social media for municipal government
DESCRIPTION
Presentation given to staff of the City of La Grange, TX on December 16, 2013 on the use of social media in municipal government.TRANSCRIPT
![Page 1: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/1.jpg)
Social Media for Municipal Government
City of La GrangeDecember 16, 2013
![Page 2: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/2.jpg)
![Page 3: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/3.jpg)
Get these slides here::http://sarahtpage.com/CityOfLaGrange/
![Page 4: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/4.jpg)
Today We’ll Cover …
• Why social media?• Daily management• Common social media platforms• Best practices and Examples• Q&A
![Page 5: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/5.jpg)
Why Social Media?
![Page 6: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/6.jpg)
Keep It Simple• Remember: It’s just a conversation• We can either engage in the conversation with
our customer, or they will have the conversation without us.
Flickr: Search Engine People Blog
![Page 7: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/7.jpg)
Primary Functions of Social Media in Government
• Share – inform citizens of public services and activities
• Listen – observe, analyze, and understand what citizens are sharing to improve public services
• Engage – respond, collaborate, and create with citizens to improve public services.
Source: http: //www.howto.gov
![Page 8: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/8.jpg)
What Are Your Goals?
• Provide additional channels for citizen input and other potentially affected interests
• Increase the transparency of the City’s decision-making process
• Facilitate a sense of community• Reach new audiences with City messages and
information
These are the City of Round Rock’s social media goals. What are yours?
![Page 9: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/9.jpg)
Why Is Social Media Scary?
Someone could say something BAD about you!
Flickr: andyaldridge
![Page 10: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/10.jpg)
2011 Fels Institute Social Media Report
![Page 11: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/11.jpg)
2011 Fels Institute Social Media Report
![Page 12: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/12.jpg)
Daily Management
![Page 13: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/13.jpg)
Centralized vs. Departmental Management
Centralized• Single page = bigger
audience• Professionally managed
pages/channels• Control over
content/messaging• Small cities may lack
resources/staff
Departmental• Niche channels for niche
content• Enthusiastic content
experts• Central office should
guide & teach – not control content
• Small cities may have younger/geekier staff (due to lower pay grades)
![Page 14: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/14.jpg)
Things To Consider
• Records retention• Legal issues/constraints• Transparency• Terms of use• Social media policies
![Page 15: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/15.jpg)
Assessing New Social Media
• Clearly identify objectives• Determine a strategy for its use• “Listen” to the social media conversation for
new potential channels• Realistically assess resources• Reach out to peer cities for advice
![Page 16: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/16.jpg)
Common Social Media PlatformsFacebook, Twitter, and YouTube
![Page 17: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/17.jpg)
![Page 18: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/18.jpg)
What Is Facebook?
• Social networking service that allows users to connect to friends and businesses
• Share content, links, photos, and videos• Comment on others’ activity• Remember: Personal profiles are for people,
not businesses. Develop a fan page instead.
![Page 19: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/19.jpg)
Facebook Stats
• Over 1.1 billion active users• Average user is connected to 40 pages• Smartphone mobile users check Facebook an
average of 13.8 times a day• 751 million users access Facebook from a
mobile device
Source: IDC; expandedramblings.com
![Page 20: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/20.jpg)
What Is Facebook?
![Page 21: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/21.jpg)
Facebook Benefits
• Low cost• Engage with fans of your page• Fans receive your updates and can upload
comments, photos, and video• When fans engage you on your page, their
activity shows up in their friends’ streams– This can prompt others to check out the City of
La Grange pages too!
![Page 22: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/22.jpg)
Facebook Benefits
• Can incorporate content from other social media platforms– Ex: blog posts, updates from Twitter, pictures from
Instagram, videos from YouTube, location-based apps (FourSquare), etc.
• Targeted advertising opportunities (cheap too!)
![Page 23: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/23.jpg)
Know Your Audience
Photo: stijnbokhove
![Page 24: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/24.jpg)
Facebook Insights
![Page 25: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/25.jpg)
Facebook Insights
![Page 26: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/26.jpg)
![Page 27: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/27.jpg)
What Is Twitter?
• Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”
• Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
![Page 28: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/28.jpg)
Twitter Stats
• 500 million users• 60% of active users use their mobile phone to
tweet• Average number of followers per Twitter user is
208• Twitter engagement rates for brands are 17%
higher on Saturdays and Sundays
Source: Linchpin SEO; expandedramblings.com
![Page 29: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/29.jpg)
What Is Twitter?
![Page 30: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/30.jpg)
Twitter Benefits
• Low cost• Speed of feedback• Potential reach of message• Customer engagement/service• Track what people are saying about you• Create buzz around upcoming events• Promote the city and other content you create
![Page 31: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/31.jpg)
![Page 32: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/32.jpg)
What Is YouTube?
• Allows people to discover, watch, and share originally-created videos
![Page 33: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/33.jpg)
YouTube Stats
• More than 1 billion unique users visit YouTube every month
• 100 hours of video are uploaded every minute• 6+ billion hours of video are watched each
month• YouTube reaches more adults ages 18-34 than
any cable network
Source: http://www.youtube.com/t/press_statistics
![Page 34: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/34.jpg)
![Page 35: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/35.jpg)
Best Practices and Examples
![Page 36: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/36.jpg)
#1
Have a Great Bio
![Page 37: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/37.jpg)
![Page 38: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/38.jpg)
![Page 39: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/39.jpg)
#2
Share Information
![Page 40: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/40.jpg)
![Page 41: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/41.jpg)
![Page 42: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/42.jpg)
![Page 43: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/43.jpg)
#3
Use Cover Photos As Advertising
![Page 44: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/44.jpg)
![Page 45: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/45.jpg)
![Page 46: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/46.jpg)
#4
Use Hashtags
![Page 47: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/47.jpg)
![Page 48: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/48.jpg)
![Page 49: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/49.jpg)
#5
Be Human
![Page 50: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/50.jpg)
![Page 51: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/51.jpg)
![Page 52: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/52.jpg)
#6
Ask Questions
![Page 53: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/53.jpg)
![Page 54: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/54.jpg)
#7
Be Helpful
![Page 55: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/55.jpg)
![Page 56: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/56.jpg)
![Page 57: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/57.jpg)
![Page 58: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/58.jpg)
![Page 59: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/59.jpg)
![Page 60: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/60.jpg)
![Page 61: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/61.jpg)
![Page 62: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/62.jpg)
#8
Show, Don’t Tell
![Page 63: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/63.jpg)
![Page 64: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/64.jpg)
![Page 65: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/65.jpg)
![Page 66: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/66.jpg)
![Page 67: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/67.jpg)
![Page 68: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/68.jpg)
#9
Use Local Experts
![Page 69: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/69.jpg)
![Page 70: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/70.jpg)
![Page 71: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/71.jpg)
#10
Try Instagram
![Page 72: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/72.jpg)
Brought to you on behalf of Pedernales Electric Cooperative
![Page 73: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/73.jpg)
![Page 74: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/74.jpg)
![Page 75: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/75.jpg)
#11
Start Pinning
![Page 76: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/76.jpg)
![Page 77: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/77.jpg)
![Page 78: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/78.jpg)
![Page 79: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/79.jpg)
Resources
• Social Media Policy– http://www.portlandoregon.gov/auditor/article/372781
• Portland social media directory– http://www.portlandonline.com/?c=51425&a=468696
• Louisville social media directory– http://www.louisvilleky.gov/socialmediacenter
• Social media policy database– http://socialmediagovernance.com/policies.php
• Fels Institute study– https://www.fels.upenn.edu/sites/www.fels.upenn.edu/fil
es/fels_promising_practices_the_rise_of_social_media_website_final.pdf
![Page 80: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/80.jpg)
Can I Help?
Call Me!
![Page 81: Social Media for Municipal Government](https://reader033.vdocument.in/reader033/viewer/2022060106/55491965b4c90558458c5542/html5/thumbnails/81.jpg)
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, PrincipalSarah T. Page Consulting, LLC
http://[email protected]
512.914.8873
Instagram.com/stpconsulting
Pinterest.com/sarahtpage