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Social Media Policies and Effective Strategies
The document provides guidance on developing effective social media policies and strategies. It outlines key considerations for defining goals, audience, and measures of success. It also describes important components of a social media policy like scope, roles, and guidelines for internal and external use. The document recommends starting a social media strategy by listening to audiences, creating relevant content on different platforms, and regularly measuring and adjusting strategies based on metrics. It emphasizes creating a variety of content, having fun, and leveraging other resources.
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Social Media Policies and Effective Strategies
- 1. Susan Thares 03/13/2013 Social MediaPolicies & Effective Strategies
- 2. Things To ConsiderBefore You Begin • What are you solving for? • Who is the audience you want to reach? • What does your customer want/need from you? • Engagement or one-way communication? • Where does your audience engage on social media? • What constitutes success? • What resources ($$ and people) are available? • Identifying key stakeholders in your organization • Leverage other government resources
- 3. Policy Components • Purpose •Scope • Who does it apply to • Background & Definition • Defining social media/digital engagement & benefits of using it for your agency • How is relates to and advances your agency mission • Roles & Responsibilities • Who is authorized to speak in an official capacity • Approval processes • Policy Specifics • Access • Account Management • Acceptable Use • Legal Requirements • How it’ll be managed/Governance
- 4. Creating Policy Internal UseGuidelines • Follow all applicable government & agency policies • Disclose only publicly available information • Don’t use your status to discuss overly personal info • Show respect & professionalism • Respect other’s privacy • Correct misinformation or mistakes • Avoid political statements
- 5. Creating Policy External UseGuidelines • Comment Policy • Linking Policy • External link evaluation criteria • Disclaimer of endorsement • If you receive PII
- 6. Creating Policy • ObtainTerms of Service for all Third- Party Apps you plan to use • Get approval from OGC • Familiarize yourself with the latest records management, privacy and security guidelines • Leverage all the great resources on HowTo.gov
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- 8. First Steps toan Effective Strategy
- 9. Starting your Strategy •Listen online for questions, comments, information gaps around your products and services • Wade through the noise, look for good nuggets and don’t take it personally • Creating content is key • Write in plain language, inject some humor and go beyond text based content • Link back to resources on your websites • Build an inventory of content before you start and determine how often you are going post • Metrics • What to measure and how to report it • Adjusting as you go
- 10. Online customer listeningis essential to a successful social media strategy
- 11. Create Relevant Content MonitorTrends IdentifyKey Customer Issues Listen
- 12. • Include avariety of links to your websites, resources and blogs • Create visual collateral (video, photos, infographics) • Create a content calendar • Repurpose content when you can • Retweet relevant info from the White House, other agencies and other parts of your agency
- 13. • Establish somebasic metrics • Review metrics regularly and adjust accordingly (e.g. # posts/tweets, time of day, days of the week, etc.) • What content resonated most with your audience • Test different ways to communicate a message (e.g. use different tweet headlines that link to the same blog) • Create FAQ spreadsheet with corresponding answers in Facebook and Twitter formats
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- 20. Twitter Post Example 20 Shortenedlink to info on StudentAid.gov
- 21. The more themerrier… 21
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- 23. Some of ourYouTube Playlists 23