MASSbuys: Informing and Engaging Your Constituents Using Social Media

Informing and Engaging
Your Constituents Using
Social Media
Presented by:

Francis Skipper
Executive Vice President
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
www.451marketing.com/statevendor
@451heat @fskip #massbuysIf you’re tweeting…

@451heat @fskip #massbuys
National Public Relations, Social
Media, and Search Marketing Agency
Founded in 2004
Headquartered in Boston and
representing Los Angeles, New York,
San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013
an award recognizing the fastest
growing private companies
headquartered in Massachusetts
About 451 Marketing

About 451 Marketing
Our Promise: We will always exceed our
clients’ expectations.
Our Difference: 451 Marketing is the only
firm that can effectively reach your
constituents at every stage of the every
stage of the awareness and adoption
cycle.
Our Vendor Status: Statewide contract
PRF50: New Media, Marketing,
Advertising, and Event Planning Services -
listed as state vendor number
VC0000419387.

Connect & Protect
Critical, time sensitive
information in real-time

Share Resources
Resources available to
those affected
Connect & Protect

Share ResourcesConnect & Protect Participation
Outlets for participation
and community

stimulates volunteerism
creates community
enhances safety
strengthens initiatives
increases participation
promotes transparency
encourages sharing
Thoughtful Social Media…

Thoughtful Social Media…
stimulates volunteerism
creates community
enhances safety
strengthens initiatives
increases participation
promotes transparency
encourages sharing

Social Media

Lack of Buy-In
• No senior-level buy-in or
contribution
• No one responsible for social media
campaigns
Reasons for Failure
Lack of Strategy
Lack of Planning
• No defined goals
• No one responsible for social media
campaigns
Lack of Content/Interaction

Crafting & Executing a
Social Media Strategy

Listen
Set up monitoring tools to gauge sentiment and review conversations around your
organization and leaders.
Google
Alerts

Listen
Set up monitoring tools to gauge sentiment and review conversations around your
organization and leaders.
Hootsuite

Define Your Social Media Goals
Your social media goals should reflect your goals as an organization
• What would you like to compel your
constituents to do?
• Volunteer for an event
• Visit your website
• Pay their parking tickets
• Clean up a park
• Participate in community
• What important and unique information
can you provide to your constituents?

Choose Your Platforms - Wisely

I’m eating a #doughnut
Learn more about our doughnuts, view doughnut content, and
join other doughnut-lovers
Watch these educating and entertaining videos about doughnuts
Here are my opinions and thought-leadership on doughnuts
Check out these great pictures of #doughnuts!
Collect and organize these #doughnut images and resources
We have doughnut eating skills and expertise
Social Platforms Explained…
…Using Doughnuts

(I’m eating a #doughnut)

(Learn more about our doughnuts, view doughnut content,
and join other doughnut-lovers)

(Watch these educating and entertaining videos about doughnuts)

(These are my opinions and expertise on doughnuts)

(Check out these great pictures of #doughnuts!)

(Collect and organize these #doughnut images and resources)

(We have doughnut-eating skills and expertise)

Designate Roles & Responsibilities
• Designate an overall content
coordinator
• Have coordinator from each
functional area
• Designate members of senior
management team to
oversee/contribute – adds to validity
Set clear roles, expectations, and standards

Create a Social Media Calendar
Use a shared calendar such as Google Calendar
to share content plan internally
• Color code by content type
• Clearly define ownership
• Create a checklist for social media
promotion
• Share as far in advance as possible to
allow time for creation

As You Are Creating, Ask…
Unique?
Inspirational?
Credible?
Beneficial to Share?
…Does this Inspire Sharing or Action?
Is this content...
Helpful?

Begin Sharing
Start by executing your planned communications on a regular schedule.
Schedule Share!

Links to social properties on website
Share buttons with content
Make Sharing Simple!

Engage With Other Organizations
Re-post and share information from other Commonwealth and local organizations that are
important to your audience or have similar goals to your organization
http://www.mass.gov/portal/socialmedia.html

Engage and Encourage Constituents
• Answer questions
• Ask for feedback
• Reward participation
• Facilitate sharing

Define Response Protocol:
Should My Organization Respond?
ReviewEvaluate
Is Responding Worthwhile?
• Will responding be timely?
• What is likely viewership?
• How important is the inquiry?
YES
NO
Is the post a rant, rage
or rude joke?
Is the post a question
or compliment to
your organization??
STOP!
Do not respond and
document to social media
manager.
Proceed with Caution
Consult social media
manager and politely correct
error.
Is there erroneous
information in the
post?GO!
Respond to the post .
Thank if necessary.
NO
YES
Tone
Is the post positive or balanced? YES
YES
YES
NO
NO

Measure and Adjust
What’s getting shared the most, by who, and when?

Responding to a Crisis
CRISIS
!

Sharing information is the purpose of social media. You can serve your constituents by
sharing information that they may not have seen otherwise!
Share Emergency Information from
Relevant Organizations/Authorities

Your usual content is likely irrelevant during a crisis and may come across as insensitive
during a crisis.
Suspend Pre-Scheduled Content

Establish a spokesperson(s) for the organization (in advance) and have them work with
a professional public relations professional (or firm) to consult on the proper media.
Coordinate with Key Personnel

Don’t add information about a situation unless you have something relevant and
factual to add and have gone through chain of command.
Make Sure You Have the Facts

In the days and weeks following a crisis, be sensitive in how and
what you communicate to your constituents.
Be Aware and Sensitive

Takeaways:
When planned and executed properly, social media serves as an invaluable tool for government
organizations
1. Define and Execute
a Strategy
2. Prepare for Crisis
CRISIS
!

Questions?

MASSbuys: Informing and Engaging Your Constituents Using Social Media

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