water tweetment: how personality can help public services better engage, educate, and entertain...
TRANSCRIPT
I am not a role model.
#PIOcle
@neorsd @WallyWaterdrop
neorsd.org/PIOcle
ENGAGE
EDUCATE
ENTERTAIN@neorsd #PIOcle
• EngageWhat’s your plan, personality, and policy?
@neorsd #PIOcle
• EngageWhat’s your plan, personality, and policy?
• EducateCreating content, considering comments,and crisis communication
• EntertainWhat about humor, heartstrings, and habits?
@neorsd #PIOcle
• EngageWhat’s your plan, personality, and policy?
• EducateCreating content, considering comments,and crisis communication
• EntertainWhat about humor, heartstrings, and habits?
@neorsd #PIOcle
• EngageWhat’s your plan, personality, and policy?
• EducateCreating content, considering comments,and crisis communication
• EntertainWhat about humor, heartstrings, and habits?
@neorsd #PIOcle
@neorsd #PIOcle
Trust andtransparency
@neorsd #PIOcle
Before you have a “personality”
ENGAGE: HAVE A PLAN
• Know your goal
@neorsd #PIOcle
@neorsd #PIOcle
Before you have a “personality”
ENGAGE: HAVE A PLAN
• Know your goal
• Know your resources
• Know your tools
@neorsd #PIOcle
Before you have a “personality”
ENGAGE: HAVE A PLAN
• Approval processes
@neorsd #PIOcle
Approval processes are relationships
• Concept
• Content opportunities
• Creation
• Collaboration@neorsd #PIOcle
Trust is critical
• Saves time
• Shows relevance
• Improves transparency
• Best examples@neorsd #PIOcle
Before you have a “personality”
ENGAGE: HAVE A PLAN
• Approval processes
• Content calendars
• Content sources
@neorsd #PIOcle
What makes someone want to engage?
ENGAGE: PERSONALITY
@neorsd #PIOcle
What makes someone want to engage?
ENGAGE: PERSONALITY
• Does your voice contribute to your goal?
• What kind of interaction do you expect?
@neorsd #PIOcle
BE WILLING.
@neorsd #PIOcle
How do you conduct your “social media business?”
ENGAGE: POLICY
• Know the expectations of the organization andof the social media platform
@neorsd #PIOcle
@neorsd #PIOcle
How do you conduct your “social media business?”
ENGAGE: POLICY
• How can you optimize your workflow?
• Sharing content? What’s appropriate?
@neorsd #PIOcle
How do you conduct your “social media business?”
ENGAGE: POLICY
• What are your rules of engagement? (Active listening, or only when asked?)
@neorsd #PIOcle
How are your metrics? Room for improvement
ENGAGEMENT
• Facebook: 10-30%Average reach: 500-1000
• @WallyWaterdrop: 78K impressions last month4% engagement rate
• EngageWhat’s your plan, personality, and policy?
• EducateCreating content, considering comments,and crisis communication
• EntertainWhat about humor, heartstrings, and habits?
@neorsd #PIOcle
Where does your social media direct your followers?
EDUCATE: CONTENT
• neorsd.org
• neorsd.org/blog
• youtube.com/neorsdCCR
@neorsd #PIOcle
Where does your social media direct your followers?
EDUCATE: CONTENT
• Correspondents?
• Find contributors
Where does your social media direct your followers?
EDUCATE: CONTENT
• Know your correspondents
• Find contributors
Where does your social media direct your followers?
EDUCATE: CONTENT
• Correspondents?
• Find contributors
• Stay current
Where else can education take place?
EDUCATE: COMMENTS
Where else can education take place?
EDUCATE: COMMENTS
Emergencies and communication
EDUCATE: CRISIS COMMS
• EngageWhat’s your plan, personality, and policy?
• EducateCreating content, considering comments,and crisis communication
• EntertainWhat about humor, heartstrings, and habits?
You are competing with
everything.Make our message worth
customers’ time, because it is.
@neorsd #OWEAops
@neorsd #OWEAops
@neorsd #OWEAops
@neorsd #OWEAops
Does funny fit?
ENTERTAIN: HUMOR
• Opportunities to make or find fun in the things customers take for granted
Making emotional connections
ENTERTAIN: HEART
• Kids
• Animals
• Environment
What can you offer your followers?
ENTERTAIN: HABITS
• Give your audience what they want where they are
• Tips and resources
#PIOcle
@neorsd @WallyWaterdrop
neorsd.org/PIOcle
• EngageKnow your plan, personality, and policy
• EducateCreate content, consider comments,and plan for crisis comms
• EntertainOpportunities for humor, heartstrings, habits?
@neorsd #PIOcle
Twitter: @WallyWaterdrop @neorsdInstagram: @neorsdFacebook: facebook.com/YourSewerDistrictYouTube: youtube.com/neorsdCCRBlogspot: neorsd.org/blogLinkedIn: neorsd.org/LinkedIn