SOCIAL MEDIA: Take control & keep control M AV C O U N C I L L O R D E V E L O P M E N T W E E K E N D 2 0 1 9 S T R AT E G I C , S K I L L E D , I N F O R M E D . R O S S M O N A G H A N , D E A K I N U N I V E R S I T Y
SOCIAL MEDIA OVERVIEW (SPOTLIGHT ON FACEBOOK) SOCIAL MEDIA RULES: DIFFERENT TO REGULAR COMMS? • HOUSE RULES, YOUR RULES, DOS & DON’TS • ORGANISATIONAL VS PERSONAL ACCOUNTS TODAY’S • BEST PRACTICE GUIDELINES • MONITORING & DECIDING WHAT’S IMPORTANT & WHAT’S NOT • DEALING WITH ABUSE & ANGER DISCUSSION QUESTIONS & WHERE TO GET HELP - ANYTIME ABOUT ME I’VE BEEN A JOURNALIST, WORKED IN COMMS FOR BHP & ROSS MONAGHAN OPTUS, WAS THE CEO OF THE MOBILE PHONE INDUSTRY ASSOCIATION. I’M NOW AN ACADEMIC & LOVE TEACHING, TRAINING & WRITING ABOUT COMMUNICATION
OPPORTUNITIES & PROBLEMS
OPPORTUNITIES & PROBLEMS
1 Social Media Overview
SNAP QUIZ What are the three most visited (English language) websites on the planet?
SNAP QUIZ 1 2 3 Why this is important to you: 1) People are searching for informaQon. If you don’t make the informaQon available, someone else will. 2) The web isn’t just text based. People want to see and hear, as well as read. 3) People want to connect with others. The Internet is two-way.
SOCIAL MEDIA PLATFORMS TO CONSIDER Broad and large user base. More It’s the Facebook for professionals. Not a huge user base in Australia, soon… OrganisaQons can also have their but it can be influenQal in reaching own pages. journalists…and if you’re the President of the US. thers … Largely used as a way to share • Pinterest One of the original social media photographs (and short videos), • Snapchat pla_orms - it’s sQll going strong. Many of however it is increasingly being • Reddit the top YouTube user accounts are of used with more text informaQon. • Weibo, Baidu, VKontakte, Taringa… children’s videos.
FACEBOOK Facebook isn’t the biggest channel, but it’s the most influenQal because: MESSENGER IS THE TOP APP BROAD AUDIENCE 200 MILLION IN ACTIVE FACEBOOK GROUPS 40% OF PEOPLE GET THEIR NEWS HERE Typical visits last 10-12 minutes 88% of users access Facebook on their mobile device
S O C I A L M E D I A T I P S GETTING THE MOST FROM FACEBOOK (or any social media channel) Think of the old ABC mission: inform, educate and entertain (inspire). Inform: Council decisions, upcoming events, consultaQon campaigns… Educate: What does council do? How do you make your decisions? What’s the history of the municipality? Entertain/inspire : … Less is more. Focus on quality. Be consistent. You can also ask quesQons too, but be careful… https://cdn.vox-cdn.com/thumbor/KksSTPxukuuyrCHq1bnKlYdzYl8=/0x0:2040x1360/1820x1213/filters:focal(857x517:1183x843):format(webp)/cdn.vox-cdn.com/uploads/chorus_image/image/59172625/mdoying_180118_2249_facebook_0445stills_3.0.jpg
To get the most out of social media use more than just text Photos Text is good for complex issues, Quick and easy to upload from but remember the rules of Plain your phone, but don’t forget to English. Small words, short caption it. MAKE FULL sentences. USE OF FACEBOOK Audio Videos You don’t have to be Steven Not everyone is keen to be on Spielberg, authenticity is key. video. Audio is an option.
2 Social Media Rules
BEST PRACTICE GUIDELINES FOR COUNCILLORS (based on the excellent communications council best practice guide for employees) Think about your public vs private accounts Explicitly staQng why you have the account will help. Make sure you have privacy sefngs in place on private accounts. Be transparent If you comment online, don’t try to hide the fact that you are a councillor. Do not use fake accounts. Ever. Be accurate Just because something is online, doesn’t mean it’s the truth - so be careful. Correct your work, don’t delete and replace it. Be professional Be construcQve, use appropriate language and sound judgement. Don’t post “mad” or “drunk”. Be glad we live in a democracy, and respec_ully disagree.
BEST PRACTICE GUIDELINES FOR COUNCILLORS (based on the excellent communications council best practice guide for employees) Be fair and respec`ul Do not post comments that you wouldn’t say to someone’s face. Be smart Respect other people’s intellectual property and privacy. Don’t spam. Be aware or confidenbality You’re in a privileged posiQon so be careful not to post informaQon that you shouldn’t. Be careful If in doubt, leave it out. Monitor: NSW Supreme Court has just expanded defamabon laws to include comments posted on public Facebook pages.
POLICY IS IMPORTANT Anarchy is rarely good for effecQve communicaQon. Spell out what you expect of your visitors. Let them know about your guidelines/“house rules”. CommunicaQon depts have them for organisaQonal accounts. Simple house rules could include: Mission statement/why I’m here This is a posiQve start. It tells people what you’d like posted/discussed on your page. Posbng guidelines, commonly addressing: Offensive language/content Discriminatory and hateful comments/harassment Inappropriate links & spam/commercial promoQon AcQon you’ll take (for example deleQng comments) You may also like to comment on how long you may take to reply. Think about a regular Qme that you’ll be available online for personal chat. It’s a great way to show you’re listening and available.
KEEPING SAFE FROM HACKERS Hackers can use interacbons with you to obtain or compromise informabon. It’s easy to be a fake Ross: Ross Monaghan < ross.monaghan@deakim.com.au > @themediapod or @themadiapod If something doesn’t look right about the email check the email address, or make a phone call.
S O C I A L M E D I A R U L E S PLANNING IS KEY. BE STRATEGIC. Every bit of communicaQon should contribute to the organisaQon’s “bonom line”. Planning is important. For organisaQons, content calendars help them plan to ensure their objecQves are being met. Ad hoc approaches are counter-producQve. Channels should be consistent. Newspapers and TV news have a format. Planning helps ensure readers/viewers know what to expect and where and when to get informaQon.
DOS AND DON’TS OF SOCIAL MEDIA Share content from your Council’s Facebook page…but be very careful about sharing other content.
MONITOR DECIDE WHAT’S IMPORTANT, AND WHAT’S NOT You can’t control what happens online, but being aware can ooen help stop small issues becoming larger. More soon. Google Alerts can help, but there are many potenQal “distracQons” that could limit your ability to do posiQve work (for the majority) and not just a few trolls. Be careful of “BP neck”. If you’re working or looking for something you’ll always see it. Bought a new car? Suddenly cars like yours are everywhere.
3 Dealing with difficult quesQons
Air Force Web Posting Response Assessment V.2 Air Force Public Affairs Agency - Emerging Technology Division DISCOVERY Web Posting Contact Information Has someone discovered a post Phone: 703-696-1158 about the organization? E-mail: afbluetube@gmail.com Is it positive or balanced? YES NO Evaluate MONITOR ONLY “TROLLS” Avoid responding to Is this a site dedicated to specific posts, monitor bashing and degrading others? the site for relevant WHAT’S IMPORTANT information and YES CONCURRENCE NO comments. Notify HQ. A factual and well cited response, which may agree or disagree with “RAGER” the post, yet is not factually WHAT’S NOT? Is the posting a rant, rage, joke erroneous, a rant or rage, bashing or satirical in nature? or negative in nature. FIX THE FACTS Do you wish to respond NO You can concur with the post, let with factual information stand or provide a positive review. directly on the comment Do you want to respond? board? “MISGUIDED” YES (See Response Are there erroneous facts Considerations) in the posting? NO YES YES NO Let Stand RESTORATION “UNHAPPY CUSTOMER” The chart acknowledges that Let the post Do you wish to rectify YES Is the posting a result of a stand -- no the situation and act negative experience? response. even with all the resources upon a reasonable solution? NO (See Response and money behind the US Respond Considerations) SHARE SUCCESS FINAL EVALUATION Air Force, there are many Do you wish to proactively share Write response for current your story and your mission? circumstances only. Qmes when it’s not worth (See Response Considerations) Will you respond? dealing with some YES YES YES comments/issues. RESPONSE CONSIDERATIONS SOURCING TIMELINESS TONE INFLUENCE TRANSPARENCY Cite your sources Respond in a tone Take time to Focus on the Disclose your by including that reflects create good most used sites Air Force hyperlinks, video, highly on the rich responses. related to the connection. images or other heritage of the Don’t rush. Air Force. references. Air Force.
Recommend
More recommend
