3cma a social media blueprint for multicultural communications
TRANSCRIPT
A Social Media Blueprint for Multicultural
Communications
Effective Multicultural Communications in Social Media
Presented by Rosie Taylor – Rosiemedia on May 3, 2013 at
3CMA Regional Conference, Miami Beach, FL
Been There, Done That
• I found Social Media for Gov’t can be tough
• There were no standards, no budgets, no staff – lots of “no”
• But we can still do this…
• They eventually got used to the idea.
See it as a Blueprint
Make It Part of the Blueprint
• The strategy needs to fit into the overall communications plan for the City/County agency and not an afterthought.
• If it feels like an afterthought to you, it will feel like that to your audience.
• If you make it part of the plan, you have a strategy to come up with fresh content and deal with any crisis.
• Be diverse in content delivery across different social media channels and stay relevant.
Step #1: Where’s the bonfire?
• Know your constituents’ culture• Multicultural is more than Hispanic and African American – was
there a shift in your area? The Asian population saw a huge growth of 45.6% in the 2010 census. Did that affect your city or county?
• Where they get their information• Polls – Media Surveys – Does your community prefer radio still?
• Understand who the influencers are in the community – bloggers, activists. community leaders, local celebrities… Can they participate in and support your social media?
• Look at studies like Pew Internet
• Look at neighboring cities and counties
Step #2: Choose Your Channels
• Decide which social media channels will deliver that information in the format most used. Social media allows you to target messages down to smaller groups.
• Does it need to be more visual or conversational?
• Do I have a place on our website dedicated to this information in a translated format?
• Are these instructions that would work better in a demonstration on video?
• Research shows that multicultural audiences adopt mobile technology at a fast pace. BE MOBILE.
• Is our community Puerto Rican versus a generic target of Latinos? Narrow your focus and your content will be relevant.
THERE’S NO NEED TO BE EVERYWHERE. IT GETS DILUTED.
Step #3: Look through a new lens
• Find the content laying around think about these three questions as you look at the Cultural Landscape:• How will this look to my audience? No cookie cutter messages.
• Are the visual references confusing?
• Have a value exchange. Be ready to be part of the community.
• Was there some celebration or milestone that would help make this message more relevant? Know what’s important and what is a stereotype.
• Multicultural Social Media celebrates those things that make each group unique. More than ethnicity – it can be language, culture or a common set of values.
I’m Puerto Rican. Nov 19th or Cinco de Mayo?
Step #4: What gets measured, gets done.
• Have a goal in mind – Building the list, reducing calls for customer service
• Use a social media dashboard and measure, measure, measure.
• Measure your social media efforts and how it performed against your goals. Remember the big picture?
The Social Media Blueprint for Multicultural Communications
• Find the Bonfire & Engage the Influencers
• Choose the right Channels
• Look through a New Lens
• Measure, Improve, Measure
CDC Example: The Zombies!
• To reach a younger audience about preparedness:
Obama Administration & G+
• Google Hangouts with President Obama & Joe Biden; Cover Photo… notice the focus?
NYC @nycgob, not nycgov
• Not nycgov…
NYC as @nycgov
• Not nycgov…
How is Multicultural Different?
• A community that celebrates its own• language
• traditions
• values
It’s still about communication.
What’s Your Vision?