social media 202, goals, structure, state government

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+ Arizona Game & Fish Department Social Media for State Government Social Media – 202, Goals, Structure By Robin J Phillips, Managing Editor, The Reynolds Center for Business Journalism Twitter: @RobinJP | [email protected]

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Robin J Phillips prepared this presentation for the Arizona Game & Fish Department on Social Media for State Government. This is the third of four social media sessions. This one focuses on setting goals, tracking progress, a case study about social media use during the Wallow Fire in eastern Arizona, and balancing your personal and professional selves online.

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Page 1: Social Media 202, goals, structure, state government

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Arizona Game & Fish DepartmentSocial Media for State Government

Social Media – 202, Goals, StructureBy Robin J Phillips, Managing Editor,

The Reynolds Center for Business Journalism

Twitter: @RobinJP | [email protected]

Page 2: Social Media 202, goals, structure, state government

+Robin J Phillips | About Me

25 years in the news game

Experience in print, magazines, wire services, online

Deputy business editor, Newsday, The Arizona Republic

Community news manager, azcentral.com

Small Business Editor, BusinessWeek Online

Business Editor, The Record of Hackensack (N.J.)

Co-founder, #wjchat, weekly online web journalism discussion

Co-founder of Perfect Moment Project

Web Managing Editor, The Reynolds Center for Business Journalism

Page 3: Social Media 202, goals, structure, state government

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Page 4: Social Media 202, goals, structure, state government

+What you will learn today

using the tools for work

setting goals and tracking progress

researching within social media tools

ways to find out what people are talking about during certain times, in certain places

how to engage in conversations - beyond promoting your work, how to encourage conversations, take part in them

the difference between personal and professional use of social media tools

ethical concerns - what to tweet, what not to tweet, how to correct something

Page 5: Social Media 202, goals, structure, state government

+Quick recap

Social Media matters

Great bio statements

Tie together Facebook, Twitter, Youtube

Find people to follow: WeFollow

Be as personal, human as possible

Try to avoid automated social media tools

Social media is just a tool – relationships are key

Page 6: Social Media 202, goals, structure, state government

+Resource website for youAZGFsocialmedia.blogspot.com

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+Set your social media goals

Traffic - visits to your website

Reach - increase fans, follows, friends, likes

Buzz – more mentions means more awareness of you

Ultimately - new people finding you and your services

Page 8: Social Media 202, goals, structure, state government

+Traffic: Send people to website

Google analytics

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+Reach: Increase followers, fans

Facebook insights

Page 10: Social Media 202, goals, structure, state government

+Reach: Increase followers, fans

Twitter Counter

Page 11: Social Media 202, goals, structure, state government

+Reach: Increase followers, fans

Hubspot

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+Buzz: Tracking ‘engagement’

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+Buzz: More ‘engagement’

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+Tracking engagement, sharing

Number of times your shortened URL was clicked on

Number of times other Bit.ly shortened versions of the same page were clicked on

Watch in (near) real time as people click on your Bit.ly link

Referring sites/applications from which your shortened URL was clicked

Location (country) of the person clicking on your shortened URL

Conversations – the tweets that include your Bit.ly link

Bit.ly

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+bit.ly link traffic

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+So what are your goals?

Traffic to website – how much? What works? What doesn’t?

Reach – increase fans, followers. Set a number. 1,000 on Twitter in a year? 2,000? Follow back and engage.

Buzz – get people to talk about you. Customer photos, contests, Facebook questions, prizes.

New people finding you – Expand networks, share general info, encourage family fun.

Page 17: Social Media 202, goals, structure, state government

+In short: Create community

Page 18: Social Media 202, goals, structure, state government

+Searching, listening

Search: Right now, right here.

Search.Twitter.com

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+Keyword, location

Search.Twitter.com/advanced

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+‘Wallow Fire’

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+Anger, fear, info

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+#wallow #azfires #wildfires

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+Sharing information

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+Photos

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+Missed opportunities

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+Create community before you need it

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+Engage beyond specific promos

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+More promo ideas

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+Ask a question

Hot on Facebook

Link from …

Newsletter

Twitter

Website

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+Make it easy for people to share

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+Make sure they can’t miss you

Make sure you link to…

Blogs

Twitter

Related FB pages

Email

Any website pages you want to highlight

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+Coordinating Personal/ Professional

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+Conversations visible forever

eye2eye

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+What’s the problem?

Organization fears someone will say something inappropriate.

Individuals worry about censorship, responsibility of always being “on.”

Page 35: Social Media 202, goals, structure, state government

+Everyone is a spokesperson

Awesome! … if you can trust people to know and say the right things.

Frightening! … if you’re not sure or think people don’t know how to present themselves on your behalf.

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+What’s the right social media mix? 5 common approaches

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+Two separate profiles

Personal and professional social media accounts. Don’t mix them. Ever.

Even if this sounds like a good solution, it’s really unrealistic.

Very difficult to maintain.

People really are multidimensional.

And followers get confused.

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+Personal profile with some work

It’s yours personally and you mention work sometimes, unofficially.

Everyone agrees and is happy.

Site is yours to keep if you move jobs.

Never ever ever slam your job.

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+Personal profile, mostly work

Mostly about work, but you mention personal too.

Site would disappear or require a username change if you left the job.

May or may not be thought of as ‘official.’

Use is a little arbitrary, undefined, unclear.

Does give personality to work content.

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+Official profile

Site exclusively shares updates about the organization.

Users usually don’t know the people behind the account.

Personality can come through but nothing personal.

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+Multiple sites under one umbrella Hub of this network is the official work, organization

site.

Separate department, region sites.

Staff have personal sites.

Staff encouraged to include work information on personal sites.

Bio statements on all sites make affiliation to work clear.

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+Coordinate, coach each other

Young journalist gets it wrong

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+Ethical issues

BASICS:

Fine line of spamming. Promote with value.

Feuds with others. Help, don’t put down.

Lying. Be honest, transparent, if you make a mistake, fix it.

Misrepresentation. Don’t hire interns to leave positive comments.

Countless other examples come up. If in doubt, talk with each other. Put together your own standards, guidelines.

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+ Issues to keep in mind

General ETHICS:

To quote or not to quote. Read all links before sharing.

When to take conversation off line.

Need for speed. Mistakes happen.

Deceptive intimacy. Careful what you share, Congressman.

Mingling with non-professionals. Not everyone knows your business.

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+Tweet that went very wrong

Original Tweet

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+Just because we can…

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+Bad news travels fast

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+Not too quick response

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+Lessons to learn

Acknowledge the issue

Find out what went wrong, ask questions

Be factual rather than emotional, in other words, don’t get defensive

Correct any misinformation

Offer a solution or explain how you’re going resolve the issue

Respond publicly whenever possible

Say thank you – a complaint is a gift and an opportunity to make things right

Think about setting up a dedicated page on the company site where your community can go to get all the updates in one place. Be sure to include links to all your social media outposts as well.- Thanks to Trish Forant, Radian6

Here are a few things any brand can do right away when dealing with a crisis via social media:

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+Takeaways

Setting goals, tracking progress.

Right now: People talking about breaking news.

Ideas for engaging as an organization.

Work-life, personal-professional balance.

Be a good social media citizen.

Work together to find your own organizational style.

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+THANK YOU!