This document discusses how municipalities can utilize social media to better engage with citizens. It begins by defining various social media platforms like Facebook, Twitter, blogs, etc. It then addresses considerations for using social media, how it differs from a traditional city website, which tools may be best, and whether to take a centralized or decentralized approach. The document also discusses whether social media posts would constitute a public record and reviews some sample social media and communications policies. It provides guidance on developing a social media presence while managing the risks.
7. Old fashioned influence inâ fluâ ence ââ[in-floo-uhns]  Show IPA noun, verb, -enced,-encâ ing. ânoun the capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others. www.dictionary.com
26. Assumption vs. Reality 1) In-Store Porn Leads To Arrests 2) Lottery Winner Has Drug, Sex Charges 3) Ex-Abstinence Promoter Arrested In Sex Case 4) Several Wakarusa Attendees Arrested 5) Woman Killed In Wreck 6) Officer Stable After Shooting 7) Man Dies of Beating Injuries 8) Sex Rumors Tied To Killing of Waldron Mayor 9) FS Man Shot To Death 10) *Breaking News* FS Police Shoot, Kill Man Times Record is going to stop being the Crimes Record. People donât want to read about crime only. Plus it makes it look like the city has an inordinate amount of crime when it doesnât. 6/20/2010 16
27. Getting Started Take baby steps⊠start small Listen and study Interact: Join the conversation 6/20/2010 17
28. Friend me. Tweet it. Blog FACEBOOK âSocial networking site that connects people with friends, co-workers, classmates, etc. TWITTER â Microblogging. 140 characters or less. BLOG âA weblog maintained with regular entries of commentary, description of events or other material such as graphics or video. 6/20/2010 18
29. Why should we do this? Opens conversations with public The public will be talking online, anyway. Puts a human face on a city, non-profit, business, etc. 6/20/2010 19
30. Obstacles Lack of Web-related capabilities Reluctance to allow user participation Ineffective governance 6/20/2010 20
31. Managing Social Media First realize, trying to control the conversation is fultile You may not be able to control, but you can influence it Be prepared to step in and moderate when things go way off topic and get personal Correct incorrect information Thinking about not allowing vulgarity or hate speech. Maybe make that a requirement. 6/20/2010 21
34. Social Media and Your City -Define Social Media -Consider Social Media -Different Than City Web Site? -Choose Which Tools To Use? -Take Centralized or Decentralized Approach? -Post to Social Media SitesâŠIs that a record? -Review of Sample Policies
35. Defining Social Media: Facebook LinkedIn MySpace Blogs Twitter YouTube iReport TwitPic Flickr Wikis RSS Feeds Mobile Phone Content Uploaded to Internet
39. Which Tools To Use? Microblogs-pulse taking of current events. Social Networks-work well as a place for folks interested in the city. Video Sites-allows commenting/posting/rating of videos. Photo Sharing-allows commenting/posting/rating of photos. Wikis-used to develop a cityâs history, cityâs historic sites, etc. (CAUTION!)
40. What Approach To Take? Decentralized May Make Sense -Allow officials to comment on their own areas of expertise. Centralized May Make Sense -Allow for a more controlled approach.
41. Social Media PostsâŠA Record? Official or Unofficial City Business What If A City Keeps More Than Whatâs Required? Definition of âPublic Recordsâ Some Information Must Be Maintained
HOW MANY OF YOU THINK TWITTER AND FACEBOOK AND ALL THAT STUFF IS A WASTE OF TIME?LETâS PUT THINGS INTO PERSPECTIVE. IT TOOK RADIO 38 YEARS TO REACH 50 MILLION USERS. TV, JUST 13 YEARS. STILL, WE HAD TIME TO ADAPT. THE INTERNET? 4 YEARS AND 50 MILLION WERE USING THE NEW MEDIUM. ONLY TOOK 3 YEARS FOR 50 MILLION TO HAVE A PERSONAL MEDIA PLAYER.BUT IT TOOK LESS THAN NINE MONTHS FOR ONE HUNDRED MILLION TO BELONG TO FACEBOOK. WE â AS A SOCIETY â HAVENâT HAD TIME TO ADAPT OR UNDERSTAND IT ALL.THE BOTTOM LINE? THIS WORKSHOP IS FIRST AND FOREMOST ABOUT LEADERSHIP. NEXT, ITâS ABOUT COMMUNICATION AND CONVERSATION. THEN, WE GET TO THE SPECIFICS OF SOCIAL MEDIA.
distrust of government â a dismal economy, an unhappy public, bitter partisan-based backlash, and epic discontent with Congress and elected officials.the public now wants government reformed and growing numbers want its power curtailed. there is less of an appetite for government solutions to the nationâs problemsHereâs whatâs frustrating. Local government representatives are taking the brunt of that mistrust. How many of us hear from constituents about how weâre all wasting money and how we ought to cut a budget thatâs â in our experiences â as low as it can go before we start slashing basic services?http://people-press.org/report/?pageid=1698
Many cities represented here provide water and sewer services to an entire region. We pick up trash and safely dispose of it. We maintain streets and traffic signals. And we provide police and fire protection â and maintain public parks where citizens express their opinions about the shape of government. Still, we, our colleagues, and public servants from meter readers to mayors are feeling the heat of this frustration thatâs very clearly pictured by this Pew opinion poll.Itâs frustrating to see elected officials and city employees working hard and getting phone calls that continue to escalate beyond complaints about service, but to down-right anger and counter-productive vitriol. Whatâs happening to our nation? Whatâs happening to our citizens? Whatâs happening to our communities?
I think part of the answer is found in this chart. Itâs a little-known survey by the Knight Foundation and GallupâŠdo a little set upâŠa full 40% of citizens in these 26 cities are likely to leave their towns if they canâŠmore detailâŠWhen people care about where they live, theyâre more likely to try to fix whatâs wrong, rather than constantly complainâŠBut thereâs opportunity here. The Pew poll we started with? People want less government involvement. Guess what? When more people are loyal to and passionate about their communities, when less people are unhappy? Thereâs a greater pool of talented, motivated people who are going to bring solutions and resources to the table. Do NOT underestimate the importance of this chart in your town. The difference it can make when we can come closer to balancing or flipping these numbers. Do. NOT! How do we do that? Attitude. Communication. One person at a time. Nothing fancy. No huge expensive media campaign will work. Real people, knowledgeable, passionate, articulate FEARLESS PEOPLE can turn your town â our state â on its head.http://www.soulofthecommunity.org/
Japan has 1 vending machine for every 23 people.About this time last year I picked up a white paper by Mike McGrath, communications manager for the national civic league. In that paper he draws a vivid comparison between how some people react to local government and how some communities are able to work together to solve problems.http://www.pacefunders.org/publications/NewLaboratoriesofDemocracy.pdf
Everyone has a role. And every community member understands those roles are tied to personal interests, skills, and/or abilities. Thereâs mutual respect and appreciation. Clearly-defined and understood roles.Weâve gone 5 or 6 minutes and we still havenât said the words, âsocial media.â Guess what? The first thing to understand about emerging and emerged methods of communication is that itâs not about the medium. Itâs all about influence.
Influence!
Hereâs what happens â because of emerging mediaâŠSo letâs first understand the power of social media and why we might be afraid of it, intimidated by itâŠbecause itâs been used against usâŠ
Now, letâs understand new media in the context of the world we all grew up inâŠ
Why the next hour is really important to you and to your community.
This is important. Itâs not enough to influence one person about a particular issue. No matter how articulate and passionate you are â in person, via the internet or text or on the phone or on TV or the radio or in print â itâs absolutely not enough to sway an individual. Youâve got to MOTIVATE that individual to adopt the enthusiasm and adapt the message so that it spreads 10 fold and 100 fold. Thatâs the secret. Socialnomics says 78 percent of consumers trust peer recommendations.
And this isnât enough. Weâve got to be comfortable conversing with individuals. Respectfully exchanging dialogue. In any medium necessary to achieve the results. Weâve talked about influence. I told you in the beginning, this topic is first about leadership.Michael Hyatt â CEO of Thomas Nelson PublishersâŠsays, âThis is where great leadership makes all the difference. Leadership is more than influence. It is about reminding people what it is we are trying to build â and why it matters. It is about painting a picture of a better future. It comes down to pointing the way and saying, âCâmon. We can do this!â
So as you listen to my co-panelists, I urge you to keep asking yourself, âWhat is it that weâre trying to build in our communities?â And make that connection to social media and the people on the other endâŠ