engaging the conversation
DESCRIPTION
Primer on Social Media and how it can be used during a CrisisTRANSCRIPT
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Engaging the Conversation
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Media is shifting
Source: graphicdesignr.net/papercuts
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Media is shifting
Source: http://pewresearch.org/pubs/1133/decline-print-newspapers-increased-online-news
5
4
34
9
5
25
2006 2008
PrintBothWeb
43% 39%
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New News Channels
• Online traditional publications– NYTimes.com– WallstreetJournal.com– SeattlePI.com
• Mobile traditional publications– USA Today iPhone app
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New News Channels
• News Aggregators– Google News
• Social News Aggregators– Digg.com
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New News Sources
• Drudge Report
• TMZ
• Daily Show
• Word of Mouth / Social Media
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The Conversation
• Word of mouth communication is the oldest and most powerful form of communication
• We trust what our friends tell us
• We trust what our friend’s friends tell us
• We trust anything enough people tell us
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Social Media
• Social Media is a digital conversation
• Information flows along relational lines
• The “wisdom of the crowds” determines news
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Social Media is Fast
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Social Media is Direct
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Social Media is Noisy
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Social Media Takes Work
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Guidelines for Social Media
• Only use what you can utilize
• Spend time to build trust– Be authentic– Be honest
• Promote via your non-social networks
• Stay engaged
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Types of Sites
• Social Networks– Meeting, finding, connecting
• Multimedia– Sharing, learning
• Bookmarking– Link sharing, “the cloud”
• News– News sharing, opinion sharing
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Types of Sites
• Reviews– Sharing reviews of companies, services
• Blogs– Opinion sharing, news sources
• Microblogs– Sharing short updates
• Wikis– Collaboration
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How does Twitter Work?
Source: http://www.youtube.com/watch?v=ddO9idmax0o
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How to use Twitter
• Post short recaps of News Releases
• Post quirky things: show your personality
• Post data
• Chat with people
• Virtual police scanner
• “Hashtag” yourself
• Get a “Verified Account”
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Twitter Tools
• TweetDeck (PC / Mac)
• Tweetie (iPhone)
• Über Twitter (Blackberry)
• Twitta (Android)
• Tiny Twitter / SMS (Others)
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How to use Facebook
• Set up a page for your organization– http://www.facebook.com/pages/create.php– Address, Hours, Website
• Import RSS feed as notes– Edit Page >Notes – Admin Options> Edit >
Import a blog
• Advertise your Page • NEW! Get a “vanity url” for your page• Monitor results
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How to use YouTube
• Load “backgrounder” videos• Load informal commentary on News
Releases• Load relevant breaking news as
appropriate• Capture video of interviews and post
unedited• Favorite other relevant videos• Comment, comment, comment!
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Source: http://www.ovrdrv.com/social-media-map/
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How do I choose the right one?
• Works for me– Does it meet my operational objectives?
• Widespread use– Will the community already be using it?
• Open standards– Is it easy to access?
• Integration– Can it be tied into my existing systems?
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Recommendations
• IntenseDebate– Add comments to your existing website– Easy to moderate via email– Easy to add to your website– Keeps community on your website
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Recommendations
• ShareThis– Let users share your content however they
want– Works with existing content– Promotes your message– Crowdsourcing
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Recommendations
• Twitter– Free opt-in SMS and Mobile updates– As easy to use as texting– Clean, simple, fast– Can be tied into PIER– Lots of buzz!
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Recommendations
• YouTube– Share your videos– Favorite recommended videos– Embed on your site– Free hosting– Special Gov accounts
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Recommendations
• Facebook– Widely used– Click-happy users– Can be tied into PIER– Wide demographic– Large userbase
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Recommendations
• Flickr Pro– Costs $20 a year– Can upload from your phone– Allows comments– Can be linked to from site– Wide userbase
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Recommendations
• Wordpress– Set up a blog in 15 minutes– Lets you control message informally– Gives you a personal touch
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Recommendations
• PIER System– Manages communication with community– Inquiries are very social– Allows integration with other services– Widely used regionally
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What we did
• Added comments to documents– User participation on interesting documents
• Added ShareThis link to documents– Allows visitors to bookmark site
• Twitter– All alerts go straight to twitter– Jeff updates from phone
• SlideShare
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What we did
• Video on Vimeo– Did not have YouTube gov account at time– Lets us embed video on homepage for free
• Facebook Page– Information page on Facebook– Updates post automatically
• Blog– Jeff updates blog for emergency managers– Blog and site traffic tightly correlated
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Crisis Use
• Important tools– YouTube– Twitter– Del.icio.us– Flickr
• Develop a policy and job aids for SM
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Crisis Use
• Have a “Web Specialist” in your JIC/IC
• Set a tag– FBHazMat, GalvRain, HtownBrown– “Hey internet, tag your posts with #GalvRain,
we’re doing the same!”
• Use TwitterSpy to “listen in”
• Tweet frequent updates
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Crisis Use
• Images and videos go a long way, USE THEM– Pictures of the IC, show your activity– Shoot yourself (evenings work well)
• Don’t obsess over prose
• ReTweet when at a loss
• Band together, we can help each other!
• Get your kids to help
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Crisis Use
• Use Firefox– Windows for topics, tabs for pages– Get approval and installation before crisis
• Keep a log using Del.icio.us– Bookmark everything you find– Search for your tags
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In Review
• Traditional media is reaching less and less
• Social media can help you
• Take it slow
• Invest the time
• Build trust
• Learn from others
• JUST DO IT! (Now would be good…)
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Questions and Comments
Lach MullenRegional Public Information System Administrator
[email protected]://www.twitter.com/lach