Social Media for Local Government - Amazon S3 · YouTube ‐Google+ and Search Engine Optimization (SEO) Recommend setting up your Google+ page. HELP. CONNECT. SOLVE. Social Media

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- Michigan Association of County Treasurers -

Social Media for Local Government

Winter ConferenceShanty Creek Resort, Bellaire, MI

Tuesday Jan. 29, 2018HELP. CONNECT. SOLVE.

Speaker Introduction

Andrew Belanger | @AndrewJBelangerStatewide Digital Content Administrator

Dept. of Technology, Management & Budget (DTMB)[email protected]@Michigan.gov

HELP. CONNECT. SOLVE.

Social and Digital Governance ‐ Michigan.gov

• Develop, implement and maintain statewide strategies and goals relating to social media

• Provide guidance to admin of SOM social media accounts reaching over 5 million followers across 11 approved platforms

• Provide social media training and share best practices

• Help promote the Governor’s vision for Reinventing Michigan


• Benefits of #LocalGov being active on social media

• Explore social technologies and where to invest

• Discuss social media best practices and social as a service

• Explore policy and guidelines practices for government

Discussion Items


Socialnomics – How Social Media Changes the Way We Live and Do Business

https://youtu.be/PWa8‐43kE‐Q


• Transform public perception of your organization

• Provides opportunity to be more transparent and authentic

• Can improve your customer experiences

• Can drive citizen engagement with limited resources and budget

Benefits of Government Being on Social Media

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Building Better Experiences


Web.

Mobile Applications.

Social Media.

Bridging the Digital Experience


Investing in Mobile‐Ready Services


A Focus on Mobile

MOBILEHELP. CONNECT. SOLVE.

Personal Use of Social Media

How many of you use some type of social media personally?

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Organizational Use of Social Media

How many of your organizations are on social media?


Where to Invest?

Who… do you want to reach?

What… do you want to say?

Where… do you need to say it?

When… do you say it?

How… how do you say it?


• Facebook• Flickr• Google+• Instagram• LinkedIn

• Medium

• Pinterest• Snapchat• Twitter

• YouTube

WHAT: SOM Approved Social Media Technology


WHAT: Creating Baseline Governance


Getting Staff on the Same Page

https://stateofmichigan.sharepoint.com/sites/DTMB/ssmg/SitePages/Home.aspx

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Guidelines Book

Combined guidance and processes into a social media Guidelines Book


Technology/Site: SOM Required Posting Frequency:

Facebook 1 ‐ 2 times per day minimum.

Flickr As determined by content strategy. Should include monthly content posts.

Google+ SOM does not require active content posting. Google+ profile should be completely filled out and branded according to SOM standards. If content is not regularly posted a message should be posted directing followers to engage/follow on other social media accounts.

Instagram 2 ‐ 3 times per week minimum.

ITunes As determined by agency content strategy.

LinkedIn 2 ‐ 3 times per week minimum

Medium 1 times per week minimum.

Pinterest 2 ‐ 3 times per week minimum.

Snapchat 3 ‐ 4 times per week minimum.

Twitter 2 ‐ 3 times per day minimum

YouTube As determined by agency content strategy.

HOW: Content Guidelines Document


Rebranding Social


Launched a searchable Social Media public directory on MI.gov.

2017 Accomplishments


Coordinated Social Campaigns and Activities

Celebrated the 5th statewide Michigan Social Media Day.


It’s not about doing and saying things TO people…

It’s about doing and saying things WITH

people.

Two Way Conversations

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Use social media and emerging web tools to enhance:

• Transparency

• Communication & Info Exchange

• Customer Service

• Collaboration

Creating a Citizen Centric Government



Michigan.gov placed in top five states for “Overall Government Experience” in the Center for Digital Government 2017 Awards.

OVERALL STATE GOVERNMENT EXPERIENCE WINNERS:1st Place: State of Utah2nd Place: State of Indiana3rd Place: State of Arkansas4th Place: State of Michigan5th Place: State of Mississippi

2017 Government Experience Awards


2017 Q3 and Q4 New Accounts

33 Social Accounts Approved:

• Facebook 11

• Flickr 2

• Instagram 2

• LinkedIn 13

• Pinterest 1

• Snapchat 1

• Twitter 3


Investing in Social


Facebook

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1.37 billion daily active users on average and 2.07 billion monthly active users as of Sept. 30, 2017.

Source: Facebook (1/23/2018)

In 2017 Facebook reported over 65 million local businesses were using its free Pages product to connect with customers.

87% of posts to Facebook pages go unanswered.

Facebook at a Glance


Facebook


Facebook ‐ Content Posts and Events


Facebook ‐ Video and Photos


Facebook Messenger

In April of 2017 Facebook’s mobile messenger had 1.2 billion monthly active users worldwide, ranking second among mobile chat apps worldwide.


Facebook News – Focus on Friends and Family Content

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• Don’t over‐post. Posting frequently seems like a good idea but if there is a lack of engagement and shares it may come across as spammy. Focus on 1‐2 posts per day.

• Create content with clear calls to action i.e. quizzes, questions etc.

• Use organic Facebook features and avoid redirects i.e. YouTube

• Limit video length to maximize completion rate.

• Review what posts are doing well in your insights and adjust strategy.

• Consider an Ad Budget.

• In 2017, direct messaging functions expanded. Use to create meaningful discussion.

What Does This Mean?


LinkedIn


How many of you are on LinkedIn?

Audience Use

• How many have logged in during…

The last week?The last month?The last three months?



About LinkedIn

Vision

Create economic opportunity for every member of the global workforce through the ongoing development of the world’s first Economic Graph.

Mission

The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.

500 million users in more than 200 countries and territories worldwide.


About LinkedIn

• Professionals are signing up to join LinkedIn at a rate of more than two new members per second.

• There are more than 40 million students and recent college graduates on LinkedIn. They are LinkedIn's fastest‐growing demographic.

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Personal and Brand/Company Pages


Making a Strong First Impression


LinkedIn Strategy: A Solution to the Depreciation of Organic Facebook Posts


Promoting More Than Just Jobs…

HELP. CONNECT. SOLVE. HELP. CONNECT. SOLVE.

LinkedIn Strategy: A Solution to the Depreciation of Organic Facebook Posts

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LinkedIn currently limits the date range you can pull analytics per their “Export Reports” feature.

LinkedIn Analytics – Export Report Limitations


How Are You Benchmarking? Are You?

Are you benchmarking performance against other organizations?


Twitter


• There are 330M monthly active users

• A total of 1.3 billion accounts have been created

• 80% of active users access the site via mobile

Changing the world 280 characters at a time.

Twitter at a Glance


Customer Service on Twitter


Customer Service on Twitter

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Social as a Service: The New Customer Service


A Focus on Content Creativity


Hosing and Joining Twitter Chats


Twitter Analytics


Use Analytics to Inform Content Strategy


Adding Description to Twitter Photos

https://twitter.com/_Red_Long/status/948578899553865728

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Twitter ‐ Photos


Once posted, the description applied to the image won't be visible but visually impaired people will have access to the description via their assistive technology (e.g., screen readers and braille displays).

Twitter: A Note on Accessibility

https://help.twitter.com/en/using‐twitter/picture‐descriptions


YouTube #MiGovSocial


“YouTube has over a billion users — almost one‐third of all people on the Internet.”

“More than half of YouTube views come from mobile devices.”

‐Source: YouTube.com (1/23/2018)

YouTube at a Glance


YouTube – Consistent Branding


YouTube ‐ Using Playlists

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Auto captioning is not enough:

–It’s often wrong.

–Does not capitalize nor punctuate.

YouTube Accessibility


Optimize YouTube’s Player Settings by checking English.

YouTube Accessibility


YouTube ‐ Google+ and Search Engine Optimization (SEO)

Recommend setting up your Google+ page.


Social Media Risk

The benefits of government being on social media far outweigh the risks. Associated risks to consider…


Blocking, Banning and Muting Users on SOM Social Media Accounts


Blocking, Banning and Muting Users on SOM Social Media Accounts

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Being Proactive


Unblocking all users on all platforms for which there is no documented business case.

Recommend Pratice


Following and “Liking” / Accounts and Content


Standard Practice:

• Michigan.gov social media accounts i.e. mi.gov/socialmedia.

• Other federal, state and local .govaccounts and pages.

• Industry partner and industry influencer accounts and pages.

SOM Social Media User & Page Follower Guidelines


• Twitter Lists are a great way to see categorized content by user.

• You can create and/or subscribe.

• One of the top methods for finding content outside of keyword/hashtag search.

Using Lists on Twitter


Angela Greben, a California paralegal, has spent the past two years gathering information about agencies and politicians that have blocked people on social media—Democrats and Republican alike—filing ethics complaints and even a lawsuit.

An Underreported Issue

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Making Social Media Accessible


• Printed Materials and Documents

• Meetings and Events

• Video or Other Media Production

– i.e. Podcasts

• Electronic Documents

• Websites and Applications

• Social Media

Accessibility Considerations #MiGovSocial


• Avoiding complaints and being forced to become compliant

• Note the term "hearing impaired" ‐ as used in the article headline ‐ is not acceptable and is offensive to D/DB/HH individuals. Obviously we can't change the headline, but we should use accepted terms such as "deaf", "DeafBlind" and "hard of hearing" in our communications

Why Accessibility is Important

http://www.macombdaily.com/article/MD/20171013/NEWS/171019794


• Add photo and video captions/descriptions

• Infographics and images with non‐ADA text on social should include a link to an ADA compliant version on the web

• Create written transcripts for audio podcasts and link in posts/promotion

• Avoid using acronyms

• For hashtags capitalize the first letter of compound words i.e. #MiGovSocial not #migovsocial

General Accessibility Best Practices


Infographic’s – Rise of the Silver Surfer

• Font Size

• Color Contrast

• No Built in URL

• Readability

• Image ALT Text


Credibility and Public Perception

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Facebook Help Center

https://www.facebook.com/help/141636465971794


Photo Accessibility on Facebook

https://www.facebook.com/help/141636465971794

• How can I make my photos accessible to people using assistive technology (ex: screen readers, zoom tools, alternate keyboards, etc.)?

– You can make your photos and photos you add to notes more accessible by including captions. A photo caption provides a text description for people who view it using assistive technologies.

– To add a caption to your photo before you post:

– Click or tab to Say something about this photo

– Type your caption

– When you're finished, click Post

We also use automatic alternative text to generate photo descriptions automatically for the blind and vision‐loss community.


Live Stream Video – Live Captioning


• Use high quality photos and video – size appropriately

• Avoid using acronyms without writing them out

• When sharing a link or resource as a post attachment, customize the title/subject lines and body/content descriptions where possible

• Use bitly or a URL service for long URL’s for links within content posts

• Use common hashtags

Best Practices Across Social Media Technologies


• Look at the big picture

• Find out what people want and need

• Talk less and do more

• Empower your staff

Final Thoughts

[email protected]