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Social Networking: An Overview

Government Uses and Benefits. Social Networking: An Overview. Social Communications Specialist Chair, Statewide Social Media Board. Nicole Sunstrum. @sunstrumn sunstrumn@michigan.org www.linkedin.com/in/sunstrumn www.facebook.com/nikki.sunstrum.

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Social Networking: An Overview

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  1. Government Uses and Benefits Social Networking: An Overview

  2. Social Communications Specialist Chair, Statewide Social Media Board Nicole Sunstrum @sunstrumn sunstrumn@michigan.org www.linkedin.com/in/sunstrumn www.facebook.com/nikki.sunstrum

  3. Internet-based applications that build on the ideological and technological foundations, which allow the creation and exchange of user-generated content. www.wikipedia.com DEFINED

  4. majorplayers competitors The inventory

  5. TRILLION BILLION MILLION State of the Internet: • 107T # of emails sent in 2010 • 3.3B # of email accounts globally in 2012 • 294B average # of emails sent each day • 2.1 Billion users across the globe • 45% of internet users are under age 25 • 555M websites worldwide, 300M created last year alone Future or Fad?

  6. TRILLION BILLION MILLION State of the Social Media: • 2.4B Social networking accounts worldwide • 800+M registered Facebook User • 225M Twitter accounts • 62 % of adults have a social profile, 55% in America • Social commerce sales are expected to reach $14.25B in 2012 • 90% of marketers use social media channels for business Future or Fad?

  7. Each year… Every day… Per hour… In the last second… State of the Social Media: • YouTube videos get 4B views per day • 340M Tweets are sent every day • Time spent/person/month on Facebook = ~8hours • 54% of monthly Facebook users (901M) access via mobile • Pinterest is now the 3rd largest social network with 11.7M users • The average Pinterest user has 2,677 pins Future or Fad?

  8. www.michigan.gov/socialmedia Full inventory, Resources, Policy, Best Practices, Helpful hints

  9. Government Uses

  10. Why would a social presence be of benefit to your organization? • How are you providing additional value? • What outlet is the right one for you? Strategy

  11. Identifying your online customer • Determining goals and your return on investment • The Rules of Engagement Strategy

  12. Get started • Identify Yourself • Target • Be unique www.facebook.com/pages Store hours, info, staff Spread the word! Rubber stamps, flyers, postcards, bag stuffers, receipts Vanity URL, branded welcome page Creation

  13. Start simple Shared stories Mentions and collaboration Support promotional efforts across multiple channels Create a buzz….decorate for season Social plug-ins Facebook advertisements Make them “Like” You!

  14. Diversify Collaborate • Photos, Videos, Questions, Polls, etc. • Pick a theme, build an expectation • Have a contest • Join Foursquare • Seek out likeminded thought leaders • Analyze response patterns and post accordingly. • Recreate the mundane • Be exclusive Content

  15. Infographics and pictures, like this one, which include statistics, quotes or important messages are much more likely to be shared and seen. Developinga Unified Message

  16. Best Practice: Cross promotion of initiatives, programs and information amplifies our message and presents a unified image. Add tags, photos and links to additional content from michigan.gov Developinga Unified Message

  17. Best Practice: Create a message that is unique to your audience. Edit content to provide relevant information and value to your followers on requested share topics. Developinga Unified Message

  18. Best Practice: Using Twitter account @usernames and standardized hashtags allows you recognize fellow accounts and create a one stop resource for citizens on a given initiative. Developinga Unified Message

  19. Policy Site creation Style, images, content, disclaimers There is no expectation of privacy Confidential information, defamatory or derogatory postings Reinforce proper usage, activities, professionalism, no advertising Rules of Engagement

  20. Answer your phone… Schedule, monitor, reply.

  21. Thingsto do now… Bean Influencer • Follow their company • Add them to a Twitter fav’s list • Find their blog, comment, share and tweet it • Share their Facebook Posts and RT them • Create a buzz….Hashtags • Show your expertise…Klout GetNoticed

  22. Party v. Professional Know the risk – avoid oversharing Tweet Responsibly Be smart about privacy Post a Disclaimer

  23. Caution • Don’t: • Only connect with the intent to sell • Connect, but never interact • Spam groups

  24. Maximize your efforts

  25. Apps Create a Tab Feature presentations via Slideshare Share your reading list, events calendar or poll your network

  26. Draw some extra attention. Facebook offers an exceptional targeted advertising service. Consider promoting your next event. Advertise

  27. Metrics Measurements Analytics Evaluation • How do you quantify good customer service? Value Response Growth • Can you afford to not participate? ROI

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