social media for the public sector presentation - connected nottingham - 3 december 2009
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Social media and public sector communications -
protecting and developing your reputation online
Simon Wakeman
3 December 2009
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social networks
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• more than just an online billboard
• invest time in interacting
and responding
• need to offer value to community
• social networks effective for issues that
people actually care about?
we learnt…
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Medway
Council
100
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Medway
Council
RSPB
100
765
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Medway
Council
RSPB
SCC
100
765
478
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Medway
Council
RSPB
SCC
100
765
478
1243 people
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Medway
Council
RSPB
SCC
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• to provide interesting content
• to maximise shareability
• to be human
• to monitor and respond
we’re learning…
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social media relations
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• role of social media
monitoring in issues management
• be ready to engage when appropriate
• we needed to think about how
to deal with this kind of thing...
we learnt…
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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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three steps to effective
social media relations
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1. 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
• campaign-specific terms
what to monitor
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www.google.com/alerts
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www.tweetbeep.com
search.twitter.com
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www.technorati.com
www.blogpulse.com
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www.icerocket.com
www.backtype.com
www.socialmention.com
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bit.ly/UJJP
boardreader.com
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www.facebook.com/search
but...
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• News - mainstream news and editorial outlets
• Blogs
• Social - includes Facebook public data, Twitter, and
FriendFeed.
• Forums - online groups and forums
• Comments - all mentions found in blog comments
• Video - YouTube, and mentions/comments from
other known online video sites
• Images - Flickr and other popular online image sites
www.filtrbox.com
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2. Assessment
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• size of community/group involved
• rate of growth
• relative influence
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• size of community/group involved
• rate of growth
• relative influence
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• size of community/group involved
• rate of growth
• relative influence of group
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
...but what about customer service and
link to reputation?
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• the bigger picture
• fit with protocols / rules
• consistency with other channels
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• the bigger picture
• fit with protocols / rules
• consistency with other channels
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• the bigger picture
• fit with protocols / rules
• consistency with other channels
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SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• how could you respond?
• what channels do you have available?
• can you respond in time?
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1.Ignore
2.Monitor and review
3.Respond
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3. Action
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PROTOCOLS ROLES CHANNELS
• clear, understood social media policy for staff
(at work and at home)
• good examples at http://socialmediagovernance.com/policies.php
• make sure other policies are consistent (eg ICT, HR)
• 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
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PROTOCOLS ROLES CHANNELS
• in public vs in private
• respond at source?
• use existing council presences to reply?
• be ready to engage in a long and spreading debate...
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• disruption of traditional hierachies/elites
• digitally-enabled community groups
• duty to involve / promote democracy
• more collaborative and participative
future for local government
more than just communications