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Integrating Social Media

Date post: 13-May-2015
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This is a presentation given at the 2010 NCRPA conference. Topic is on developing your Parks & Recreation community with social media.A version that includes notes is also available.
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Integrating Social Networking: Difficulties and Usability Mike Sink, Town of Cary (@sinkawitz) Jen Riehle, NC State OIT (@ncsumarit)
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Page 1: Integrating Social Media

Integrating Social Networking:Difficulties and Usability

Mike Sink, Town of Cary (@sinkawitz)Jen Riehle, NC State OIT (@ncsumarit)

Page 2: Integrating Social Media

Welcome!

Social Media: The Theory

Social Media: The Policy

Social Media: The Plan

Social Media: The Implementation

Social Media: The Reckoning

Discussion & Questions

Page 3: Integrating Social Media

Disclaimers

This is not Social Media 101

We are not going to call it “Web 2.0”

Page 4: Integrating Social Media

NOT easy

Page 5: Integrating Social Media

WON’T solve all your problems

Page 6: Integrating Social Media

CAN’T set it and forget it

Page 7: Integrating Social Media

What is social media?

so●cial me●di●an.Def: Blending of technology and social interaction for the co-creation of value

Page 8: Integrating Social Media

Conversation Services

Facilitate conversation between users

Ex. Facebook, Twitter, Ning

Page 9: Integrating Social Media

Information Services

Serve as a (primarily) one-way communication

resource to users

Ex. Wikimedia, Blogger, WordPress

Page 10: Integrating Social Media

Photo-sharing Services

Share photos

Ex. Flickr, Picasa, SmugMug

Page 11: Integrating Social Media

Video-sharing Services

Share video

Ex. YouTube, Vimeo

Page 12: Integrating Social Media

Location-based Services

Check-in at locations and events

Ex. FourSquare, TriOut, Yelp

Page 13: Integrating Social Media

The Tools

Twitter

Facebook

FourSquare

YouTube

Flickr

LinkedIn

WordPress

Wikimedia

Ning

Page 14: Integrating Social Media

The Tools

Twitter

Facebook

FourSquare

YouTube

Flickr

LinkedIn

WordPress

Wikimedia

Ning

Page 16: Integrating Social Media

Dealing with Policy

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First, do no harm

Look for your Communications Plan and/or Social Media Policy

Review the State “Social Media Best Practices” (12/09)

Be aware of Records Retention issues

Page 18: Integrating Social Media

Do You Need a Policy?

Yes

Page 19: Integrating Social Media

Why You Need a Policy

Ensures you’re following policies and guidelines at community and state level

Gets buy-in from management

Helps lay groundwork for your Social Media Plan

Page 20: Integrating Social Media

Key Elements in a Policy...

Authenticity and Transparency

Protecting Confidential Information

Copyright Concerns

Respecting Your Audience

Obeying Terms of Service

Brand and Naming Guidelines

Page 21: Integrating Social Media

Making Your Plan

Page 22: Integrating Social Media

Your Plan, Your Rules

Page 23: Integrating Social Media

1. What are your goals?

Determine your objectives:

Why are you here? What do you hope to achieve?

Find a niche and be an expert

Too many objectives? Consider multiple accounts

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2. What tools should you use?

Conversation Tools (Twitter, Facebook)

Information Tools (blogs, wikis)

Photo-sharing (Flickr, Picasa)

Video-sharing (YouTube, Vimeo)

Location-based (Foursquare, TriOut)

Page 25: Integrating Social Media

2. What tools should you use?

Who is your audience and what are they using?

What is the purpose of your message?

How many channels of communication can you commit to?

What channels are best for your message?

Page 26: Integrating Social Media

Remember...

It is a lot harder to get OUT of social networking than it is to get into it.

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3. Create/amend your business model

What outreach is already being done and how does this fit in?

Who/how many people will be doing this?

What will the workflow look like?

Will they be trained?

Will this be in the job description/work plan?

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4. The Employee Factor

Don’t just grab some student or intern

This is official communication, needs an expert

Person should understand and care about the dynamics of social media

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4. The Employee Factor>other

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4. The Employee Factor

Educate employees about the communication plan and social media guidelines

Encourage them to participate in the community, when appropriate

Have guidelines for employees social media behavior

Page 31: Integrating Social Media

5. Set Expectations

Consider your assets:

Do you already have some processes in place?

Do you have any in-house expertise?

How are your peers doing?

How much time and money are you investing in this endeavor?

Be realistic

Page 32: Integrating Social Media

... and then keep track

Keep a copy of all your posts

Record data based on your assessment plans

Don’t have to be big or costly, just has to work

Page 33: Integrating Social Media

Warning: Preparedness

Page 34: Integrating Social Media

Warning: Security

Page 35: Integrating Social Media

Remember...

You are not just making a plan to share information; you are making a plan to

build a community

You are making a social contract between you and your followers

Page 36: Integrating Social Media

The Implementation

Page 37: Integrating Social Media

Create Your Profile

Page 38: Integrating Social Media

Crafting Your Post

Think about your AUDIENCE

In what CONTEXT will your audience be reading?

What is the PURPOSE of your message?

Page 39: Integrating Social Media

Audience

Page 40: Integrating Social Media

Context

Page 41: Integrating Social Media

Purpose

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Communicative Purpose

“That post is from NC State OIT!”

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You are what you tweet

Advertising (workshops, seminars, services, events)

Announcements (outages, change management, security issues)

News (technology, education, technology in education)

Customer Engagement

Page 44: Integrating Social Media

Introduction to Excel 2007 Part 3 (formulas, macros, drop down lists) 04/22, 1:30-4:00, 6 seats left, More info/sign-up: http://idek.net/7U8

ncsu_oit

Page 46: Integrating Social Media

RT: @hfrankm3 NCSU's library lends all kinds of cool equipment... Including iPods & Kindles. [ & MUCH MORE! see http://idek.net/6F1 ]

RT: @higheredu STATS: U.S.A. Social Networking Rankings: http://tinyurl.com/9bply5 (Twitter in 17th [Hitwise] & 9th [Nielson] place resptvly)

ncsu_oit

Page 47: Integrating Social Media

Thanks for the follow. Welcome to NC State! Hope you enjoyed our IT presentation. :)

Yeah, first presentation I've stayed awake for the whole time haha

Ha! We're flattered! Best of luck in your time here, & don't hesitate to call on us if you have technology needs/problems while you're here.

Page 48: Integrating Social Media

More Engagement

Page 49: Integrating Social Media

Hashtags and Searches

Hashtags tie content into larger community themes#ncsu_oit, #orientation, #gopack

Makes tweets easier to find and aggregate

Page 50: Integrating Social Media

Building Community

Welcome newbies, orient them

Reward contributions

Make sure there is always someone listening (and responding!)

Use screen names and connect names with faces IRL

Connect with other local communities

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{FUN}

Page 52: Integrating Social Media

The Reckoning

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Return on Investment

First, have a goal (see: The Plan)

Use tools to monitor success:

Google analytics

URL shorteners that track usage (bit.ly, goo.gl)

Facebook pages monitor usage

Many new tools for monitoring social media usage

Page 54: Integrating Social Media

What does “success” mean to you?

What do you do with your success?

Return on Investment

Page 55: Integrating Social Media

Your Reputation

Get into good habits

Solicit and respond to feedback

Pay attention to what’s being said about you

Page 56: Integrating Social Media

You are not in control

Page 57: Integrating Social Media

When to Bail

It will take time

This is an enhancement, not a replacement

Don’t look at the number of people, look at the quality of connections

You’re using it whether you like it or not

Page 58: Integrating Social Media

Questions & Discussion

Page 59: Integrating Social Media

BIG PHOTO THANKS!

STÉFAN

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Thank you!Mike Sink (@sinkawitz)Jen Riehle (@ncsumarit)

Slides available online athttp://slideshare.net


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