Enabling technologies in government social media-oph-april2011
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This presentation was made at the Enabling Technologies Government Communications Meeting in Canberra in April. The brief was for 30 mins of thinking around social media for government. The asnwers was thinking about measurement, engagement, participation and evaluation. Oh and some ninjas thrown in too.
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Enabling technologies in government social media-oph-april2011
- 1. 30 mins of social media thinking Todd Wright Enabling Technologies Government Communications Meeting – Canberra April 2011
- 2. How are you using social Media?To listen?To participate?To evaluate?
- 3. What and Who are you listening to?
- 6. Sentiment analysis “identify and extract subjective information in Social Media”
- 7. “measurement should not just be about tracking, or trying to understand how influential any particular commentator or participant is. It is about identifying what conversations the organisation should participate in and understanding how engagement can help an organisation meet its objectives”. The Chartered Institute of Public Relations - CEO Jane Wilson
- 10. Listening Tools Radian 6 Buzz metrics Trackur Post Rank Google
- 12. Participate
- 15. Evaluate
- 16. Social media measurement is a discipline, not a tool or a “single metric” Organizations need clearly defined goals and outcomes for social media (that can be meaningfully allocated to extant business functions) Media content analysis should be supplemented by web and search analytics, survey data and other methods Evaluating quality and quantity is critical, just as it is with conventional media Measurement must focus on “conversation” and “communities” not just “coverage” http://www.cipr.co.uk/
- 17. Manage your social exposure
- 19. Dashboard your social media life
- 21. Keep thinking online: Twitter: @threesides Facebook.com/threesides This presentation can be found at:
Editor's Notes
- Squeaky wheelsLoud MinorityNumbers
- Participating is more than just having a facebook pageEngagement is more than moderationApps need to provide more than just fun experiencesNeed to determine what is the value in different tools and how will this help achieve the goals of the program or campaign activityUsing social media as more than just a broadcast tool – use it as a campaign design tool. Use social communities as the online, real time focus group. Integrating the social experience into the entire campaign – not just pluggin it in to what you are doing or running it as a standalone communications channel
- The message is put out and then participants respond. Where’s the ongoing engagment with the message and what will you do now with this information
- The good news about evaluation is that the same tools can be used as listening. We just need to go in with different objectives now that we have participated. Have we affected change in any way?
- Need to consider who is managing your social presenceYour staff – is it someone who likes playing with social media on the bus on the way home from work or are they a trained, experienced Social media assassinIn house Contractors – Make sure you are considering what their skills are. Have you asked the design company who did the creative to knock up a social media campaign for you.Out of house – are they clearly briefed on the campaign objectives and know how to walk, talk and speak like you. Are they empowered to interact on your behalf?