Feel the social media fear (and do it anyway)
Jo SmithCommunications manager
Argyll and Bute CouncilSeptember 2011
About Argyll and Bute
Our social media situation January 2011
Overcoming hurdlesNo-one uses
it
No-one will do any work
Our network can’t cope
It’s dangerous
What if we’re inundated?
How will we cope with
negativity?
Social media’s just
for kids
It’s just for fun
11,200 ‘Argyll’ Facebook users
Like saying we don’t have enough paper.
Management issue – remember telephones?
Those 11,200 are over 18s
Design new systems
It’s a business tool – channel shift
The same way we deal with other negative coverage
It shouldn’t happen to a council...
‘Hapless’
‘Forensic’
‘Inexperienced’
‘Intelligent but lazy’
Blog response assessment flowchart
Assessment Discover blog posting about the council. Is it positive?
No
TROLLSIs it a site dedicated to bashing the council?
RAGERIs this a rant, joke, ridicule or satire?
MISGUIDEDAre the facts incorrect?
UNHAPPY CUSTOMERIs this the result of a negative experience form
one of our customers?
FINAL EVALUATIONBase response on circumstances, influence of blogger and prominence of stakeholder. Will you respond?
No
No
No
No
TIMINGTake time to create a good response. Don’t respond in anger.
SOURCESInclude or state your evidence eg links or other references
TRANSPARENCYMake sure council connection is clear
TONEMake sure your tone reflects the council’s professional approach
INFLUENCEFocus on the most influential blogs – don’t respond to all
Evaluation
Response
yes
yes
yes
yes
yes
yes
ConcurA factual and well cited response may agree or disagree with the post, provided it is not
negativeYou can agree with the post, let it stand or
provide a positive reviewDo you want to respond?
No
Let the post stand – no response
SHARE SUCCESSShare the blog with
other
yes
yes
MONITORDon’t respond to specific
posts
FIX THE FACTSRespond on the comment board with correct facts
RESTORE REPUTATIONRectify the situation, respond
and act on a solution
Response considerations
Nine months later...•Releases automatically tweeted
•Live tweets from council meetings
•Emergency announcements
•Using analytics
•24 hour tweet – right now! #whatwedo
•Tall ships winner
•Budget consultation
• 1195 followers and rising
Nine months later•Secured ‘Argyll And Bute Council’ account – just in case
•Team accounts
•‘Spy’ accounts
•Service specific pages and groups in the pipeline – starting with our public halls.
•Council-wide image library
Nine months later...• Dunoon web cam
• Budget consultation
Top tips?
• Get personal• Use analytics• Find a champion• Be bold
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