Building a Municipal Social Media Presence (2014)

1County of Morris, NJ • Building a Municipal Social Media Presence
Building a Municipal
PresenceSocial Media March 2014
Carol A Spencer, Web Manager
County of Morris, NJ • Building a Municipal Social Media Presence
Facebook • Twitter • Hootsuite

• Considerations before getting started
• How to get a Google account & Gmail address
• 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

• 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
Considerations before getting started
A little planning goes a long way

• Decide on a “communications tone”
• Don’t post original material on Facebook
• Anyone can comment on your FB posts. Remember, it’s social!
• Assign a team member to monitor comments
• Secure your Facebook profile so no one can see it
• 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.
• Gmail: We use MC[town]NJ@gmail.com if we set up your email.
• Gmail.com
Choose an email address
Generic Local or Generic Gmail

Check Your Chosen Vanity URL
• Morris County is MorrisCountyNJ
Facebook.com/MorrisCountyNJ
Twitter.com/MorrisCountyNJ
YouTube.com/MorrisCountyNJ
Flickr.com/MorrisCountyNJ
Scribd.com/MorrisCountyNJ
MorrisCountyNJ.gov
• Choose a name. Check it everywhere. (www.namechk.com)
Facebook, Twitter, YouTube, Flickr, Scribd, LinkedIn, FourSquare
• Denville is already DenvilleNJ on Twitter, YouTube, Scribd
• DenvilleNJ – Available on Flickr (go grab it), but gone on Facebook
• What to do…..

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BUILDING A MUNICIPAL
SOCIAL MEDIA PRESENCE: FACEBOOK
MARCH 2014

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FACEBOOK Profiles vs Pages

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FACEBOOK Profiles vs Pages

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CREATING YOUR PAGE Login later

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GOVERNMENT PAGE TYPE Company, Organization, InstitutionGOVERNMENT PAGE TYPE Company, Organization, Institution

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GOVERNMENT PAGE TYPE Government Organization
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, your
agency can still
administer the
page.

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GOVERNMENT PAGE TYPE Government Organization

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GOVERNMENT PAGE NAME [Jurisdiction Name] Government

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FACEBOOK TOU You must agree to have a page

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FACEBOOK TOU Special Government Terms

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PROFILE PICTURE Logo, seal, or local branding

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UNCHECK ALL THE SHARING That comes later

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ADD YOUR WEBSITE Add some info about your jurisdiction

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ADMIN PANEL Getting Your Page Ready

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UNPUBLISH THE PAGE Only Admins can see it

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EDIT THE PAGE Use Facebook as….

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EDIT THE PAGE Admin Panel

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EDIT THE PAGE Admin Roles

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

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EDIT THE PAGE Insights

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EDIT THE PAGE Promoting Your Page; Boosting Content

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EDIT THE PAGE Help

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

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LEARN ABOUT SHARING How to share content

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ACCOUNT SETTINGS Lock down the profile

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FINAL THOUGHTS Before publishing
• Get your “vanity” URL
Facebook.com/username

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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

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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.

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

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Click here
See your stream for posts to share.

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For those who use
Facebook, this looks more
like your standard stream.
Recommendation:
follow only other
government agencies.
Be sure to cross-market
with other Morris County
jurisdictions and pages.

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SOCIAL MEDIA PRESENCE: FACEBOOK
MARCH 2014

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SOCIAL MEDIA PRESENCE: TWITTER
MARCH 2014

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TWITTER 140 Powerful Characters

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TWITTER Signing up

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TWITTER Setting up an account

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You’ll have to do this a few times….

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

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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.

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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)

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SOCIAL MEDIA PRESENCE: TWITTER
MARCH 2014

Tying it Together
Using Hootsuite

Sign up for Hootsuite FREE version
Use the same email as Facebook & Twitter

Hootsuite Dashboard

Hootsuite Tools

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.
 To use hashtags so your comments will be included in a stream using
that term, precede your term with a #. Example: #MCLibrary;
#Jan25; #gov20; #superbowl, #SOTU
 To be sure your tweet ends up in someone‟s mentions stream,
use @ before their Twitter handle.
 To delete in Hootsuite, hover over the tweet in the „sent tweets‟
stream and click the x.

Tying it Together
Using Hootsuite

Building a Municipal
PresenceSocial Media March 2014

Building a Municipal Social Media Presence (2014)

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