Projecting and protecting your organisation’s reputation and message online Simon Wakeman Head of Marketing
Social media relations in the public sector
Nov 01, 2014
Presentation to LGC Social Media conference, London, 15 September 2009
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Transcript
Projecting and protecting
your organisation’s reputation
and message online
Simon Wakeman
Head of Marketing
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
why bother?
people have always talked about you...
...but social media is different
no geographical boundaries
no social boundaries
at web speed
three steps to effective
social media relations
1. Monitoring1. Monitoring
the local online audit
effective online monitoring
• place names
• people’s names (members, staff, community)
• key issues and identified risks
what to monitor
• key issues and identified risks
• campaign-specific terms
www.google.com/alerts
search.twitter.com
www.tweetbeep.com
www.technorati.com
www.blogpulse.com
www.icerocket.com www.socialmention.com
www.backtype.com
bit.ly/UJJP
boardreader.com
but...
www.facebook.com/search
2. Assessment2. Assessment
SCALE /
TREND?
WHO?
• size of community/group involved• rate of growth• relative influence
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• size of community/group involved• rate of growth• relative influence
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• size of community/group involved• rate of growth• relative influence of group
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• who’s involved?• relative influence (offline / online)• position in network?
CONTEXT?
ABILITY TO
RESPOND?...but what about customer service?
SCALE /
TREND?
WHO?
• the bigger picture• fit with protocols / rules• consistency with other channels
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• the bigger picture• fit with protocols / rules• consistency with other channels
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• the bigger picture• fit with protocols / rules• consistency with other channels
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?
• how could you respond?• what channels do you have available?• can you respond in time?
CONTEXT?
ABILITY TO
RESPOND?
SCALE /
TREND?
WHO?1. Ignore2. Monitor and review
CONTEXT?
ABILITY TO
RESPOND?
2. Monitor and review3. Respond
3. Action3. Action
PROTOCOLS ROLES CHANNELS
• clear, understood social media policy for staff (at work and at home)• make sure other policies are consistent (eg ICT, HR)• have an agreed system for handling social media relations• 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• working with customer service teams
PROTOCOLS ROLES CHANNELS
• in public vs in private• respond at source?• use existing council presences to reply?• use existing council presences to reply?• be ready for the conversation...
• transparency
• timely
principles
• considered
• appropriate tone and style
• disruption of traditional hierachies/elites
• digitally-enabled community groups
more than just communications
• duty to involve / promote democracy
• more collaborative and participative
future for local government
+44 (0) 7771 701902
twitter: simonwakeman
www.simonwakeman.com/lgcsoc
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