seeclickfix webinar: local government social media training
TRANSCRIPT
BUILDING A SOCIAL
MEDIA PRESENCE IN
LOCAL GOVERNMENT• Engage like Taco Bell
• Be witty like Oreo
• Provide value like Lowes
All on a Government Budget
By: Ron Cochran - Communications Director - City of Malden, MA
SOCIAL PROOF - MALDEN’S SOCIAL MEDIA
PRESENCE AS OF SEPTEMBER 2015
Service Metric
Twitter 4,200 +
Facebook 6,600 +
YouTube Video Views 46,000 +
Constant Contact 8,000 +
STEPS FOR GETTING STARTED OR
IMPROVING
Reserve the property – build later
Facebook, Twitter, YouTube, Flickr, Instagram, Snapchat, LinkedIn, Google Plus (note: this is why our Twitter account is @TheCityofMalden and not @CityofMalden
Stick to 2 platforms initially at most (expand as capacity builds)
We stuck to Facebook, Twitter, YouTube and Flickr
Ask questions often
Respond to as much as possible
Show there is a human side to the account. Talk like a human and not a robot.
PLATFORMS WE ARE
ACTIVELY USING
Platform Advantages Disadvantages
Facebook Excellent for hosting a lot of frequently changing information. Youngerdemographic participation rate is non-existent.
A lot of engagement means a lot of questions and comments to respond to. Can be a breeding ground for negativity.
Twitter Easily spread info virally. Engagement is difficult. Conversations are tough to maintain. One way communication.
YouTube Instructional and informative. Excellent way to show community spirit.
Tone can be difficult to set. Poor quality video can be a bad reflection on your administration.
Flickr Hands off sharing of photos you accumulate. Builds a living visualhistory of your community.
Time consuming to manage.
Constant Contact If the platform fades, you still always have your email list to tell about the new place where you are sharing.
Email open rates at best are in the high 40%
PLATFORMS WE ARE
EXPERIMENTING WITH
Platform Advantages Disadvantages
Instagram Very high level of engagement. Easily spread info virally. Pathway into the younger demographic though that is shifting.
Photos can be tough to communicate your message by photos only.
Snapchat Highest level of engagement. Hottest and trendiest social media platform out there.
Hard to gain trust on this platform.
Periscope Very cutting edge. Instantly share important moments.
This is essentially live TV.
TOOLS WE USE IN THE CITY OF
MALDEN TO HELP COMMUNICATE
Hootsuite
Social Media Automation
Google Account
Docs, Single Signon, G+
Canva
Social media image creator
Final Cut Pro
Video editing
Photoshop
Photo Editing
Lightroom
Photo editing and cataloging
Constant Contact
Email newsletter
TIPS TO GROW YOUR FOLLOWING
Twitter - Use a mass follow tool and follow other social media
accounts in your city or town.
Facebook – Suggest page to your email list
Offer viral information on a platform first (we will announce school cancellation via Twitter)
Put your accounts in email footers, websites, business cards and
on city vehicles.
Put an email slot on your city census
Print your social media account info on billing letters or other
mailings.
social media
for solutions
See
September 11, 2015
Chris Floore
Public Affairs, Macon-Bibb County
Tucker Severson
Director of Marketing, SeeClickFix
If what, so what?
• Three key components to communicating effectively:
• Strategic Plan
• Communication
• Ability to implement
If what, so what?
• Strategic Plan
• Guides the work of the organization & departments.
• Core communication tool for an organization.
• Sets goals, objectives,
strategies, tactics.
• Provides context.
• Shows public not just
how tax dollars are being
spent, but the funds are
doing.
Communication
• Public relations & social media
• Supports organization’s Strategic Plan
• Identifies and uses effective tools to reach audiences to:
• Provide desired and needed information.
• Collect information to help organization make decisions.
• ANSWERS QUESTIONS.
• FINDS SOLUTIONS.
Customer
Service
Customer Service
• PR & Customer Service
• IF: PR builds relationship with people, and
• IF: Customer Service is how organizations interact with people and solve issues,
then
• Customer Service is PR.
• You want people to come to your organization with their issues, right?
• Give them a way to report issues and show them how those issues are being
addressed.
• Must be consistent.
Customer Service
Public Services
Public
Customer Service
Services
Customer Service
Public
Friends /
Family
MediaElected
Official
Public
forums
Services
Departments
Social
Media
?
Customer Service
Public
Departments
Agencies
Customer Service
• Provides public a knowledgeable, single point of contact.
• Allows for trackable data on solutions, answers.
• Dedicated follow through on issues.
Customer Service
Public
Elected
Official
Departments
Social
Media
Public
forums
Agencies
Customer Service
Media
Customer Service
Public
Elected
Official
Departments
Social
Media
Public
forums
Agencies
Customer Service
Media
Macon-Bibb Public Affairs
• 8 departments currently using system
• 70+ possible requests
• August 2015
• 1,212 issues resolved (7th in the country)
• July 2015
• 790 issues resolved (12th in the country)
• 312 closed within 10 days
• Most requests
• Solid Waste (830)
• Public Works (204)
• Parks and Beautification (172)
Tips
Expanding Reach
• Include social media handles in:
• Email signatures & press releases
• Cross promotion across handles, accounts
• Publicly announce and push new services added.
• Incorporate SeeClickFix into decision-making process.
• Actively promote Customer Service to media when they call.
• Engage people who have had success to promote the process for you.
• Presentations at local community groups & events.
• Link prominently placed on website.
Accessing Services
Public Services
Third-party verification
Elected
Official
Departments
Social
Media
Friends &
Family
Agencies
Customer
Service
MediaPublic
Questions…?
@ChrisFloore
Linkedin.com/in/ChrisFloore
Macon-Bibb County
www.maconbibb.us
www.facebook.com/MaconBibbCounty
@MaconBibb
Mayor Reichert’s Office
www.facebook.com/MayorReichert
@MayorReichert
