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Social Media in City and County Government

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Lee Aase
Lee Aase

A presentation to the ILCMA, the association of city and county managers from Illinois.

TecnologiaNotícias e política
1 de 54
Everything Local Government Officials Need to Know about Blogs and Social Media Lee Aase Chancellor, Social Media University, Global June 2008
About Lee Aase Political Science, B.S. 14 Years in Politics and Government at all levels Campaigns and Government Offices Congress Minnesota Senate Ramsey (MN) County
Answering Your Questions Why should I care about social media? What are social media? Should we get engaged? How can I get started?
Agenda Surveying the changing media landscape Overview of Tools Mayo Clinic as a Case Study Dealing with Detractors and Positive Applications Share your stories, Seek advice Demonstrations, Getting Started with Guinea Pigs Facebook (Personal Profile and ICLMA Group) Blog YouTube Video
Changing Media Landscape Massive newspaper layoffs/buyouts Star Tribune Pioneer Press Los Angeles Times
Star Tribune Values 1998: $1.2 billion 2006: $530 million
One Huge Contributor
And exactly how do newspapers compete?
The Most Important Word in Web 2.0
Chicago Tribune Values 2000: Buys LA Times for $8 billion 2007: Sam Zell buys Tribune (with Times) for $8.2 billion
Media Values Wall Street Journal = $5 billion Chicago Tribune = $8 billion Star Tribune = $0.53 billion Total for all 3 < Facebook ($240 million for 1.6 percent)
Facebook Growth > 70 million active users Growing an average of 250,000/day since Jan. ‘07, or 3 percent/week. Active users doubling every 6 months > half outside of college > half visit site daily and average 20 minutes/day of use
Overview of Tools Blogs Podcasts RSS Social networking sites Wikis YouTube Twitter del.icio.us
Intro to Blogs Just an easy-to-publish Web site that allows comments Blogs in Plain English, Lee LeFever, Common Craft
RSS = Really Simple Syndication Lets you easily track dozens of blogs or other web sites Ping = electronic Whassup? RSS “baked in” IE7, Safari Google Reader, Newsgator, Attensa are free options
Podcasts TiVo for Audio (and now video) Don’t need an iPod Series of segments to which you can subscribe via RSS iTunes free for PC or Mac
Social Networking Sites MySpace, Facebook, LinkedIn
Wikis Collaborative editing tools Wikipedia the most famous 2.2 million articles in English Definitive stories quickly on 35W Bridge Collapse Virginia Tech Massacre
Wikis
YouTube “The world has voted, and we have decided we want to watch videos on YouTube.” - Andy Sernovitz Google bought for $1.65 billion
The LeeAase Channel
The LeeAase Channel
Mayo Clinic Medical Edge News Media Syndications
Mayo Clinic Social Media Plan Reach people directly Started with Medical Edge Produce economically to fit each medium Provide platforms for sharing Create outposts on popular sites Energize word of mouth Leverage social media with mass media and vice versa
First Foray in New Media
Criteria for New Media Consideration Strategic fit, cost-effectiveness Cost, complexity of production, including staff, physician time Usability for patient web site Can it be tailored to the user?
Step 2: More, Longer Podcasts
Step 3: podcasts.mayoclinic.org
Mayo Clinic Channel on YouTube
Getting Started with Blogging Personal blog since July ’06 Asked to Develop Public Affairs Department blog in Dec. ’06 How do you do it without IT Support?
Wordpress.com Private Blog
Wordpress.com Private Blog
Mayo Facebook Members 10/8/07
Mayo Facebook Members 4/8/08
Practical Tip #1: Facebook Fan Page as Story Idea
Practical Tip #2: Facebook as Crisis Communications Tool
Practical Tip #3: Secret Facebook Groups for Team Collaboration
Dealing with Negative Posts and Blogs Start by monitoring through: Technorati.com Blogpulse.com Google Blog Search Subscribe to alerts via RSS or e-mail
Negative Blogs vs. Negative Posts Remember the 1:5:10 ratio for unhappy “customers” Carefully evaluate “Determined Detractors” Prominence, Credibility, Traffic Answer charges by other means, including your own social media vehicles Don’t wait to start social media until the crisis starts; that’s too late and you lose credibility
“The Solution to Pollution is Dilution”
“Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG)
How can you practically use social media to meet your goals? Blog or Facebook for support groups, internal communications Facebook fan page, ads, secret groups Twitter to activate crisis or leadership team Wikis for collaborative editing Podcasts internally or externally YouTube - Tell Your Story Anything you’ve seen from Mayo examples
Immediate Application Get a FREE RSS reader, subscribe to feeds Get iTunes (FREE), subscribe to podcasts Start a FREE personal blog Open a FREE YouTube account and upload a video Try Flickr or another FREE photo service Get Audacity to record audio FREE Open a FREE profile on Facebook and “friend” me
Get SMUG Social Media University, Social media for lifelong learners Free Tuition (Room & Board not incl.) Google Lee Aase or SMUG University to audit classes, apply for admission
Social Media in City and County Government

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Social Media in City and County Government

  • 1. Everything Local Government Officials Need to Know about Blogs and Social Media Lee Aase Chancellor, Social Media University, Global June 2008
  • 2. About Lee Aase Political Science, B.S. 14 Years in Politics and Government at all levels Campaigns and Government Offices Congress Minnesota Senate Ramsey (MN) County
  • 3. Answering Your Questions Why should I care about social media? What are social media? Should we get engaged? How can I get started?
  • 4. Agenda Surveying the changing media landscape Overview of Tools Mayo Clinic as a Case Study Dealing with Detractors and Positive Applications Share your stories, Seek advice Demonstrations, Getting Started with Guinea Pigs Facebook (Personal Profile and ICLMA Group) Blog YouTube Video
  • 5.
  • 6. Changing Media Landscape Massive newspaper layoffs/buyouts Star Tribune Pioneer Press Los Angeles Times
  • 7. Star Tribune Values 1998: $1.2 billion 2006: $530 million
  • 9. And exactly how do newspapers compete?
  • 10.
  • 11. The Most Important Word in Web 2.0
  • 12. Chicago Tribune Values 2000: Buys LA Times for $8 billion 2007: Sam Zell buys Tribune (with Times) for $8.2 billion
  • 13. Media Values Wall Street Journal = $5 billion Chicago Tribune = $8 billion Star Tribune = $0.53 billion Total for all 3 < Facebook ($240 million for 1.6 percent)
  • 14. Facebook Growth > 70 million active users Growing an average of 250,000/day since Jan. ‘07, or 3 percent/week. Active users doubling every 6 months > half outside of college > half visit site daily and average 20 minutes/day of use
  • 15. Overview of Tools Blogs Podcasts RSS Social networking sites Wikis YouTube Twitter del.icio.us
  • 16. Intro to Blogs Just an easy-to-publish Web site that allows comments Blogs in Plain English, Lee LeFever, Common Craft
  • 17. RSS = Really Simple Syndication Lets you easily track dozens of blogs or other web sites Ping = electronic Whassup? RSS “baked in” IE7, Safari Google Reader, Newsgator, Attensa are free options
  • 18. Podcasts TiVo for Audio (and now video) Don’t need an iPod Series of segments to which you can subscribe via RSS iTunes free for PC or Mac
  • 19. Social Networking Sites MySpace, Facebook, LinkedIn
  • 20. Wikis Collaborative editing tools Wikipedia the most famous 2.2 million articles in English Definitive stories quickly on 35W Bridge Collapse Virginia Tech Massacre
  • 21. Wikis
  • 22. YouTube “The world has voted, and we have decided we want to watch videos on YouTube.” - Andy Sernovitz Google bought for $1.65 billion
  • 25.
  • 26. Mayo Clinic Medical Edge News Media Syndications
  • 27. Mayo Clinic Social Media Plan Reach people directly Started with Medical Edge Produce economically to fit each medium Provide platforms for sharing Create outposts on popular sites Energize word of mouth Leverage social media with mass media and vice versa
  • 28. First Foray in New Media
  • 29. Criteria for New Media Consideration Strategic fit, cost-effectiveness Cost, complexity of production, including staff, physician time Usability for patient web site Can it be tailored to the user?
  • 30. Step 2: More, Longer Podcasts
  • 31.
  • 33. Mayo Clinic Channel on YouTube
  • 34. Getting Started with Blogging Personal blog since July ’06 Asked to Develop Public Affairs Department blog in Dec. ’06 How do you do it without IT Support?
  • 39.
  • 40.
  • 41. Practical Tip #1: Facebook Fan Page as Story Idea
  • 42.
  • 43. Practical Tip #2: Facebook as Crisis Communications Tool
  • 44. Practical Tip #3: Secret Facebook Groups for Team Collaboration
  • 45. Dealing with Negative Posts and Blogs Start by monitoring through: Technorati.com Blogpulse.com Google Blog Search Subscribe to alerts via RSS or e-mail
  • 46. Negative Blogs vs. Negative Posts Remember the 1:5:10 ratio for unhappy “customers” Carefully evaluate “Determined Detractors” Prominence, Credibility, Traffic Answer charges by other means, including your own social media vehicles Don’t wait to start social media until the crisis starts; that’s too late and you lose credibility
  • 47.
  • 48. “The Solution to Pollution is Dilution”
  • 49.
  • 50. “Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG)
  • 51. How can you practically use social media to meet your goals? Blog or Facebook for support groups, internal communications Facebook fan page, ads, secret groups Twitter to activate crisis or leadership team Wikis for collaborative editing Podcasts internally or externally YouTube - Tell Your Story Anything you’ve seen from Mayo examples
  • 52. Immediate Application Get a FREE RSS reader, subscribe to feeds Get iTunes (FREE), subscribe to podcasts Start a FREE personal blog Open a FREE YouTube account and upload a video Try Flickr or another FREE photo service Get Audacity to record audio FREE Open a FREE profile on Facebook and “friend” me
  • 53. Get SMUG Social Media University, Social media for lifelong learners Free Tuition (Room & Board not incl.) Google Lee Aase or SMUG University to audit classes, apply for admission