League OR Cities

Transcript

1. SOCIAL MEDIA BASICS FOR OREGON CITIES
2. WHAT WE’LL COVER TODAY • Scope and scale of social media • Relevant trends • Social media policies & plans • Promising practices • Social media as service
3. WHAT IS SOCIAL MEDIA? • Interactive ….. 
 not authoritative • Personal ….. 
 not institutional • “Narrowcast” (through networks) …. 
 not broadcast
4. SOCIAL MEDIA SCOPE & SCALE
5. SOCIAL TECHNOGRAPHICS
7. MILLENNIALS BABY BOOMERS
8. “Government engagement is an alien prospect for this [younger] generation. They don’t want to go to a community meeting… they want to 'plug in'." Steven Hardy, MindMixer
9. SENIORS ARE IN A SOCIAL CROSSROADS • Adoption of social media has tripled in the Last four Years. • Now: 43% of internet users over 65 use social media
10. TRENDS IN SOCIAL MEDIA • Social media use in cities is growing, despite tight budgets. • Cities are using social media to meet core operational goals. • Cities are actively managing and monitoring social media. • Fewer than 1% of cities have an employee who exclusively handles social media.
11. CENTRALIZED SOCIAL MEDIA MANAGEMENT • Managed by one central office: often Mayor’s office or communication department. • Everything goes through one person or small team. Benefits: • Content is high-level, everything is intertwined. • More cohesive & “on plan.” • More consistent & accurate.
12. CENTRALIZED SOCIAL MEDIA MANAGEMENT Drawbacks: • Less creativity • Less variety in information • Less buy-in • Challenge to get “on the agenda”
13. DECENTRALIZED SOCIAL MEDIA MANAGEMENT • Departments or agencies manage their own accounts. Benefits: • Content is tailored to audiences’ interest • More diverse content and voices.
14. DECENTRALIZED SOCIAL MEDIA MANAGEMENT Drawbacks: • Hard to track • Less cohesive • Training intensive
15. HYBRID MODEL • Profiles and pages are managed by departments w/ some central oversight. Benefit: • Flexible to city's needs Drawbacks: • Potentially hard to manage process • Less standardization
16. SOCIAL MEDIA MANAGEMENT • Create an approval process that works • Have a meaningful social media • Identify, equip, trust the gatekeepers • Build a social media/web team & meet regularly
17. SOCIAL MEDIA POLICY PERSONAL | PROFESSIONAL | AS THE CITY
18. YES, YOU NEED A POLICY • Helps avoid pitfalls • Should be clear, but flexible • Outlines approves tools, content, procedures • Complies with state and federal laws
19. PUBLIC RECORDS & SOCIAL MEDIA • Short answer: social media posts are public record. • Important to understand the State and Federal Laws. • Work with your attorney on crafting the policy.
20. CREATING A SOCIAL MEDIA PLAN
21. Listen first. What is your city saying?
22. START AT THE BEGINNING • Clearly identify your city’s objectives. What do you want to accomplish? • Carefully assess your resources. • Determine the strategies to get you there. • Identify how you’ll measure success.
23. SOCIAL MEDIA AS A SERVICE THINKING BEYOND MARKETING & COMMUNICATIONS.
24. WHAT ELSE IS SOCIAL MEDIA GOOD FOR? • Economic Development • Political Engagement and Policy Feedback • Emergency Management
25. - Sarah E. Madison, Wisconsin “When you ask for feedback, you will get non-related feedback. The pertinent comments are very valuable and it gives you a perspective on what your constituents are thinking.”
26. Questions? ! Kelli Matthews kelli@turellgroup.com 541.868.7975