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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
Social Media
• What is it? And why do I care??• Communication!
Nut and Bolts
• How do you choose what to post?• Who writes it?• Who posts it?• Where do you post it?
What to Post?
• It depends…on your purpose…
What to Post?
• It depends on your purpose…• Invite
What to Post?
• It depends on your purpose…• Invite
What to Post?
• It depends on your purpose…• Invite • Document
What to Post?
• It depends on your purpose…• Invite• Document
What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents
What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents
What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents
What to Post?
• It depends on your purpose…• Invite• Document• Inform constituents • Connect!
Who writes it?
• Who do you have?• PWD PIO?• Analyst? Engineer?• City PIO?
• Pick your wittiest staff person!
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
Who posts it?
• It depends…• Public Works (only) site – someone within the department• City site – someone at the city level• Consultant
Where do you post it?
• It depends…… on your audience!
Target Audiences:
• Facebook• Status updates• Sharing information from other pages (police/fire/similar entities/news
stations)• Event Page
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
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
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
Target Audiences:
• Facebook• NextDoor• Instagram• Twitter• YouTube
• Excellent storage for video content that you can upload/link to various other platforms when needed
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
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.
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!
Getting Started
• Facebook• Set a plan• Write ahead• Set up your libraries• Get stock photos• Assign roles – day-to-day, emergency
• Make it fun!
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?
Contact Information
Jill A. Mercurio, P.E.Public Works Director/City Engineer – City of San [email protected]
Shanna BowenPresident – Integrated Marketing Communications [email protected]
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