social media for government - integrating social media across an organization
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A STRATEGIC AND INTEGRATED APPROACH TO SOCIAL MEDIA USAGE IN YOUR ORGANIZATIONKelly Rusk - @krusk
NOVEMBER 29, 2012
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Could you do your job without one of these?
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What about without this?
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New forms of communications…Not so new…
“The telephone cannot think or talk for you, but it carries your thought where you will. It’s yours to use.”
“The telephone is essentially democratic; it carries the voice of the child and the grown-up with equal speed and directness”
AT&T PR Announcement, 1916
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Typical cycle for organizations using social media:
1. Use it like a megaphone: post outward messages, no monitoring, no engagement. (Marketing)
2. Add a layer of engagement over the megaphone—follow key stakeholders or influencers, RT posts about the organization, reply to direct questions or inquiries related to content posted. (Communications)
3. Social media as a customer service channel (Support)
4. Data mining… Discovering the hidden business intelligence. (Research)
5. Filtering feedback and trends back through the organization (Management)
6. Changing process, culture and business operation
The ”social business” is a natural evolution.
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What I’m going to cover today…
• Interesting and current Canadian stats• Three ways you can move your organization through the social media cycle a little
faster:• Better integration with communications planning• Establishing rounded governance and policy• Using social media for research to guide strategy
• Why government will ultimately succeed in social media use
THE CANADIAN LANDSCAPESocial media
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Current Canadian Statistics (Delvinia)
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PwC Business Insights Survey Says…
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PwC Business Insights Survey Says…
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WHY EVOLVE SOCIAL MEDIA IN YOUR ORGANIZATION?
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The Social Business
Social business is the idea that social media permeates every process, division and employee in a company.
Social media is viewed less as a marketing tactic and more of an essential business tool.
The social business incorporates social elements into its process and structure-> Often requires a drastic culture shift.
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Social Business in Large Organizations…
• dkjadlfj
We do not have a program yet.
Conducting trials but don’t have a formal strategy.
Formalized program and short term direction.
Have a formalized program and long term direction across MOST of the enterprise
Have a formalized program and long term direction across ENTIRE enterprise
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A social media strategy approach – Why Government will succeed…
• Governance: process for using social media, includes policy development, crisis/issues management procedure, interaction guidelines and external guidelines
• Content: Content recipe, editorial calendar, key messages and keywords. Mapped back to strategy and created with results in mind.
• Engagement: How do you interact? When? Define actual scenarios and typical response
• Measurement: Social media measurement is easy if you plan for it.
All supported by research…
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Governance and policy
• Even if you’re not a federal department, start by reading the Treasury Board’s Guidelines for the External Use of 2.0 • Personal and official use policy• Internal policy for employee vs. External guidelines/terms of use• Internal process documentation
• Get buy-in... Interview stakeholders even if you don’t really need to• Great governance documents how social media will be used, personally and
professionally, why it will be used, and what exactly will be used.
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• Also includes:• Accessibility• Official languages• Employee use• Privacy • Media inquries
• Similar policies for Youtube and Twitter as well.
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Social media for research
“Social media is the world’s largest focus group”
Uses:• Audience insight• Media impact measurement• Public Opinion Research *Light*• Social media measurement • To justify/back up strategy recommendations
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How to use social media for research
• Define a methodology: What will you look for and how?• Include any limitations
• Select a tool that will help you accomplish what you need• My favourite free tools: Socialmention.com, TweetStats, Crowdbooster, • My favourite paid tools: Sysomos MAP
• Double check and validate
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Demographics
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Quantitative…
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Qualitatitve
AUTOMATED SENTIMENT ANALYSIS?…but what about
IS THERE ANOTHER WAY?So…
“I PURCHASED A HONDA YESTERDAY”What do you think…?
Positive
Neutral
0% 10% 20% 30% 40% 50% 60%
45%
55%
THE PROBLEM WITH HUMAN-POWERED SENTIMENT ANALYSIS
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Don’t skip comments on news stories
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Look at what you’ve done to determine where to go next
Crowdbooster.com
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Drill in to specific spikes to understand what went right.
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WHY WILL GOVERNMENT ORGANIZATIONS EXCEL AT THIS?
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