Michigan.gov Social Media - An Overview

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Recent presentation on social media and it's implementation in State of Michigan government given at the Michigan Association of Counties annual conference.

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Michigan.gov Social Media - An Overview

  1. 1. SOCIAL NETWORKING: AN OVERVIEWGovernment Uses and Benefits
  2. 2. Social Communications SpecialistNICOLE SUNSTRUM Chair, Statewide Social Media Board @sunstrumn sunstrumn@michigan.org www.linkedin.com/in/sunstrumn www.facebook.com/nikki.sunstrum
  3. 3. Internet-based applications that build on the ideologicaland technological foundations, which allow the creationand exchange of user-generated content. www.wikipedia.comDEFINED
  4. 4. MAJOR COMPETITO PLAYERS RSTHE INVENTORY
  5. 5. State of the Internet:TRILLION  107T # of emails sent in 2010  3.3B # of email accounts globally in 2012  294B average # of emails sent each day BILLION  2.1 Billion users across the globe  45% of internet users are under age 25MILLION  555M websites worldwide, 300M created last year aloneFUTURE OR FAD?
  6. 6. State of the Social Media:TRILLION  2.4B Social networking accounts worldwide  800+M registered Facebook User  225M Twitter accounts BILLION  62 % of adults have a social profile, 55% in AmericaMILLION  Social commerce sales are expected to reach $14.25B in 2012  90% of marketers use social media channels for businessFUTURE OR FAD?
  7. 7. State of the Social Media:Each year…  YouTube videos get 4B views per day  340M Tweets are sent every day Every day…  Time spent/person/month on Facebook = ~8hoursPer hour…  54% of monthly Facebook users (901M) access via mobile  Pinterest is now the 3rd largest social network with 11.7M usersIn the last second…  The average Pinterest user has 2,677 pinsFUTURE OR FAD?
  8. 8. WWW.MICHIGAN.GOV/SOCIALMEDIAFull inventory, Resources, Policy, Best Practices, Helpful hints
  9. 9. GOVERNMENT USES
  10. 10. © What outlet is the right one for you? © Why would a social presence be of benefit to your organization? © How are you providing additional value?STRATEGY
  11. 11. © Identifying your online customer © Determining goals and your return on investment © The Rules of EngagementSTRATEGY
  12. 12.  Get started www.facebook.com/pages  Identify Yourself Store hours, info, staff  Target Spread the word! Rubber stamps, flyers, postcards, bag stuffers, receipts  Be unique Vanity URL, branded welcome pageCREATION
  13. 13. MAKE THEM “LIKE” YOU!  Start simple  Shared stories  Mentions and collaboration  Support promotional efforts across multiple channels  Create a buzz….decorate for season  Social plug-ins  Facebook advertisements
  14. 14. DIVERSIFY COLLABORATE Photos, Videos, Questions  Seek out likeminded , Polls, etc. thought leaders Pick a theme, build an  Analyze response patterns expectation and post accordingly. Have a contest  Recreate the mundane Join Foursquare  Be exclusiveCONTENT
  15. 15. Infographics and pictures, like this one, which include statistics, quotes or important messages are much more likely to be shared and seen.DEVELOPING A UNIFIED MESSAGE
  16. 16. Best Practice: Cross promotion of initiatives, programs and information amplifies our message and presents a unified image. Add tags, photos and links to additional content from michigan.govDEVELOPING A UNIFIED MESSAGE
  17. 17. Best Practice: Create a message that is unique to your audience. Edit content to provide relevant information and value to your followers on requested share topics.DEVELOPING A UNIFIED MESSAGE
  18. 18. Best Practice:Using Twitter account@usernames andstandardized hashtagsallows you recognizefellow accounts andcreate a one stopresource for citizens ona given initiative.DEVELOPING A UNIFIED MESSAGE
  19. 19. RULES OF ENGAGEMENT Policy Site creation Style, images, content, disclaimers There is no expectation of privacy Confidential information, defamatory or derogatory postings Reinforce proper usage, activities, professionalism, no advertising
  20. 20. ANSWER YOUR PHONE… Schedule, monitor, reply.
  21. 21. THINGS TO DO NOW… BE AN INFLUENCER Follow their company  Share their Facebook Posts and RT them Add them to a Twitter fav’s list  Create a buzz….Hashtags Find their blog, comment,  Show your share and tweet it expertise…KloutGET NOTICED
  22. 22. PARTY V. PROFESSIONAL Know the risk – Be smart avoid oversharing about privacy Tweet Post a Responsibly Disclaimer
  23. 23. CAUTION Don’t: • Only connect with the intent to sell • Connect, but never interact • Spam groups
  24. 24. MAXIMIZE YOUR EFFORTS
  25. 25. APPS Create a Tab Feature presentations via Slideshare Share your reading list, events calendar or poll your network
  26. 26. Draw some extra attention. Facebook offers an exceptional targeted advertising service. Consider promoting your next event.ADVERTISE
  27. 27. Metrics  How do you quantify good customer service? Measurements Va l ue Re s p o n s e Gr o wt hAnalytics Evaluation  Can you afford to not participate?ROI

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