Don t Tweet That, #TweetThis
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1 Don t Tweet That, #TweetThis Facilitator: Deb Roby, Deputy Director of Motorist Services, Florida Department of Highway Safety and Motor Vehicles Presenters: Pam Goheen, Assistant Commissioner for Communications, Virginia DMV Captain Nancy Rasmussen, Florida Highway Patrol, Deputy Director of Communications, Florida Department of Highway Safety and Motor Vehicles Lieutenant Colonel Jack Miniard, Director of Operations, Kentucky State Police Sherry Bray, Media Coordinator, Kentucky State Police
2 Agencies can Tweet it, Post it, Tag it, Pin it, #HashtagIt then upload it. Social media is all the rage these days and it is something that can be considered in an agency s communication plan. This does not mean that everything is positive when it comes to this new platform, so we will take a look at how some of the jurisdictions are using social media and what are some of the pros and cons.
3 Social Media Pam Goheen Assistant Commissioner Virginia DMV June 23, 2015
4 Customer Feedback
5 Goals Convey positive agency image Provide instant, personalized customer service Win and share stakeholder support
6 Active Outlets tweeting short phrases longer format messages, graphics and links app-based Individual posts can be shared on Twitter and Facebook Fifteen second videos
7 Strategies Customer service answering questions and pointing users to online resources Reputation management positively positioning the agency and debunking myths Consumer education timely, helpful information Promotion products and services
8 Customer Service
9 Reputation Management
10 Consumer Education
11 Promotions
12 Tweet Sheets Schedule of messages per channel 1 Facebook post daily 4 Twitter posts daily 3-4 Instagram posts per week Never etched in stone; remain flexible for current events and hot topics
13 Resources One part-time employee Hootsuite online dashboard tool Call center support lifeline for answering customer service questions Dedicated account for quick responses
14 Lifeline Example
15 Customer Response Phenomenal! Positive interactions = positive posts Most negative comments turned around Customers are pleasantly surprised and appreciative
16 The Good and Bad Honesty and transparency important Customers defend us Set clear expectations, rules of engagement Hours of engagement Reasons for not responding to and deleting posts Crisis plan ready
17 Planning Goals and strategies Management preparation Rules of engagement Voice Policies Employee communications and training Branding
18 Squatting Opening accounts on inactive channels Fully branded Message to redirect visitor to active channels Protect your brand and voice
19 Unfiltered Success
20 (804)
21 Don t Tweet That! Social Media Do s and Don ts June 23, 2015 Captain Nancy Rasmussen Florida Highway Patrol
22 Planning is Key Do you have Social Media disclaimers on your platforms? Do you have Department policies on social media? Do you have a way to keep public records of social media platforms?
23 SM Disclaimer At the Florida Department of Highway Safety and Motor Vehicles our mission is A Safer Florida, and to that end the Department relies on social media outlets such as Facebook, YouTube, and Instagram, to help reach those who we serve. While our main purpose for using social media is to promote public awareness about issues relating to highway safety and motor services, we welcome the free flow of comments and questions.
24 SM Disclaimer However, we remind our followers that views posted on DHSMV s social media sites represent those of the individual or organization responsible for the post and do not necessarily represent the views of the Department. Our social media sites are continuously monitored for posts that are considered to be inappropriate and any post considered to be as such may be removed from the site.
25 Planning is Key Have a set number of posts/tweets a day or week. Target messaging to SM platforms Who in the office is pushing/answering messages.
26 DHSMV Platforms Facebook Twitter Tumblr Instagram YouTube
27 Recruitment Safety Campaigns DHSMV uses social media for: Did you knows (i.e. law, upcoming campaigns) Kudos Office closures
28 FHP K9 birthdays In memory of General traffic conditions Community events Highlighting partnerships DL services Holidays DHSMV uses social media for:
29 K9 birthday
30 What we are saying
31 Best FB post
32 Instagram
33 IG
34 Positive messages
35 Problems of Social Media Family and friends tweeting/ Facebooking from crash scenes Other agencies tweeting pics of crime scenes Instant messaging Coverage of platforms staff
36 Issues with SM
37 Questions? Contact:
38 Don t Tweet That! Lt. Col. Jack Miniard Operations Division Director Sherry Bray Information Office Supervisor
39 Today s Learning Objectives 1. Guidelines for Implementation of a social media project. 2. Pro s vs. Con s 3. Using social media strategically for effective communication
40 Messaging using Cyberspace 1. Going from Telling to Interacting. 2. Going from Limited to Broad audiences expect the uninvited. 3. From analogue to digital reality expect diversity, real-time response.
41 Community Outreach Through Cyberspace 1. The Internet is quickly becoming the world s largest electronic neighborhood. 2. Enhanced Community Service. Facilitate community needs through proactive and reactive communications. 3. Cost effective tool to reach the community. Word-ofmouth marketing for your message/mission.
42 What is Social Media? Forms of electronic communication through which users create online communities to share information, ideas, personal images and other content. -Merriam-Webster
43
44 Why Social Media for KSP? We re Broke it s cheap! Reaches our customers. Develops relationships & maximizes communication Usability almost anyone can operate and navigate through it. Recency instantaneous response from public
45 KSP Social Media Platforms Twitter - 24,600 followers Facebook - 108,000 Likes Blogger - 49,100 page views Instagram 4,490 followers YouTube 1,045 followers; 315,150 views Flickr 34,300 views What s Next? Linked In & Podcast
46 Implementation Develop a Social Media Policy
47 Marketing Value? Is Social Media Effective?
48 The Naysayer Biggest Fear Controlling the message?
49 The Con s. Media plan backfires and goes viral. #mynypd
50
51
52
53 The Pros. Earned Media Community Interaction
54 The Pro s.
55 The Hashtag.
56 #TheDress.
57
58 #TBT
59 Tips for Promoting Your Social Media Cross Promote News Release let people know you have a social media platform. Check current hashtag trends. Link with other agency s to cross promote a campaign/project. Visual tweets with graphics get more engagement. Timing. Are you 24/7 with your updates?
60 Tips for Promoting Your Social Media Utilize prominent spot on website to promote social media site. Utilize current forms of info, such as business cards, signatures, brochures to promote social media. Link with larger websites or more established social media pages.
61 Display it Prominently
62
63 Utilizing social media Share important cases missing person/wanted person cases. 177 Shares on this story Let your fans know when/if a case has been solved.
64 Utilizing social media Show a side of your agency that many people don t get to see everyday
65 Advertise your social media platforms. Utilizing social media
66 Utilizing social media Barcode (QR) applications bar code links person to website, product information, etc. on smart phone applications (QR = Quick Response)
67 Agency Fundraisers Utilizing social media
68 Utilizing social media Traffic Updates Weather Large Events Support Partners
69 Utilizing social media Recruiting Videos Solving Crimes Safety Campaigns
70 Twitter Twitter online social networking service that enables users to send and read text based posts of up to 140 characters.
71 Flicker Flicker an image hosting and video hosting website, web services suite and online community where users can share and embed photographs. Great for posting multiple photos of a news conference and allowing media to choose the picture they want to use.
72 Blogging Blog (Citizen Journalism) is a type of website or part of a website usually maintained by an individual with regular entries of commentary, description of events, or other materials such as graphics or video.
73 Instagram
74 Closing Comments and Questions Contact Information: Lt. Col. Jack Miniard Operations Division Director Sherry Bray Information Office Supervisor
75 So here's to Don t Tweet That, #Tweet This. #aamvarii Download the mobile app and do your first Tweet!
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