+ Arizona Game and Fish Department Social Media By Robin J Phillips, Managing Editor, The Reynolds Center for Business Journalism
Social Media 303, final of four sessions
Nov 01, 2014
This slideshow is part of a series of Social Media sessions created for the Arizona Game & Fish Department.
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Arizona Game and Fish Department
Social MediaBy Robin J Phillips, Managing Editor, The Reynolds Center for Business Journalism
+Robin J Phillips | About Me
25 years in the news game
Experience in print, magazines, wire services, online
Deputy business editor, Newsday, The Arizona Republic
Community news manager, azcentral.com
Small Business Editor, BusinessWeek Online
Business Editor, The Record of Hackensack (N.J.)
Co-founder, #wjchat, weekly online web journalism discussion
Co-founder of Perfect Moment Project
Web Managing Editor, The Reynolds Center for Business Journalism
+Resource website for youAZGFsocialmedia.blogspot.com
+Why Social Media matters …
1. It’s where things happen first
2. It’s huge. And getting bigger.
3. A way to distribute content, information
4. Self-promotion, branding that stays with you
5. Building audience for new blog, new service
6. Cultivating sources, new fans, new customers
7. Real-time news .. right here, right now
8. Creating community .. power in the network
9. Diversity .. opens up your world
Twitter … and Facebook…
and LinkedIn…
and Flickr…. and Tumblr…
and Blogger…
and YouTube…
and WordPress…
and Foursquare…
and Google Reader…
+Doing nothing is not an option
+Opportunities
Public Administrators and elected leaders have to find new ways to reach constituents and get their message out.
More importantly, public administrators need to connect with constituents.
Social media allows you to talk directly to your constituents.
People want news.
They want information.
They want to connect.
They want to hear from trusted sources.
+Common Social Media problems
Flying blind.
Unsure where it fits.
Inconsistent participation.
Not individual or confident.
Digitally unsavvy team.
Lack of personalization.
Listen to your audience.
Accountability, ownership.
Set aside resources, time.
Believe people find value in you.
Don’t ‘do’ but ‘be’ social.
Use real team. Don’t robo post.
Problems Solutions
+Top Social Media tips
Make every word count.
Keep it simple.
Write killer headlines.
Graphics expand the story.
People make things interesting.
Share related content.
Consider your audience.
Be as human as possible.
+Where do we go from here?
Establish guidelines
Set goals
How many profiles/ accounts to have
Who manages those accounts
Establish workflow
Track progress – social media analytics
Have fun!
+2nd session
+Quick recap
Social Media matters
Great bio statements
Tie together Facebook, Twitter, Youtube
Find people to follow: WeFollow
Be as personal, human as possible
Try to avoid automated social media tools
Social media is just a tool – relationships are key
+Your friends and fans
+
+3rd session
+Quick recap
using the tools for work
setting goals and tracking progress
researching within social media tools
ways to find out what people are talking about during certain times, in certain places
how to engage in conversations - beyond promoting your work, how to encourage conversations, take part in them
the difference between personal and professional use of social media tools
ethical concerns - what to tweet, what not to tweet, how to correct something
+Set your social media goals
Traffic - visits to your website
Reach - increase fans, follows, friends, likes
Buzz – more mentions means more awareness of you
Ultimately - new people finding you and your services
+Reach: Increase followers, fansHubspo
t
+Takeaways
Setting goals, tracking progress.
Right now: People talking about breaking news.
Ideas for engaging as an organization.
Work-life, personal-professional balance.
Be a good social media citizen.
Work together to find your own organizational style.
+Getting organized
+Let’s look at your social web
Identify which organizational model you’re in
Discuss which model is your desired state
Recognize this isn’t an org chart, it’s a cultural change
Don’t expect changes to happen quickly
+Centralized
One department (Usually corporate communications) controls all social efforts.
+Organic
+Coordinated
+Multiple hub & spoke or dandelion
+Honeycomb
+Characteristics. Pros. Cons.
Identify which organizational model you’re in
Discuss which model is your desired state
Recognize this isn’t an org chart, it’s a cultural change
Don’t expect changes to happen quickly
Examples of organizational models thanks to Jeremiah Owyang, web-
strategist.com
+Centralized
One department (Usually corporate communications) controls all social efforts.
+Centralized
+Organic
+Organic
+Coordinated
+Coordinated
+Multiple hub & spoke or dandelion
+Multiple hub & spoke or dandelion
+Honeycomb
+Honeycomb
+Social Media Policies: Disclosures/ethics/cultural guidelines
+Key roles
Social Strategist Responsible for overall program May be multiple strategists
Community Manager Customer facing role trusted by customers May have several community mangers
+Stakeholders
Executives/directors Approval to move forward, budget, allocate resources
Communications What skills to they need to learn and unlearn?
Employees How will they be educated, supported?
Legal Protect employees and organization by co-creating policies, guidelnes
+Well done!
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