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Using New & Social Media Using New & Social Media in the in the Fish and Wildlife Service Fish and Wildlife Service

New Media Communications in the U.S. Fish and Wildlife Service

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Joint presentation by national web manager David Yeargin, southeast regional new media specialist Jennifer Strickland, and national new media specialist Mike Davidson addressing the current state of social media within the U.S. Fish and Wildlife Service. Presented at the 2010 Public Affairs Meeting, October 21, 2010, Arlington, VA.

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Page 1: New Media Communications in the U.S. Fish and Wildlife Service

Using New & Social Media Using New & Social Media in the in the

Fish and Wildlife ServiceFish and Wildlife Service

Page 2: New Media Communications in the U.S. Fish and Wildlife Service

Using New & Social Media Using New & Social Media in the in the

Fish and Wildlife ServiceFish and Wildlife Service

•New and social media explained

•What we’re doing

•What you can do

Page 3: New Media Communications in the U.S. Fish and Wildlife Service

Traditional Media Traditional Media ModelModel

• Newspaper, radio, TV…

• Limited channels controlling distribution

• Communication is indirect

• Communication is one-way

• Message-centered

Page 4: New Media Communications in the U.S. Fish and Wildlife Service

New Media ModelNew Media Model

• TV, radio, print, websites, blogs, mobile media, social networking sites, SMS messages, email…• Citizen

publishers• Communication

can be direct• Audience-

centered

Page 5: New Media Communications in the U.S. Fish and Wildlife Service

Social Media ModelSocial Media Model

• Dialogue, not monologue• Content ripples• Everyone is a

content creator• Content is

sharable and mashable • You-centered

Blog fws.gov

Page 6: New Media Communications in the U.S. Fish and Wildlife Service

Social Media ToolsSocial Media Tools

• Facebook• YouTube • Digg• Foursquare• Yelp• Ning• Blogs• Podcasts• Twitter• Forums• Press Release

Page 7: New Media Communications in the U.S. Fish and Wildlife Service

Who is Using New/Social Who is Using New/Social Media?Media?

Page 8: New Media Communications in the U.S. Fish and Wildlife Service

Getting Social Media Getting Social Media Ready: Ready:

Where We Are NowWhere We Are Now1. Create our infrastructure: management plans,

policy and guidance, best practices, strategic alignment of resources

2. Establish a network of FWS employees officially using social media and learn from each other

3. Use our new collaborative tools, environment & content to engage directly with the public about our work

Page 9: New Media Communications in the U.S. Fish and Wildlife Service

Infrastructure

1. Management plans

2. Policy and guidance

3. Best practices

4. Strategic planning

CaptionCaption

CaptionCaption

https://inside.fws.gov/newmedia

Page 10: New Media Communications in the U.S. Fish and Wildlife Service

Building Our Building Our NetworkNetwork

• Regional Points of Contact

• Service Employees in the Field

• Regional and

Programmatic Leadership

CaptionCaption

Page 11: New Media Communications in the U.S. Fish and Wildlife Service

Let’s Discuss!Let’s Discuss!

““I get paid to I get paid to play on play on Facebook all Facebook all day… what’s day… what’s your excuse?”your excuse?”

Page 12: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

Oh, so you do new media? Oh, so you do new media? What … does that mean?What … does that mean?

Page 13: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

How do you know your How do you know your priorities?priorities?

Page 14: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

The flow of information The flow of information in the new media world in the new media world must work differently must work differently because the process is because the process is new and the mediums new and the mediums are are constantly constantly changing.changing.

The regional new media The regional new media specialist must be the specialist must be the ultimate middle man. ultimate middle man.

In a cool way.In a cool way.

Page 15: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

• Working with interested field stations Working with interested field stations dedicated to using Facebook as an dedicated to using Facebook as an official communication tool to create a official communication tool to create a formal Facebook presenceformal Facebook presence– Eventual ad removalEventual ad removal– Listing on our social media hubListing on our social media hub– Interconnectivity between all USFWS Interconnectivity between all USFWS

pagespages• Maintaining a running list of all Facebook Maintaining a running list of all Facebook

manager contact info so we can keep in manager contact info so we can keep in touch and fill-in for each other when/if touch and fill-in for each other when/if necessarynecessary

• Connecting with refuges and hatcheries Connecting with refuges and hatcheries running successful but unofficial running successful but unofficial Facebook pages to make them officialFacebook pages to make them official– Example: OkefenokeeExample: Okefenokee

Old profile/new profileOld profile/new profile

Updated infoUpdated info

Page 16: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

• Reaching out to photographers in Reaching out to photographers in the field to post their photos to Flickrthe field to post their photos to Flickr– Examples: Gary and JoshExamples: Gary and Josh– Basic step-by-step and how-to guideBasic step-by-step and how-to guide– Freedom to post whenever!Freedom to post whenever!

• Flickr generated interest from NCTC Flickr generated interest from NCTC to get photos into the National to get photos into the National Digital LibraryDigital Library

• My #1 game changing tool during My #1 game changing tool during the oil spillthe oil spill– Used for countless media requestsUsed for countless media requests

• Instrumental when creating Instrumental when creating publications or presentationspublications or presentations

Asheville CollectionAsheville Collection

Great photo by Garythat follows all the rules

in the book!

Great photo by Garythat follows all the rules

in the book!

Page 17: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

• Collaborating with programs in the regional Collaborating with programs in the regional office to help them disseminate their contentoffice to help them disseminate their content

• R4 Visitor Services and the Fire ProgramR4 Visitor Services and the Fire Program– Different tools for different purposesDifferent tools for different purposes

• Fire: news, facts, fire educationFire: news, facts, fire education• Visitor Services: events, connecting people with natureVisitor Services: events, connecting people with nature

USFWSSoutheast Facebook post by Visitor Services and CPwN liaison Stacy Armitage

USFWSSoutheast Facebook post by Visitor Services and CPwN liaison Stacy Armitage

Regional Fire account maintainedby Josh O’Connor

Regional Fire account maintainedby Josh O’Connor

Page 18: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

• Extremely Extremely important to stay important to stay connected with new media connected with new media managers in the field and ROmanagers in the field and RO– Facebook managers groupFacebook managers group– Propose creation of regional Propose creation of regional

new media teamsnew media teams• People who use the toolsPeople who use the tools• Keeps ideas freshKeeps ideas fresh• Learn from one anotherLearn from one another• New Media Specialist will clearly, New Media Specialist will clearly,

concisely communicate lessons concisely communicate lessons learned and needs of the group learned and needs of the group back to R4 leadership and WOback to R4 leadership and WO

Photo from Flickr byGary Peeples

Photo from Flickr byGary Peeples

Photo from Flickr byJosh O’Connor

Photo from Flickr byJosh O’Connor

Page 19: New Media Communications in the U.S. Fish and Wildlife Service

New Media in New Media in Region 4Region 4

• So what’s next?So what’s next?– Development of new media Development of new media

user teamsuser teams– Working with NCTC Distance Working with NCTC Distance

Learning Branch to develop Learning Branch to develop training modules training modules

– Using our cyclical process to Using our cyclical process to refine techniques and suggest refine techniques and suggest best practices for every toolbest practices for every tool

– Cyberworld domination?Cyberworld domination?

Page 20: New Media Communications in the U.S. Fish and Wildlife Service

Engaging the Public

Page 21: New Media Communications in the U.S. Fish and Wildlife Service

What You Can DoWhat You Can Do

• Start a blog• Tell the story of your work• Use plain language• Contribute to an existing social

media account• Start with what you already have• Don’t forget the pictures• Try them for yourself