Social Media Policies and Effective Strategies
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Social Media Policies and Effective Strategies
- 1. Susan Thares 03/13/2013 Social Media Policies & Effective Strategies
- 2. Things To Consider Before You Begin • What are you solving for? • Who is the audience you want to reach? • What does your customer want/need from you? • Engagement or one-way communication? • Where does your audience engage on social media? • What constitutes success? • What resources ($$ and people) are available? • Identifying key stakeholders in your organization • Leverage other government resources
- 3. Policy Components • Purpose • Scope • Who does it apply to • Background & Definition • Defining social media/digital engagement & benefits of using it for your agency • How is relates to and advances your agency mission • Roles & Responsibilities • Who is authorized to speak in an official capacity • Approval processes • Policy Specifics • Access • Account Management • Acceptable Use • Legal Requirements • How it’ll be managed/Governance
- 4. Creating Policy Internal Use Guidelines • Follow all applicable government & agency policies • Disclose only publicly available information • Don’t use your status to discuss overly personal info • Show respect & professionalism • Respect other’s privacy • Correct misinformation or mistakes • Avoid political statements
- 5. Creating Policy External Use Guidelines • Comment Policy • Linking Policy • External link evaluation criteria • Disclaimer of endorsement • If you receive PII
- 6. Creating Policy • Obtain Terms of Service for all Third- Party Apps you plan to use • Get approval from OGC • Familiarize yourself with the latest records management, privacy and security guidelines • Leverage all the great resources on HowTo.gov
- 8. First Steps to an Effective Strategy
- 9. Starting your Strategy • Listen online for questions, comments, information gaps around your products and services • Wade through the noise, look for good nuggets and don’t take it personally • Creating content is key • Write in plain language, inject some humor and go beyond text based content • Link back to resources on your websites • Build an inventory of content before you start and determine how often you are going post • Metrics • What to measure and how to report it • Adjusting as you go
- 10. Online customer listening is essential to a successful social media strategy
- 11. Create Relevant Content MonitorTrends Identify Key Customer Issues Listen
- 12. • Include a variety of links to your websites, resources and blogs • Create visual collateral (video, photos, infographics) • Create a content calendar • Repurpose content when you can • Retweet relevant info from the White House, other agencies and other parts of your agency
- 13. • Establish some basic metrics • Review metrics regularly and adjust accordingly (e.g. # posts/tweets, time of day, days of the week, etc.) • What content resonated most with your audience • Test different ways to communicate a message (e.g. use different tweet headlines that link to the same blog) • Create FAQ spreadsheet with corresponding answers in Facebook and Twitter formats
- 15. Have Fun with It
- 20. Twitter Post Example 20 Shortened link to info on StudentAid.gov
- 21. The more the merrier… 21
- 23. Some of our YouTube Playlists 23