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Guidelines for incorporating social media into your outreach strategy Todd Mc. Gee, NACIO President N. C. Association of County Commissioners Director of Public Relations
Social Media – Who is using it? • • • More than 76% of U. S. households have Internet Access More than two-thirds of Internet users report using at least one social media site Americans spend more time on-line on Social Media sites than any other activity Facebook and You. Tube attract more than 100 M unique users per month in U. S. Demographics skew to a younger audience, but don’t forget the geezers. Top Web sites in U. S. 1 Google. com 2 Facebook. com 3 You. Tube. com 4 Yahoo. com 10. Twitter. com 12. Linked. In. com 13. blogspot. com 18. Tumblr. com
Social Media – What sites should you use? • • • There a lot of sites out there Concentrate on the big three – Facebook, Twitter and You. Tube Don’t forget about your county website
Social Media – Why should you use it? • • • Allows you to control your message Gives you instant access to your citizens Enables you to receive feedback easily Gives you access to people who don’t consume traditional media Easy
Social Media – How do you do it? • • • Plan Branding Content
How to develop a policy • • • Internal resources § County manager § County attorney § IT § Public Information Officer § Emergency Management External Resources www. nacio. org
What the policy should address • Guidelines for use of sites • Who will update sites • What will go on sites • Archiving sites to comply with public records laws
Issues to consider • • • Social Media rapidly evolving Departments vs. County Public Comments Social media sites place restrictions on accepted posts Local governments can adopt even stricter rules for posts
Social Media – It ain’t free, but it’s pretty darn close • • Sites are free Do require dedicated resources Integration is key (and easy) Equipment and software not expensive
Social Media – It ain’t free, but it’s pretty darn close • • • Webcam - $50 Handheld HD movie camera (Kodak ZI 8) - $100 Accessories – tripod, camera bag, memory card, microphone - $150 Video editing software - $100 Microphone for computer ($25) Skype account (free) or gmail
Can you become the next media mogul?
Steps to becoming a multimedia sensation • • • Sign up for all the various accounts: • www. facebook. com • www. twitter. com • www. youtube. com Link your Facebook, You. Tube and Twitter accounts through your You. Tube account – automatic video updates Link Facebook and Twitter accounts – status updates
Content is key • • Update sites regularly (at least 2 -3 times per week, but more – especially if you are allowing comments) Twitter – aim for daily updates, but no more than 3 x per day Links to news articles or TV reports, press releases, etc. Drive traffic to county Web site whenever possible Post Twitter feed on Web site Post links to You. Tube and Facebook on Web site Get creative No PIO? No problem.
Additional Resources • • • Use Picasa Web Albums (Google photo-sharing albums) BSR Screen Recorder (www. thesilver. net) Skype (www. skype. com) Gmail (www. gmail. com) Slideshare (www. slideshare. net)