+

Social Media 201

Next Step Engagement

@NikkiSunstrum

State of Michigan

Social Engagement Coordinator

May 22, 2013

+Who I am…

Nicole Sunstrum

• B.S. in Political Science & M.A. in Education

• Skilled in making dull things interesting & teaching complicated stuff in ways everyone can understand

• Master manipulator of content & small children

• Throws parades for fun

+

How I got here…

2008 ~ Listening and Learning

2009 ~ Participating in the

conversation

2010 ~ Strategy and development

2011 ~ Policy, procedure and best

practices

2012 ~ The Year of Collaboration

and Social Good

2013 ~ Visualization and Innovation

• 140 active social media

accounts

• Operating across three

primary and five secondary

platforms

• Engaging almost 5 million

constituents each day

+

+

www.michigan.gov/socialmediaOne stop shop for all things social in Michigan government

• Inventory

• Policy

• Procedures

• Style Guide

• Resources

• Campaigns

• Accomplishments

+

Internet-based applications that build on the

ideological and technological foundations, which

allow the creation and exchange of user-generated

content. www.wikipedia.com

+History

+Straight from the cats Meouth

+Why do I care about your

cat, bacon, & breakfast?

Outreach

Information

Clarification

Resources

Customers

+Know before you go…

• Why do I want to engage in social media

• What do I hope to accomplish?

• Who is my target audience?

• Where do I belong?

+We don’t just tweet press releases.

Justification

Strategy

Goal Development

Content

Administration

Response

Engagement

Making government personable

+I’m here…now what?

• Assessing sentiment

• Identifying influencers

• Studying success

• Comparing like minds

+It’s not just what you say,

but how you say it

• Visual

• Engage

• Show personality

• Provide exclusivity

• Build an expectation

• Analyze

+Becoming a part of the moment…

+

Entering the realm of

social good.

+Calling attention to existing practice,

recognizing service in new ways, becoming

an influencer of the conversation

+Leveraging connections…

Live Chats

Video Streams

Shared stories

Recommendations

Advocates

Becoming friends with the media, 80-20 rule

+

Town Halls &

Google HangoutsAdvocacy, Education and real time exposure

+ Not just one, but many

Cross promotion of initiatives,

programs and information

amplifies our message and

presents a unified image.

Add tags, photos and links to

additional content on your

website

+Standing out in the crowd

Pick one and do it well…

• Twitter for customer service

• Yelp for recommendations

• Vine for sharing tips or events

• Pinterest for new product display

• Facebook for promotions

• LinkedIn for recruitment

+

Caution

Don’t…

Only connect with the intent to

sell

Connect but never interact

Spam

Copy and paste across networks

Forget who you are and why you

are here

Negate the power of social and

that it is forever

+

AssessmentContinuous evaluation and adaptation

+It’s all about the ROI baby

• Clicks and impressions and actions, oh my…

• $174

• Not all fans are created equally

• Ask yourself why does it matter?

+

www.facebook.com/nikki.sunstrum

sunstrumn@gmail.com

@nikkisunstrum