresh, new & informative to drive traffic

13. WORCESTERCOUNTYSHERIFF.COM
W3 Web Award Gold International Academy of the Visual Arts Worcester County Sheriff’s Office Website Design
Award Winning Web-Site

14. WORCESTERCOUNTYSHERIFF.COM
DASHBOARD
*Responsible for Back-End Maintenance -Posting Press Releases, News Articles etc..
* Always utilize SEO (Search Engine Optimization, lots of tags!!)
*Word Press Updates
*Track Analytics Dashboard - Visits, Pageviews, Bounce Rate, New Visits

15. LEW EVANGELIDIS @SHERIFFLEW
• Growing Platform – Only 239 Followers, 176 Tweets
• Utilizing more now with #sherifflew hashtags, retweets, tweeting pics, following others

16. Sheriff Lew Evangelidis : Where are you heading?

17. YouTube Analytics
• YouTube is not biggest Social Media Platform for WCSO
• Will continue to make short video clips when possible
• Will continue post videos on FB page and Website

18. INCORPORATE
GROUNDSWELL PRINCIPLES
Tapping the Groundswell with Twitter
“There is more to Twitter than Meets the Eye”
Twitter supports all 5 objectives –
Listening, Talking, Energizing, Supporting & Embracing of the Groundswell
More Effective Uses of Twitter for Worcester County Sheriff’s Office:
• Begin to “Co-Tweet” or “Tweet-Deck”
• Set up Tweet Card for FREE Twitter Analytics
Respond, Retweet and Link
According to The Groundswell:
“Twitter may be among the simplest, most powerful social tools you can
use. Just make sure you integrate it with the rest of your social
channels.”

19. Groundswell Strategy
WCSO Social Media Management Made Easy Using Hootsuite
• Will now begin to use Hootsuite to manage all social media networks from one place
• Can create custom content, schedule messages, reply, retweet and “like” messages and perform a
range of social media actions directly from one stream – Hootsuite Dashboard
• Will now begin to add MORE Social Network Platforms – Instagram, Flickr, Vimeo, YouTube
• Will now be able to reach the Groundswell with WCSO message more efficiently and effectively