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Social media guidelines for neighbourhood planning
What’s the point of social media?•Toengagehaveconversationswithpeople,inrealtime.
•Toshareideasandstartdiscussionsanddebate.
•Tolearnstufffromothers,gettingaswellasgivinghelp.
•Toencouragepeopletoread/do/talkaboutstuffkeytoyourmission.
•Toshowthatyourgroup/campaignisaliveandbusyandpeoplearetalkingaboutyou.
Social media guidelines for neighbourhood planning
A few golden rules
1. Be yourself
Readerscanseethroughmarketingspeak.Letpeopleseeyouasaperson,notamouthpiece,evenwhenyourorganisationgrowsbigger.
2. Keep it up to date
There’snothingworsethanaFacebookorTwitterfeedwithtumbleweed.Butdocheckoutouroptimumpostingfrequenciesintherelevantsectionsbelow.
3. Add value
Makesureyourcontentissharingtips,tricks,insights,ideas.Peoplearebusyandtheyneedtoknowthatyou’reworthlisteningto.
4. Be external
Don’tjusttalkaboutyourselfandyourorganisation,butcommentonotherblogs,videosandnewsarticles,justlikeafriendwouldrecommendthingstoyou.
5. Listen to others
Keepaneyeonsocialmediatolearnwhatothersthinkofyourbrand.Youmightfindsomewaystoimproveyourworkaswell.
6. Stay timely
Peoplelikesocialmediabecausetheconversationtakesplaceinrealtime.Taketimetorefreshcontent,respondtoquestionsandupdateinformation.
7. Take responsibility
Whilesocialmediaislessformalthanstatementstothemedia,whencreatingtweets,Facebookposts,blogsdon’tincludeanycontentontherethatyouwouldn’tsharewiththemedia.Informationspreadsquicklyviasocialmedia.
8. Look out
Don’tforgettolookatothersandseewhatthey’redoing.Thinkbeforeyoupostaboutyourfriend/mum/neighbourwouldthink.Isitinteresting?
Social media guidelines for neighbourhood planning
Making the most of Twitter
1. Offer something useful
Tweetsdon’tnecessarilyneedtobefullyformednewsstories,asonnewslettersandblogs,tweetscanbefunorprovocative,includingquotesandstatsthataresurpising–butpeoplearebusy,sowherepossibleincludealinktorelatedcontentoracalltoaction.Peoplewillfollowyoubecausetheythinkyou’reworthlisteningto.
2. Keep it real time
MostpeopleaccessTwitterthroughmobiledevicesordesktopapplicationssuchasTweetDeck.Somakethemostoftweetingaboutsomethingthat’shappeningrightnow,whenappropriate.
Insomecasesitcanbeappropriatetoscheduletweetsaheadoftime(egviaHootsuite).Onthedownside,ifpeoplerespondtoitandthereisnobodytheretorespond,itmayappeardisingenuous.
3. Tweet often
UnlikeFacebookprofilesoremailinboxes,peopledon’ttendtothinkoftheirTwitterfeedsasgettingfilledupwithunwantedcontent–it’sviewedasaconstantstreamthatcanbedippedinandoutofwhentheyfeellikeit.Spreadyourtweetsoutovertheday,butobviouslyreplytoquestionsandcommentsassoonaspossible.
4. Tweet video and photo content
Shareothermediathatimmediatelybringsyouractivitiestolife.YoucanuseTwitter,TweetdeckorTwitPictodothis.
5. Build a following
FollowpeopleonTwitter–theymightevenfollowyouback.FindotherTwitteraccountholderswhoareinterestedinthestuffyoucareaboutandfollowpeopletheyfollow(eg.similarorganisations,activebloggers,fanaticaltweeters).
FindingreadymadeTwitterLists(puttogetherbyothertweeterstoorganisetheircontactsandinterests)areagoodwaytotapintoacommunityoftweetersunitedaroundacertainissue.
YoucouldgetyourselflistedontheseTwitterregistries,sopeoplecaneasilyfindyouwhenthey’relookingforareasthey’reinterestedin:
•http://www.twellow.com
•http://wefollow.com/twitter
Social media guidelines for neighbourhood planning
6. Don’t go one way
Replytopeople,askquestionsanduseittobuildnewrelationships–andmaintainthem.Givinghelpandcontributingtodebateshelpsbuildyourreputationasaleaderonlineandgrowsyouraudience.
Findgoodexamplesoftypesofquestionstoaskat:
•http://twitter4good.com/resources/best-questions/
7. Retweet others’ content
Addyourvoicetothedebatebyretweetingothers.Therearetwowaystoretweet:
1.WholesaleretweetsviaTwitteroranaccountholder’swebsite(includesnocontextualisationfromyou,butsimplyspreadstheword).
2.Contextualisedretweet,viaTweetDeck,withsomeadditionalcontentfromyou(eg.LooksgreatRT@landshare:newgardeningappforcommunitiestoshareland)
Don’tretweetsomuchthatthisoutweighsoriginalcontentaboutyourownactivities/thoughts.
8. Stay connected
Tostayontopofwhatothersaresayingaboutyou/whatothersaresayingaboutissuesyoucareabout,signupforafreeapplicationsuchasTweetDeckorHootsuitetokeepabreastoftheaction.
9. Use hashtags
Thesearekeywordsthatassociateyourtweetswithaparticularevent,movement,currenttrendorissuebyadding#infrontofaword.Forexample,ateventsTwitteruserswilloftenagreeacommontagtoidentifythemselvestoeachother.Thatenablesparticipants,andalsopeopleathomewhoareinterestedbutcouldn’tattend,toconversearoundtheissues.
Taggingtweetsusing#meansyou’rejoiningaconversationandaddingavoicetoanissue.Italsoenablesissuesto‘trend’ontheTwitter.comhomepage.
Findanalreadyexistenthashtagthatisrelevantforyou(tryhttp://www.hashtags.org/toseealistandhowpeopleareusingthemintheirtweets).Forexample,#neighbourhoodplanning.Oryoucouldstartyourown,aswedidwith#planinngcamp(somehashtagsreallytakeoff,othersdon’tgetreusedbyothers,sosticktojustafewkeyones).
Butdon’tusetoomanyhashtags,becauseyourtweetsstarttolookspammy.
Social media guidelines for neighbourhood planning
10. Keep it brief
Tweetsmustbelessthan140characterstobeposted.Useaurlshortenersuchashttp://goo.gl/toreducethelengthofyourlinks,sotheylooklikethissortofthing:goo.gl/l0NWCSomeTwittersendingservices(egTweetDeck)haveanoptiontoshortenyoururlsdirectlyforyouasyoupastethemin.
Bykeepingtweetsdownto132charactersotherswillbeabletomoreeasilyretweetyourentiretweetwithouteditingit(thisallowsspaceatthebeginningoftheirretweetfor“RT@edenproject:”)
11. Seed your stories via Twitter
Similartoemailingapressrelease,getyourtweetreadbyrelevantpeople(andretweetedbywellconnectedpeople)bysharingatweetwiththem,usingthe@deviceattheverybeginningofthetweet.(eg@TCPACheckoutournewNeighbourhoodPlanforHoylake:goo.gl/l0NWC)It’slikesaying‘hey,TCPA,haveyouseenthis?’.
Thistweetwillbeseenbyanyonemanagingthattwitteraccount,andwhoeverfollowsyouboth.Thehopeisthattheyretweetthisdirectlyontoalltheirfollowers.
Social media guidelines for neighbourhood planning
12. Talk to and about people
Whenyouput@someonewithinyourtweet,butnotatthestart,[email protected]’sjustaregulartweet,deliveredtoallyourfollowers.
Privatemessagescanbesenttosomeonewhoisfollowingyou,beginningwiththelettersDMatthestartofthemessage.IfyouwanttoDMsomeonenotfollowingyou,askthempolitelytofollowyou.Onlydothisforaparticularpurposeandmakeclearwhatthatis(eg:@hoylakeI’vegotaquestionaboutinteractivemapsforyou.PlsfollowsoIcanDM)
13. Practice with a personal account
SetupyourownTwitteraccountwhereyoucantestoutre-tweeting/hashtagsetcwithlesspressurethanontheliveneighbourhoodplanaccount.Tryandfollowpeopletolearnfrom,whoareactiveandsuccessfulonTwitter(egwell-knowncelebtweeterssuchasStephenFry,orotherorganisationssimilartoyourswhoseTwitterfeedyoufindinteresting).
Trouble shooting on Twitter
Sending something accidentally
Ifyouaccidentallysendatweetthatyoudidn’tmeanto,considerdeletingitifyoudiscoverthisimmediately.BearinmindthatoncepickedupbyanapplicationsuchasTweetDeckorretweetedbyothers,yourtweetcannotbepermanentlydeletedfromtheether.
Unlessyougetinthereveryquickly,itmaybebesttobehumanaboutitandsimplycorrectyourmistakeinasubsequenttweet.
Social media guidelines for neighbourhood planning
Ideal content for neighbourhood planning tweets:
Live action
•Tweetinglive(includingphotosandvideoifyou’dlike)fromyourmeetingandlaunchesinrealtime–ifgenuinelyinteresting.
•(eg.We’reatTeignmouthvillagehalltoday–popalongbetween10and4)
•Tweetinglivefromaconferenceoneofyourteamistalkingatorattending(egLovingthejargon-bustingsessionhereat#planningcamp).
•Alertingresidentstothefactthatyourstoryisontheradiorightnow/quotewhatthespeakersaid(eg.JohnHumphrieson@BBCR4rightnowtalkingaboutHoylakeVillagelife!)
Community news
•Sharingnewssnippetsaboutgoodnewsinthefield,suchasnewfundingsourcesotherneighbourhoodplanningpeoplemightwanttoapplyfor/newsfromthegovernmentonnewplanningrights(egVillageSOScompetitionjustlaunchedtoday–any#neighbourhoodplanningguysentering?)
•UseGoogleAlertstokeeptrackofthingsyou’reinterestedinandthensharestuff.
•Ifnotsensitiveinfoyoucouldtweetthatyou’[email protected]’sawayofannouncingtoallyourandtheirfollowersyourconnection,andalsoreminding@designcouncilthatthemeetingwasimportanttoyouandlookingforwardtoworkingtogether!(eg.Justmetwith@designcouncil–excitedabout@hoylakeworkingtogether)
Resident announcements
•Publicisingyourevents(eg.conference/roadshow)comingup.(eg.Popinto#LeedsCivicSquareifyou’rearoundtoday–forfreebunsandbadges!)
•Sharerelevantnewsfromyourpartners/keysupporters/Friends,alwaysincludingwhyit’sinterestingforyourfollowers(eg.Greatnewsthat@queensparkbeenmadefirstcommunitycouncilinUK)
•Alertingpeopletonewcontentonyourwebsite(eg.Surveyopenforalllocalresidents.Haveyoursayatgoo.gl/l0NWC)(eg.Newphotosfromyesterday’slaunchatgoo.gl/l0NWC)
Answering and asking questions
•Askpeopleiftheyhaveanytoptipsforgettingrunningcommunityconsultations(thenmakethebestintoa‘top10tipsonhowtorunacommunityconsultation’onyourblog)
Social media guidelines for neighbourhood planning
Making the most of Facebook
1. Share interesting stories and photos
YoucanuseFacebooktopointpeopletoblogcontent,usinglinks,butoftenpeoplelikedirectcontenttheycanviewfromwithinFacebookitself.YoumayneedtosumupblogstoriesorpostphotosandvideosstraightontoFacebook.
2. Ask questions
Engageinaproperconversationbyencouragingsuggestionsandcommentsfromfans.Thiscouldtaketheformofaquestioninyourstatusupdate(eg.What’stopofyourlistformakingourtownbetterthanitalreadyis?,asHoylakeVillageLifehas).
OritcouldbeaFacebookPoll,withmultiplechoiceanswers,suchasthisonefromtheEdenProject.
Social media guidelines for neighbourhood planning
3. Don’t overload your fans
UnlikeTwitter,it’sbestnottopostmorethantwiceaday,becauseyourstatusupdatesfilluppeople’snewsfeeds,alongsidestufffromtheirfriendsetc.
4. Update your profile photo
Justlikearealperson,updateyourprofilephotooften,reflectingtheseasonoryourlatestbrandrefresh.Edeninvitesfanstouploadphotosofthesitewhichwethenchoosefrom,whichincreasesphotouploadsandconversationsaboutus.
5. Mention others
SimilartoTwittermentions,includelinkstootherFacebookwalls(eg.Reallychuffedtosee@hoylakeinteractivemaplaunchtoday)
Troubleshooting on Facebook
1. Spam content on your page
Feelfreetodeletepostsonyourpagewhichareobviousadvertisingandarenotcontributingtotheconversation.Theauthorwillnotbealertedtothisaction.Butyoumaywanttoshowsomelenienceforpostswhichmaybeslightlyrelatedandneedthehelpofyouraudienceforsomethingcharitable(forexampleEdendidn’tdeleteaposterthatwasuploadedaboutalostcatintheareaverylocaltous).
Ifsomeoneisespeciallypersistent,sendthemamessageandaskifthere’sanythingyoucoulddotogether.
2. Dealing with queries / complaints
Be prompt
Facebookusersexpectaquickresponsetotheirenquiriesandcomments.Evenifyoudon’tyetknowthefullanswertoaquery,letthemknowthatyouarefollowingitup.
Don’t pick fights
Inallcases,keepyourcoolanddiscussyourapproachwithothermembersofyourforum.
Social media guidelines for neighbourhood planning
To answer or not to answer?
Considerwhetheraprovocativecommentactuallyneedsananswerorsomeoneissimplyventingsteam.Sometimesitcanbebesttoignoreacommentratherthanacknowledgingitwitharesponse.
Youmayalsofindthatotherscometoyourdefenceinawaythatismoreauthentic,andlessconfrontational,thanyoudefendingyourorganisationyourself.
Move the conversation on
Whileit’sreallyimportantnottoignorethings,youmayfindthataswellasdealingwiththeproblematicpost,youcanalsopostsomenewcontent,whichwillstarttomoveapostdownthepage,reducingvisibility.
Social media guidelines for neighbourhood planning
Ideal neighbourhood planning Facebook content
•Createaneventinvitetoforthcomingmeetings(likeyouwouldyourownbirthdayparty).
•Share/likeyourpartners’content,butalwaysincludearelevanthookforwhyyourfanswillfindthisuseful.
•Solicitviewpointsfromlocals,likehttp://www.facebook.com/hoylakevillagelifehas
•Createaphotoalbumofrecentactivity.
Making the most of the blog
Getyouandotherforummemberssetuponafreewordpresssite:http://wordpress.org/
1. Post frequently
Regularpostsareagoodidea–sharethetaskwithotherforummembersorinvitemembersofthepublictodoaguestblog.Thatwaypeoplecanfeelownershipratherthanthinktheforumisaone-wayprocess.Carriageworksgroupisagoodexampleofalotofactivityonabloghttp://carriageworks.org.uk/
2. Use quality images
Breakuptextwithrelevantimages–it’salsoreallyimportanttohelppeopleidentifywithwheretheylive.
3. Promote your blog stories
Usesocialmedia,particularlyTwitter,todirectpeopletoyourstories,includinglinkstothem.
4. Include video content
Embedvideosonblogsthroughthehtmlviewoftheeditscreen(pastinginthevideo’sembedcode,takenfromYoutube).
Social media guidelines for neighbourhood planning
Making the most of Youtube
1. Include your website
Ifpossibleincludeyourwebsiteurlandlogoontheactualvideoitself.Orifyoucannotamendthevideo,atleastbeginthevideodescriptionwithyourwebsite’sfullurl(includinghttp://)
2. Tag videos on Youtube
Useappropriatetags,separatedbyspaces,doublewordsinsideapostrophes,whichwillhelpdisplayyourvideoassuggestedvideostoviewersonYoutube.
3. Share videos via social media
ShoutaboutnewvideocontentonyourchannelviaFacebook,Twitterandtheblog.Aswellasembeddingthevideoonyourblog,youshouldincludeatextlinktoitonYoutube.
Get more tips on social media from:
•http://soshable.com/
•http://mashable.com/