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TRANSCRIPT
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
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!!!
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, &
- Novi Parks – Facebook and Twitter
- Public Safety - Nixel
60 Day “Trial” Period
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
City of Novi Economic Development Links
http://www.facebook.com/InvestNovi
http://www.twitter.com/investnovi
Contact Information:
Ara Topouzian
Rob Petty
Questions ????