2010: SEPA Web Assoc: Getting Your Agency's Message Out
1. Getting Your Agency’s Message Out
More Social Media Channels
With Less Effort
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, National Association of Government Webmasters
January 15, 2010
2. What you’ll learn…
• A bit about Morris County NJ
• How our social media use evolved
• Which social media tools we use
& why
• (semi) Automating the process
• Things to consider
3. Morris County
Demographics
• Population: 487,000
• 9th highest per-capita income: $71,713
• Home to approximately 50 Fortune 500
company HQs or major facilities
• Percentage of adults with college degrees:
3x the national average
• Higher education facilities:
• Fairleigh Dickenson University
• Drew University
• College of St. Elizabeth
• County College of Morris
4. Government by the Numbers
7
Elected Freeholders (Governing Body)
3
Elected Constitutional Officers
(Sheriff, Clerk, Surrogate)
6
Super Departments
34
Divisions
34
Advisory Boards, Committees,
Commissions or Authorities
2600
28
2
County employees
‘Silo’ websites maintained in-house
County Web Staff, no CMS
5. It started innocently enough
In January 2009,
our charge:
Bring the main
County site
in-house.
No major design
changes allowed.
Find a way to
keep home page
content current
and fresh.
7. RSS Feed Advantages
• Snippets from each release fed to home page
• Automatic update; no web team intervention
• Content not selected or written by web team
• Approval process a non-issue
• Release frequency determined by PIO
• Basic design maintained
• Director message remained,
just shortened a bit
• Uses Feedburner, a free tool
8. Feedburner is great, but…
Next charge:
Let PIO put up his
own press
releases.
Do this without
a Content
Management
System (CMS).
10. Blogger Advantages
• Looks like any other web page
• Comfortable, MS Word-like interface for posting
• Author and Admin levels for security
• Individual usernames / passwords
• Lists prior posts by title
• Auto-archives prior posts
• Auto-generates RSS feed
• Auto-email postings
• Web-based: PIO can update
from any browser, at any
time, from anywhere
11. Now we’re intrigued….
• We have an RSS Feed
• Press Releases are published automatically
• People are signing up for our feeds
• We’ve duplicated this structure and process
on the Park Commission, Prosecutor, and
CrimeStoppers websites.
Can we…..
Should we….
get this same information out
through Social Media channels?
12. Why move into Social Media?
Social Network Demographics*
Internet User Demographics*
– Age 18 – 24:
32%
– Gen Y (’77 – ‘90):
30%
– Age 25 – 34:
26%
– Gen X (’65 - ’76):
23%
– Age 35 – 44:
23%
– Boomers (’55 – ’64):
22%
– Age 45 – 54:
14%
– Older Boomers (’46 – ’54):
13%
– Age 55 – 64:
05%
– Silent Generation (’46 – ’54): 07%
– Age 65 plus:
01%
– GI Generation (before ’37) :
(* Percentage of total Social Network or Internet users)
→ Social Networking is not a fad
→ Part of the social fabric as population ages
→ Digital Natives / Digital Immigrants
Source: beresfordresearch.com, webmetro.com
04%
13. Social Media Growth in 2009
Unique Visitors: Twitter vs Facebook vs YouTube vs NYTimes
Facebook
132,130,132
YouTube
91,846,822
Twitter
22,808,321
NY Times
15,455,578
Source: compete.com, 1/2009 through 12/2009
15. What We Wanted to Use
RSS Feeds
Scribd.com
Facebook
YouTube
Twitter
Flickr
And Constant Contact for E-newsletters
16. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages. Twitter/FB connection
updates FB profiles.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Followers
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.
17. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
18. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Blogger auto-emails
press releases to
web group.
19. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Blogger auto-emails press
releases to web group.
The web group creates
a tweet with Hootsuite.
Include link to website
press release. Twitter
followers automatically
notified.
20. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Facebook pulls from
Hootsuite through
ping.fm.
Ping.fm updates FB
pages. Twitter/FB
connection updates
FB profiles.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Blogger auto-emails press
releases to web group.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Twitter
followers automatically notified.
21. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages. Twitter/FB connection
updates FB profiles.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Followers
automatically notified.
22. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
Create a video.
Embed in website.
Upload to YouTube.
Announce with
Hootsuite or via
press release.
Subscribers are
notified.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages. Twitter/FB connection
updates FB profiles.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Website
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Blogger auto-emails press
releases to web group.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Followers
automatically notified.
23. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages. Twitter/FB connection
updates FB profiles.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Followers
automatically notified.
Constant Contact notifies the web group
when the PIO publishes a newsletter. We
tweet that in Hootsuite.
24. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages. Twitter/FB connection
updates FB profiles.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Followers
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.
25. Tools we use…
Hootsuite.com
•
•
•
•
Updates FB pages, not profiles
Schedules tweets
Allows multiple authors to one twitter profile
Statistics
• Last 24 hours, 7 or 30 days, or date range
• Most popular tweets, top referrers
• Added FB page update capability in Dec. ’09
Ping.fm
• Will pass Hootsuite updates to other SM networks
Tweetake.com
• Backs up followers, DM, sent tweets
27. Considerations…
Social Network names
• Use the same ‘vanity URL’ for all accounts
Records Retention laws
• Post the same thing on Twitter & Facebook
• Press release authors, document creators, videographers have
records retention obligation as creators (NJ)
• “Twitterer” is responsible for retaining tweets
• Backup tweets with Tweetake.com or equivalent application
Requirement for Hootsuite to Ping.fm to FB connection
•
•
Use the same email address for all accounts
Use the same p/w for all accounts but change it regularly
28. Considerations…
Social Networking guidelines
•
•
•
•
•
•
•
Don’t follow your followers.
Tweet only official information. Facts, not opinions.
Tweet things people care about: events, meetings, budgets, updates
Be sure authors have authority to speak for the jurisdiction.
Determine your “tweet tone”. Ours is business-like.
Use #hashtags if you tweet a lot.
Comply with records retention laws if you create original material
on any social media. It is discoverable in litigation.
Social Media policies; terms & conditions
• T&C – some modified for Federal; none state and local (yet)
• Policy discussions: NAGW.org, GovLoop.com, inqbation.com
• Employee use; Commenting; Content Creation;
29. In Summary
• Use Social Media to reach all constituent
demographics. (statistics as of 1/11/10)
• Twitter followers: 564
• Facebook fans: 244
• Scribd documents: 26; reads 23,945
• Automate to minimize maintenance time.
• Keep up with legal issues and court cases.
• Foster and encourage citizen participation.
This leads to greater trust in government.
31. Contact Information
National Association of Government Webmasters
Website NAGW.org
Twitter Twitter.com/NAGW
Facebook Facebook.com/NAGW.org
GovLoop Govloop.com/group/NAGW
Email Treasurer@NAGW.org
Morris County NJ
Website co.Morris.NJ.US
Twitter Twitter.com/MorrisCountyNJ
Facebook Facebook.com/MorrisCountyNJ
YouTube YouTube.com/MorrisCountyNJ
Scribd Scribd.com/MorrisCountyNJ
Email CSpencer@co.Morris.NJ.US
32. Getting Your Agency’s Message Out
More Social Media Channels
With Less Effort
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, National Association of Government Webmasters
January 15, 2010
Hinweis der Redaktion
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