2011: Safekids: Communicating in the Social Space
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Presentation to SafeKids, a NJ non-profit about how to effectively communicate with the public via social media.
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2011: Safekids: Communicating in the Social Space
- 1. Communicating in the Social Space How Northern NJ Safe Kids / Safe Communities can benefit from Social Media Carol A Spencer Web Manager County of Morris December 13, 2011
- 2. About me • County of Morris Information Technology – Website development: 14 years – Web Manager / Social Media: 4 years • IBM Marketing Representative – Mid-range computers: 11 years • Councilwoman/Mayor – Denville Township: 10 years • Nonprofit Board Membership – National Association of Gov’t Webmasters – Morris County Prevention is Key – Ayres/Knuth Farm Foundation
- 3. About you. How many of you… Own a smartphone. iPhone or Android. Have a Facebook account. Use it weekly. Have a Twitter account. Tweet weekly. Watch videos on YouTube. Watch TV on the computer. Have a Nook or Kindle. Pay your bills online. Subscribe to a newspaper, daily or weekly.
- 4. Today, we’ll cover: • Why use social media • Morris County’s social media use • MCUrgent: a success story • Where to be in the “social space” • Social tools • Considerations as you move forward • Resources
- 6. Today’s world • People scan; they don’t read • Work and personal lives are merging • People want information coming to them • Information must be device independent • Everything is going mobile • Text messaging is the #1 use of a mobile phone • Nearly 40M US mobile users access social sites every day
- 7. Where people spend time online • Nearly 25% is on social media • That’s twice as much as gaming time • 53 BILLION minutes in May 2011 (US only) • Facebook, Blogger, Tumblr, Twitter & LinkedIn top the list • 40% access social sites from mobile phones • Stats consistent across 10 global markets • All ages, races, education levels, locations, household incomes fairly consistent in use. Source: http://pewinternet.org/, http://blog.nielsen.com/nielsenwire/online_mobile/social-mediareport-spending-time-money-and-going-mobile/ and http://comScore.com .
- 8. Where people spend time online Send or read email: 92% Look for health / medical info: 83% Check the weather: 81% Get news: 76% Shop online: 71% Watch video online: 71% Visit government websites: 67% Make travel reservations: 65% Bank online: 65% Source: http://pewinternet.org/Trend-Data/Online-Activites-Total.aspx . Every stat later than 6/2010.
- 10. U.S. Mobile Stats • There are 323M wireless subscribers in the US • The US population is 312M. That’s a 102% penetration. • On average, 6B text messages were sent and received each day in the first half of 2011. • Businesses spent more than $1.9B in 2010 on nonhandsets (tablets, notebooks, e-readers). That’s expected to reach $5B by 2014. • There are 278.3M wireless devices in consumer hands. • Mobile app downloads expected to increase to 25B in 2015 from only 2.6B in 2009 Source: http://pewinternet.org and http://www.ctia.org/advocacy/research/index.cfm/aid/10323 .
- 11. The Benefits of Social Media • Information is accessible from any device • Information can be entered once, fed to many places • Information can be shared, spreading the word faster • Data can be input from anywhere: office, home, mobile • Data is real-time, immediate • Social applications are free (for the most part) • Social media is where your constituents are online
- 12. Communications Paradigm Shift Your constituents, businesses, employees, visitors and vendors are mobile and using social media. If you aren’t, how can you reach them?
- 13. Morris County Social Media Use For General Government Updates: Facebook.com/MorrisCountyNJ Twitter.com/MorrisCountyNJ YouTube.com/MorrisCountyNJ Flickr.com/MorrisCountyNJ Scribd.com/MorrisCountyNJ For Emergency-only Updates: Facebook.com/MCUrgent Twitter.com/MCUrgent
- 14. Morris County Social Media Use Focused Information Sharing: Twitter.com/MorrisHealth Twitter.com/MorrisParksNJ Twitter.com/MCNJProsecutor YouTube.com/MorrisProsecutor Twitter.com/MCMUA Facebook.com/MCMUA Facebook.com/MorrisMosquito
- 15. Sharing Tools We Use To publish articles: Blogger Use custom templates to mimic website design: Example: http://morriscountypr.blogspot.com/ To create and publish a feed, either a short snippet or the entire article: Feedburner Create subscriptions to various web pages RSS Feeds Links that let visitors subscribe to a webpage Example: http://mcprosnews.blogspot.com/ Code that automatically updates a page Example: http://morriscountynj.gov/ (What’s New…)
- 21. M r i s Count y’ s Shar ed, M t i or ul j ur i sdi ct i onal Em gency I nf or m i on Net wor k er at September 13, 2011
- 22. MCUrgent Information Flow Twitter (MCUrgent) Facebook Parsippany (MCUrgent) Denville Morris Twp Twitter Towns or OEM create tweets #hashtag post Pequannock (Town feed) Facebook (Town page) Twitter (MorrisCountyNJ) Riverdale Washington Twp Facebook (MorrisCountyNJ)
- 25. Hurricane Irene: one week Saturday, August 27 – Friday, September 2 Websites •Homepage views Irene Typical 75,155 26,000 Blogger •OEM & MorrisCountyNJ 36,991 2,400 Facebook post views •MorrisCountyNJ •MCUrgent 49,610 99,005 5,500 400 169,292 20,448 18,000 0 450,337 52,300 Twitter message views* •MorrisCountyNJ •MCUrgent TOTAL VIEWS *Does not include Twitter ‘fast follow’ text messages to cell phones
- 26. Where to be in the Social Space It depends on what you want to do • Definitely in the major spaces – Twitter & Facebook • Professional: – LinkedIn (or a focused network) • Marketing: get creative – YouTube / Vimeo – Foursquare / Gowalla • Documents / images: – Scribd / SlideShare / AuthorStream / Flickr / Picasa
- 27. How do you get started? Before beginning, plan carefully. Cicero C 106-43 BC Great Roman Orator Politician To be prepared is half the victory. Miguel De Cervantes 1547-1616 Spanish Novelist Dramatist Poet By failing to prepare, you are preparing to fail. Benjamin Franklin 1706-1790 American Scientist Publisher Diplomat
- 28. Develop, Draw and Write a Plan • Discuss & Decide – Where the information will originate – Who may speak for your agency – Which applications you will use – Who will be responsible for the applications – What will be the process, the flow – What your policies will include • Employee use; Content; Commenting – How social media will be marketed – How you will engage visitors
- 29. Managing Social Media • Have Policies – Commenting (TSA.gov) – Employee use (IBM.com) – Don’t reinvent the wheel • Have Structure – Use a consistent vanity URL – Speak in a consistent tone of voice – Have one primary account for each tool – Having multiple accounts creates: • Poor branding • Inconsistent messaging
- 30. Tools You Can Use • Hootsuite.com (schedule tweets for later, team members [MCUrgent]) • Tweetake.com (backup Twitter) • Backupify.com (backup Twitter, Blogger, Facebook & more) • Tweetdeck.com; CoTweet.com (follow multiple Twitter accounts and Facebook) • Yoono.com (follow multiple social accounts at once) • Mashable.com (tons of twitter / social media information)
- 31. Things we learned along the way • Use the same email address to register for all social media. • Use the same “vanity” name. Check everywhere before you lock one in. Some can’t be changed. • Create a Facebook page, not profile or community group. Then, secure that Facebook profile so no one can see it • Decide on a “communications tone” • Assign someone to monitor comments • Don’t overpost, but once you jump in, don’t stop.
- 32. Things we learned along the way • Commenting by fans on your Facebook posts can’t be blocked. • BACK UP (Backupify.com; Tweetake.com) • Facebook ‘Page’ comments: screen shots are the only backup method now & they’re not searchable • Have multiple administrators for each application • Never let fans / followers auto-upload photos or videos. Approve them first. (Flickr ‘groups’ allow this.) • Mashable.com has the best info about social media. Stay up to date with changes (FB especially)
- 33. Don’t just post. Engage! • Follow potential donors. See what they write, what they think. Retweet their stuff. • Friend/Follow nonprofit gurus, innovators & bloggers you like for ideas. Comment on their stuff. • Don’t be afraid of comments. You’ll learn a lot. Thank people for engaging. • If you make a mistake when you post, admit it. People are very forgiving. • Social media is a trust relationship. Be human. • If you don’t want to read it on the front page of the NY Times, don’t write it.
- 34. Interesting Reading • The Chronicle of Philanthropy – Social Media From the Philanthropist's Perspective http://philanthropy.com/section/Social-Media/374/ • Nonprofit Tech 2.0: Social Media Guide for NP – Create custom Facebook Pages http://nonprofitorgs.wordpress.com/ • 19 Ways NP Can Use SM to Connect with donors – http://www.slideshare.net/EnergizedCopy/19-waysnonprofits-can-use-social-media-to-connect-withdonors • Nonprofit Technology Network (NTEN.org) – Resources by Topic: Social media http://www.nten.org/learn/bytopic/social+medias • Google for Nonprofits – http://www.google.com/nonprofits/
- 36. Communicating in the Social Space How Northern NJ Safe Kids / Safe Communities can benefit from Social Media Carol A Spencer Web Manager County of Morris December 13, 2011
Editor's Notes
- I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.