Discussion on City's approach to Social Media - use right tool for right objective, start using successes externally to build collaboration internally, and take chances but always do good.

1. April 2010 Jas Darrah, Communications @jdarrah Social Media in Alberta’s Capital City

9. Scope of Social Media use by City to collaborate within City use by City employees for personal use use by City to connect with citizens (people outside City org.) Guidelines developed by Communications with Web Office, Office of Public Involvement, IT, HR, Legal Governed by Media Relations Policy, Code of Conduct, Use of Communications Technology Hardest part – capitalize on public success Use by councillors

10. Scope of Social Media involvement How do we participate with social media to engage, promote etc How do we monitor others using social media to talk about us Corporate projects and projects by business units 1. Listen 2. Participate 3. Engage

17. Create Content – micro blog

31. Go where your target is Communicate to audiences where they want to interact Jobs? Get others in an online community to answer questions for us

50. Content seekers – RSS feed aggregators Vital for allowing “pull” of our information and helping viral sharing

51. Creating, sharing, rating content

53. People reacting – forums, ratings City makes first decision to relinquish control of the message in online community Objective: link Edmontonians around globe Positive unintended consequences

54. People connecting – Social Networking Sites

55. Public input – forums, surveys, etc

57. Edmonton.ca Static, one-way information, mainly consistent over time, City organization, formal Transforming Edmonton Frequent updates, archival, tags, conversational, interactive, informal, sharing, rich links Complementary tools