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2010: NJ GMIS: Getting Your Message Out
1. Getting Your Message Out
Implementing Social Media in Your Jurisdiction
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, National Association of Government Webmasters
April 21, 2010
2. My Background
IBM Marketing Representative: 11 years
Concerned Citizens Group: 5 years
Denville Councilwoman: 6 years
Denville Mayor: 4 years
County of Morris IT: 17 years
Website development: 14 years
Web Manager: 3 years
Social Media Management: 1 year
National Association of Gov’t Webmasters
Treasurer & NE Region Director
3. Social Media We Use
RSS Feeds
Scribd.com
Facebook
YouTube
Twitter
Flickr
And Constant Contact for E-newsletters
4. We’re going to discuss
→ Getting Started
→ Selling Your Plan
→ Things to Consider
→ Morris County Social Media use
5. Getting started
Lay out a PLAN
Where will the information originate?
Who will write the content?
What will be the flow of information?
Which applications will you use?
Who will be responsible for them?
How should they inter-connect?
How will social media be marketed?
How will you keep citizens engaged?
You can’t sell it just because it’s “the thing to do”
6. “Selling” Social Media Use
Establish the Need
– communication paradyme shift
Features – impersonal list
Benefits – connect features to needs
Reaction – watch, listen
Objections – often fear or avoidance
Ask for the Order – make it happen
7. “Selling” Social Media Use
Establish the Need
– communication paradyme shift
Features – impersonal list
Benefits – connect features to needs
Reaction – watch, listen
Objections – often fear or avoidance
Ask for the Order – make it happen
8. Establish the need
Who’s reading newspapers?
• Sunday: In 1998, 56% of 18 – 24 year olds (9M). Today, 40% (7.7M)
• Sunday: In 1998, 71% of 35 – 54 year olds (38M). Today, 56% (34M)
Who’s on Facebook?
• 2009: US Males – 17.7 million; US Females – 23.4 Million
• 2010: US Males – 43.9 million; US Females – 56.0 Million
Who’s using mobile?
• Facebook: more than 25 million US mobile users
• Twitter: almost 5 million US mobile users
Source: naa.org, facebook.com, mashable.com
9. Establish the need
Who’s reading newspapers?
• Sunday: In 1998, 56% of 18 – 24 year olds (9M). Today, 40% (7.7M)
• Sunday: In 1998, 71% of 35 – 54 year olds (38M). Today, 56% (34M)
Who’s on Facebook?
• 2009: US Males – 17.7 million; US Females – 23.4 Million
• 2010: US Males – 43.9 million; US Females – 56.0 Million
Who’s using mobile?
• Facebook: more than 25 million US mobile users
• Twitter: almost 5 million US mobile users
Source: naa.org, facebook.com, mashable.com
10. Establish the need
Who’s reading newspapers?
• Sunday: In 1998, 56% of 18 – 24 year olds (9M). Today, 40% (7.7M)
• Sunday: In 1998, 71% of 35 – 54 year olds (38M). Today, 56% (34M)
Who’s on Facebook?
• 2009: US Males – 17.7 million; US Females – 23.4 Million
• 2010: US Males – 43.9 million; US Females – 56.0 Million
Who’s using mobile?
• Facebook: more than 25 million US mobile users
• Twitter: almost 5 million US mobile users
Source: naa.org, facebook.com, mashable.com
11. Establish the need
Social Network Demographics*
Internet User Demographics*
– Age 18 – 24:
32%
– Gen Y (’77 – ‘90):
30%
– Age 25 – 34:
26%
– Gen X (’65 - ’76):
23%
– Age 35 – 44:
23%
– Boomers (’55 – ’64):
22%
– Age 45 – 54:
14%
– Older Boomers (’46 – ’54):
13%
– Age 55 – 64:
05%
– Silent Generation (’37 – ’45): 07%
– Age 65 plus:
01%
– GI Generation (before ’37) :
(* Percentage of total Social Network or Internet users)
→ Social Networking is not a fad
→ Part of the social fabric as population ages
→ Digital Natives / Digital Immigrants
Source: beresfordresearch.com, webmetro.com
04%
12. Features
RSS Feeds – get / put snippets where you want them
Facebook – largest online community
Twitter – short, quick, focused, searchable
Scribd – multiple document formats, share, embed
YouTube – visual, mobile, government channel
Flickr – stills, share, embed, FB tab
13. Benefits
Extends the reach of information
Expands public participation
Provides for immediate response
Creates Community
Builds Trust
Can be done with free or cheap tools
14. Benefits
Extends the reach of information
Expands public participation
Provides for immediate response
Creates Community
Builds Trust
Can be done with free or cheap tools
16. Handling the Objections
We can’t do this!
• We have no money in the budget.
• We don’t have enough staff.
• No one understands it.
•
•
•
•
•
We can’t control it
People will say awful things
Everyone will see those awful things
It’s not secure.
What if confidential stuff is leaked?
• Who’s liable for what they say?
• Who’s going to respond for us?
• Taxpayers will go nuts if they see
employees playing with this
17. Handling the Objections
We can’t do this!
We don’t want to
do this!
• We have no money in the budget.
• We don’t have enough staff.
• No one understands it.
•
•
•
•
•
We can’t control it
People will say awful things
Everyone will see those awful things
It’s not secure.
What if confidential stuff is leaked?
• Who’s liable for what they say?
• Who’s going to respond for us?
• Taxpayers will go nuts if they see
employees playing with this
18. Handling the Objections
We can’t do this!
• We have no money in the budget.
• We don’t have enough staff.
• No one understands it.
We don’t want to
do this!
•
•
•
•
•
Should we keep
our employees
off this stuff?
• Who’s liable for what they say?
• Who’s going to respond for us?
• Taxpayers will go nuts if they see
employees playing with this
We can’t control it
People will say awful things
Everyone will see those awful things
It’s not secure.
What if confidential stuff is leaked?
19. Ask for the Order
Once you have the
green light, be ready to go!
1. Have backgrounds & branding done.
2. Have your FB page ready to publish.
3. Have tweets pre-scheduled using Hootsuite.
4. Have photos uploaded to Flickr. Set as public.
5. Phase in YouTube and Scribd.
6. Issue a press release upon launch and with each
additional social media application.
7. Make Social Media a priority communication tool.
20. Ask for the Order
Once you have the
green light, be ready to go!
1. Have backgrounds & branding done.
2. Have your FB page ready to publish.
3. Have tweets pre-scheduled using Hootsuite.
4. Have photos uploaded to Flickr. Set as public.
5. Phase in YouTube and Scribd.
6. Issue a press release upon launch and with each
additional social media application.
7. Make Social Media a priority communication tool.
21. Things to Consider
• Organizations create a Facebook FAN page
• Seriously consider having a single Social Media
presence online (1 FB page, 1 Twitter acct, etc)
• Decide on a “communications tone”
• Secure your FB profile so no one can see it
• Never let fans / followers upload photos or videos
• Always let fans / followers comment
• Assign a team member to monitor comments
22. Things to Consider
• Organizations create a Facebook FAN page
• Seriously consider having a single Social Media
presence online (1 FB page, 1 Twitter acct, etc)
• Decide on a “communications tone”
• Secure your FB profile so no one can see it
• Never let fans / followers upload photos or videos
• Always let fans / followers comment
• Assign a team member to monitor comments
23. Things to Consider
• Use a consistent, generic email address for all SM
• Use a consistent “vanity” name
• Have multiple admins for each application
• Have “Use” and “Commenting” policies
• Don’t post original material on Facebook.
• Post from Twitter instead and “connect” to FB
• BACK UP (Backupify.com)
• EVERYTHING is subject to records retention laws
• Comments must be screen captured for OPRA
24. Things to Consider
• Use a consistent, generic email address for all SM
• Use a consistent “vanity” name
• Have multiple admins for each application
• Have “Use” and “Commenting” policies
• Don’t post original material on Facebook
• Post from Twitter instead and “connect” to FB
• BACK UP (Backupify.com)
• EVERYTHING is subject to records retention laws
• Comments must be screen captured for OPRA
25. Keep Management Informed
Share Your Stats
Facebook: sends an email weekly
Hootsuite: has stats online
Twitter: http://twitter.grader.com
http://tweetstats.com
Flickr, YouTube, Scribd have stats onsite
Share Your Successes
Positive comments
100th Twitter follower; 100th FB Fan, etc
When adding an app, explain the
benefits to management.
26. Keep Management Informed
Share Your Stats
Facebook: sends an email weekly
Hootsuite: has stats online
Twitter: http://twitter.grader.com
http://tweetstats.com
Flickr, YouTube, Scribd have stats onsite
Share Your Successes
Positive comments
100th Twitter follower; 100th FB Fan, etc
When adding an app, explain the
benefits to management.
27. If you want it to work…
Don’t stop once you start.
Remember you’re building a community.
Credibility and trust, once lost, are hard to rebuild.
28. Contact Information
National Association of Government Webmasters
Website NAGW.org
Twitter Twitter.com/NAGW
Facebook Facebook.com/NAGW.org
GovLoop Govloop.com/group/NAGW
Email Treasurer@NAGW.org
Morris County NJ
Website co.Morris.NJ.US
Twitter Twitter.com/MorrisCountyNJ
Facebook Facebook.com/MorrisCountyNJ
YouTube YouTube.com/MorrisCountyNJ
Scribd Scribd.com/MorrisCountyNJ
Email CSpencer@co.Morris.NJ.US
29. Getting Your Message Out
Implementing Social Media in Your Jurisdiction
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, National Association of Government Webmasters
April 21, 2010
30. Chapter 2
How Morris County NJ Manages Social Media
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, National Association of Government Webmasters
April 21, 2010
31. Morris County’s Automated Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages. Twitter/FB connection
updates FB profiles.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Followers
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.
32. Blogger
In Settings, Site Feed
choose Full or Short
In Email & Mobile
add your email address
to receive post.
In Feedburner, create a
feed. Embed in a
website wherever you
want it to appear.
Add the icons for email or
reader subscriptions to
the page where blog
entries post.
43. Government YouTube Channel
• Email to government@youtube.com
Include:
Name of Government:
.Gov URL:
YouTube Account Name:
Email address:
Plans for the channel:
• Must use official government url
• Email address used to sign up must be official
government email
• Removes ads
• Eliminates 10 minute limit. Limit is 1GB per video
• Soon to come: transcription service
44. Chapter 2
How Morris County NJ Manages Social Media
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, National Association of Government Webmasters
April 21, 2010
Notas do Editor
{"27":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","16":"Administrator: who on the staff will do this? Already over-burdened. (People are already doing it. Survey the employees as to who is doing it at home. Assign one of them)\nElected Officials: worried about image, message control. This is scary. (People are already commenting. Cite newspaper issue)\nLegal: worried about liability, terms of use, response responsibility, is it playing? (Not playing. Paradigm shift in communications.)\n","5":"You’ve got to know where you’re going or you won’t ever get there. These are easy applications individually, but connectivity and consistency take time and study.\n","17":"Administrator: who on the staff will do this? Already over-burdened. (People are already doing it. Survey the employees as to who is doing it at home. Assign one of them)\nElected Officials: worried about image, message control. This is scary. (People are already commenting. Cite newspaper issue)\nLegal: worried about liability, terms of use, response responsibility, is it playing? (Not playing. Paradigm shift in communications.)\n","18":"Administrator: who on the staff will do this? Already over-burdened. (People are already doing it. Survey the employees as to who is doing it at home. Assign one of them)\nElected Officials: worried about image, message control. This is scary. (People are already commenting. Cite newspaper issue)\nLegal: worried about liability, terms of use, response responsibility, is it playing? (Not playing. Paradigm shift in communications.)\n","2":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","25":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","3":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","31":"Red arrows are manual processes\nWe learned most of this and were introduced to most of these tools at NAGW\n","26":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n"}