Presented Wednesday, May 22nd 2013 for Michiana SCORE in Niles, Michigan.

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Social Media 201
Next Step Engagement
@NikkiSunstrum
State of Michigan
Social Engagement Coordinator
May 22, 2013

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Who I am…
Nicole Sunstrum
• B.S. in Political Science & M.A. in
Education
• Skilled in making dull things interesting &
teaching complicated stuff in ways
everyone can understand
• Master manipulator of content & small
children
• Throws parades for fun

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How I got here…
 2008 ~ Listening and Learning
 2009 ~ Participating in the
conversation
 2010 ~ Strategy and development
 2011 ~ Policy, procedure and best
practices
 2012 ~ The Year of Collaboration
and Social Good
 2013 ~ Visualization and Innovation
• 140 active social media
accounts
• Operating across three
primary and five secondary
platforms
• Engaging almost 5 million
constituents each day

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www.michigan.gov/socialmedia
One stop shop for all things social in Michigan government
• Inventory
• Policy
• Procedures
• Style Guide
• Resources
• Campaigns
• Accomplishments

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Internet-based applications that build on the
ideological and technological foundations, which
allow the creation and exchange of user-generated
content.
www.wikipedia.com

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History

8. +Straight from the cats Meouth

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Why do I care about your
cat, bacon, & breakfast?
 Outreach
 Information
 Clarification
 Resources
 Customers

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Know before you go…
• Why do I want to engage in social media
• What do I hope to accomplish?
• Who is my target audience?
• Where do I belong?

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We don’t just tweet press releases.
 Justification
 Strategy
 Goal Development
 Content
 Administration
 Response
 Engagement
Making government personable

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I’m here…now what?
• Assessing sentiment
• Identifying influencers
• Studying success
• Comparing like minds

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It’s not just what you say,
but how you say it
• Visual
• Engage
• Show personality
• Provide exclusivity
• Build an expectation
• Analyze

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Becoming a part of the moment…

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Entering the realm of
social good.

16. + Calling attention to existing practice,
recognizing service in new ways, becoming
an influencer of the conversation

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Leveraging connections…
 Live Chats
 Video Streams
 Shared stories
 Recommendations
 Advocates
Becoming friends with the media, 80-20 rule

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Town Halls &
Google Hangouts
Advocacy, Education and real time exposure

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Not just one, but many
Cross promotion of initiatives,
programs and information
amplifies our message and
presents a unified image.
Add tags, photos and links to
additional content on your
website

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Standing out in the crowd
Pick one and do it well…
• Twitter for customer service
• Yelp for recommendations
• Vine for sharing tips or events
• Pinterest for new product display
• Facebook for promotions
• LinkedIn for recruitment

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Caution
Don’t…
 Only connect with the intent to
sell
 Connect but never interact
 Spam
 Copy and paste across networks
 Forget who you are and why you
are here
 Negate the power of social and
that it is forever

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Assessment
Continuous evaluation and adaptation

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It’s all about the ROI baby
• Clicks and impressions and actions, oh my…
• $174
• Not all fans are created equally
• Ask yourself why does it matter?

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www.facebook.com/nikki.sunstrum
sunstrumn@gmail.com
@nikkisunstrum