Engaging through social media. Carl Holloway, Senior Communications Officer, Preston City Council
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- Irene Barton
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1 Engaging through social media
2 What are the benefits of using social media? o Cost effective most channels are free or have a small cost aside from staff time. o Instant direct communication with a mass audience. o Be accessible to community and have a human face. o It offers people the opportunity to get feedback, two-way communication. o It allows you to get your message across without being edited by a newspaper and you can beat them to it.
3 What channels should we use? o Only you can decide that but be realistic about your resources. o Use the channels that will have the most impact for you. o Facebook is the worlds most popular site. o Twitter is great for communicating with businesses. o YouTube is the 3 rd most visited site in the world. It can be embedded on your website. o Flickr is a great photo sharing site with an active community.
4 How can we maximise the potential of social media? o You should have a clearly defined strategy and goals that are linked to your overall communications strategy. o Use the channels to drive traffic through to your website and monitor the success. o Use them all together, they are all designed to link in with each other. o Use it alongside traditional media for maximum impact. o Build social media into your campaigns. o Always evaluate.
5 How can we measure the impact? o Website traffic monitor the number of visitors to your website who clicked through from your channels. o Feedback Followers and friends will leave feedback, measure how much is positive and negative. o Klout and council monitor. o Followers and Friends you will know how many people have access to your messages. o Enquiries through contact centre.
6 Should we develop a social media strategy? o Yes, if you don t have clear goals then you won t know how to achieve them. o It provides a justification for using social media. o It gives guidelines to other departments and teams on how to use social media. o It should cover your objectives, evaluation and metrics, potential risks and problems as well as solutions. o It s not a fixed document, social media changes, keep revisiting it.
7 We are already using all those channels, how else can we use social media to engage? o Live broadcasting of events and meetings. o Broadcasting live from election counts can involve and engage citizens in democracy. o Broadcasting important meetings such as budget council involves citizens in important decision making. o Tools such as Cover it Live and Ustream are simple and free to use. o They allow viewers the opportunity to comment on events unlike on TV.
8 Do you have any tips or advice? o Be in control of your channels, don t allow other departments in your organisation to set up channels without you knowing. o Your channels should be an extension of your website. Cost in designing your social media channels too. o Challenge resistance, social media is here to stay and the benefits far outweigh the negative. otake a common sense approach. o Put in the effort. It can take time to build engagement but it s worthwhile.
9 Some things for you to consider o Check your pages regularly and keep them up-to-date. o Feedback from friends and followers need to be monitored and responded to. o Don t forget about traditional media. o Set up RSS feeds from your website, and use tools like Twitter feed to avoid duplication.
10 Thank you for listening. Please feel free to contact us:
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