O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Social Media for Municipalities

3.172 visualizações

Publicada em

Social media strategy, tactics and policy recommendations for local governments

Publicada em: Tecnologia
  • Dating direct: ❶❶❶ http://bit.ly/2Q98JRS ❶❶❶
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Dating for everyone is here: ❶❶❶ http://bit.ly/2Q98JRS ❶❶❶
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • $25 per hour jobs on Facebook, now hiring! ●●● http://t.cn/AieXiXbg
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

Social Media for Municipalities

  1. 1. Social Media: Strategies & Tactics for Municipalities Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling
  2. 2. vending machine metaphor courtesy of Tim O’Reilly Photo credit: WordRidden
  3. 3. Communication Evolution Photo credit: gothopotam Photo credit: laffy4k
  4. 4. <ul><li>“ About 30 citizens became &quot;fans&quot; of Mitchellville, allowing them to see news from the town. Then trouble started. One grumbling resident used the page to post complaints. [The admin] had a hard time keeping up with who was joining the conversation and moderating the comments. The page became a free-for-all, and more irritation than [he] thought it was worth. He deleted it altogether.” </li></ul><ul><li>-- Governing, January 2010 </li></ul>
  5. 5. Dialogue Requires 2-Way Photo credit: Roland One-way communication isn’t as effective as two-way communication
  6. 6. Source: Forrester Research
  7. 7. Government Goes Social <ul><li>50% of cities have no “official” Facebook presence </li></ul><ul><ul><li>1 in 7 had at least 1 department with a page </li></ul></ul><ul><ul><li>Only 13 cities had 500+ fans </li></ul></ul><ul><li>66% of cities have a Twitter presence </li></ul>Source: Fels Institute of Government
  8. 8. <ul><li>more positive impression of the company/brand </li></ul>Online Interactions Shift Attitudes 74% 72% stronger connection to a company/brand Source: eMarketer
  9. 9. What are we talking about? <ul><li>Social media isn’t: </li></ul><ul><li>Traditional marketing “digitized” </li></ul><ul><li>Broadcasting </li></ul><ul><li>A quick fix </li></ul><ul><li>Free </li></ul><ul><li>Stand alone </li></ul><ul><li>Tools </li></ul><ul><li>Social media is: </li></ul><ul><li>Insightful </li></ul><ul><li>Collaborative </li></ul><ul><li>Strategic </li></ul><ul><li>Valuable … when done correctly </li></ul><ul><li>Relationships </li></ul><ul><li>Service-oriented </li></ul>
  10. 10. What’s That Mean? <ul><li>Interactive vs. Authoritative </li></ul><ul><li>Personal vs. Institutional </li></ul><ul><li>“ Narrowcast” vs. Broadcast </li></ul>
  11. 11. Defining Opportunities <ul><li>What motivates public involvement NOW? </li></ul><ul><li>How can online communication support and build on that? </li></ul><ul><li>Other opportunities to increase efficiency & collaboration? </li></ul>
  12. 12. Photo credit: nakrnsm
  13. 13. Should we incorporate social media?
  14. 15. traffic.ottawa.ca
  15. 17. Newark Mayor Cory Booker, @corybooker
  16. 18. Richmond Police Facebook, @RichmondPolice
  17. 19. Before Jumping In … <ul><li>What happens if someone says something negative? </li></ul><ul><li>What about sunshine laws and access to information? </li></ul><ul><li>Do we need a social media policy? </li></ul>
  18. 20. Social Media Policies <ul><li>Always be transparent: </li></ul><ul><ul><li>Identify yourself and who you work for. </li></ul></ul><ul><ul><li>Don’t “plant” comments. </li></ul></ul><ul><ul><li>Be careful with “ghostwriting.” </li></ul></ul><ul><li>Understand what’s private and what’s public. </li></ul><ul><li>Be yourself … not a “mouthpiece.” </li></ul><ul><ul><li>People may assume you’re speaking on behalf of the government, even when you’re speaking as an individual. </li></ul></ul><ul><li>Stick to your area of expertise. </li></ul>
  19. 21. Policy Suggestions (cont.) <ul><li>Respond. Answer questions. Show appreciation. </li></ul><ul><li>Welcome feedback and suggestions. </li></ul><ul><li>Avoid commenting on legal matters and litigation. </li></ul><ul><li>Avoid participating in a “crisis situation.” </li></ul><ul><li>Disagreement is ok, as long as it’s respectable. If it’s becoming heated, don’t disengage abruptly. It’s ok to ask for help. </li></ul><ul><li>Learn from your mistakes. </li></ul>
  20. 22. Moderation Guidelines <ul><li>Pre-moderation -- user name, email address and moderation to avoid spam </li></ul><ul><li>”The good, the bad, and the ugly” </li></ul><ul><ul><li>Positive or negative content in context of the conversation will be approved </li></ul></ul><ul><ul><li>Ugly, offensive, denigrating, out-of-context content will be rejected </li></ul></ul>
  21. 23. Photo Credit: First Monday, Orlando Chamber of Commerce
  22. 24. Be Strategic <ul><li>Step 1: Identify goals & purpose </li></ul><ul><li>Step 2: Create SMART objectives </li></ul><ul><li>Step 3: Research and listen </li></ul><ul><li>Step 4: Develop a network </li></ul><ul><li>Step 5: Integrate online and offline </li></ul><ul><li>Step 6: Measure ROI and ROE </li></ul>
  23. 25. Step 1: Identify Goals & Purpose <ul><li>Provide stakeholders with access to data </li></ul><ul><li>Increase transparency & accountability </li></ul><ul><li>Create a stronger dialogue with constituents </li></ul><ul><li>Strengthen citizen participation </li></ul><ul><li>Collaboration </li></ul><ul><li>Others?? </li></ul>
  24. 26. Step 2: Create Measurable Objectives <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R ealistic </li></ul><ul><li>T ime-sensitive </li></ul>Photo credit: Knickerstwist
  25. 27. Step 3: Research and Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>What are people saying? </li></ul></ul><ul><ul><li>Where are they saying it? </li></ul></ul><ul><li>Free online monitoring tools: </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Addictomatic.com </li></ul></ul><ul><ul><li>Netvibes </li></ul></ul><ul><ul><li>Hootesuite, Tweetdeck </li></ul></ul><ul><ul><li>Search.Twitter.com/Advanced </li></ul></ul><ul><ul><li>Nielsen’s BlogPulse </li></ul></ul><ul><ul><li>Alerian SM2, Filtrbox </li></ul></ul>“ If you’re always talking, you’re not listening.” – Chris Brogan
  26. 28. Step 4: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create interesting content </li></ul><ul><li>Focus on strategy </li></ul><ul><li>Cultivate influencers </li></ul><ul><li>Promote others </li></ul><ul><li>Be creative </li></ul><ul><li>Share, share, share </li></ul>
  27. 29. Step 5: Integrate Online and Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication </li></ul><ul><li>and social media </li></ul><ul><li>Enhance media relations </li></ul><ul><ul><li>Talk to reporters on social networks </li></ul></ul><ul><ul><li>HARO </li></ul></ul><ul><ul><li>Pitchengine.com </li></ul></ul><ul><li>Use offline tools to drive online efforts … </li></ul><ul><li>and visa versa </li></ul>
  28. 30. Step 6: Measure <ul><li>Return on Insight </li></ul><ul><li>Return on Engagement </li></ul><ul><ul><li>Twitter followers, lists, retweets and link open-rates </li></ul></ul><ul><ul><li>Blog comments, traffic, inbound links </li></ul></ul><ul><ul><li>Facebook fans, wall posts and comments </li></ul></ul><ul><ul><li>YouTube ratings, embeds on other sites </li></ul></ul><ul><ul><li>Event registrations </li></ul></ul><ul><li>Measuring influence requires research </li></ul>
  29. 31. Trends Mobile Photo credit: ilamont Video
  30. 32. Trends (cont.) www.TurnSocial.com Content Aggregation
  31. 33. More Info <ul><li>Slides & links: </li></ul><ul><li>GebenCommunication.com/Ohio </li></ul><ul><li>Blog: </li></ul><ul><li>bit.ly/prtini </li></ul>
  32. 34. <ul><li>“ Planning without action is futile, </li></ul><ul><li>action without planning is fatal.” </li></ul>Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling