Does "personality" matter to public-agencies' social media? We think so. In this slide deck, we examine how personality can help us as utilities engage, educate and entertain our followers.

2. I am not a role model.

3. #PIOcle
@neorsd @WallyWaterdrop
neorsd.org/PIOcle

4. ENGAGE
EDUCATE
ENTERTAIN
@neorsd #PIOcle

5. • Engage
What’s your plan, personality, and policy?
@neorsd #PIOcle

6. • Engage
What’s your plan, personality, and policy?
• Educate
Creating content, considering comments,
and crisis communication
• Entertain
What about humor, heartstrings, and habits?
@neorsd #PIOcle

7. • Engage
What’s your plan, personality, and policy?
• Educate
Creating content, considering comments,
and crisis communication
• Entertain
What about humor, heartstrings, and habits?
@neorsd #PIOcle

8. • Engage
What’s your plan, personality, and policy?
• Educate
Creating content, considering comments,
and crisis communication
• Entertain
What about humor, heartstrings, and habits?
@neorsd #PIOcle

9. @neorsd #PIOcle

10. Trust and
transparency
@neorsd #PIOcle

11. Before you have a “personality”
ENGAGE: HAVE A PLAN
• Know your goal
@neorsd #PIOcle

12. @neorsd #PIOcle

13. Before you have a “personality”
ENGAGE: HAVE A PLAN
• Know your goal
• Know your resources
• Know your tools
@neorsd #PIOcle

15. Before you have a “personality”
ENGAGE: HAVE A PLAN
• Approval processes
@neorsd #PIOcle

16. Approval processes are relationships
• Concept
• Content opportunities
• Creation
• Collaboration
@neorsd #PIOcle

17. Trust is critical
• Saves time
• Shows relevance
• Improves transparency
• Best examples
@neorsd #PIOcle

18. Before you have a “personality”
ENGAGE: HAVE A PLAN
• Approval processes
• Content calendars
• Content sources
@neorsd #PIOcle

21. What makes someone want to engage?
ENGAGE: PERSONALITY
@neorsd #PIOcle

22. What makes someone want to engage?
ENGAGE: PERSONALITY
• Does your voice
contribute to your goal?
• What kind of interaction
do you expect?
@neorsd #PIOcle

23. BE WILLING.
@neorsd #PIOcle

24. How do you conduct your “social media business?”
ENGAGE: POLICY
• Know the expectations
of the organization and
of the social media
platform
@neorsd #PIOcle

29. @neorsd #PIOcle

30. How do you conduct your “social media business?”
ENGAGE: POLICY
• How can you optimize
your workflow?
• Sharing content?
What’s appropriate?
@neorsd #PIOcle

31. How do you conduct your “social media business?”
ENGAGE: POLICY
• What are your rules of
engagement? (Active
listening, or only when
asked?)
@neorsd #PIOcle

33. How are your metrics? Room for improvement
ENGAGEMENT
• Facebook: 10-30%
Average reach: 500-1000
• @WallyWaterdrop: 78K
impressions last month
4% engagement rate

34. • Engage
What’s your plan, personality, and policy?
• Educate
Creating content, considering comments,
and crisis communication
• Entertain
What about humor, heartstrings, and habits?
@neorsd #PIOcle

35. Where does your social media direct your followers?
EDUCATE: CONTENT
• neorsd.org
• neorsd.org/blog
• youtube.com/neorsdCCR
@neorsd #PIOcle

38. Where does your social media direct your followers?
EDUCATE: CONTENT
• Correspondents?
• Find contributors

39. Where does your social media direct your followers?
EDUCATE: CONTENT
• Know your correspondents
• Find contributors

40. Where does your social media direct your followers?
EDUCATE: CONTENT
• Correspondents?
• Find contributors
• Stay current

41. Where else can education take place?
EDUCATE: COMMENTS

42. Where else can education take place?
EDUCATE: COMMENTS

44. Emergencies and communication
EDUCATE: CRISIS COMMS

45. • Engage
What’s your plan, personality, and policy?
• Educate
Creating content, considering comments,
and crisis communication
• Entertain
What about humor, heartstrings, and habits?

46. You are
competing with
everything.
Make our message worth
customers’ time, because it is.

47. @neorsd #OWEAops

48. @neorsd #OWEAops

49. @neorsd #OWEAops

50. @neorsd #OWEAops

51. Does funny fit?
ENTERTAIN: HUMOR
• Opportunities to make
or find fun in the things
customers take for
granted

56. Making emotional connections
ENTERTAIN: HEART
• Kids
• Animals
• Environment

59. What can you offer your followers?
ENTERTAIN: HABITS
• Give your audience
what they want where
they are
• Tips and resources

61. #PIOcle
@neorsd @WallyWaterdrop
neorsd.org/PIOcle

62. • Engage
Know your plan, personality, and policy
• Educate
Create content, consider comments,
and plan for crisis comms
• Entertain
Opportunities for humor, heartstrings, habits?
@neorsd #PIOcle

63. Twitter: @WallyWaterdrop @neorsd
Instagram: @neorsd
Facebook: facebook.com/YourSewerDistrict
YouTube: youtube.com/neorsdCCR
Blogspot: neorsd.org/blog
LinkedIn: neorsd.org/LinkedIn
gonzalezj@neorsd.org