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Integrating Social Media into Strategic Communications

Integrating Social Media into Strategic Communications. Rebecca Ferro, Acting Deputy NOAA Fisheries Communications Office. Atlantic Coast Fisheries Communications Group January 10, 2013. Outline. Communications Network & Lead Players Strategic Planning Products & Services

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Integrating Social Media into Strategic Communications

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  1. Integrating Social Media into Strategic Communications • Rebecca Ferro, Acting Deputy • NOAA Fisheries Communications Office • Atlantic Coast Fisheries Communications Group • January 10, 2013

  2. Outline • Communications Network & Lead Players • Strategic Planning • Products & Services • Social Media Close-up • Measuring Success • Templates • Monthly Report

  3. Communications: A Collaborative Network Legislative Affairs Output • Rollout announcements • Briefings HQ Program Leads Output • Messages & stories • Web, social media • Stakeholder outreach • Events • News releases • Internal communications NOAA Fisheries Office of Communications Output • High-level strategic planning & execution • Leadership support/ awareness • Rollout coordination • Messages & stories • Web (CMS), social media • Internal communications • Events, meetings • Conferences, expos • Communications tools/resources • National stakeholder outreach, partnerships • Strategic 3rd party partnerships NOAA Communications/External Affairs Output • National/HQ news releases • NOAA national stakeholder events • NOAA web page, social media • NOAA email communications • Coordination with DOC Regional Communications Council Output • Messages & stories • Web, social media • Stakeholder outreach • Local events • News releases • Education • Internal communications

  4. A Few Team Members • Kate Naughten, Director • Rebecca Ferro, Acting Deputy • Laurel Bryant, External Affairs • Jennifer Hammond, Teacher at Sea • Molly Harrison, Education • Forbes Darby, Rec Fishing • Rich Press, Science Writer

  5. Regional Communications Council • NERO—Allison McHale • NERO—Maggie Mooney-Seus • NESC—Teri Frady • SERO—Kim Amendola • SESC—Allison Garrett

  6. HQ Program Communications Leads • Protected Resources—Jonathan Shannon • Habitat—Renata Lana • International Affairs—Luis Leandro • Aquaculture—Chris Botnick • Sustainable Fisheries—Darcie Honabarger • Science & Technology—Laura Oremland • Law Enforcement—Lesli Bales-Sherrod

  7. 2013 National Communications Strategy • Fine-tune internal communications • Enhance strategic communications with congresson national priority issues • Promote science behind management • Consistent messaging on agency priorities • Campaign leading up to Managing Our Nation’s Fisheries 3

  8. National ‘Science Communications’ Strategy • Develop a process for infusing science messaging in NOAA Fisheries communications activities. • Identify opportunities in the upcoming year where we can incorporate and highlight our science products. • Identify gaps in our current science communication capacity.

  9. Evaluate

  10. Products & Services Infuse priority messages in our feature stories, leadership messages & talking points, and social media

  11. Services • Advance strategy & preparation • Advise & support leadership • Plan rollouts on controversial topics (i.e. ESA listings) • Online coordination (national) • Science writer • Exhibits

  12. Rollout —Status of Stocks

  13. Products • Consistent branding across agency • Online–All roads lead to the Web • Content • Social Media • Video • Photos • Podcasts

  14. Social Media

  15. Slide Title • List item 1 • List item 2 • List item 3 • List item 4

  16. Slide Title • List item 1 • List item 2 • List item 3 • List item 4

  17. Social Media Channels in the Regions & Science Centers • AKRO/AKSC—Facebook & Twitter • NWRO/NWSC—Facebook & Twitter • PIRO & SC—Twitter & Blog • SERO/SESC—Twitter • NERO/NESC—Twitter (phase 1)

  18. Measuring Social Media Success

  19. Monthly Online Statistics 2011 2012

  20. What is ? • Free basic service offered by Google (w/tracking code) • Generates detailed statistics about visits • Pageviews in response to efforts • Track where views are coming from • Monitor trends in time and popularity • Most widely used website statistics service

  21. Opportunities & Challenges Opportunities • Allows us to measure our impact • Streamline content generation • Leverage & repackage content • Advanced planning (use hootsuite, tweet quantity, facebook quality) • Explore different types of content layout (greater visualization vs. text) • Explore alternative metrics to measure & report Challenges • Constant content production • Clearance & inclusion of proper expertise • Capacity for developing content • Monitoring comments

  22. Successes & Lessons Learned • Always looking to improve & streamline strategic use of social media tools • Experiment with content delivery • Advanced planning & coordination allows us to rally around content with social media

  23. Just another Shark Week Our Earth Series Big Miracle Feature Stories OLE Eagle Rescue Elwha Video West Coast GroundfishCatch Share Status of Stocks 2011

  24. Long & Short-term Goals • Increase pageviews (unique & total) • Increase time spent on pages • Explore alternativee metrics • Greater use of search terms • Greater use of other social media channels beyond facebook & twitter (YouTube, flickr…) • All roads lead to web content, drive more traffic • Twitter – 4,597 followers • More tweets consistently • Increase quantity and frequency of posts • More strategic use of hashtags • More retweets • Facebook – 4,420 likes/friends • More posts consistently – 2 per day everyday, including weekends • More likes • More shares • More comments August 2012

  25. Facebook Template • 2 or 3 engaging sentences in plain language to draw the reader to your content as well as point out NOAA Fisheries connection to the content. • Include a link to more information (this should link to NOAA-created content or a media outlet that clearly and prominently identifies NOAA Fisheries’ work.) • Interesting picture–include detailed caption & any necessary photo credit.

  26. Twitter Template • Tweets are 140 characters (including spaces & links.) • Usually 1 or 2 very short sentences, you can use abbreviations. • Include a link to more information (this should link to NOAA-created content or a media outlet that clearly and prominently identifies NOAA Fisheries’ work.) • Shorten your link with bitly.com to gain characters. • Test the length of your tweet either in twitter itself or in a word doc (review, word count, character count w/spaces).

  27. Walk Through Analytics & Report

  28. Questions?

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