Social Media Training for Staff

Transcription

1 Scial Media Training fr Staff Cntents What is scial media? Why use it? Prs, Cns, and Cmmn Sense Scial media as a business tl Scial Media Cw-municatrs Training What makes fr a gd pst? Use tls Gals & bjectives Rules Yur rle in Scial Media Page 1

2 What is Scial Media? Basic idea Scial media is the nline frms f cmmunicating that any individual can emply, which include blgs, micrblgs such as Twitter and scial netwrking sites such as Facebk. Histry Purpse - The purpse f scial media is t allw individuals t cnnect with ne anther electrnically regardless f their physical lcatin. Tday s scial media netwrks allw as few as 140 characters per message and as much as a large paragraph Page 2

3 alng with pictures and the use f varius apps (such as plling and requesting RSVP s) t enhance the message. This netwrk can include games that peple can play with thers users n the same netwrk with whm they have cnnected with. Users can access their scial media pages frm their desktp r Smartphne s. As a business interested in tapping int this netwrk, we can jin in this nline cmmunity and engage users in cnversatins, invite them t events, and infrm them abut new prgrams and facilities. Frms - There are several frms f Scial Media. Each netwrk has a specific fcus. Here are just sme f thse categries. In many cases, yu culd place ne netwrk in tw (2) r mre categries. 1. Blgging -- Wrdpress, Blgger 2. Scial Netwrk -- Facebk, Orkut, Hi5, LinkedIn, Ggle + 3. Scial Curating Pinterest, Etsy, Stmblupn, Tumblr, Evernte 4. Micrblgging -- Twitter, Snapchat, Vine, Vxer, LinkedIn, Vine, Instagram 5. Scial Bkmarketing -- Digg, StumbleUpn, Mixx, Reddit 6. Vide Sharing -- Yutube, Hulu, Vine 7. Brader Cntent Sharing Slideshare, Scribd 8. Frums -- Yah Answers, Ask, Wikipedia There are many sites which fall int ne r mre f these categries. Sme peple even call scial gaming as a part f scial media. If yu can cmment and reply, it s scial. A few ther tls t mentin that yu might find useful: Mutli-netwrk management tls (free) Htsuite, LaterBr URL Shrteners TinyURL, Bitly Picture filtering apps: Instagram, Tadaa, Splitpic, Pic Stitch, Clrblast, Halftne, CmicBk Why Use It? Mst mass-cmmunicatin tls that the City has used in its histry have been f the ne-way variety. These include, but are nt limited t: newspaper PSA s, flyers, brchures, letters, pstcards, banners, psters, etc. These methds get the message ut there, and unless there is direct mailing invlved, we d nt knw wh sees it. Even if it is a flyer that his sent hme with a child, there is n guarantee that the parent actually received the infrmatin. Likewise with direct-mailings, we re pretty sure the individual received the infrmatin, but the infrmatin may nt have been read (as it may have been thrwn ut like junk mail ). Electrnic cmmunicatin ( , web site) imprved ur ability t share infrmatin, and in a much mre cst effective way, but is ften used fr ne-n-ne r small grup cmmunicatin, and while numbers f visitrs t ur site may be knwn, we d nt necessarily knw wh ur visitrs are. Scial media allws us t cmmunicate with a certain amunt f exclusivity (meaning peple have t Like us in rder t get ur messages (and can Unlike us t stp Page 3

4 receiving it). When we pst smething it is nt shared with everyne n the netwrk nly with thse fllwing us r wh are ur fans. The challenge is grwing ur fan base in rder t reach mre f ur custmers. Mst f all, this allws us t have tw-way cmmunicatin. We pst infrmatin, peple Like r cmment back, and we can respnd, keeping the cnversatin ging and pssibly increasing the number f fans invlved in the cnversatin. Tw-way cmmunicatin is the bjective here. The very nature f scial media (everyne + everywhere + anytime + every time) means we must be public and transparent. This makes hnesty imperative. Spin will be apparent and we will nt be able t hide ur flaws r errrs by sugar-cating issues r situatins. This als means we have t knw ur custmers, which requires feedback. We need t ask questins and find ut what ur custmers (city residents r anyne purchasing a service r prgram frm us) want and dn t want. We are ging frm the ld web page mind-set f here s what we have fr yu r pushing infrmatin/prgrams/facilities at custmers (and hping they ll visit ur web site t actually see what we have t ffer) t the new scial media, which is a cnversatin in a new media that is nt urs it is simply ne that we are participating in. With scial media (Facebk, Twitter, Yelp!, YuTube, etc.) cntrl shifts frm us t the custmer. We are n lnger n ur turf... we are n theirs. If we are nt engaged in this medium we will becme bslete and ur custmers will g where they can have cntrl. If we d nt respect the custmer and are nt hnest, we will lse them... and they will tell everyne, everywhere, anytime and every time. Prs, Cns, and Cmmn Sense Prs: 1. One benefit is the simplicity with which peple can cnnect with ne anther. It allws peple t make cnnectins with ld friends as well as new. Peple separated by thusands f miles can cmmunicate with each ther and be part f an exclusive grup (family, classmates, clubs, and shared interests). 2. Anther benefit f scial media is the sharing f ne's ideas t a much wider audience. Thrugh scial media, anyne and everyne can spread his r her thughts t the entire cmmunity f their chsen scial media utlet. This makes it s much easier t cllabrate with thers and find where ne really stands n tpics and what t think f what is ging n arund him r her. Cns: 1. The simplicity f being fund can be viewed as a negative affect f tday s scial netwrking. Unfrtunately, there are individuals wh use netwrks, like Facebk, t find peple wh may nt want t be fund by that individual r wh may prey n peple they dn t knw. The naïve r vulnerable, if careless enugh t arrange fr a face-t-face meeting, may find themselves the victim f fraud r a vilent crime. T a lesser degree, a persn may expse themselves t nline harassment, thugh there are methds available t the user t sever their cnnectin with smene they d nt wish t interact with r hear frm, and t reprt such ffending cnduct. 2. In sme instances, the prblems peple experience with scial media are brught upn by themselves with the psting f inapprpriate remarks, rants, and the use f ful language. Wrse are instances where individuals pst pictures r vides f themselves that may be less than flattering r that is clearly scially unacceptable. Page 4

5 Cmmn Sense: Tday s Internet requires a hint f skepticism, cmmn sense, discretin, and savvy. 1. If it sunds t gd t be true it prbably is. 2. Avid clicking ads, pp-ups, and pening s and links frm senders yu dn t knw. 3. Newspaper Test If yu re writing smething and yu re unsure hw thers may perceive it, then think abut this befre yu pst r click send: wuld I want t see this in the headlines f tmrrw s newspaper fr the wrld t see (as well as my bss, my mther, my kids, r my significant-ther)? If the answer is n, then dn t pst r send it. 4. Knw when nt t respnd. If a respnse is necessary, be careful hw yu respnd seek the input/advice f thers n hw best t prceed. Scial Media as a Business Tl Scial media is the latest platfrm that is used by bth businesses and the public-atlarge t cnnect electrnically fr the purpse f scial interactin. Initially, scial media was develped t allw individuals t cnnect with ther individuals, but due t its ppularity, a large number f cmpanies are expliting its ptential and are seriusly lking t cnnect t the audience. Scial Media Cmmunicatrs Training What makes fr a gd pst? Being accurate infrmatin shuld be duble-checked befre psting, especially when dates, times, lcatins and fees are invlved. Being relevant it s imprtant that the pst be timely Sunding friendly having an ear fr yur wn wrds Being witty if yur pst puts a smile n their face, yu ve created a successful pst Planning ahead yu may want t keep a calendar f imprtant dates (prgram registratins, event dates, hlidays, etc.) Use tls Pictures Plls RSVP fr events Encurage the Like buttn.... Like = awareness. The simplest frm f feedback. Ask peple t Cmment.... Cmment = engagement. The brass ring! Apps that may prvide pprtunities t pst mre effectively r efficiently Gals & Objectives Scial media is part f ur marketing mix and shuld be viewed as part f a strategy t increase brand equity and awareness. It shuld be viewed as ne f the essential tls fr prmting/marketing ur prgrams, services, and facilities. T engage ur fans and fllwers in a dialgue s that we may have an exchange f Page 5

6 Rules infrmatin, ideas, wants and needs. This frmat allws fr tw-way cmmunicatin, and we shuld make the mst f thse pprtunities. SPELL CHECK! d the best yu can t make sure bth spelling and grammar are crrect. We suggest creating yur pst in Wrd r an and using the spell check feature there, and then d a cut-n-paste int the psting bx. Spelling errrs and grammatical errrs will ccur; we just want t keep them t a minimum. NOTE: any captins fr pictures can be edited, s crrect thse errrs when yu find them. OWN YOUR POST! If smene respnds with a cmment t yur pst, be sure t reply. Even if the nly reply is thank yu, yu still need t respnd (that s the whle pint f scial media having a cnversatin). Other ways t respnd wuld be t ask fr any further cmments r ideas, r even redirect them t the department web site (Thanks! Yu can see mre infrmatin n this prgram at ww.westsacfun.rg). We shuld always have the last cmment, as it shws we are willing t keep the cnversatin ging. ALWAYS BE POLITE, especially when respnding t a negative cmment. It s k if smene says smething that stings us a little. Perhaps they are right; the imprtant thing here is that we respnd apprpriately. HOW OFTEN SHOULD I/WE POST? That all depends. One f the bjectives fr putting messages ut n scial netwrking sites is t increase the number f eye-balls that will see this infrmatin. With Facebk, the mre peple see it n their wall (and especially when they click n Like r a picture r make a cmment) the mre likely they are t get future pstings in their Tp News feeds. Fr the Parks & Recreatin Facebk page, tw t three pstings a day is acceptable. WHAT ABOUT INACCURATE INFORMATION? If smene prvides inaccurate infrmatin abut, reply with the crrect infrmatin, but d it in such a way as t nt cause the persn any embarrassment. REMOVE INAPPRORIATE POSTS if smene psts smething that is truly unacceptable (use f ful language, disparaging remarks abut thers, disclsing persnal/private infrmatin, spam pstings Yur rle in Scial Media T be a creative, ambitius, a multi-tasker wh actively stays ahead f industry trends cntributing t the success f the Parks & Recreatin department in all scial envirnments. Help develp brand awareness (Parks Make Life Better!), generate inbund traffic and encuraging prgram participatin and facility visits. Manage scial media campaigns and day-t-day activities. Respnsibilities include nline advcacy, writing editrial, cmmunity-utreach effrts, prmtins, etc. Manage presence in scial netwrking sites including Facebk, Twitter, and ther Page 6

7 similar cmmunity sites, psting n relevant blgs, and seeding cntent int scial applicatins as needed Becme an advcate f the City f West Sacrament and the Parks & Recreatin department in scial media spaces, engaging in dialgues and answering questins where apprpriate Page 7