South Bay Cities COG Social Media Working Group December 13, 2018
Who is Tripepi Smith? • PR/Marketing firm specializing in Public Sector Digital Comms – Team of 14+ employees • 80+ Clients in past year • We cover the Western U.S. (mainly SoCal & NorCal) • Active Sponsors/Clients in CCCA, LOCC, MMASC, MMANC… • 30% Annual Growth
Why we social media for community engagement 1. Cost-effective 2. Print media is dying 3. Multiple managers 4. Content is visual 5. Easy customer service 6. ‘Canary in the coal mine’ 7. Metrics!
Which social media sites do you have?
Why Tripepi Smith likes Facebook • #3 website • 68% of Americans – Only 51% of teens – 41% of seniors • 58 minutes per day, 10-12 min. at a time • 7-10 ad clicks/month • Instagram tie-in
Challenges of Facebook • Fake news • Hyperactive Groups – Create your own! • Replying quickly • Small growth • Low Reach, Low Engagement – Video > Photo > Text/Link
Why Tripepi Smith likes Nextdoor • Cities are about PLACE. So is Nextdoor. • High penetration rate • “Urgent Alerts” feature • GIS integration for targeted messaging • Every member sees every Agency post!
Challenges of Nextdoor • Cities may HATE it. Cities have to use it. • Cities co-opted into its growth • Can’t view convos in Neighborhoods
Social media success requires planning 1. Social Media Strategy 2. Social Media Policy 3. Content Calendar 4. Event promotion plan 5. Photos & videos (Live?) 6. Templates for crises 7. $$ for Boosting Posts
What does success look like for you? • Am I making time to analyze my agency’s social media metrics on a regular basis? – Can I easily explain ‘spikes’ and ‘valleys’ in metrics? • Can I provide a year-over-year growth statistic for the size of my agency’s social media audience? • Do I know what content resonates best? • How much of my community knows about our social media sites and Likes/Follows us? • How much engagement is happening?
Social Media Strategy 1. Social Media Audit 6. Crisis Management 2. Goals & Objectives 7. Governance/ Security Plan 3. Budget 8. Reporting 4. Tactics 5. Tools
Social media requires lots of content • Feature Stories • Press Releases / Media Advisories • Community Updates • Pictures • Event Announcements • Videos (Live?) • National “Days” • Sharing Others’ Posts • “At Event” Updates
Communications Calendar Event / Issue Comms Due Date Date of Distribution Notes Item for Edits Publication Channels 2019 State of the City Media Advisory Monday, June 20 Thursday, June 23; Local Press; City News; Event on Thursday, July 7. Tuesday, July 5 Facebook; Twitter; Nextdoor 2019 State of the City Speech Wednesday, June 8 Friday, June 10 Delivered to Mayor Event on Thursday, July 7. 12th Annual Disaster Press Release, Wednesday, June 8 Thursday, June 9 Local Press; City News; Event on Saturday, June 11. Preparedness Day Social Media Post Facebook; Twitter; Press release will feature Nextdoor disaster preparedness tips for families. Flag Day Social Media Post Thursday, June 9 Tuesday, June 14 Facebook, Twitter Flag Day on Tuesday, June 14. Father's Day Social Media Post Wednesday, June 15 Sunday, June 19 Facebook, Twitter Father’s Day on Sunday, June 19. Friends of the Library Tuesday, June 14 Tuesday, June 21; Press Release, Local Press; City News; Event on Tuesday, June 28. Musical Open House Social Media Post Monday, June 27 Facebook; Twitter; Nextdoor
Free Social Media Planning Template tripepismith.com/smguide
105 Free Social Media Content Ideas tripepismith.com - Insights
Facebook • Boosted Event – Parade of Lights • Ideal engagement on a Post about the Event: users tagging friends and family to share the news, increasing our Reach
Sometimes, posts don’t need to be Boosted – they do fine on their own
Consider: Monthly Dashboard Report
Social media is just 1 tool in toolbox • Website – what are your 10 most-viewed pages and Site Search phrases? • Email – Constant Contact, GovDelivery, MailChimp, etc. • Emergency Alerts – Nixle, reverse 911, WEA, etc. • Collateral – Utility Bill inserts, flyers, mailers, etc.
Don’t forget: choose strong passwords • Mix upper & lower case • Special characters • No birth years or sequential #s • Longer = better
Create a Google Alert for your agency • Remember: use “exact match” for your agency • Can either get notifications by email or in realtime
Questions? Jon Barilone 949.742.2198 jon@tripepismith.com
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