Online Communications and Social Media Bootcamp

1Carol A. Spencer • Building an Effective Social Media Presence
Building an Effective
PresenceSocial Media March 2015
© Carol A Spencer, Stormzero, LLC
All Rights Reserved. Use with written permission only.
Facebook • Twitter • Hootsuite

About.Me/Carol.Spencer
IBM Corporation
Marketing Representative
Mid-range computers, 11 years
Denville Township
Councilwoman, 6 years
Mayor, 4 years
County of Morris, NJ
Information Technology Division
Special Projects / Web Manager, 17 years
Office of Public Information
Digital & Social Media Manager, 5 years
National Association of Gov’t Web Professionals
Treasurer, 8 years. Finance Director, current
Stormzero, LLC.
Digital & Social Media Consultant, current

• Considerations before getting started
• What are the differences between a Facebook page and profile
• How to set up a Facebook page
• What Twitter is and why you should use it
• How to set up a Twitter account
• What Hootsuite is and why you should use it
• How to send one message many places, all at once
What you’ll learn today

One Post: Many Channels
PLUS:
81 Free Apps

One Post: Many Channels: Real World
Creates in MS Word
Website
PIO
issues a
press
release
PIO posts on the website
using Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader.
Home page “What’s New”
is auto-updated.
Blogger auto-emails press
releases to whomever you
want.Use Hootsuite to post to Twitter
and Facebook. Include a link to
website press release.
Twitter followers and Facebook
fans are automatically notified.
Twitter “Fast Follow” puts
tweets out as text messages.
Text “follow [twitterhandle]” to
40404.
Automatic
Manual

Considerations before getting started
A little planning goes a long way
• Seriously consider having a single Social Media presence online
(1 Facebook page, 1 Twitter account, etc)
• Use a consistent, generic email address for all social media
• Use a consistent “vanity” name
• Have multiple admins for each application
• Adopt “Use” and “Commenting” policies
(see Facebook.com/MorrisCountyNJ for our commenting policy)
• BACK UP (ArchiveSocial.com, Backupify.com)
EVERYTHING is subject to records retention laws, including comments

• Decide on a “communications tone”
• Don’t post original material on Facebook. Beware of copyright issues.
Share from the original document, if that’s offered.
• Anyone can comment on your FB posts. Remember, it’s social!
• Designate editors and moderators for Facebook pages. Assign a team
member to monitor Twitter mentions and YouTube comments.
• Facebook pages are tied to personal profiles. Be sure you trust your
administrators.
• Never let fans / followers upload photos or videos without moderation
• Think about how you’ll market your social presence
Considerations before getting started
A little planning goes a long way

• Facebook requires a real name: webmaster@, admin@ are not
acceptable.
• Facebook T&C prohibit two profiles for one person. If they find two for
one person, they will shut one down.
• Anyone added as an admin for your Facebook page must have first
“liked” it.
• Use your generic gmail.com account for other social media accounts.
Choose an email address
Generic Local or Generic Gmail

Check Your Chosen Vanity URL
• For example:
Facebook.com/MorrisCountyNJ
Twitter.com/MorrisCountyNJ
YouTube.com/MorrisCountyNJ
Flickr.com/MorrisCountyNJ
MorrisCountyNJ.gov
• Choose a name. Check it everywhere. (www.namechk.com)
Facebook, Twitter, Instagram, YouTube, Flickr, LinkedIn, Pinterest
• Find some name where you can be consistent throughout the social
world, and which is memorable for your visitors

10
Carol A. Spencer • Building an Effective Social Media Presence
BUILDING A POLITICAL
SOCIAL MEDIA PRESENCE: FACEBOOK
MARCH 2015
Carol A Spencer, Digital & Social Media Consultant; Stormzero LLC
Building an Effective Social Media Presence

11
FACEBOOK Profiles vs Pages

12
FACEBOOK Profiles vs Pages vs Groups

13
CREATING YOUR PAGE You must login to create a page
A page must be tied to
someone’s profile.
Facebook policies do not allow
one individual to have two
profiles.
Once created, be sure to have
two admins so that if the person
who created the page leaves,
you can still administer the
page.

14
PAGE TYPE Company, Organization, Institution

15
GOVERNMENT PAGE NAME [Jurisdiction Name] Government

16
FACEBOOK TOU You must agree to have a page

17
FACEBOOK TOU Special Government Terms

18
PROFILE PICTURE Logo, seal, or local branding

19
DESCRIBE YOUR AUDIENCE Continue page setup

20
ADMIN PANEL Getting Your Settings Right

21
• Page Visibility:
Default is published. Unpublish while you set it up.
• Posting Ability:
Do not let anyone add photos and videos to your page without first
approving them.
• Messages:
Do allow people to privately message you. Be sure to monitor.
• Profanity Filter:
Good idea to set this at some level.
• Similar Page Suggestions:
Allow your page to be recommended to others.
• Merge Pages:
If there is another page for your organization, you can request they be
merged.
• Remove Page:
If you take over admin rights to a rogue page, use this to get rid of it.

22
• Post Attribution
• Choices are whether to post on the page as the page, or to post on
the page as you, the person logged into Facebook.
• Notifications
• Unless you want a lot of email from Facebook, turn these off.
• Page Roles
• When setting up page roles, people have to have liked the page
before they can be given a publishing role. Unpublish, publish,
unpublish, publish
to add editors before
formally launching
the page.

23
• Preferred Page Audience

24
ADMIN PANEL Apps
Check out Thunderpenny.com
for these apps.
Use Static HTML to add
pages to your Facebook
page.
Also read their blog:
http://blog.thunderpenny.com

25
ADMIN PANEL Apps

26
EDIT THE PAGE Mobile Posting
OR, better yet, use Hootsuite’s mobile app.

27
EDIT THE PAGE Use Facebook as….

28
EDIT THE PAGE Insights

29
EDIT THE PAGE Promoting Your Page; Boosting Content

30

31

32
EDIT THE PAGE Help

33
SPREAD THE WORD Like Us Button for your website
https://developers.facebook.com/docs/plugins/like-button/

34
LEARN ABOUT SHARING How to share content

35
FINAL THOUGHTS Before publishing
• Get your “vanity” URL
Facebook.com/username
Remember to use namechk.com to
check availability across many
social networks.

36
Click here
See your stream for posts to share.

37
FINAL THOUGHTS Before publishing
•Remember to follow Facebook guidelines for timeline photos and posts
https://www.facebook.com/help/search/?q=cover+guidelines
http://blog.hubspot.com/marketing/facebook-cover-photos-best-practices-ht
•Read articles about best practices and new features
http://www.websitemagazine.com/content/blogs/posts/archive/2015/03/18/10-facebook-business-page-features-you-should-be-using.aspx
• Calls to Action (introduced in Dec 2014)
• Manage Sections
• Similar Page Suggestions
• Pages to Watch

38
Screen captured in
2012. 637 Likes.
Be sure to identify
your page as the
“Official Page”
Note the failure to
post for well over a
year.

39
Screen captured in
2014. 649 Likes.
Post. Post. Post.
This page is
abandoned. Not
good for Green
Township.
Once you start,
keep it up!

40
SOCIAL MEDIA PRESENCE: FACEBOOK
MARCH 2015

41
SOCIAL MEDIA PRESENCE: TWITTER
MARCH 2015

42
TWITTER 140 Powerful Characters

43
TWITTER Signing up

44
TWITTER Setting up an account

45
You’ll have to do this a few times….

46

47

48

49

50

51
Use the photo
from your
Facebook page….
Consistency builds
brand.

52

53

54
TWITTER Tweeting
• 140 characters. Try to use less. Link to more details.
• Learn Twitter lingo.
• Use abbreviations. Eliminate punctuation where possible.
• ALL CAPS is shouting. Don’t shout.
• Write your message, then start eliminating words and using abbreviations
to say the same thing in 140 characters.
• RT is re-tweet. MT is a modified RT.
• @TwitterHandle is a public message to TwitterHandle
• DM TwitterHandle (note the space) is a direct message (private)
to TwitterHandle. You can only DM your followers.
• Mention means someone used your Twitter handle in a tweet.

55
TWITTER Tweeting
• Tweet valuable content and your followers will grow:
Road closures, meeting reminders, posted budgets, closed fields, events,
important web postings, celebrations, honorees, good press, #tbt (Throw-
Back-Thursdays). Use photos where possible.
• If someone asks you a public question, answer publicly.
• If someone asks you a public question, answer it.
• If someone DMs you, and you need more information to answer,
give them a link to your feedback form.
• If someone DMs you, answer them.
• If people RT your tweets, thank them with an @ message.
• Create a Twitter widget for your website.
Put it on your home page.
(https://twitter.com/about/resources/widgets)

56
SOCIAL MEDIA PRESENCE: TWITTER
MARCH 2015

Tying it Together
Using Hootsuite

Sign up for Hootsuite FREE version
Use the generic email address you created for
social media.

Hootsuite Dashboard

Hootsuite Dashboard: Social Networks

Hootsuite Dashboard: Shrink Links

Hootsuite Dashboard: Save Posts

Hootsuite Dashboard: Schedule Posts

Hootsuite Tools: List of Scheduled Posts

Hootsuite Tools: Administration

Hootsuite Tools: Add Apps, Upgrade

Before Posting
Double check before you post
Information is accurate
Information is authorized for public release
Post is 140 characters or less
Spelling is accurate
Link is accurate
Copy it into a new browser window to be sure it goes where you want
Date and time are correct if scheduling into the future
Selected social networks are the correct ones
Once it’s out there, you can delete it but anyone who has read it,
has read it.
To delete in Hootsuite, hover over the tweet in the ‘sent tweets’
stream and click the x.

A few more things…
Searching, deleting, filtering
 To search Twitter, enter the search
criteria in the search box and click the
magnifying glass.
 To create a stream of a particular
search term, click “+Add Stream”.
Choose a search term or use logic as
per examples
 To create a stream of keywords,
enter the terms. Tweets using any
of the keywords will be returned.

A few more things…
Searching, deleting, filtering
 To use hashtags so your comments will be included in a stream using that
term. No spaces in hashtags. Examples: #smem #goodtimes
 To be sure your tweet ends up in someone’s mentions stream, use @
before their Twitter handle. No spaces in Twitter handles.
 If you use a Twitter handle as the first word in your tweet, precede it by a
period or it will only been seen by the person with that Twitter handle.
 Add photos and videos to tweets. If you’re using Hootsuite, use the ow.ly
link shrinker to keep stats.
 To filter a stream, hover over the stream
title and click the v
 To delete in Hootsuite, hover over the tweet
in the ‘sent tweets’ stream and click the x.

One Post: Many Channels: Real World
Creates in MS Word
Website
PIO
issues a
press
release
PIO posts on the website
using Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader.
Home page “What’s New”
is auto-updated.
Blogger auto-emails press
releases to whomever you
want.Use Hootsuite to post to Twitter
and Facebook. Include a link to
website press release.
Twitter followers and Facebook
fans are automatically notified.
Twitter “Fast Follow” puts
tweets out as text messages.
Text “follow [twitterhandle]” to
40404.
Automatic
Manual

About.Me/Carol.Spencer
Carol A Spencer
Stormzero, LLC
126 Brazos Drive
Cedar Creek TX 78612
About.me/Carol.Spencer
Carol@Stormzero.com
973-637-0483
This presentation:
https://www.slideshare.net/ChazNJ

Online Communications and Social Media Bootcamp

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