social media for the public sector presentation - connected nottingham - 3 december 2009
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Social media and public sector communications -
protecting and developing your reputation online
Simon Wakeman
3 December 2009
social networks
• more than just an online billboard
• invest time in interacting
and responding
• need to offer value to community
• social networks effective for issues that
people actually care about?
we learnt…
Medway
Council
100
Medway
Council
RSPB
100
765
Medway
Council
RSPB
SCC
100
765
478
Medway
Council
RSPB
SCC
100
765
478
1243 people
Medway
Council
RSPB
SCC
• to provide interesting content
• to maximise shareability
• to be human
• to monitor and respond
we’re learning…
social media relations
• role of social media
monitoring in issues management
• be ready to engage when appropriate
• we needed to think about how
to deal with this kind of thing...
we learnt…
social media relations
influencing reputation through direct
two-way social media communications
influencing reputation through direct
two-way social media communications
influencing reputation through direct
two-way social media communications
three steps to effective
social media relations
1. Monitoring
the local online audit
effective online monitoring
• place names
• people’s names (members, staff, community)
• key issues and identified risks
• campaign-specific terms
what to monitor
www.google.com/alerts
www.tweetbeep.com
search.twitter.com
www.technorati.com
www.blogpulse.com
www.icerocket.com
www.backtype.com
www.socialmention.com
bit.ly/UJJP
boardreader.com
www.facebook.com/search
but...
• News - mainstream news and editorial outlets
• Blogs
• Social - includes Facebook public data, Twitter, and
FriendFeed.
• Forums - online groups and forums
• Comments - all mentions found in blog comments
• Video - YouTube, and mentions/comments from
other known online video sites
• Images - Flickr and other popular online image sites
www.filtrbox.com
2. Assessment
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• size of community/group involved
• rate of growth
• relative influence
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• size of community/group involved
• rate of growth
• relative influence
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• size of community/group involved
• rate of growth
• relative influence of group
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• who’s involved?
• relative influence (offline / online)
• position in network?
...but what about customer service and
link to reputation?
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• the bigger picture
• fit with protocols / rules
• consistency with other channels
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• the bigger picture
• fit with protocols / rules
• consistency with other channels
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• the bigger picture
• fit with protocols / rules
• consistency with other channels
SCALE /
TREND?
WHO?
CONTEXT?
ABILITY TO
RESPOND?
• how could you respond?
• what channels do you have available?
• can you respond in time?
1.Ignore
2.Monitor and review
3.Respond
3. Action
PROTOCOLS ROLES CHANNELS
• clear, understood social media policy for staff
(at work and at home)
• good examples at http://socialmediagovernance.com/policies.php
• make sure other policies are consistent (eg ICT, HR)
• have an agreed system for handling social media relations
PROTOCOLS ROLES CHANNELS
• who is responsible for social media relations?
• what skills / competencies are needed for this role?
• working with customer service teams
PROTOCOLS ROLES CHANNELS
• in public vs in private
• respond at source?
• use existing council presences to reply?
• be ready to engage in a long and spreading debate...
• disruption of traditional hierachies/elites
• digitally-enabled community groups
• duty to involve / promote democracy
• more collaborative and participative
future for local government
more than just communications
