Post on 29-Oct-2014
description
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Arizona Game & Fish DepartmentSocial Media for State Government
Social Media – 202, Goals, StructureBy Robin J Phillips, Managing Editor,
The Reynolds Center for Business Journalism
Twitter: @RobinJP | phillipsrobinj@gmail.com
+Robin J Phillips | About Me
25 years in the news game
Experience in print, magazines, wire services, online
Deputy business editor, Newsday, The Arizona Republic
Community news manager, azcentral.com
Small Business Editor, BusinessWeek Online
Business Editor, The Record of Hackensack (N.J.)
Co-founder, #wjchat, weekly online web journalism discussion
Co-founder of Perfect Moment Project
Web Managing Editor, The Reynolds Center for Business Journalism
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+What you will learn today
using the tools for work
setting goals and tracking progress
researching within social media tools
ways to find out what people are talking about during certain times, in certain places
how to engage in conversations - beyond promoting your work, how to encourage conversations, take part in them
the difference between personal and professional use of social media tools
ethical concerns - what to tweet, what not to tweet, how to correct something
+Quick recap
Social Media matters
Great bio statements
Tie together Facebook, Twitter, Youtube
Find people to follow: WeFollow
Be as personal, human as possible
Try to avoid automated social media tools
Social media is just a tool – relationships are key
+Resource website for youAZGFsocialmedia.blogspot.com
+Set your social media goals
Traffic - visits to your website
Reach - increase fans, follows, friends, likes
Buzz – more mentions means more awareness of you
Ultimately - new people finding you and your services
+Traffic: Send people to website
Google analytics
+Reach: Increase followers, fans
Hubspot
+Buzz: Tracking ‘engagement’
+Buzz: More ‘engagement’
+Tracking engagement, sharing
Number of times your shortened URL was clicked on
Number of times other Bit.ly shortened versions of the same page were clicked on
Watch in (near) real time as people click on your Bit.ly link
Referring sites/applications from which your shortened URL was clicked
Location (country) of the person clicking on your shortened URL
Conversations – the tweets that include your Bit.ly link
Bit.ly
+bit.ly link traffic
+So what are your goals?
Traffic to website – how much? What works? What doesn’t?
Reach – increase fans, followers. Set a number. 1,000 on Twitter in a year? 2,000? Follow back and engage.
Buzz – get people to talk about you. Customer photos, contests, Facebook questions, prizes.
New people finding you – Expand networks, share general info, encourage family fun.
+In short: Create community
+Searching, listening
Search: Right now, right here.
Search.Twitter.com
+Keyword, location
Search.Twitter.com/advanced
+‘Wallow Fire’
+Anger, fear, info
+#wallow #azfires #wildfires
+Sharing information
+Photos
+Missed opportunities
+Create community before you need it
+Engage beyond specific promos
+More promo ideas
+Ask a question
Hot on Facebook
Link from …
Newsletter
Website
+Make it easy for people to share
+Make sure they can’t miss you
Make sure you link to…
Blogs
Related FB pages
Any website pages you want to highlight
+Coordinating Personal/ Professional
+Conversations visible forever
eye2eye
+What’s the problem?
Organization fears someone will say something inappropriate.
Individuals worry about censorship, responsibility of always being “on.”
+Everyone is a spokesperson
Awesome! … if you can trust people to know and say the right things.
Frightening! … if you’re not sure or think people don’t know how to present themselves on your behalf.
+What’s the right social media mix? 5 common approaches
+Two separate profiles
Personal and professional social media accounts. Don’t mix them. Ever.
Even if this sounds like a good solution, it’s really unrealistic.
Very difficult to maintain.
People really are multidimensional.
And followers get confused.
+Personal profile with some work
It’s yours personally and you mention work sometimes, unofficially.
Everyone agrees and is happy.
Site is yours to keep if you move jobs.
Never ever ever slam your job.
+Personal profile, mostly work
Mostly about work, but you mention personal too.
Site would disappear or require a username change if you left the job.
May or may not be thought of as ‘official.’
Use is a little arbitrary, undefined, unclear.
Does give personality to work content.
+Official profile
Site exclusively shares updates about the organization.
Users usually don’t know the people behind the account.
Personality can come through but nothing personal.
+Multiple sites under one umbrella Hub of this network is the official work, organization
site.
Separate department, region sites.
Staff have personal sites.
Staff encouraged to include work information on personal sites.
Bio statements on all sites make affiliation to work clear.
+Coordinate, coach each other
Young journalist gets it wrong
+Ethical issues
BASICS:
Fine line of spamming. Promote with value.
Feuds with others. Help, don’t put down.
Lying. Be honest, transparent, if you make a mistake, fix it.
Misrepresentation. Don’t hire interns to leave positive comments.
Countless other examples come up. If in doubt, talk with each other. Put together your own standards, guidelines.
+ Issues to keep in mind
General ETHICS:
To quote or not to quote. Read all links before sharing.
When to take conversation off line.
Need for speed. Mistakes happen.
Deceptive intimacy. Careful what you share, Congressman.
Mingling with non-professionals. Not everyone knows your business.
+Tweet that went very wrong
Original Tweet
+Just because we can…
+Bad news travels fast
+Not too quick response
+Lessons to learn
Acknowledge the issue
Find out what went wrong, ask questions
Be factual rather than emotional, in other words, don’t get defensive
Correct any misinformation
Offer a solution or explain how you’re going resolve the issue
Respond publicly whenever possible
Say thank you – a complaint is a gift and an opportunity to make things right
Think about setting up a dedicated page on the company site where your community can go to get all the updates in one place. Be sure to include links to all your social media outposts as well.- Thanks to Trish Forant, Radian6
Here are a few things any brand can do right away when dealing with a crisis via social media:
+Takeaways
Setting goals, tracking progress.
Right now: People talking about breaking news.
Ideas for engaging as an organization.
Work-life, personal-professional balance.
Be a good social media citizen.
Work together to find your own organizational style.
+THANK YOU!