social media relations in the public sector
DESCRIPTION
Presentation to LGC Social Media conference, London, 15 September 2009TRANSCRIPT
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Projecting and protecting
your organisation’s reputation
and message online
Simon Wakeman
Head of Marketing
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social media relations
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influencing reputation through direct
two-way social media communications
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influencing reputation through direct
two-way social media communications
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influencing reputation through direct
two-way social media communications
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why bother?
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people have always talked about you...
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...but social media is different
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no geographical boundaries
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no social boundaries
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at web speed
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three steps to effective
social media relations
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1. Monitoring1. Monitoring
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the local online audit
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effective online monitoring
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• place names
• people’s names (members, staff, community)
• key issues and identified risks
what to monitor
• key issues and identified risks
• campaign-specific terms
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www.google.com/alerts
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search.twitter.com
www.tweetbeep.com
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www.technorati.com
www.blogpulse.com
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www.icerocket.com www.socialmention.com
www.backtype.com
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bit.ly/UJJP
boardreader.com
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but...
www.facebook.com/search
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2. Assessment2. Assessment
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SCALE /
TREND?
WHO?
• size of community/group involved• rate of growth• relative influence
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• size of community/group involved• rate of growth• relative influence
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• size of community/group involved• rate of growth• relative influence of group
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?...but what about customer service?
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SCALE /
TREND?
WHO?
• the bigger picture• fit with protocols / rules• consistency with other channels
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• the bigger picture• fit with protocols / rules• consistency with other channels
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• the bigger picture• fit with protocols / rules• consistency with other channels
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?
• how could you respond?• what channels do you have available?• can you respond in time?
CONTEXT?
ABILITY TO
RESPOND?
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SCALE /
TREND?
WHO?1. Ignore2. Monitor and review
CONTEXT?
ABILITY TO
RESPOND?
2. Monitor and review3. Respond
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3. Action3. Action
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PROTOCOLS ROLES CHANNELS
• clear, understood social media policy for staff (at work and at home)• make sure other policies are consistent (eg ICT, HR)• have an agreed system for handling social media relations• have an agreed system for handling social media relations
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PROTOCOLS ROLES CHANNELS
• who is responsible for social media relations?• what skills / competencies are needed for this role?• working with customer service teams• working with customer service teams
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PROTOCOLS ROLES CHANNELS
• in public vs in private• respond at source?• use existing council presences to reply?• use existing council presences to reply?• be ready for the conversation...
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• transparency
• timely
principles
• considered
• appropriate tone and style
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• disruption of traditional hierachies/elites
• digitally-enabled community groups
more than just communications
• duty to involve / promote democracy
• more collaborative and participative
future for local government
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+44 (0) 7771 701902
twitter: simonwakeman
www.simonwakeman.com/lgcsoc