league or cities
DESCRIPTION
TRANSCRIPT
SOCIAL MEDIA BASICS FOR OREGON CITIES
WHAT WE’LL COVER TODAY
• Scope and scale of social media
• Relevant trends
• Social media policies & plans
• Promising practices
• Social media as service
WHAT IS SOCIAL MEDIA?
• Interactive ….. not authoritative
• Personal ….. not institutional
• “Narrowcast” (through networks) …. not broadcast
SOC
IAL
TEC
HN
OG
RA
PHIC
S
MILLENNIALS
BABY BOOMERS
“Government engagement is an alien prospect for this [younger] generation. They don’t want to go
to a community meeting… they want to 'plug in'."Steven Hardy, MindMixer
SENIORS ARE IN A SOCIAL CROSSROADS
• Adoption of social media has tripled in the Last four Years.
• Now: 43% of internet users over 65 use social media
TRENDS IN SOCIAL MEDIA • Social media use in cities is growing, despite
tight budgets.
• Cities are using social media to meet core operational goals.
• Cities are actively managing and monitoring social media.
• Fewer than 1% of cities have an employee who exclusively handles social media.
CENTRALIZED SOCIAL MEDIA MANAGEMENT• Managed by one central office:
often Mayor’s office or communication department.
• Everything goes through one person or small team.
Benefits:
• Content is high-level, everything is intertwined.
• More cohesive & “on plan.”
• More consistent & accurate.
CENTRALIZED SOCIAL MEDIA MANAGEMENT
Drawbacks:
• Less creativity
• Less variety in information
• Less buy-in
• Challenge to get “on the agenda”
DECENTRALIZED SOCIAL MEDIA MANAGEMENT• Departments or
agencies manage their own accounts.
Benefits:
• Content is tailored to audiences’ interest
• More diverse content and voices.
DECENTRALIZED SOCIAL MEDIA MANAGEMENT
Drawbacks:
• Hard to track
• Less cohesive
• Training intensive
HYBRID MODEL• Profiles and pages are
managed by departments w/ some central oversight.
Benefit:
• Flexible to city's needs
Drawbacks:
• Potentially hard to manage process
• Less standardization
SOCIAL MEDIA MANAGEMENT
• Create an approval process that works
• Have a meaningful social media
• Identify, equip, trust the gatekeepers
• Build a social media/web team & meet regularly
SOCIAL MEDIA POLICYPERSONAL | PROFESSIONAL | AS THE CITY
YES, YOU NEED A POLICY
• Helps avoid pitfalls
• Should be clear, but flexible
• Outlines approves tools, content, procedures
• Complies with state and federal laws
PUBLIC RECORDS & SOCIAL MEDIA
• Short answer: social media posts are public record.
• Important to understand the State and Federal Laws.
• Work with your attorney on crafting the policy.
CREATING A SOCIAL MEDIA PLAN
Listen first.
What is your city saying?
START AT THE BEGINNING
• Clearly identify your city’s objectives. What do you want to accomplish?
• Carefully assess your resources.
• Determine the strategies to get you there.
• Identify how you’ll measure success.
SOCIAL MEDIA AS A SERVICETHINKING BEYOND MARKETING & COMMUNICATIONS.
WHAT ELSE IS SOCIAL MEDIA GOOD FOR?
• Economic Development
• Political Engagement and Policy Feedback
• Emergency Management
- Sarah E. Madison, Wisconsin
“When you ask for feedback, you will get non-related feedback. The pertinent
comments are very valuable and it gives you a perspective on what your
constituents are thinking.”
