This document provides guidance on using social media for government communications. It discusses how traditional media is declining while social media allows anyone to publish and interact directly with audiences. It outlines major social media platforms like Facebook, Twitter, YouTube and their functions. It emphasizes that social media requires an interactive approach rather than one-way messaging and that content must be optimized for each platform. Mobile access is also a major factor in social media usage. The document provides tips for creating effective, relevant, and timely social media posts and engaging with audiences.

1. Jeremy Lasich, Deputy Director
Fairfax County (VA) Office of Public Affairs
jeremy.lasich@fairfaxcounty.gov

3. Traditional media (newspapers, television, radio,
books, CDs) can’t be changed.
 Social media is interactive.
 Social media allows for real-time feedback.
 Anybody can publish social media.
 Social media is infinite with no limitations on length or
quantity.
 Social media is linkable and easily reused.

4.  We are all publishers today
with the ability to reach
countless social circles and
interests directly.
 Four years ago, many of
the key social tools were
simply not available.

5. Social media is just another set of tools; we already
use:
Web sites
News releases
Hotlines/Phone Numbers
News conferences
Brochures

6.  Facebook
 Twitter
 YouTube
 Instagram
 Flickr
 Blogs
 Slideshare
 LinkedIn
 Soundcloud
 Pintrest
 And many more examples …

7. Greg Licamele // January 2015

8. Content
Facebook
Twitter
YouTube
SlideShare
InstagramPinterest
Google+
SoundCloud
LinkedIn
• Content can be shared
on multiple platforms, but
not in the same way;
each platform has its own
“culture”
• Tweets can point to
SlideShare; Facebook
can point to SoundCloud,
etc.
• ECOSYSTEM

10. Traditional media on the decline with layoffs,
budget cuts, fewer printed pages and minutes of
coverage.
Who fills the void? How do messages and
information spread? How do we tell people
directly what’s going on at the local level?
Important to get content where the eyeballs are.

11.  We are only one content provider; we’re not the
sole source of info. We need to be part of the
conversation.
 Help others become our information
ambassadors.
 Answer questions and provide quality customer
service.

12. Social media is fundamental, not a fad.

13.  “Daily total reach” means the number of times content has
appeared in a Facebook user’s newsfeed.
 FY 2012: 2,088,753
 FY 2013: 6,659,856
 FY 2014: 11,603,306

14.  You must always think
about the Facebook
NewsFeed.
 Updates will appear
amid family, cute babies,
puppies, celebrities and
other organizations.

15.  Facebook Pages are not visited often.
 Very few people will actually visit a Facebook Page after they
“like” it. They will rely on the NewsFeed for updates.
 Many people will never “like” a page but see updates shared
from friends.

16.  NewsFeed Ranking is critical to be aware of on
Facebook.
 It decides what content will be displayed to each user based
on many factors.

18.  Mobile is quickly becoming the dominant way people view
content on Facebook.
 78.9% of Facebook’s daily American users are on mobile.

19.  Why?
 Open network (not closed like Facebook)
 You can see all updates*
 People + Organizations + Media
 Hashtags
 Breaking news

20.  Listening and monitoring
are critical to success.
 Find the conversations
relevant to your subject
matter and our community.
 Engage (as needed).
 NOT just a push tool.

21.  Twitter is a two-way
conversation
 You MUST interact on
Twitter.

22.  You must always think
about the Twitter
timeline.
 Updates will appear amid
sports, news, celebrities,
cute babies, cute puppies
and other organizations.
 Add value, not noise.

23.  Your Twitter.com profile is not visited often.
 Very few people will actually visit a Twitter page after they
follow you. They will rely on the Twitter timeline to see your
updates.

24. Tweet content multiple times.
People on Twitter at 9 a.m. are likely different
than the people at 9 p.m.
“… if you’re making social media only a part of a
9 to 5 work day, you might be missing out on
connecting with consumers during the times
they’re likely to be online.”
Just because you’ve said it once on Twitter
doesn’t mean you’ve said it! 

25.  Shelf life of a tweet is often 1 to 2 hours.

26.  Twitter is NOT Facebook.
 It has its own unique culture, norms and methods that lead to
success. Each message you share needs to adapt to the
platform. How you engage is different, too.

27.  Mobile is THE dominant way people view Twitter.

28.  Hashtags let anyone contribute to a local, regional,
national or niche conversation

29.  Twitter is the media’s new inbox
 News breaks on Twitter faster than any other medium;
journalists want info on Twitter

31.  No one “owns” a hashtag. Anyone can use a hashtag and
contribute to a conversation about that topic.
 Media, TV shows, company brands, governments,
conferences and others use hashtags …

34.  Hashtags for types
of complaints

38.  “Streams, Walls and Feeds”
 107 guidelines for social media messages

39. Relevant
Timely
Actionable

40.  Relevant: Pertains to people’s daily lives

41.  Timely: Deadlines, events, related to current events

42.  Actionable: Register, attend, etc.

43. Personal Opinions
PDFs
Commercial/private sector information (i.e.,
endorsements)
Internal content such as awards or employee info
Do not try to control the conversation; be a
participant with facts

44. Listen. Listen to the good and bad
Make strategic decision as to whether to respond
Prioritize responses:
Customer service
Emergencies
Inaccurate information
Stick with the facts

45. Mobile devices have cemented the power and
reach of social media today
This is THE game changer -- an information
revolution like no other
Mobile devices are everywhere

46. 2005: Pope John
Paul II’s funeral
(1 flip phone bottom
right)
2013: Naming of
Pope Francis

47. 2005: Pope John
Paul II’s funeral
(1 flip phone bottom
right)
2013: Naming of
Pope Francis

48.  Created a Flickr group
for residents to share
photos; the government
can use pics if granted
permission

49.  51 Twitter accounts
for each police
beat; provide very
localized updates
49

52. Jeremy Lasich, Deputy Director
Office of Public Affairs
jeremy.lasich@fairfaxcounty.gov