Experimenting on Social Media and Adapting from Failure Rebecca Matulka, Interior Department
Experimenting on Social Media and Adapting from Failure
Rebecca Matulka, Interior Department
Rebecca Matulka
Deputy Director of Digital StrategyInterior Department
@USInterior on Instagram and Facebook
@Interior on Twitter
Agenda1. Why do people share?
2. Defining success and failure
3. Tips for experimenting
4. Getting leadership buy-in
Why do people share?
ContagiousWhy Things Catch On
1. Social currency
2. Triggers
3. Emotion
4. Public
5. Practical value
6. Stories
From the book:
Examples:
Defining success and failure
Defining success
● Why are you doing what you do?
○ Education
○ Positive association
○ Take action
○ Engagement
○ News coverage
○ Correcting misinformation
Defining failure
● Not reaching your goals
○ Post is a dud
○ Negative engagement
● Technology doesn’t work
When mistakes happen ...
The response:
Tips for experimenting on social media
Tip 1: It’s not all about you
Tip 2: Listen
Tip 3: Be fans of your
community
Tip 4: Know your audience
Tip 5: Be human
Tip 6: Use humor
(when appropriate)
Tip 7: Get inspiration from others
Tip 8: Watch trends
Tip 9: Tag on to current events
Tip 10: Test content on differentsocial media platforms
Tip 11: Admit a mistake
Getting leadership buy in
All about building trust
● Walk before you run
● Open communications
● Give examples of others doing something similar
● Start small
● Point to past results
Warning: There will always be detractors
The response:
Questions?