social media vace (april 2012)
DESCRIPTION
Social Media presentation for Virginia Association of Colleges and EmployersTRANSCRIPT
Social Media: Social Media:
Staying in Touch with Staying in Touch with Today’s Online CommunityToday’s Online Community
Jeremy Lasich, Deputy DirectorFairfax County (VA) Office of Public Affairs
What Is Social Media?What Is Social Media? Traditional media (newspapers, television, radio,
books, CDs) can’t be changed.
Social media is interactive.
Social media allows for real-time feedback.
Anybody can publish social media.
Social media is infinite with no limitations on length or quantity.
Social media is linkable and easily reused.
What Is Social Media?What Is Social Media? Social media is one aspect of a wider Social media is one aspect of a wider
Government 2.0 movement that engages Government 2.0 movement that engages people, fosters collaboration and provides even people, fosters collaboration and provides even more transparency.more transparency.
Social media is just another set of tools; we Social media is just another set of tools; we already use: already use: – Web sites Web sites – News releases News releases – Hotlines/Phone NumbersHotlines/Phone Numbers– News conferences News conferences – BrochuresBrochures
Social Media ToolsSocial Media Tools FacebookFacebook TwitterTwitter YouTubeYouTube WikisWikis FlickrFlickr BlogsBlogs And many more examples …And many more examples …
Why Use Social Media?Why Use Social Media? Traditional media on the decline with Traditional media on the decline with
layoffs, budget cuts, fewer printed pages layoffs, budget cuts, fewer printed pages and minutes of coverage.and minutes of coverage.
Who fills the void? How do messages and Who fills the void? How do messages and information spread? How do information spread? How do we tellwe tell people people directlydirectly what’s going on at the what’s going on at the local level?local level?
Important to get content where the Important to get content where the eyeballs are.eyeballs are.
Why Use Social Media?Why Use Social Media? We, the government, are only one content We, the government, are only one content provider; we’re not the sole source of info. provider; we’re not the sole source of info. We We need to be part of the conversation.need to be part of the conversation.
Help others become our information Help others become our information ambassadors.ambassadors.
Answer questions and provide quality Answer questions and provide quality customer service.customer service.
The RevolutionThe Revolution
http://www.youtube.com/watch?http://www.youtube.com/watch?v=x0EnhXn5boMv=x0EnhXn5boM
What Have We Done?What Have We Done? Podcasts: 2007 Podcasts: 2007 YouTube: February 2008YouTube: February 2008 Facebook: March 2008Facebook: March 2008 Twitter: January 2009Twitter: January 2009 SlideShare: March 2010SlideShare: March 2010 Flickr: May 2010Flickr: May 2010 Emergency Blog: August 2011Emergency Blog: August 2011
What Have We Done?What Have We Done? E-government Steering CommitteeE-government Steering Committee
Social Media PolicySocial Media Policy
Office of Public Affairs and PIOs: Office of Public Affairs and PIOs: lead staff for all social media effortslead staff for all social media efforts
Training WorkshopsTraining Workshops
Facebook Users in U.S.Facebook Users in U.S. 2008: 2008:
– 8 percent8 percent
2011: 2011: – 51 percent51 percent
County Facebook County Facebook AccountsAccounts GovernmentGovernment PolicePolice Park AuthorityPark Authority LibraryLibrary Office for ChildrenOffice for Children Fairfax ConnectorFairfax Connector SheriffSheriff Volunteer SolutionsVolunteer Solutions EnvironmentEnvironment DisabilitiesDisabilities Health DepartmentHealth Department
22,000+ fans across all county pages
But many thousands more who see our messages due to social sharing
Facebook StatsFacebook Stats
April 2009: 683April 2010: 4222April 2011: 6000+April 2012: 7500+
Main County Government Facebook Page:
Facebook MetricsFacebook Metrics
67% of county Facebook fans are age 35+
Facebook MetricsFacebook Metrics April 2009-April 2011April 2009-April 2011
– 1.6 million 1.6 million post viewspost views– Nearly Nearly 5,0005,000 interactions interactions– Only Only 1212 deletions deletions
Preferred Types of InfoPreferred Types of Info
RelevantRelevant
TimelyTimely
ActionableActionable
Preferred Types of InfoPreferred Types of Info
Relevant:Relevant: Pertains to people’s daily Pertains to people’s daily liveslives
Preferred Types of InfoPreferred Types of Info
Timely:Timely: Deadlines, events, related Deadlines, events, related to current eventsto current events
Preferred Types of InfoPreferred Types of Info
Actionable:Actionable: Register, attend, etc. Register, attend, etc.
What Not to PostWhat Not to Post Personal OpinionsPersonal Opinions PDFsPDFs Commercial/private sector information (i.e., Commercial/private sector information (i.e.,
endorsements)endorsements) Internal content such as awards or employee Internal content such as awards or employee
infoinfo Do not try to control the conversation; be a Do not try to control the conversation; be a
participant with factsparticipant with facts
Twitter MetricsTwitter Metrics
April 2009: 532April 2010: 2608April 2011: 4200+Nov. 2011: 7000+
Facebook& TwitterFacebook& Twitter Facebook and Twitter are NOT the Facebook and Twitter are NOT the
same tools; while they share same tools; while they share similarities, each have their own similarities, each have their own best practices, features and best practices, features and culturescultures
YouTube MetricsYouTube Metrics 300 300 videos uploadedvideos uploaded 200,000200,000 views of those videos views of those videos
Flickr MetricsFlickr Metrics 800+ 800+ photos uploadedphotos uploaded 500,000+500,000+ views of those photos views of those photos
FlickrFlickr
Integrate ToolsIntegrate Tools We combine all of these tools to We combine all of these tools to
share our messages across many share our messages across many platforms – platforms – an information an information ecosystemecosystem..
One example…One example…
Virginia Task Force 1Virginia Task Force 1
PublishersPublishers But it’s not just the organization But it’s not just the organization
providing informationproviding information
People publish their observationsPeople publish their observations
Who’s Talking About Who’s Talking About You?You? There are many platforms used to
talk about organizations – difficult to be aware of all of them.
On Facebook, people within their own network are having conversations.
Twitter is easier to track.
What Should You Do?What Should You Do? ListenListen. Listen to the good and . Listen to the good and
bad. bad. Make strategic decision as to Make strategic decision as to
whether to respondwhether to respond Prioritize responses:Prioritize responses:
– Customer serviceCustomer service– EmergenciesEmergencies– Inaccurate informationInaccurate information
Stick with the factsStick with the facts
What Should You Do?What Should You Do? If Facebook page/group pops up
that's public then you should listen and choose whether to respond, participate and engage.
News and rumors break faster on Twitter – this is where you should listen the most.
Who’s Talking About Who’s Talking About You?You?
Future Trends: MobileFuture Trends: Mobile Information will spread even Information will spread even
faster on mobile devices such as faster on mobile devices such as the iPhone.the iPhone.
MobileMobile Americans who own a Americans who own a
smartphone:smartphone:– 2011: 1 in 2 2011: 1 in 2 – 2008: 1 in 102008: 1 in 10
In 2011, smartphones outsold In 2011, smartphones outsold computers for the first timecomputers for the first time
MobileMobile
MobileMobile
iPhone/iPad AppiPhone/iPad App
Open Wall – Questions?Open Wall – Questions?
Jeremy Lasich, Deputy DirectorOffice of Public Affairs