“Now Trending…” Social Media and Public...
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“Now Trending…”Social Media and Public Works
Jill A. Mercurio, P.E.Public Works Director/City Engineer – City of San Pablo
Shanna BowenPresident – Integrated Marketing Communications Corporation
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Social Media
• What is it? And why do I care??• Communication!
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Nut and Bolts
• How do you choose what to post?• Who writes it?• Who posts it?• Where do you post it?
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What to Post?
• It depends…on your purpose…
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What to Post?
• It depends on your purpose…• Invite
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What to Post?
• It depends on your purpose…• Invite
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What to Post?
• It depends on your purpose…• Invite • Document
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What to Post?
• It depends on your purpose…• Invite• Document
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What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents
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What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents
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What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents
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What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents • Connect!
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Who writes it?
• Who do you have?• PWD PIO?• Analyst? Engineer?• City PIO?
• Pick your wittiest staff person!
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What NOT to Post?
• Things to keep in mind…• Keep it pertinent• Ensure accuracy• Don’t be afraid of humor• But know what might be sensitive
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Who posts it?
• It depends…• Public Works (only) site – someone within the department• City site – someone at the city level• Consultant
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Where do you post it?
• It depends…… on your audience!
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Target Audiences:
• Facebook• Status updates• Sharing information from other pages (police/fire/similar entities/news
stations)• Event Page
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Target Audiences:
• Facebook• NextDoor
• Narrow audience. Viewership is limited to only those residents in your jurisdictional area, NOT a broad platform
• Very visible to the member community.• ‘Controversy’ generating
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Target Audiences:
• Facebook• NextDoor• Instagram
• Younger audience – ~75% of users are aged between 18-24, and 90% are under the age of 35
• Great for sharing up-to-date videos/photos/live streams• Not easy to use for lots of data or links • Many agencies use it, so easy to follow/receive/re-post news and
information
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Target Audiences:
• Facebook• NextDoor• Instagram• Twitter
• Great for keeping up to date and disseminating news on the spot• Most popular source for news agencies to provide quick updates• Limited in characters, so stories/info must be short & concise• Information can quickly get overlooked/lost in translation• Can be a time sink
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Target Audiences:
• Facebook• NextDoor• Instagram• Twitter• YouTube
• Excellent storage for video content that you can upload/link to various other platforms when needed
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Target Audiences:
• Facebook• NextDoor• Instagram• Twitter• YouTube• Snapchat
• Not as suitable for Public Agencies etc. videos are short-lived.• Younger demographic: 78% of American internet users between the ages of
18 and 24 used Snapchat in 2018 as compared to 7% of those over 50
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What to do when a conversation turns negative…
• Address valid questions – positive and negative.
• Keep emotions out of it.• Emphasize the facts.• Stay consistent. • Know when to reply and when to ignore.
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Set protocol
• Have staff take photos of their activities.• Have staff download their photos in a timely manner!• Develop a photo library.• Have standard posts. • Have someone else proof your work!
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Getting Started
• Facebook• Set a plan• Write ahead• Set up your libraries• Get stock photos• Assign roles – day-to-day, emergency
• Make it fun!
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Getting Started
• Facebook• Set a plan• Write ahead• Set up your libraries• Get stock photos• Assign roles – day-to-day, emergency
• Make it fun!
Questions?
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Contact Information
Jill A. Mercurio, P.E.Public Works Director/City Engineer – City of San [email protected]
Shanna BowenPresident – Integrated Marketing Communications [email protected]
“Now Trending…”�Social Media and Public WorksSocial MediaNut and BoltsWhat to Post?What to Post?What to Post?What to Post?What to Post?What to Post?What to Post?What to Post?What to Post?Who writes it?Slide Number 14What NOT to Post?Who posts it?Where do you post it?Target Audiences:Target Audiences:Target Audiences:Target Audiences:Target Audiences:Target Audiences:What to do when a conversation turns negative…Set protocolGetting StartedGetting StartedContact Information
