Social Networking: An Overview

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Social Networking An Overview

• Government Uses and Benefits

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Nicole Sunstrum

• Social Communications Specialist
• Chair, Statewide Social Media Board

_at_sunstrumn sunstrumn_at_michigan.org www.linkedin.com
/in/sunstrumn www.facebook.com/nikki.sunstrum
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DEFINED

• Internet-based applications that build on the
  ideological and technological foundations, which
  allow the creation and exchange of user-generated
  content.
• www.wikipedia.com

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The inventory

• competitors

• major players

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Future or Fad?

• State of the Internet
• 107T of emails sent in 2010
• 3.3B of email accounts globally in 2012
• 294B average of emails sent each day
• 2.1 Billion users across the globe
• 45 of internet users are under age 25
• 555M websites worldwide, 300M created last year
  alone

• TRILLION
• BILLION
• MILLION

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Future or Fad?

• State of the Social Media
• 2.4B Social networking accounts worldwide
• 800M registered Facebook User
• 225M Twitter accounts
• 62 of adults have a social profile, 55 in
  America
• Social commerce sales are expected to reach
  14.25B in 2012
• 90 of marketers use social media channels for
  business

• TRILLION
• BILLION
• MILLION

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Future or Fad?

• State of the Social Media
• YouTube videos get 4B views per day
• 340M Tweets are sent every day
• Time spent/person/month on Facebook 8hours
• 54 of monthly Facebook users (901M) access via
  mobile
• Pinterest is now the 3rd largest social network
  with 11.7M users
• The average Pinterest user has 2,677 pins

• Each year
• Every day
• Per hour
• In the last second

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www.michigan.gov/socialmedia

• Full inventory, Resources, Policy, Best
  Practices, Helpful hints

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Government Uses
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Strategy

• What outlet is the right one for you?

• Why would a social presence be of benefit to your
  organization?
• How are you providing additional value?

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Strategy

• Identifying your online customer
• Determining goals and your return on investment
• The Rules of Engagement

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Creation

• www.facebook.com/pages
• Store hours, info, staff
• Spread the word! Rubber stamps, flyers,
  postcards, bag stuffers, receipts
• Vanity URL, branded welcome page

• Get started
• Identify Yourself
• Target
• Be unique

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Make them Like You!

• Start simple
• Shared stories
• Mentions and collaboration

• Support promotional efforts across multiple
  channels
• Create a buzz.decorate for season
• Social plug-ins
• Facebook advertisements

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Content

• Diversify

• Collaborate

• Photos, Videos, Questions, Polls, etc.
• Pick a theme, build an expectation
• Have a contest
• Join Foursquare

• Seek out likeminded thought leaders
• Analyze response patterns and post accordingly.
• Recreate the mundane
• Be exclusive

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Developing a Unified Message
Infographics and pictures, like this one, which
include statistics, quotes or important messages
are much more likely to be shared and seen.
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Developing a Unified Message

• Best Practice
• Cross promotion of initiatives, programs and
  information amplifies our message and presents a
  unified image.
• Add tags, photos and links to additional content
  from michigan.gov

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Developing a Unified Message

• Best Practice
• Create a message that is unique to your audience.
  Edit content to provide relevant information and
  value to your followers on requested share topics.

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Developing a Unified Message

• Best Practice
• Using Twitter account _at_usernames and standardized
  hashtags allows you recognize fellow accounts and
  create a one stop resource for citizens on a
  given initiative.

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Rules of Engagement

• Policy
• Site creation
• Style, images, content, disclaimers
• There is no expectation of privacy
• Confidential information, defamatory or
  derogatory postings
• Reinforce proper usage, activities,
  professionalism, no advertising

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Answer your phone

• Schedule, monitor, reply.

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Get Noticed

• Things to do now

• Be an Influencer

• Follow their company
• Add them to a Twitter favs list
• Find their blog, comment, share and tweet it

• Share their Facebook Posts and RT them
• Create a buzz.Hashtags
• Show your expertiseKlout

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Party v. Professional
Know the risk avoid oversharing Tweet Responsi
bly
Be smart about privacy Post a Disclaimer
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Caution

• Dont
• Only connect with the intent to sell
• Connect, but never interact
• Spam groups

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Maximize your efforts
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Apps
Create a Tab Feature presentations via Slideshare
Share your reading list, events calendar or poll
your network
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Advertise

• Draw some extra attention.
• Facebook offers an exceptional targeted
  advertising service.
• Consider promoting your next event.

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ROI

• Metrics
• Measurements
• Analytics
• Evaluation

• How do you quantify good customer service?
• Value Response
• Growth
• Can you afford to not participate?