Embed Size (px)
Citation preview
Social Media:
Staying in Touch with Today’s Online Community
Jeremy Lasich, Deputy DirectorFairfax County (VA) Office of Public Affairs
What Is Social Media?Traditional media (newspapers, television, radio,
books, CDs) can’t be changed.
Social media is interactive.
Social media allows for real-time feedback.
Anybody can publish social media.
Social media is infinite with no limitations on length or quantity.
Social media is linkable and easily reused.
With Social Media… We are all publishers today
with the ability to reach countless social circles and interests directly.
Four years ago, many of the key social tools were simply not available.
What Is Social Media?Social media is just another set of tools; we already
use:
Web sites News releases Hotlines/Phone NumbersNews conferences Brochures
Social Media Tools Facebook Twitter YouTube Instagram Flickr Blogs Slideshare LinkedIn Soundcloud Pintrest And many more examples …
Greg Licamele // January 2015
Social Media Tools
Social Tools Are Connected
Content
YouTube
SlideShare
InstagramPinterest
Google+
SoundCloud
• Content can be shared on multiple platforms, but not in the same way; each platform has its own “culture”
• Tweets can point to SlideShare; Facebook can point to SoundCloud, etc.
• ECOSYSTEM
Full Picture of Communications
Why Use Social Media?Traditional media on the decline with layoffs, budget cuts, fewer printed pages and minutes of coverage.
Who fills the void? How do messages and information spread? How do we tell people directly what’s going on at the local level?
Important to get content where the eyeballs are.
We are only one content provider; we’re not the sole source of info. We need to be part of the conversation.
Help others become our information ambassadors.
Answer questions and provide quality customer service.
Why Use Social Media?
Educating and Engaging
Social media is fundamental, not a fad.
Facebook Reach “Daily total reach” means the number of times content has
appeared in a Facebook user’s newsfeed.
FY 2012: 2,088,753 FY 2013: 6,659,856 FY 2014: 11,603,306
Facebook Fundamental Truth #1
You must always think about the Facebook NewsFeed.
Updates will appear amid family, cute babies, puppies, celebrities and other organizations.
Facebook Fundamental Truth #2
Facebook Pages are not visited often.
Very few people will actually visit a Facebook Page after they “like” it. They will rely on the NewsFeed for updates.
Many people will never “like” a page but see updates shared from friends.
Facebook Fundamental Truth #3
NewsFeed Ranking is critical to be aware of on Facebook.
It decides what content will be displayed to each user based on many factors.
Facebook NewsFeed Ranking
Facebook Fundamental Truth #4 Mobile is quickly becoming the dominant way people view
content on Facebook.
78.9% of Facebook’s daily American users are on mobile.
Twitter = Most Important Social Tool
Why?
Open network (not closed like Facebook) You can see all updates* People + Organizations + Media Hashtags Breaking news
Twitter Fundamental Truth #1
Listening and monitoring are critical to success.
Find the conversations relevant to your subject matter and our community.
Engage (as needed).
NOT just a push tool.
Twitter Fundamental Truth #2
Twitter is a two-way conversation
You MUST interact on Twitter.
Twitter Fundamental Truth #3 You must always think
about the Twitter timeline.
Updates will appear amid sports, news, celebrities, cute babies, cute puppies and other organizations.
Add value, not noise.
Twitter Fundamental Truth #4
Your Twitter.com profile is not visited often.
Very few people will actually visit a Twitter page after they follow you. They will rely on the Twitter timeline to see your updates.
Twitter Fundamental Truth #5
Tweet content multiple times.
People on Twitter at 9 a.m. are likely different than the people at 9 p.m.
“… if you’re making social media only a part of a 9 to 5 work day, you might be missing out on connecting with consumers during the times they’re likely to be online.”
Just because you’ve said it once on Twitter doesn’t mean you’ve said it!
Twitter Fundamental Truth #6 Shelf life of a tweet is often 1 to 2 hours.
Twitter Fundamental Truth #7
Twitter is NOT Facebook.
It has its own unique culture, norms and methods that lead to success. Each message you share needs to adapt to the platform. How you engage is different, too.
Twitter Fundamental Truth #8
Mobile is THE dominant way people view Twitter.
Twitter Fundamental Truth #9
Hashtags let anyone contribute to a local, regional, national or niche conversation
Twitter is the media’s new inbox News breaks on Twitter faster than any other medium;
journalists want info on Twitter
Twitter Fundamental Truth #10
#hashtags
#hashtags
No one “owns” a hashtag. Anyone can use a hashtag and contribute to a conversation about that topic.
Media, TV shows, company brands, governments, conferences and others use hashtags …
#hashtags
#hashtags
Boston
Hashtags for types of complaints
#spinach
#spinach
#spinach
Social Media Posts “Streams, Walls and Feeds”
107 guidelines for social media messages
Preferred Types of Posts
Relevant
Timely
Actionable
Preferred Types of Posts
Relevant: Pertains to people’s daily lives
Preferred Types of Posts
Timely: Deadlines, events, related to current events
Preferred Types of Posts
Actionable: Register, attend, etc.
Personal OpinionsPDFsCommercial/private sector information (i.e.,
endorsements) Internal content such as awards or employee infoDo not try to control the conversation; be a
participant with facts
What Not To Post
Listen. Listen to the good and bad
Make strategic decision as to whether to respond
Prioritize responses:Customer serviceEmergencies Inaccurate information
Stick with the facts
What You Should Do
Mobile+Social
Mobile devices have cemented the power and reach of social media today
This is THE game changer -- an information revolution like no other
Mobile devices are everywhere
2005: Pope John Paul II’s funeral
(1 flip phone bottom right)
Smartphone Explosion
2013: Naming of Pope Francis
2005: Pope John Paul II’s funeral
(1 flip phone bottom right)
Other Social Media Tools
2013: Naming of Pope Francis
Round Rock, Texas
Created a Flickr group for residents to share photos; the government can use pics if granted permission
Seattle 51 Twitter accounts
for each police beat; provide very localized updates
49
