How and why is the Northeast Ohio Regional Sewer District using social media? This overview gives you the past, present and future of social media’s role in @neorsd’s communication, outreach, and education efforts, as well as tips to keep in mind in when using your own social networks.
3. @neorsd serves 300,000+ accounts and more than 1,000,000 people. Some of the
ways we reach them is by broadcasting our message to the entire group and letting
each of them pick up on what information they need to hear. Social media is one way
we break this very large group into smaller conversations, monitor them, and jump into
dialogue within the conversations already taking place.
soulpancake.com
#AAPNsocial
4. perspective
what is social media? Conversational, timely, personal
#AAPNsocial
5. past
Why did the District consider
social media as a means of
reaching customers? Part of that
answer begins with understanding
our outreach in the big picture. how and why we started…
#AAPNsocial
6. past: how + why
Communications • Community Relations • Customer Service • Government Affairs
Our communication efforts include the work of
Communications & Community Relations, the
primary department helping to shape our outreach
efforts, but many others are involved in making our
outreach happen.
#AAPNsocial
7. past: how + why
• Promote/educate/inform
• Connect with customers
Our communications goal is to promote our work,
educate customers and citizens, and inform them of
the information they need to know.
#AAPNsocial
8. Social media is changing (and already has changed) the game. These stats show
just one MINUTE’s worth of activity on some of the more popular social networks.
http://www.mediabistro.com/alltwitter/100-social-media-stats_b33696 #AAPNsocial
9. past: how + why
Over the last 4 years, we have worked with Baldwin Wallace
University in Berea to conduct customer-awareness surveys to
determine how our communications efforts are being received,
as well as how they can be improved.
#AAPNsocial
10. past: how + why
A key question we asked customers is how they get information.
What are your top sources of news?
#AAPNsocial
12. past: how + why
But almost one-third of our customers use social media
networks as a primary source of their news. How can we
take better advantage of those platforms while
complementing our existing communication efforts?
#AAPNsocial
13. past: how + why
• Promote/educate/inform
• Connect with customers
• Engage and converse
• Unexpected, creative,
timely, expansion
Social media offers opportunities traditional media (TV, radio, print) do
not. By bringing all of these media together, we strengthen our ability
to provide the customers the news, information and answers they
need (even if they didn’t know they needed it).
#AAPNsocial
14. VOICE Social media takes on a voice
and a personality of its own.
#AAPNsocial
15. Before we jumped into social media, we reviewed other similar organizations efforts, talked to employees
about opportunities and potential obstacles, sought a better understanding of the expectations
surrounding the various social networks, and found the networks that offered us the best opportunities to
engage our public.
#AAPNsocial
16. We have several social media accounts, but these are where we
spend the most time monitoring, updating, and sharing. #AAPNsocial
17. present + practicality
@wallywaterdrop
@neorsd
BEST:
WHY:
#fail:
As we review the District’s active accounts, we’ll discuss what kind of content
works best (including what users’ expectations are) and why we find the
account most useful. We’ll also showcase a few examples of how some
companies or individuals make mistakes. #AAPNsocial
18. present + practicality
@wallywaterdrop
@neorsd
BEST: Timely, honest, personal, humorous
WHY: Direct, immediate, conversational
#fail: Private vs. public
The points here are pretty straight forward. We’ll talk about the #fail
component in more detail in upcoming slides.
#AAPNsocial
19. present + practicality
/YourSewerDistrict
BEST: Visual, conversation, emotional
WHY: Reconnect, share, promote
#fail: Private vs. public
#AAPNsocial
22. All of our active accounts are promoted at the
bottom of http://www.neorsd.org
#AAPNsocial
23. present + practicality
Here are three examples of “social
media stories” we found very
successful in 2012.
#AAPNsocial
24. Last year, we teamed up with NRD
on the release of their annual beac
report. The findings weren’t
pleasant, but our presence at their
press conference showcased our
commitment to making changes.
#AAPNsocial
25. That afternoon, local FM talk show The Alan Cox Show (100.7 FM
WMMS) discussed the report, and a caller shared his knowledge of
the work we’re doing to clean things up. The audio clip is here:
http://youtu.be/mp2Mv8ASavw
#AAPNsocial
26. The next day, our Public
Information Specialist pulled
together some stats based on the
caller’s comments, and emailed
Alan Cox with a somewhat
provocative subject line. We
complemented that with a blog
post shown here. Here’s the blog
post:
http://neorsd.blogspot.com/2012/
06/radio-im-not-sure-we-can-use-
that-in.html
Alan proceeded to talk about the
email, the beach report, and our
work for almost a half hour during
drive time that afternoon. And we
tweeting right along with him.
Here’s that exchange:
http://youtu.be/BE8eCFiWd98
#AAPNsocial
27. Another great example are two animal rescues our Sewer Maintenance crews managed in 2012. One was a
puppy in February and another was an alligator in November. Here are their stories:
http://neorsd.blogspot.com/2012/11/thanks-two-special-animals-are-grrrr.html
Both stories earned us huge attention and a lot of shares in social media circles.
#AAPNsocial
28. Lubestop
Lastly, Twitter has been a great way to answer a lot
of questions from customers and businesses about
the implications of stormwater fees and credit
opportunities.
#AAPNsocial
29. present + practicality
Whether you’re sharing as an
official organizational voice,
or just as an individual, there
are some things you might
want to keep in mind before
you click “Share” or
“Retweet.”
#AAPNsocial
30. present + practicality
#profersonal Jason Seiden
Social media is quickly blurring the line between
personal and professional. It might be best to consider
your social media activity as “profersonal.” You never
know what might become public even if you intended it
to be private.
#AAPNsocial
31. :/
This is an example. A previous summer student’s public
Twitter profile featured this in a bio. It was not private, it
was public, something any potential employer might see
upon a search of the student’s name.
#AAPNsocial
32. :/
:)
Once our @wallywaterdrop requested to follow the
student, the account shortly thereafter became private
and the public bio was changed. This was not at any
request, but simply a change of course by the student.
#AAPNsocial
33. In this example from January 29,
even private social media activity
has the potential of becoming
public.
#AAPNsocial
35. This was a post from Fast Company. The great line
in red says it all. What are your social media
account activities saying about you?
#AAPNsocial
36. present + practicality
Does the Sewer
District have an
official social media
policy for
employees? No. We
have two existing
policies in our
handbook that take
precedent. We also
have an internal
document for our
Communications
staff that helps
guide our official
@neorsd social
media activity and
management.
#AAPNsocial
37. future: 2013
We have big plans for engaging social media in our
communication efforts in 2013. Here are just a few examples.
• Visuals (Photos, graphics)
• Event engagement, contests
• Beach monitoring
• Media coverage
• Project updates/blogs
• “On the job”
#AAPNsocial
38. You never know where you’ll find an opportunity to join or start a
conversation about the criticality of clean water. #AAPNsocial
How and why is the Northeast Ohio Regional Sewer District using social media? Today’s presentation gives you the past, present and future of social media’s role in @neorsd’s communication, outreach, and education efforts.
We’ll set the stage by putting social media in perspective; we’ll look at our social media’s past, present, and future; and we’ll also talk about some practical tips for your own use of social media.
@neorsd serves 300,000+ accounts and more than 1,000,000 people. Some of the ways we reach them is by broadcasting our message to the entire group and letting each of them pick up on what information they need to hear. Social media is one way we break this very large group into smaller conversations, monitor them, and jump into dialogue within the conversations already taking place.
Why did the District consider social media as a means of reaching customers? Part of that answer begins with understanding our outreach in the big picture.
Our communication efforts include the work of Communications & Community Relations, the primary department helping to shape our outreach efforts, but many others are involved in making our outreach happen.
Our communications goal is to promote our work, educate customers and citizens, and inform them of the information they need to know.
Social media is changing (and already has changed) the game. These stats show just one MINUTE’s worth of activity on some of the more popular social networks.
Over the last 4 years, we have worked with Baldwin Wallace University in Berea to conduct customer-awareness surveys to determine how our communications efforts are being received, as well as how they can be improved.
A key question we ask customers is how they get information. What are your top sources of news?
Not surprisingly, TV and radio take the top billing.
But almost one-third of our customers use social media networks as a primary source of their news. How can we take better advantage of those platforms while complementing our existing communication efforts?
Social media offers opportunities traditional media (TV, radio, print) do not. By bringing all of these media together, we strengthen our ability to provide the customers the news, information and answers they need (even if they didn’t know they needed it).
Social media takes on a voice and a personality of its own.
Before we jumped into social media, we reviewed other similar organizations efforts, talked to employees about opportunities and potential obstacles, sought a better understanding of the expectations surrounding the various social networks, and found the networks that offered us the best opportunities to engage our public.
We have several social media accounts, but these are where we spend the most time monitoring, updating, and sharing.
As we review the District’s active accounts, we’ll discuss what kind of content works best (including what users’ expectations are) and why we find the account most useful. We’ll also showcase a few examples of how some companies or individuals make mistakes.
The points here are pretty straight forward. We’ll talk about the #fail component in more detail in upcoming slides.
All of our active accounts are promoted at the bottom of http://www.neorsd.org
Here are three examples of “social media stories” we found very successful in 2012.
Last year, we teamed up with NRDC on the release of their annual beach report. The findings weren’t pleasant, but our presence at their press conference showcased our commitment to making changes.
That afternoon, local FM talk show The Alan Cox Show (100.7 FM WMMS) discussed the report, and a caller shared his knowledge of the work we’re doing to clean things up. The audio clip is here: http://youtu.be/mp2Mv8ASavw
The next day, our Public Information Specialist pulled together some stats based on the caller’s comments, and emailed Alan Cox with a somewhat provocative subject line. We complemented that with a blog post shown above. Here’s the blog post: http://neorsd.blogspot.com/2012/06/radio-im-not-sure-we-can-use-that-in.html Alan proceeded to talk about the email, the beach report, and our work for almost a half hour during drive time that afternoon. And we tweeting right along with him. Here’s that exchange: http://youtu.be/BE8eCFiWd98
Another great example are two animal rescues our Sewer Maintenance crews managed in 2012. One was a puppy in February and another was an alligator in November. Here are their stories: http://neorsd.blogspot.com/2012/11/thanks-two-special-animals-are-grrrr.html Both stories earned us huge attention and a lot of shares in social media circles.
Lastly, Twitter has been a great way to answer a lot of questions from customers and businesses about the implications of stormwater fees and credit opportunities.
Whether you’re sharing as an official organizational voice, or just as an individual, there are some things you might want to keep in mind before you click “Share” or “Retweet.”
Social media is quickly blurring the line between personal and professional. It might be best to consider your social media activity as “profersonal.” You never know what might become public even if you intended it to be private.
This is an example. A previous summer student’s public Twitter profile featured this in a bio. It was not private, it was public, something any potential employer might see upon a search of the student’s name.
Once our @wallywaterdrop requested to follow the student, the account shortly thereafter became private and the public bio was changed. This was not at any request, but simply a change of course by the student.
In this example from January 29, even private social media activity has the potential of becoming public.
This was a post from Fast Company. The great line in red says it all. What are your social media account activities saying about you?
Does the Sewer District have an official social media policy for employees? No. We have two existing policies in our handbook that take precedent. We also have an internal document for our Communications staff that helps guide our official @neorsd social media activity and management.
We have big plans for growing our communication efforts in 2013. Here are just a few examples.
You never know where you’ll find an opportunity to join or start a conversation about the criticality of clean water.