carolyne mitchell - digital citizens: lessons from a local authority - #commeng13
DESCRIPTION
South Lanarkshire Council’s Information Officer, Carolyne Mitchell, will be sharing her experience of using social media and digital tools to remain responsive to the needs of local people. Carolyne will be exploring the various channels the local authority employ and some of the real challenges involved. All the slides from #CommEng13: http://engagingcommunitiesscotland.wordpress.com/2013/10/08/all-the-slides-from-commeng13/TRANSCRIPT
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South Lanarkshire Council gets social
Using social media for engagement
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Who I am
Social media lead for SLC Also do web and comms Specialise in social media use in
emergencies Sit on various emergency planning
groups as a social media advisor Social media slave
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Life before Google
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Internet revolution
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Corporate Comms can’t be everywhere at once
Organisation shouldn’t be everywhere
Go where people are But only if they want you there
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SLC socmed timeline
YouTube channel started June 2008 Opened @SouthLanCouncil March
2010 Opened @SLCRoads August 2010 Opened Banqueting Facebook page
July 2012
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Our biggest community
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The day that changed it all
Website down Snow falling Twitter only option Word spread virally 400% increase in followers in one
week Blueprint for process created
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Two weeks later
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Why social media matters
Social media part of everyday life Public expect us to monitor it Public expect us to use it Public expect us to engage Social & Digital Media Revolution St
ats 2013
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Improving broadcast information
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Weather forecast
Tailored for South Lanarkshire Accurate/detailed Used to plan gritting/ploughing
actions Forecast valuable to public Gritting action valuable to public Together - invaluable to public
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Forecast on the web
Meteo, Roads & web team work on presentation of information
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Forecast on the web
Extensive weather information on SLC website
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Socialising the forecast
RSS feed used to tweet gritting action automatically on @SLCRoads and @SouthLanCouncil
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Socialising the forecast
Gritting action is switched off in May Plan to continue with rain forecast
and flooding action in 2014
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The social media good
It’s free People can engage with you directly People can alert you quickly Real time information with context
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The social media good
Tweet asking about tailback in Rutherglen
No roadworks Tweeted link to moby film of lights
out of sync Passed to roads engineer Fixed the same day
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The social media bad
It’s free People can engage with you directly People can alert you quickly Real time misinformation without
context
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BUT
The bad can be turned around to good by engaging
This is much easier on social media than traditional media
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The social media bad made good
Bad language warning. Those of a delicate disposition should cover their ears and look away now!
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Meet Skelpt Arse
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Our telling off
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Our response
Retrospective road opening BT say they started at 10.15am Skelpt Arse tweets start at 8am Tweets and website taken as
evidence BT issued a fine Direct message to Skelpt Arse to
explain
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All’s well that ends well
Skelpt Arse aka Claire is now on our list of website testers
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The social media ugly
Learn early when to engage, when to monitor and when to ignore
Sometimes a situation can be made worse when entering the conversation
When is a rant a request for service When is a rant a complaint
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Fragmented communities
New Roots:
Neilsland and
Earnock Heritage
Group
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New Roots
Facebook Group Set up by countryside ranger Apply to join Physical group already existed Self-regulating Comms officer also a member
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Fragmented communities
Almada Suite conferencing and banqueting
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Almada Suite
Facebook business page Set up by Corporate Comms Maintained by facilities officer Comms officer also an admin
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Fragmented communities
Get Active Lanarkshire
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Get Active Lanarkshire
Website, Twitter account, Facebook page
Maintained by comms people from each partner organisation
Digital job being created for duration of the project
Attempts to bring other fitness communities on board
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Fragmented communities
Pits, ponies, people and stories
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Pits, ponies, people and stories
Facebook page set up by Comms Maintained by Cultural Co-ordinator Comms Officer also an admin Aims to bring together fragmented
physical communities into one online community
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Twitter surgeries
Alcohol licensing Buy With Confidence Taxi licensing General/food recycling Planning
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Homelessness project
Website – content produced by young homeless people
Forum moderated housing officers CMS training and project experience
will help with skills and employment prospects
Aims to give an existing physical community an online presence and a place for others to find relevant information
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Things to consider
Does the community exist already Do they want to do business with
you there Can you join the existing group,
either as an officer or as the organisation
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Things to consider
Do you need to start a community Which platform is the target
audience using Do you understand the platform Do you have the resources to create
content Do you have the resources to
monitor the account
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Things to consider
Is your skin thick enough to run the account
Is the organisation’s skin thick enough
Do you have management buy-in Do you have a social media
policy/strategy Do you have social media guidance
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www.readyscotland.org/my-community/
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Community Emergency Plans
Google Docs Closed, non-searchable Facebook
group Google+ Evernote Secure, private, living documents Accessible on mobile phones
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