immunization action coalition 2010 social media summit: from the desk of the commissioner

The Secret to Social Media Success!

1. Have a pandemic2. Have a Director that doesn’t

“get” social media3. Have a Director that trusts you to

implement it4. …5. Success!

Want to avoid that whole messy pandemic bit?

There is another way, though it’s quite a bit more than five steps.

From the Desk of the Commissioner

James GarrowPhiladelphia Department of Public Health

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Courtesy @levyj413

Should you “do” social media?

Well…

It depends…

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A Much Better Question:

What do you want to accomplish?

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Mission

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2.Engage women ages 35 to 45?

BAD

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The Most Important Thing!

Figure out your MISSION first. That guides EVERYTHING else.

Then, go to where the action is… Wait, so where’s the action?

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LOTS of places!

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•Mosque

•Recreation Center

•Grocery store

•Hospital waiting room

•School

•Synagogue

Examples available!

IF your target audience is there,

THEN you’re ready to go!

Right?

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NOPE

That isn’t the end, though.

This is your opening.

Your boss has valid concerns.Among them:

- Security - Productivity - Brand Image - Usefulness

VirusesHackersConfidentiality

FarmvilleMafia WarsChatting

Negative feedbackHarmful posts

How much time will this take and is it worth it?

If you can address those concerns successfully…

To review…Boss’ questions + No idea what you’re going to do

Today!

Answer Q’s #1-3 + A solid plan infused with best practices to answer Q #4

Social media ninja!

Step 1: Write a social media policy Wait.

You DON’T HAVE a social media policy?

Right now, someone in

your agency is using social media. (Plus they’re on it ALL NIGHT

LONG)e.g., by work computer, scheduled post, smartphone, hook or crook, etc.

Someone in your agency is using social media

Are they saying libelous things?

racist things?misogynistic things?misinformed things?

Are they complaining about your agency?

your boss?you?

Are you liable?Are those things even against the rules?

Someone in your agency is using social media

The easy answer?

Assuming we don’t want to do that, where do we start?

Most importantly, don’t reinvent the wheel.

• Lots of agencies have great social media policies

• Lots of those agencies have lots more to worry about from social media than you do

• Learn from all of them

Your social media policy should be specific to your situation AND address the following:

•Responding to comments/feedback•Allowing comments/feedback•Voice: organizational vs. person on behalf of organization

•Ethical conduct•Confidentiality•24/7 usage•Identification as government employee•Work vs. personal use•Message clearance and approval

Examples available!

Step 2: Write your social media planYour plan should be specific to your situation and should incorporate elements of your social media policy AND address the following:

•Example, or “canned,” messages•Voice (organization vs. person)•Accepting/encouraging feedback•Personality (press release vs. human)•Content freshness•Goals/objectives•Which tools to use•METRICS!

Example available!

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Considerations: MonitoringSocial media can spiral out of control if not monitored closely (see Domino’s Pizza and

YouTube example). Here’s a couple examples of how to keep an eye on the shop:

•Google Alerts•Twilerts•RSS feeds•Netvibes•Tweetgrid•Search for “brand or reputation monitoring”

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Considerations: VoiceVoice Study:Philadelphia Department of Public Health•Authoritative•Official•Difficult to inject personality•Be wary of “press release” speak

Jim Garrow•Full of personality•Easy to interact with•Speak for the Health Department?

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Considerations: VoiceVoice Study:Boston Public Health Commission•One-stop shop (fewer employees needed)•Greater follower potential•More difficult to get specific followers•Unfocused messaging

PDPHflu•Only for folks interested in flu•Goes dark after flu season•Can become the authority on a subject

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Considerations: Personality

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Considerations: Personality

Ask yourself:

Do I sound like someone I’d like to spend time with?

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Considerations: Responding

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Considerations: Tools! Finally!

The secret weapon?

…

Go explore for yourself! Ask around!

Me? I use mostly web-based tools (can’t install stuff at work), but it really depends.

For example, on Twitter, I use four different clients, each in different situations.

CoTweet, Seesmic, HelviTweet, Tweetgrid

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Considerations: MetricsWouldn’t it be great to know how well our campaigns worked?

•How many people read it?•How many people liked it?•How many people thought it good enough to show to their friends?

•Heard what worked and what didn’t?

It’s impossible with traditional campaigns, especially given our limited resources (time, staff, funding, etc.).

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Considerations: MetricsIn social media you can do all of that. Seek out and learn as much as you can about these tools:

•Google Analytics•Klout (for Twitter)•Google Analytics (for Facebook)•Facebook Insights•YouTube Insights•Wordpress integrated stats (for blogging)

•If it’s popular, someone will have stats on it.

Example available!

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Where can I learn more?!Two sets of experts:

1. LeadersFacebook search: “public health”GovTwit.comGovloop.com

2. ExpertsRemember I said someone in your agency is using social media right now? That’s your expert. Ask them.

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One final thing to remember…

Social media is but a tool.

Too many feel that social media will replace traditional outreach.

Social media is but ONE of the tools we should reach for.

I’m sorry to tell you, but yourjob just got more difficult.

Thank you.