#nevadaengage @PRsarahevans Nevada Summit: Social Media for Citizen Engagement Building a social engagement strategy with: Sarah Evans (@PRsarahevans) Chief Evangelist, Tracky (www.tracky.com) Social Correspondent, Sarah’s Faves (http://sarahsfav.es ) [email protected]
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Social Media Citizen Engagement: Developing Strategy and Tactics
Slides from my recent presentation at the Nevada Digital Summit for Government.
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#nevadaengage @PRsarahevans
Nevada Summit: Social Media for Citizen Engagement
Building a social engagement strategy
with: Sarah Evans (@PRsarahevans)
Chief Evangelist, Tracky (www.tracky.com) Social Correspondent, Sarah’s Faves (http://sarahsfav.es)
• Social – Twitter – Facebook – Tumblr – Instagram
• Mobile (iOS, Android, Windows)
– Text – Apps – Mobile site
#nevadaengage @PRsarahevans
Sometimes, one person can change the game.
• Personal • Funny • Inspirational • Real issues • Builds audience • Public/transparent
#nevadaengage @PRsarahevans
The way news trends is different. Nuances like:
• American Express OPEN Forum guest post – Top trending posts are shared on Mashable – Reach on one of the top 300 sites in the world
• Facebook’s EdgeRank – Filters content. On average 16-20 percent of fans will see your content (source) – Tag everything – Get likes, shares, comments
• Twitter’s Trending Topics – Number of people using hashtag matter (not repeat tweets or multiple uses of
hashtag in one tweet) – Generated by an algorithm – what’s being talked about right now
• Featured on Instagram Explore Page – Must have more than 10,000 followers – Unknown, but need a lot of likes (i.e. 500+) and from popular people
• Reddit Front Page – Submission time (9a EST) – First 10 upvotes have the same weight as next 100 upvotes (get them quick) – Type of content (e.g. photo via Imgur) and subject matter (e.g. meme, rage comic)
#nevadaengage @PRsarahevans
You have to understand what topics are important to people or
likely to generate a response. Great on: Reddit Instagram Tumblr Facebook Buzzfeed Google+
Not so great on: Linkedin Quora
Great on: Google+
Not so great on: Everywhere else
Great on: Twi4er Google+ Instagram Pinterest Linkedin
Not so great: Facebook
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#nevadaengage @PRsarahevans
The engagement doesn’t always “come to you.”
Look for opportunities.
#nevadaengage @PRsarahevans
Search public Facebook posts: http://www.fbsearchresults.com/
#nevadaengage @PRsarahevans
#nevadaengage @PRsarahevans
Social Engagement Communication Toolkit
• Tactical arsenal • 1-2 page online crisis overview
– Pre-approved landing page, general statement to go live during crisis • Communication and response matrix
– When will you respond – When will you not respond – When do you take the conversation offline
• Usernames and passwords • List of hashtags, nuances, habits of each network • Contact information of all team members • Structure of accountability