LAWS COMMUNICATIONS
Lauri Stevens@lawscomm
Social Media is… Citizen driven Transparent / Real / Sincere Engaging / Interactive / Personal
Social Media is not… 100% controlled by you Fake / Formal One-sided All about any one tool
Social Media is…FREE!
NOT!
•Tools are Free•But it costs Time, sometimes a lot•Training is essential and not inexpensive•Other investment in hardware/software
Social Media is… HARD!
NOT!
My Goal for this module…Help you create a project plan /strategy
that is Relevant
Efficient
Achievable
Loads of fun and benefits
P.O.S.T. Developed by Forrester Research(Missing key points)
People Objectives Strategy Technology
Leaves out the when and part of how and why
C.O.P.P.S. Citizens (Who) Objectives (What) Plan (Where & How) Policy (How & Why) Schedule (When)
Citizens Who do you want to reach? Who are you reaching now? Don’t forget yourselves
Citizens The conversation has already started Listen to:
Key public figures Mentions of your organization online / Google Popular law enforcement related sites Online groups (Newsgroups & LinkedIn) Blogs Other agencies with similar issues Other organizations like yours
Citizens Create personas
Descriptions of individuals that represent your target
They’re not real Represent real people
Citizens Personas help you:
Identify potential character traits, personalities, habits and attitudes of your target
To create a social media strategy of ideals scope and size
Citizens Jot down ideas for 2-3 personas Go home and create more or tweak by
listening Listen offline
Citizens•40-50 something bikers•Describe them•Define the issue•Articulate the message•Research the platforms/behaviors•What needs to be communicated/changed
•Teenagers•Describe them•Define the issue•Articulate the message•Research the platforms/behaviors•What needs to be communicated/changed
Objectives What are your goals?
To build better relationships? Raise awareness of your cause/services? Increase website traffic? Build your “customer” base? Inspire people to take action? Raise funds?
Objectives Do some discovery, ask yourself:
What attitudes define us and our issues? What sites have the most activity related to my
organization? What kind of people do the most posting (and
where)? What other organizations are issues are these
people connected to? What kind of negative comments or misconceptions
exists? What are the positives?
Objectives You might (will) discover:
Online communities you should join People you should engage Values you should promote Attitudes you should change Better understanding of your “brand”
(reputation)
Objectives When you’re done (What):
Defined your message All SM content should reflect your message Make is easy to grasp by people with short
attention spans Keep it focused
Determined your target audience What changes are needed
Plan (Parts?) Technology Content Personnel Training
Plan Technology & Content
Technology Software - Tools Hardware
Content Media
What needs to be produced What do you already have? Video / Photos / Graphics / Articles
Ideas Goals What’s the message(s)
Plan Personnel & Training
Personnel Who’s needed Who do you have ?
Don’t rely on the intern What is their knowledge level What kind of time do they have
What might be outsourced? Training
Seriously consider professional training To keep up New people
Some can be had online
Policy Standard policies include:
1. Taking personal responsibility for the content a person publishes
2. Identifying oneself in all transactions 3. Using disclaimers to absolve the department of
responsibility 4. Respect for the audience 5. Being factual 6. Copyright 7. Fair use 8. Privacy
"The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009
Policy Specific to Law Enforcement
1. Integrity 2. Disclaimers 3. Identity 4. Department-sanctioned tools 5. Competence 6. Command Staff responsibility 7. Training
"The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009
Schedule Without a schedule, things can get
overwhelming very quickly Factor in the ramp-up Start with the simple stuff Where do you want to be in 3 / 6
months?
Don'ts… Just jump on whatever tool Let it overwhelm you Drop the ball Be evasive Ignore negativity
DO’s Be open-minded Be casual / relaxed Join conversations / add value Clarify and focus on your message Use your real identity Remember your graphical image /
brand Ask questions / solicit input
DO’s continued… Prepare yourself to let go Drop what doesn’t work Admit mistakes Monitor and track responses Thank people Listen
Stay Ahead of the Curve Attend training sessions like this one
Social Media changes all the time Find 4-6 online information sources Interact with others in your field and share EVERYTHING
Questions???