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Social media vace (april 2012)
This document discusses social media and its use by governments. It notes that social media allows for interactive and real-time communication from anyone, unlike traditional media. The Fairfax County government has embraced various social media tools like Facebook, Twitter, YouTube and Flickr to engage with residents and provide information. The county sees value in social media to fill voids left by declining traditional media and get messages to audiences online. It provides statistics on growth of the county's social media presence and preferences of residents for timely, relevant and actionable information. The document also covers trends like increasing mobile use and integrating multiple social media tools.
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Social media vace (april 2012)
- 1. Social Media: Staying in Touch with Today’s Online Community Jeremy Lasich, Deputy Director Fairfax County (VA) Office of Public Affairs [email protected]
- 2. What Is SocialMedia? Traditional media (newspapers, television, radio, books, CDs) can’t be changed. Social media is interactive. Social media allows for real-time feedback. Anybody can publish social media. Social media is infinite with no limitations on length or quantity. Social media is linkable and easily reused.
- 3. What Is SocialMedia? Social media is one aspect of a wider Government 2.0 movement that engages people, fosters collaboration and provides even more transparency. Social media is just another set of tools; we already use: – Web sites – News releases – Hotlines/Phone Numbers – News conferences – Brochures
- 4. Social Media Tools Facebook Twitter YouTube Wikis Flickr Blogs And many more examples …
- 5. Why Use SocialMedia? Traditional media on the decline with layoffs, budget cuts, fewer printed pages and minutes of coverage. Who fills the void? How do messages and information spread? How do we tell people directly what’s going on at the local level? Important to get content where the eyeballs are.
- 6. Why Use SocialMedia? We, the government, are only one content provider; we’re not the sole source of info. We need to be part of the conversation. Help others become our information ambassadors. Answer questions and provide quality customer service.
- 7. The Revolution http://www.youtube.com/watch ?v=x0EnhXn5boM
- 8. What Have WeDone? Podcasts: 2007 YouTube: February 2008 Facebook: March 2008 Twitter: January 2009 SlideShare: March 2010 Flickr: May 2010 Emergency Blog: August 2011
- 9. What Have WeDone? E-government Steering Committee Social Media Policy Office of Public Affairs and PIOs: lead staff for all social media efforts Training Workshops
- 10. Facebook Users inU.S. 2008: – 8 percent 2011: – 51 percent
- 11. County Facebook Accounts Government Police 22,000+ fans across Park Authority all county pages Library Office for Children But many thousands Fairfax Connector more who see our Sheriff messages due to social Volunteer Solutions sharing Environment Disabilities Health Department
- 12. Facebook Stats Main CountyGovernment Facebook Page: April 2009: 683 April 2010: 4222 April 2011: 6000+ April 2012: 7500+
- 13. Facebook Metrics 67% of county Facebook fans are age 35+
- 14. Facebook Metrics April 2009-April 2011 – 1.6 million post views – Nearly 5,000 interactions – Only 12 deletions
- 15. Preferred Types ofInfo Relevant Timely Actionable
- 16. Preferred Types ofInfo Relevant: Pertains to people’s daily lives
- 17. Preferred Types ofInfo Timely: Deadlines, events, related to current events
- 18. Preferred Types ofInfo Actionable: Register, attend, etc.
- 19. What Not toPost Personal Opinions PDFs Commercial/private sector information (i.e., endorsements) Internal content such as awards or employee info Do not try to control the conversation; be a participant with facts
- 20. Twitter Metrics April 2009: 532 April 2010: 2608 April 2011: 4200+ Nov. 2011: 7000+
- 21. Facebook& Twitter Facebook and Twitter are NOT the same tools; while they share similarities, each have their own best practices, features and cultures
- 22. YouTube Metrics 300 videos uploaded 200,000 views of those videos
- 23. Flickr Metrics 800+ photos uploaded 500,000+ views of those photos
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- 25. Integrate Tools We combine all of these tools to share our messages across many platforms – an information ecosystem. One example…
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- 30. Publishers But it’s not just the organization providing information People publish their observations
- 31. Who’s Talking AboutYou? There are many platforms used to talk about organizations – difficult to be aware of all of them. On Facebook, people within their own network are having conversations. Twitter is easier to track.
- 32. What Should YouDo? Listen. Listen to the good and bad. Make strategic decision as to whether to respond Prioritize responses: – Customer service – Emergencies – Inaccurate information Stick with the facts
- 33. What Should YouDo? If Facebook page/group pops up that's public then you should listen and choose whether to respond, participate and engage. News and rumors break faster on Twitter – this is where you should listen the most.
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- 37. Future Trends: Mobile Information will spread even faster on mobile devices such as the iPhone.
- 38. Mobile Americans who own a smartphone: – 2011: 1 in 2 – 2008: 1 in 10 In 2011, smartphones outsold computers for the first time
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- 44. Open Wall –Questions? Jeremy Lasich, Deputy Director Office of Public Affairs [email protected]
Editor's Notes
- #3 Explain the changing paradigm, but also discuss that social media shouldn’t be thought of as separate from other outreach methods – natural evolution of the Web.
- #4 Explain the changing paradigm, but also discuss that social media shouldn’t be thought of as separate from other outreach methods – natural evolution of the Web.
- #5 Small example of the viral nature of social media and how it empowers people to share our information – especially important during an emergency.
- #43 Emphasize and set the tone of information dissemination – there are growing gaps in our communities as traditional media buckle under economic pressures. Even here, washingtonpost provides little coverage of what we all do, for example.
- #44 Emphasize and set the tone of information dissemination – there are growing gaps in our communities as traditional media buckle under economic pressures. Even here, washingtonpost provides little coverage of what we all do, for example.