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City of Dublin
MORPC Workshop
Social Media Best Practices for Local Governments
June 18, 2014
WHY SHOULD GOVERNMENT BE SOCIAL?
Constituents are waiting Seize or cede the conversation Engagement improves political efficacy Prepare for crises People expect government to be on social media Inform and educate Become “the” news source
SOCIAL MEDIA IS THE NEW GOVERNMENT OFFICE
THE CITY OF DUBLIN ON SOCIAL
THE CITY OF DUBLIN ON SOCIAL – FACEBOOK POSTS
THE CITY OF DUBLIN ON SOCIAL – TWITTER
THE CITY OF DUBLIN ON SOCIAL – INSTAGRAM
THE CITY OF DUBLIN ON SOCIAL – LINKEDIN
THE CITY OF DUBLIN ON SOCIAL – INFOGRAPHICS & PSAs
Case study: ROUNDABOUT VIDEO GOES BANANAS Video = 1,968 Plays Facebook = 19,248 people
reached | 533 Likes | 221 Comments | 79 Shares
eNews = 820 Opens | 457 Clicks
Website = 2,412 pageviews | 2,200 Unique pageviews | Average time on the page 4:00
Instagram = 36 likes | 13 Comments
Twitter = 51Clicks
Next Door – Facebook for neighborhoods
What Platform is Best for Your Audience/s
Twitter Who: Everyone – individuals to large corporations What: Start, lead, and join conversations How Often: Multiple times per day Best times: noon – 1 and 4 pm – 6 pm
Facebook Who: Everyone What: Online content, events How Often: Once or twice a day Best times: 9 am – 3 pm and 9 pm
What Platform is Best for Your Audience/s
LinkedIn Who: Businesses, professionals, recruiters What: Business info, company news, job postings How Often: Two to four times per week
Instagram Who: Individuals; lifestyle, fashion, food & luxury brands What: Visual content and short videos How Often: Once a day
Managing and Measurement
Weekly “Pitch” meetings Trello is our Project
Management Tool Empower Other Divisions to
Provide Content Social Monitor of the Week
Responds to Questions Monthly Analytics Measure
Traffic, Reach and Engagement
Support from MJ2 – social media consultants
SOCIAL MEDIA GUIDELINES
Social Media Policies Determine voice that should reflect your brand Who has access to post/respond Assign weekly monitor/s One account or multiple Responding (or ignoring) negative posts Empowering employees to provide content and photos Building brand ambassadors
GREAT EXPECTATIONS
On social media, citizens… Are listening, engaging, and conferring Are better at using tools than government Want to act on information Expect government to keep up
If government meets expectations it will… Be more responsive to citizens Be more efficient delivering services Be better at handling crises Develop and implement better policy Improve political efficacy
THANK YOU
Sue Burness
Public Information Officer
sburness@dublin.oh.us
614.410.4508
www.DublinOhioUSA.gov
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