SOCIAL NETWORKING: AN OVERVIEW

Government Uses and Benefits

Social Communications Specialist

Chair, Statewide Social Media BoardNICOLE SUNSTRUM

@sunstrumn

sunstrumn@michigan.org

www.linkedin.com/in/sunstrumn

www.facebook.com/nikki.sunstrum

DEFINED

Internet-based applications that build on the ideological and technological foundations, which allow the creation and exchange of user-generated content.

www.wikipedia.com

THE INVENTORY

MAJORPLAYERS

COMPETITO

RS

FUTURE OR FAD?

TRILLION

BILLION

MILLION

State of the Internet:

107T # of emails sent in 2010

3.3B # of email accounts globally in 2012

294B average # of emails sent each day

2.1 Billion users across the globe

45% of internet users are under age 25

555M websites worldwide, 300M created last year alone

FUTURE OR FAD?

TRILLION

BILLION

MILLION

State of the Social Media:

2.4B Social networking accounts worldwide

800+M registered Facebook User

225M Twitter accounts

62 % of adults have a social profile, 55% in America

Social commerce sales are expected to reach $14.25B in 2012

90% of marketers use social media channels for business

FUTURE OR FAD?

Each year…

Every day…

Per hour…

In the last second…

State of the Social Media:

YouTube videos get 4B views per day

340M Tweets are sent every day

Time spent/person/month on Facebook = ~8hours

54% of monthly Facebook users (901M) access via mobile

Pinterest is now the 3rd largest social network with 11.7M users

The average Pinterest user has 2,677 pins

WWW.MICHIGAN.GOV/SOCIALMEDIAFull inventory, Resources, Policy, Best Practices, Helpful hints

GOVERNMENT USES

STRATEGY

© Why would a social presence be of

benefit to your organization?

© How are you providing additional value?

© What outlet is the

right one for you?

STRATEGY

© Identifying your online customer

© Determining goals and your return on

investment

© The Rules of Engagement

CREATION

Get started

Identify Yourself

Target

Be unique

www.facebook.com/pages

Store hours, info, staff

Spread the word! Rubber

stamps, flyers, postcards,

bag stuffers, receipts

Vanity URL, branded

welcome page

MAKE THEM “LIKE” YOU!

Start simple

Shared stories

Mentions and collaboration

Support promotional efforts across

multiple channels

Create a buzz….decorate for

season

Social plug-ins

Facebook advertisements

CONTENT

DIVERSIFY COLLABORATE

Photos, Videos, Questions

, Polls, etc.

Pick a theme, build an

expectation

Have a contest

Join Foursquare

Seek out likeminded

thought leaders

Analyze response patterns

and post accordingly.

Recreate the mundane

Be exclusive

DEVELOPING A UNIFIED MESSAGE

Infographics and

pictures, like this

one, which

include statistics,

quotes or

important

messages are

much more likely

to be shared and

seen.

DEVELOPING A UNIFIED MESSAGE

Best Practice:

Cross promotion of

initiatives, programs and

information amplifies our

message and presents a

unified image.

Add tags, photos and links to

additional content from

michigan.gov

DEVELOPING A UNIFIED MESSAGE

Best Practice:

Create a message that is

unique to your audience.

Edit content to provide

relevant information and

value to your followers on

requested share topics.

DEVELOPING A UNIFIED MESSAGE

Best Practice:

Using Twitter account

@usernames and

standardized hashtags

allows you recognize

fellow accounts and

create a one stop

resource for citizens on

a given initiative.

RULES OF ENGAGEMENT

Policy

Site creation

Style, images, content, disclaimers

There is no expectation of privacy

Confidential information, defamatory or

derogatory postings

Reinforce proper usage, activities,

professionalism, no advertising

AN

SW

ER

YO

UR

PH

ON

E…

Schedule, monitor, reply.

GET NOTICED

THINGS TO DO NOW… BE AN INFLUENCER

Follow their company

Add them to a Twitter fav’s

list

Find their blog, comment,

share and tweet it

Share their Facebook Posts

and RT them

Create a buzz….Hashtags

Show your

expertise…Klout

PARTY V. PROFESSIONAL

Know the risk –avoid oversharing

TweetResponsibly

Be smart about privacy

Post aDisclaimer

CAUTION

Don’t:

• Only connect with the intent

to sell

• Connect, but never interact

• Spam groups

MAXIMIZE YOUR EFFORTS

APPS

Create a Tab

Feature

presentations via

Slideshare

Share your reading list, events

calendar or poll your network

ADVERTISE

Draw some extra attention.

Facebook offers an exceptional targeted advertising service.

Consider promoting your next event.

ROI

Metrics

Measurements

Analytics

Evaluation

How do you quantify good customer service?

V a l u eR e s p o n s e

G r o w t h

Can you afford to not participate?