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Social Media 201, Next Step Engagement
Nicole Sunstrum is the Social Engagement Coordinator for the State of Michigan. She has a background in political science and education. Over the past 5 years, she has helped develop the State's social media strategy, operating 140 active accounts across multiple platforms and engaging almost 5 million constituents daily. She maintains a website with resources for other government entities on social media policy, procedures, style guides, and best practices. The presentation provides an overview of her experience and lessons on developing goals and strategies for government social media use, content creation, engagement, cross-promotion, and assessment of results.
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Social Media 201, Next Step Engagement
- 1. + Social Media 201 NextStep Engagement @NikkiSunstrum State of Michigan Social Engagement Coordinator May 22, 2013
- 2. + Who I am… NicoleSunstrum • B.S. in Political Science & M.A. in Education • Skilled in making dull things interesting & teaching complicated stuff in ways everyone can understand • Master manipulator of content & small children • Throws parades for fun
- 3. + How I gothere… 2008 ~ Listening and Learning 2009 ~ Participating in the conversation 2010 ~ Strategy and development 2011 ~ Policy, procedure and best practices 2012 ~ The Year of Collaboration and Social Good 2013 ~ Visualization and Innovation • 140 active social media accounts • Operating across three primary and five secondary platforms • Engaging almost 5 million constituents each day
- 4.
- 5. + www.michigan.gov/socialmedia One stop shopfor all things social in Michigan government • Inventory • Policy • Procedures • Style Guide • Resources • Campaigns • Accomplishments
- 6. + Internet-based applications thatbuild on the ideological and technological foundations, which allow the creation and exchange of user-generated content. www.wikipedia.com
- 7.
- 8. +Straight from thecats Meouth
- 9. + Why do Icare about your cat, bacon, & breakfast? Outreach Information Clarification Resources Customers
- 10. + Know before yougo… • Why do I want to engage in social media • What do I hope to accomplish? • Who is my target audience? • Where do I belong?
- 11. + We don’t justtweet press releases. Justification Strategy Goal Development Content Administration Response Engagement Making government personable
- 12. + I’m here…now what? •Assessing sentiment • Identifying influencers • Studying success • Comparing like minds
- 13. + It’s not justwhat you say, but how you say it • Visual • Engage • Show personality • Provide exclusivity • Build an expectation • Analyze
- 14. + Becoming a partof the moment…
- 15. + Entering the realmof social good.
- 16. + Calling attentionto existing practice, recognizing service in new ways, becoming an influencer of the conversation
- 17. + Leveraging connections… LiveChats Video Streams Shared stories Recommendations Advocates Becoming friends with the media, 80-20 rule
- 18. + Town Halls & GoogleHangouts Advocacy, Education and real time exposure
- 19. + Not just one,but many Cross promotion of initiatives, programs and information amplifies our message and presents a unified image. Add tags, photos and links to additional content on your website
- 20. + Standing out inthe crowd Pick one and do it well… • Twitter for customer service • Yelp for recommendations • Vine for sharing tips or events • Pinterest for new product display • Facebook for promotions • LinkedIn for recruitment
- 21. + Caution Don’t… Only connectwith the intent to sell Connect but never interact Spam Copy and paste across networks Forget who you are and why you are here Negate the power of social and that it is forever
- 22. + Assessment Continuous evaluation andadaptation
- 23. + It’s all aboutthe ROI baby • Clicks and impressions and actions, oh my… • $174 • Not all fans are created equally • Ask yourself why does it matter?
- 24.