Using Social Communications to Engage the Public

1. Using Social Communications to Engage the Public

2. What We Are Covering Today • Evolving world of communications today • What is social media? • The benefits of using social media • Survivingthe changing role of PIO • Addressing the challenges of social media • Being strategic with social media (developing a social media strategy) • Success stories • Adopting a culture of social media • Best practices and closing points • Questions and answers

3. The Evolution of Communications

4. The Evolution of Communications • Laypersons becoming trusted sources and contributing to the conversation • Information traveling faster and reaching more people than ever before

5. Surviving the Changing Role of the PIO • Engage in dialogue, not just monologue  • Communicate with the public where they are communicating with each other • Make the traditional news media follow you

6. Surviving the Changing Role of the PIO • Reach targeted audiences through multiple communication channels  • Be timely and relevant • Know what people are saying about you/your organization in the social media space

7. Social Communications… • Engages target audiences in meaningful conversations • Forges new relationships and builds offline and online communities • Spreads an organization’s messages and values virally to larger audiences

8. Social Media…

9. Distinctions Between Online Mediaand Social Media • Online media is monologue • Social media is a dialogue

10. Social Media Provides… • A platform to receive meaningful information from trusted sources that can be quickly digested and shared • Real-time situational awareness • Opportunities for anyone to contribute to the ‘conversation’

11. But Before You Begin… • What are you trying to accomplish? • Why are you thinking about using social media?

12. Developing a Social Media Communications Strategy • Step 1: Identify programmatic goals • Step 2: Identify your audience and where they reside on the Web • Step 3: Craft core message • Step 4: Determine which social media tools to use • Step 5: Develop style and tone • Step 6: Determine roles and responsibilities for implementation • Step 7: Implementation • Step 8: Monitor, reevaluate, augment

13. Social Media Pioneers

14. Bay Bridge Seismic Safety Project Using hashtags to identify and add to topic of discussion. Responding to constituent inquiries.

15. Marin Municipal Water District Educating constituents about water conservation in a fun and meaningful way. Quiz results shareable across Facebook networks.

16. San Francisco Department of Emergency Management Brand recognition on Twitter.

17. Addressing the Challengesof Using Social Media

18. Getting Started • Jumping into implementation

19. Having a Process and Guidelines • Developing process and operations guidelines • Thinking through a social media policy

20. Being in the Conversation • Moving beyond the fear of exposure

21. Speaking Social Media • Crafting interesting and compelling messages

22. Being Timely and Relevant • Develop an efficient and timely vetting and approval process

23. Adopting a Culture of Social Media • Identify skeptics and open up a dialogue with them • Listen to the stories of social media pioneers • Accept social media’s dynamic and evolving nature • Remember the message is what is paramount (not the technology)

24. Closing Pointers • Monitor and contribute to conversations • Share useful information • Be conversational • Build a community or find communities that care about what you do • Ask questions to get feedback • Engage audience with collaborative suggestions • Spread the word about your social media involvement!

25. Questions & Discussion Kathleen Clark Social Media Strategist k.clark@circlepoint.com 415-271-1100 x 174 Sarah Layton Wallace Strategic Communications Practice Leader s.laytonwallace@circlepoint.com 510-268-8400 x 146 Social Media Toolkit www.circlepoint.com Thank you!