social media 201, next step engagement
TRANSCRIPT
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Social Media 201
Next Step Engagement
@NikkiSunstrum
State of Michigan
Social Engagement Coordinator
May 22, 2013
+Who I am…
Nicole Sunstrum
• B.S. in Political Science & M.A. in Education
• Skilled in making dull things interesting & teaching complicated stuff in ways everyone can understand
• Master manipulator of content & small children
• Throws parades for fun
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How I got here…
2008 ~ Listening and Learning
2009 ~ Participating in the
conversation
2010 ~ Strategy and development
2011 ~ Policy, procedure and best
practices
2012 ~ The Year of Collaboration
and Social Good
2013 ~ Visualization and Innovation
• 140 active social media
accounts
• Operating across three
primary and five secondary
platforms
• Engaging almost 5 million
constituents each day
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www.michigan.gov/socialmediaOne stop shop for all things social in Michigan government
• Inventory
• Policy
• Procedures
• Style Guide
• Resources
• Campaigns
• Accomplishments
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Internet-based applications that build on the
ideological and technological foundations, which
allow the creation and exchange of user-generated
content. www.wikipedia.com
+Why do I care about your
cat, bacon, & breakfast?
Outreach
Information
Clarification
Resources
Customers
+Know before you go…
• Why do I want to engage in social media
• What do I hope to accomplish?
• Who is my target audience?
• Where do I belong?
+We don’t just tweet press releases.
Justification
Strategy
Goal Development
Content
Administration
Response
Engagement
Making government personable
+I’m here…now what?
• Assessing sentiment
• Identifying influencers
• Studying success
• Comparing like minds
+It’s not just what you say,
but how you say it
• Visual
• Engage
• Show personality
• Provide exclusivity
• Build an expectation
• Analyze
+Calling attention to existing practice,
recognizing service in new ways, becoming
an influencer of the conversation
+Leveraging connections…
Live Chats
Video Streams
Shared stories
Recommendations
Advocates
Becoming friends with the media, 80-20 rule
+ Not just one, but many
Cross promotion of initiatives,
programs and information
amplifies our message and
presents a unified image.
Add tags, photos and links to
additional content on your
website
+Standing out in the crowd
Pick one and do it well…
• Twitter for customer service
• Yelp for recommendations
• Vine for sharing tips or events
• Pinterest for new product display
• Facebook for promotions
• LinkedIn for recruitment
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Caution
Don’t…
Only connect with the intent to
sell
Connect but never interact
Spam
Copy and paste across networks
Forget who you are and why you
are here
Negate the power of social and
that it is forever
+It’s all about the ROI baby
• Clicks and impressions and actions, oh my…
• $174
• Not all fans are created equally
• Ask yourself why does it matter?