Lauri Stevens @lawscomm. Citizen driven Transparent / Real / Sincere Engaging / Interactive /...

LAWS COMMUNICATIONS

Lauri Stevens@lawscomm

Social Media is… Citizen driven Transparent / Real / Sincere Engaging / Interactive / Personal

Social Media is not… 100% controlled by you Fake / Formal One-sided All about any one tool

Social Media is…FREE!

NOT!

•Tools are Free•But it costs Time, sometimes a lot•Training is essential and not inexpensive•Other investment in hardware/software

Social Media is… HARD!

NOT!

My Goal for this module…Help you create a project plan /strategy

that is Relevant

Efficient

Achievable

Loads of fun and benefits

P.O.S.T. Developed by Forrester Research(Missing key points)

People Objectives Strategy Technology

Leaves out the when and part of how and why

C.O.P.P.S. Citizens (Who) Objectives (What) Plan (Where & How) Policy (How & Why) Schedule (When)

Citizens Who do you want to reach? Who are you reaching now? Don’t forget yourselves

Citizens The conversation has already started Listen to:

Key public figures Mentions of your organization online / Google Popular law enforcement related sites Online groups (Newsgroups & LinkedIn) Blogs Other agencies with similar issues Other organizations like yours

Citizens Create personas

Descriptions of individuals that represent your target

They’re not real Represent real people

Citizens Personas help you:

Identify potential character traits, personalities, habits and attitudes of your target

To create a social media strategy of ideals scope and size

Citizens Jot down ideas for 2-3 personas Go home and create more or tweak by

listening Listen offline

Citizens•40-50 something bikers•Describe them•Define the issue•Articulate the message•Research the platforms/behaviors•What needs to be communicated/changed

•Teenagers•Describe them•Define the issue•Articulate the message•Research the platforms/behaviors•What needs to be communicated/changed

Objectives What are your goals?

To build better relationships? Raise awareness of your cause/services? Increase website traffic? Build your “customer” base? Inspire people to take action? Raise funds?

Objectives Do some discovery, ask yourself:

What attitudes define us and our issues? What sites have the most activity related to my

organization? What kind of people do the most posting (and

where)? What other organizations are issues are these

people connected to? What kind of negative comments or misconceptions

exists? What are the positives?

Objectives You might (will) discover:

Online communities you should join People you should engage Values you should promote Attitudes you should change Better understanding of your “brand”

(reputation)

Objectives When you’re done (What):

Defined your message All SM content should reflect your message Make is easy to grasp by people with short

attention spans Keep it focused

Determined your target audience What changes are needed

Plan (Parts?) Technology Content Personnel Training

Plan Technology & Content

Technology Software - Tools Hardware

Content Media

What needs to be produced What do you already have? Video / Photos / Graphics / Articles

Ideas Goals What’s the message(s)

Plan Personnel & Training

Personnel Who’s needed Who do you have ?

Don’t rely on the intern What is their knowledge level What kind of time do they have

What might be outsourced? Training

Seriously consider professional training To keep up New people

Some can be had online

Policy Standard policies include:

1. Taking personal responsibility for the content a person publishes

2. Identifying oneself in all transactions 3. Using disclaimers to absolve the department of

responsibility 4. Respect for the audience 5. Being factual 6. Copyright 7. Fair use 8. Privacy

"The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009

Policy Specific to Law Enforcement

1. Integrity 2. Disclaimers 3. Identity 4. Department-sanctioned tools 5. Competence 6. Command Staff responsibility 7. Training

"The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009

Schedule Without a schedule, things can get

overwhelming very quickly Factor in the ramp-up Start with the simple stuff Where do you want to be in 3 / 6

months?

Don'ts… Just jump on whatever tool Let it overwhelm you Drop the ball Be evasive Ignore negativity

DO’s Be open-minded Be casual / relaxed Join conversations / add value Clarify and focus on your message Use your real identity Remember your graphical image /

brand Ask questions / solicit input

DO’s continued… Prepare yourself to let go Drop what doesn’t work Admit mistakes Monitor and track responses Thank people Listen

Stay Ahead of the Curve Attend training sessions like this one

Social Media changes all the time Find 4-6 online information sources Interact with others in your field and share EVERYTHING

Questions???