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Developing a Social Media Plan and Policy Presented by: Ara Topouzian Economic Development Director, City of Novi Rob Petty - Chief Information Officer, City of Novi

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Developing a Social Media Plan and Policy

Presented by:

Ara Topouzian – Economic Development Director, City of Novi

Rob Petty - Chief Information Officer, City of Novi

When you leave this session you will have:

1. An understanding of why you want to use Social Media for

Economic Development.

2. Knowledge of the potential legal issues involved in

utilizing social media.

3. The critical items you should consider before your

organization goes live with any social media

implementation.

What is a Social Network?

•Communities of people

who share interests and

activities

Social networks connect

people at low cost

Evolution of Social Media & Networks

WEB 2.0 is the SOCIAL Web

and simply put….

It supports 2-Way Communications!!!

Evolution of Social Media & Networks

Member Community sites such as MySpace and Facebook account for almost 10% of all Internet time. These sites have a growth rate more than twice that of any of the other largest most popular activities on the Internet including:

1. Search

2. General Interest Portals

3. Software Manufacturers

4. Member Communities

5. Email

Source: Nielson Online, Global Index

December 2007 – December 2008

Evolution of Social Media & Networks

4 Main Usage Tools structured around social platforms:

Expressing

Sharing

Networking

Playing

Expressing tools allow users to express themselves, discuss

and aggregate their social life.

Publication Tools (Blogs, Wikis, Micro blogs)

Discussion Tools (Forums, IMs, Chats)

Aggregation Tools (Integration of all)

Evolution of Social Media & Networks

Evolution of Social Media & Networks

Networking tools allow users to search, connect and interact

with each others networks:

Search networks

Niche networks

Business to Business networks

Mobile networks

Networks to access tools to build other online networks

Evolution of Social Media & Networks

Explosion of Social Media in

Government during 2008

Presidential Campaign

Evolution of Social Media & Networks

What will the impact be on state and local Government?

SO, why use social media in your organization?

Help achieve business goals

Reach new audiences

Actively engage your audience

Provide information in a timely manner

Increase transparency of your organization

Expand communication tools

Evolution of Social Media & Networks

Forrester Research, Inc. (2009) reports:

Adults younger than 35 approached near universal social

participation.

Only 3% of 18-24 year olds and 10% of 25-34 year olds are

social media “inactive”.

Almost 50% of the 18-24 year olds create content.

Social applications are necessary in every plan to reach out

or target young adults!!!

Evolution of Social Media & Networks

Forrester Research, Inc. (2009) reports:

More than 4 in 5 U.S. online adults now participate in or consume social media at least once per month.

Most rapid growth occurred among consumers aged 35 and older.

The time to build a social marketing application for citizens in every age group is NOW!!!

Evolution of Social Media & Networks

Social Media Issues

Legal Issues

Records Retention and FOIA

- Unique to each Web 2.0 application

Defamation

- My Mayor is better than your Mayor

Defensible Position

- Waiver

- Education

Social Media Issues

Technology Issues

Security

- I.T. people have control issues

Website Access

- Why we blocked Facebook

- Paid to work not play

Email Traffic

- Spam

Social Media – I.T. vs. Other Views (P&R, Communications)

Raise

VisibilityInternational

Outreach

SPAM

Site

Selection

Our Process

Cross-departmental Venture Team was formed

Mission of Team:

To develop City of Novi Web 2.0 (Social Media)

guidelines by October 31, 2009, to enhance citizen

engagement.

Our Process

Research Began

- Reviewed Social Medial Demographics

- Surveyed Community and City Employed

- Researched Policies around the country

Policy Development - Considerations

- Broad Based

- Two-way vs. One-way Communication

- Simplistic / Easy to Read

- Responsibility / Maintenance

Outcome: Web 2.0 / Social Media Policy!

Content of “OUR” Policy

Purpose

Scope

Social Media = Interaction (making the case)

Why Use Social Media (Buy-in)

Rules of Engagement

Topic Taboos

Getting Started / Responsibilities

- Form

- Responsibility (Enforcement)

Launch

“Soft Launch”

Began with Launch of 3 Sites

- City of Novi – Facebook, Twitter, & LinkedIn

- Economic Devevopment – Facebook, Twitter, &

LinkedIn

- Novi Parks – Facebook and Twitter

- Public Safety - Nixel

60 Day “Trial” Period

The Case of the Dead Red Wing…

The Facebook Post

Ummmm….

Sidney "Sid" Gerald Abel (February 22, 1918 –

February 7, 2000) was a Canadian

professional hockey player and later coach in

the National Hockey League. His playing career

spanned from the 1938–39 season until the

1953–54 season, playing for both the Detroit

Red Wings and Chicago Black Hawks and

winning three Stanley Cups in 1943, 1950,

and 1952.

Frequently Asked Questions

Limitations

Postings

- Two way vs. one way

- Span of time for posts – 30/60/90 days

- Controversial / negative comments

- Removing them

Waiver / Release (photos and videos)

Staff Time and Up-Keep

Who’s doing it?

and many more!

Great Example

Great Example

City of Novi Economic Development Links

http://www.facebook.com/InvestNovi

http://www.twitter.com/investnovi

Contact Information:

Ara Topouzian

[email protected]

Rob Petty

[email protected]

Questions ????