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JACKIE’S 10 RULES OF SOCIAL MEDIA Presented to the Association of Summer Villages of Alberta October 17, 2014
JACKIE’S 10 RULES OF
SOCIAL MEDIA
Presented to the Association of Summer Villages of Alberta
October 17, 2014
WHO IS “ JACKIE ” AND WHY
SHOU L D WE L ISTEN?
Manager, Communications & Strategic Planning
Nearly 14 years of experience in municipal government
CPRS Student Award for Crisis Communications
IABC Edmonton Award for Animal Bylaw Public Engagement
Initiative
I was asked to be here
RU L E #1 – THERE IS NO SU CH
THING AS SOCIAL M EDIA EX P ERTS
Social media continues to evolve and change
Social media is a communications tool – like a phone, but
different
Social media is not one size fits all
RULE #2 – KNOW THE BASICS
Social media refers to online e-
technologies used to share opinions
and information, promote discussion,
and build relationships.
RULE #3 – KNOW WHO IS ON
SOCIAL MEDIA
Source: http://canadiansinternet.com/canadian-digital-social-mobile-statistics-global-scale-2014/
86% of Canadians are Internet users
56% of Canadians have a Smartphone
89% of Canadian Smartphone users search for local information
91% of Internet users have a social media account
85% have a Facebook account
46% have a Twitter account
45% have a Google+ account
30% have a LinkedIn account
26% have a Pinterest account
RULE #4: PICK THE
APPROPRIATE TOOL(S)
Who is your target audience?
• Residents?
• Visitors?
What are you doing?
• Tourism marketing?
• Information sharing?
What do you know about your audience?
• What social media tools are they using?
RULE #5 – COVER YOUR A**
Social media policy
Employee conduct policy
Council policy
SOCIAL MEDIA POLICY
• Social media is an additional communication tool for information sharing and
dialogue.
• Communications will develop, implement and manage the use of social media.
• Social media will be used to enhance the County website.
• Communications will post information on social media channels.
• Employees interested in engaging in social media on behalf of Parkland
County must consult with Communications Services.
• Employees must follow Code of Conduct when using social media.
EMPLOYEE CODE OF
CONDUCT
Employees should use discretion in public activities,
including activities on social networking sites such as,
but not limited to, Facebook, Twitter, websites, forums,
or blogs.
Employees must not criticize Parkland County as
their employer or other employees in a public forum,
including in public meetings of Council, committees,
boards, or on social networking sites including, but not
limited to, Facebook, Twitter, discussion boards,
websites, or blogs.
COUNCIL & SOCIAL MEDIA
Parkland County discourages “official” social media accounts
Official accounts belong to Parkland County, not to the elected official
As outlined in the Council Policy, Communications is responsible for
posting and monitoring social media pages
Can cause confusion regarding which pages or account should be
considered as the primary source of information
Official social media accounts cannot be used for election campaigns
COUNCIL & SOCIAL MEDIA
As an elected official, you will be held to higher
levels of scrutiny
Use discretion in public activities, including
social media
Do not provide personal comment on issues
facing the County
Do not criticize your municipality or its
employees in a public forum, including public
meetings and on social media
Share corporate messaging and Council
decisions
RULE #6 – PICK THE RIGHT
PERSON
Personable
Patient
Thick skin
Understands the “lingo”
RULE #7 – IT’S OKAY TO BE A
PERSON
Social media is communication –
not broadcasting
Know when to comment – and
how to apologize
Don’t fear the critics
RULE #8 – SOCIAL MEDIA CAN
BE YOUR FRIEND
Excellent tool for crisis communications
Can share info in real time
Reach larger audiences
CRISIS COMMUNICATIONS
RULE #9 – SOCIAL MEDIA CAN
BE YOUR ENEMY
Information gets shared quickly –
especially mistakes!
Can be time-consuming
Raises expectations
RULE #10 – IT’S OK NOT TO BE
ON SOCIAL MEDIA
Social media isn’t for everyone
Social media isn’t about control – it is
about conversation
Pick what works for you – official
account or employee representatives?
ARE YOU READY TO BE ON
SOCIAL MEDIA?
SV of Fakesville is hosting a Halloween party at the community hall
Friday night. Be sure to come on down!
There’s a public open house at Fakesville community hall about a
proposed new development in our community. Residents are invited to come
out and learn more about it.
Council voted to approve a new gentleman’s club in Fakesville. I want my
residents to know I heard your concerns and voted against this development.
ARE YOU READY TO BE ON
SOCIAL MEDIA?
Resident: I can’t believe how incompetent Fakesville road crews are! We
had a dumped of snow last night and they plowed the snow from the
road onto my driveway!
Response: I totally understand. We have been complaining to our CAO
about this same issue. Surely we can train our staff to do a better job!
QUESTIONS?
SOCIAL MEDIA DETAILS
Parkland County
• Twitter: @Parkland_County
• Facebook – main page: Facebook.com/GrowYourDreams
• Facebook – animal shelter: Facebook.com/PCAnimalShelter
• YouTube: www.youtube.com/ParklandCountyAB
(can be accessed via our website at www.parklandcounty.com)
Me!
• Twitter: @JackieOst
• LinkedIn : www.linkedin.com/Jackie-Sargent
• Email: [email protected]
