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Feel the social media fear (and do it anyway)

Feel the social media fear (and do it anyway). Jo Smith Communications manager Argyll and Bute Council September 2011. About Argyll and Bute. Our social media situation January 2011. Overcoming hurdles. No-one uses it. It’s dangerous. Social media’s just for kids .

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Feel the social media fear (and do it anyway)

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  1. Feel the social media fear (and do it anyway) Jo Smith Communications manager Argyll and Bute Council September 2011

  2. About Argyll and Bute

  3. Our social media situation January 2011

  4. Overcoming hurdles No-one uses it It’s dangerous Social media’s just for kids 11,200 ‘Argyll’ Facebook users Those 11,200 are over 18s What if we’re inundated? No-one will do any work It’s just for fun Management issue – remember telephones? Design new systems How will we cope with negativity? Our network can’t cope It’s a business tool – channel shift Like saying we don’t have enough paper. The same way we deal with other negative coverage

  5. It shouldn’t happen to a council... ‘Intelligent but lazy’ ‘Forensic’ ‘Inexperienced’ ‘Hapless’

  6. Blog response assessment flowchart Assessment Discover blog posting about the council. Is it positive? yes No Evaluation TROLLS Is it a site dedicated to bashing the council? MONITOR Don’t respond to specific posts yes No Concur A factual and well cited response may agree or disagree with the post, provided it is not negative You can agree with the post, let it stand or provide a positive review Do you want to respond? RAGER Is this a rant, joke, ridicule or satire? No FIX THE FACTS Respond on the comment board with correct facts MISGUIDED Are the facts incorrect? yes No No UNHAPPY CUSTOMER Is this the result of a negative experience form one of our customers? yes RESTORE REPUTATION Rectify the situation, respond and act on a solution Let the post stand – no response yes No SHARE SUCCESS Share the blog with other FINAL EVALUATION Base response on circumstances, influence of blogger and prominence of stakeholder. Will you respond? Response yes yes yes Response considerations TRANSPARENCY Make sure council connection is clear SOURCES Include or state your evidence eg links or other references TIMING Take time to create a good response. Don’t respond in anger. TONE Make sure your tone reflects the council’s professional approach INFLUENCE Focus on the most influential blogs – don’t respond to all

  7. Nine months later... • Releases automatically tweeted • Live tweets from council meetings • Emergency announcements • Using analytics • 24 hour tweet – right now! #whatwedo • Tall ships winner • Budget consultation • 1195 followers and rising

  8. Nine months later • Secured ‘Argyll And Bute Council’ account – just in case • Team accounts • ‘Spy’ accounts • Service specific pages and groups in the pipeline – starting with our public halls. • Council-wide image library

  9. Nine months later... • Dunoon web cam • Budget consultation

  10. Top tips? • Get personal • Use analytics • Find a champion • Be bold

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