1/25/2018. Speaker Introduction. Discussion Items. Social and Digital Governance Michigan.gov

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1 Speaker Introduction - Michigan Association of County Treasurers - Social Media for Local Government Andrew Statewide Digital Content Administrator Dept. of Technology, Management & Budget (DTMB) belangera3@michigan.gov socialmedia@michigan.gov Winter Conference Shanty Creek Resort, Bellaire, MI Tuesday Jan. 29, 2018 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 Discussion Items 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 Help promote the Governor s vision for Reinventing Michigan Socialnomics How Social Media Changes the Way We Live and Do Business Benefits of Government Being on Social Media 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 43kE Q 1

2 Building Better Experiences Bridging the Digital Experience Web. Mobile Applications. Social Media. Investing in Mobile Ready Services A Focus on Mobile Personal Use of Social Media MOBILE How many of you use some type of social media personally? 2

3 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? WHAT: SOM Approved Social Media Technology Facebook Flickr Google+ Instagram LinkedIn Medium Pinterest Snapchat Twitter YouTube WHAT: Creating Baseline Governance Getting Staff on the Same Page 3

4 Guidelines Book HOW: Content Guidelines Document Combined guidance and processes into a social media Guidelines Book Technology/Site: Facebook Flickr Google+ Instagram ITunes LinkedIn Medium Pinterest Snapchat Twitter YouTube SOM Required Posting Frequency: 1 2 times per day minimum. As determined by content strategy. Should include monthly content posts. 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. 2 3 times per week minimum. As determined by agency content strategy. 2 3 times per week minimum 1 times per week minimum. 2 3 times per week minimum. 3 4 times per week minimum. 2 3 times per day minimum As determined by agency content strategy. Rebranding Social 2017 Accomplishments Launched a searchable Social Media public directory on MI.gov. Coordinated Social Campaigns and Activities Celebrated the 5 th statewide Michigan Social Media Day. Two Way Conversations It s not about doing and saying things TO people It s about doing and saying things WITH people. 4

5 Creating a Citizen Centric Government Use social media and emerging web tools to enhance: Transparency Communication & Info Exchange Customer Service Collaboration 2017 Government Experience Awards 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 Utah 2nd Place: State of Indiana 3rd Place: State of Arkansas 4th Place: State of Michigan 5th Place: State of Mississippi 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 5

6 Facebook at a Glance Facebook 1.37 billion daily active users on average and 2.07 billion monthly active users as of Sept. 30, 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 Content Posts and Events Facebook Video and Photos Facebook Messenger Facebook News Focus on Friends and Family Content In April of 2017 Facebook s mobile messenger had 1.2 billion monthly active users worldwide, ranking second among mobile chat apps worldwide. 6

7 What Does This Mean? 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. LinkedIn Audience Use How many of you are on LinkedIn? How many have logged in during The last week? The last month? The last three months? About LinkedIn About LinkedIn 500 million users in more than 200 countries and territories worldwide. Professionals are signing up to join LinkedIn at a rate of more than two new members per second. 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. There are more than 40 million students and recent college graduates on LinkedIn. They are LinkedIn's fastest growing demographic. 7

8 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 LinkedIn Strategy: A Solution to the Depreciation of Organic Facebook Posts 8

9 LinkedIn Analytics Export Report Limitations How Are You Benchmarking? Are You? LinkedIn currently limits the date range you can pull analytics per their Export Reports feature. Are you benchmarking performance against other organizations? Twitter Twitter at a Glance 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. Customer Service on Twitter Customer Service on Twitter 9

10 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 10

11 Twitter Photos Twitter: A Note on Accessibility 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/picture descriptions YouTube #MiGovSocial YouTube at a Glance YouTube has over a billion users almost onethird of all people on the Internet. More than half of YouTube views come from mobile devices. Source: YouTube.com (1/23/2018) YouTube Consistent Branding YouTube Using Playlists 11

12 YouTube Accessibility YouTube Accessibility Auto captioning is not enough: It s often wrong. Does not capitalize nor punctuate. Optimize YouTube s Player Settings by checking English. 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 12

13 Being Proactive Recommend Pratice Unblocking all users on all platforms for which there is no documented business case. Following and Liking / Accounts and Content SOM Social Media User & Page Follower Guidelines Standard Practice: Michigan.gov social media accounts i.e. mi.gov/socialmedia. Other federal, state and local.gov accounts and pages. Industry partner and industry influencer accounts and pages. Using Lists on Twitter 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. An Underreported Issue 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. 13

14 Making Social Media Accessible Accessibility Considerations Printed Materials and Documents Meetings and Events Video or Other Media Production i.e. Podcasts Electronic Documents Websites and Applications Social Media #MiGovSocial Why Accessibility is Important 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 General Accessibility Best Practices 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 Infographic s Rise of the Silver Surfer Credibility and Public Perception Font Size Color Contrast No Built in URL Readability Image ALT Text 14

15 Facebook Help Center Photo Accessibility on Facebook 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 Best Practices Across Social Media Technologies 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 Final Thoughts Look at the big picture Find out what people want and need Talk less and do more Empower your staff Questions? socialmedia@michigan.gov 15

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