Desiree  Peterkin  Bell     1  

Municipal Marketing and Building Brands

A  Fundamental  Shi6  in  How  We  Communicate  and  Convey  InformaAon  

•  Social  Media  is…  !  Any  tool  or  service  that  uses  the  internet  to  facilitate  conversaAons.  

!  Ability  to  idenAfy  and  engage  influenAal  people  online.  

!  The  great  democraAzaAon  of  content  and  influence.  

4  E’s  Of  Social  Media  

•  Engage  to  Connect  CommuniAes,  Resources  and  InformaAon  

•  Empower  and  create  opportuniAes  on  any  scale  

•  Evaluate  the  impact  and  reach    

•  Evolve  the  use  of  social  media    

 

BE  BOLD  

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Using  Social  Media  for  Major  Events  

•  Simplify  Your  Content    –  Users  want  the  facts,  keep  it  short.  

•  Posts  should  encourage  interacAon.  (Ex:  “Let  us  know  what  part  of  ______  you’re  most  excited  about!”)  

 

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Using  Social  Media  for  Major  Events  

•  Visuals  are  exciAng  and  catch  the  aaenAon  of  users.  Engage  your  audience!   Have Messaging Prepared For Emergency

Situations – If something happens at your event, social media is the first place people (members of the press and the public) will look for answers. You should always have some basic messages ready to go.

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Proven  Success  

•  The  Wawa  Welcome  America!  FesAval  ‘s  Facebook  page  “Likes”  have  grown  209%  since  2012.  

•  During  the  2014  fesAval  (7-­‐day  period),  more  than  2.6  million  impressions  were  made  on  Facebook.    

•  The  fesAval’s  Twiaer  followers  have  increased  by  322%  since  2012.    

•  During  the  2014  fesAval,  more  than  436,000  impressions  were  made  on  Twiaer.    

•  The  GORE-­‐TEX®  Philadelphia  Marathon’s  Facebook  page  “Likes”  have  grown  by  164%  since  2012.    

•  During  Race  Weekend  2014  (3-­‐day  period),  nearly  765,000  impressions  were  made  on  Facebook.  

•  The  race’s  Twiaer  followers  have  increased  by  236%  since  201  

•  During  the  2014  race,  more  than  183,000  impressions  were  made  on  Twiaer.      

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Social  Media  Policy  

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Why  Is  Social  Media  Policy    is  Important?  

Purpose:  •  To  establish  standards  and  responsibiliAes  for  the  acceptable  use  of  social  media    

•  Governs  the  use,  administraAon,  management,  monitoring,  and  retenAon  of  social  media  and  social  media  content  

•  Holds  employees,  departments  and  agencies  accountable  that  use  social  media  on  behalf  of  the  enAty.    

•  Here  is  a  link  to  our  Social  Media  Policy:  hap://goo.gl/Lak85L    

Desiree  Peterkin  Bell  City  of  Philadelphia  

215-­‐686-­‐2192  

@DPBell