The document discusses using social media to communicate and connect with communities. It notes that nearly two-thirds of Americans have social media profiles and use smartphones. It emphasizes that responsive design and snackable video content are important given shortening attention spans. The document outlines how government agencies can use social media to increase reach, join conversations, and build online communities to engage citizens and be accessible resources. It provides tactics for social media use, including listening to communities, responding in a timely manner, aligning communication schedules, using visuals and humor, and focusing on engagement over follower counts.

1. Community Engagement
USING SOCIAL MEDIA TO COMMUNICATE & CONNECT
Jennifer Tweedy
ADHS Web & New Media Manager
Arizona Digital Government Summit 2015

2. Social & omnichannel

4. We’re (online) social animals
Social media is part of the fabric

5. Nearly 2/3 of Americans have a profile on a social media network.
52% of online adults use multiple social media sites.

6. Nearly 2/3 of Americans own a smartphone.
And 10% of them do not have other high-speed internet access.
Mobile
Responsive design matters

7. Snackable content & our shortening attention span
(“Look! Squirrel!”)
Americans average 27 minutes of video a day
Facebook has overtaken YouTube
(80% of video interactions!)
Video
The changing landscape of media

8. 34% of Americans have accessed state government
services online.
32% have accessed local government.
Digital government
Citizens look for us online

9. Who’s out there?
Demographics

10. Across demographics—gender, education attainment,
race, age, where we live, or how much we make—
social media use is prevalent.

11. Source: PEW Research Center & Adweek,
http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

12. Source: PEW Research Center & Adweek,
http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

13. Source: PEW Research Center & Adweek,
http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

14. Source: PEW Research Center & Adweek,
http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

15. Source: PEW Research Center & Adweek,
http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

16. Source: PEW Research Center & Adweek,
http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

17. What we’re trying to do
Some ideas about online community building

20. Influence
People trust peer reviews & recommendations more than
brand outreach. We strive to be an influencer and go-to
resource for public health.

21. Accessible government
A connected citizen is an empowered one.

22. Increase public involvement
Social media affords participation & is democratizing.
It gives reach of voice.

23. Increase our reach
Socialize the information & resources we have to share.

24. Join the conversation
Meet your online community where they are comfortable.
Engagement is the real value of social media.

25. Put a human face on government
Government is made of people. Let your community know.

26. Build a community for when it matters most…in an emergency.

27. Flood social media one-day metrics

28. Culture
Build community online and offline.

29. How we do it
Some tactics

30. Our online community is out there.
What’s important to them?
And what are they saying about our brand?
Listen
As important as everything else

31. Some of the mentions we’re listening for:
Brand
SMEs
Current & evergreen campaigns
Arizona’s Winnable Battles
Trending
Go beyond brand mentions
There’s a lot more going on out there

33. It shows that you’re listening, that you care;
it’s part of being accessible to those you serve.
Respond timely
It’s important to your community.

34. Internal brand advocates
They already believe in you.

35. Plan & align
Communication schedule guides online social content.

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No fear
Don’t fear negative feedback; use the opportunity to engage,
educate & create brand advocates

37. Use trending
Amplify your message

38. 94%
32%
75%
miracle%
Use visuals
Maximize engagement & create snackable content

40. Use humor
This is part of being human & our communities know it.

41. Drive traffic to your
(responsive!) website
Get your community familiar with this as the go-to channel.

42. Data matters
How are you measuring what’s important?

43. We focus on engagement more than followers.
Determine what has real value & design your
KPIs around that.

44. Organic reach is dead
(Almost)

45. Facebook organic reach is 2%-6%.
Social ad budget is a must.

46. The point of it all
Cogent connections

47. The real value of social media:
connections with those we serve.

48. Jennifer Tweedy
jennifer.tweedy@azdhs.gov
@jennifertweedy
Questions?