Take control & keep control M AV C O U N C I L L O R D E V E L - - PowerPoint PPT Presentation

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

DISCUSSION

TODAY’S

SOCIAL MEDIA OVERVIEW (SPOTLIGHT ON FACEBOOK) SOCIAL MEDIA RULES: DIFFERENT TO REGULAR COMMS? QUESTIONS & WHERE TO GET HELP - ANYTIME ABOUT ME

• HOUSE RULES, YOUR RULES, DOS & DON’TS
• ORGANISATIONAL VS PERSONAL ACCOUNTS
• BEST PRACTICE GUIDELINES
• MONITORING & DECIDING WHAT’S IMPORTANT & WHAT’S NOT
• DEALING WITH ABUSE & ANGER

I’VE BEEN A JOURNALIST, WORKED IN COMMS FOR BHP & OPTUS, WAS THE CEO OF THE MOBILE PHONE INDUSTRY

• ASSOCIATION. I’M NOW AN ACADEMIC & LOVE TEACHING,

TRAINING & WRITING ABOUT COMMUNICATION

ROSS MONAGHAN

OPPORTUNITIES & PROBLEMS

OPPORTUNITIES & PROBLEMS

1

Social Media Overview

What are the three most visited (English language) websites on the planet?

SNAP QUIZ

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.

SNAP QUIZ 1 2 3

Broad and large user base. More soon… It’s the Facebook for professionals. OrganisaQons can also have their

• wn pages.

Not a huge user base in Australia, but it can be influenQal in reaching journalists…and if you’re the President of the US. Largely used as a way to share photographs (and short videos), however it is increasingly being used with more text informaQon.

thers …

• Pinterest
• Snapchat
• Reddit
• Weibo, Baidu, VKontakte, Taringa…

SOCIAL MEDIA PLATFORMS TO CONSIDER

One of the original social media pla_orms - it’s sQll going strong. Many of the top YouTube user accounts are of children’s videos.

MESSENGER IS THE TOP APP BROAD AUDIENCE 200 MILLION IN ACTIVE FACEBOOK GROUPS 40% OF PEOPLE GET THEIR NEWS HERE

88% of users access Facebook on their mobile device

FACEBOOK

Facebook isn’t the biggest channel, but it’s the most influenQal because:

Typical visits last 10-12 minutes

S O C I A L M E D I A T I P S

GETTING THE MOST FROM FACEBOOK

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…

(or any social media channel)

MAKE FULL USE OF FACEBOOK

Photos

Quick and easy to upload from your phone, but don’t forget to caption it.

Videos

You don’t have to be Steven Spielberg, authenticity is key.

To get the most out of social media use more than just text

Text is good for complex issues, but remember the rules of Plain

• English. Small words, short

sentences.

Audio

Not everyone is keen to be on

• video. Audio is an option.

2

Social Media Rules

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)

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

• n public Facebook pages.

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: 
 You may also like to comment on how long you may take to reply. Think about a regular Qme that you’ll be available

• nline for personal chat. It’s a great way to show you’re listening and available.

POLICY IS IMPORTANT

Mission statement/why I’m here
 This is a posiQve start. It tells people what you’d like posted/discussed


• n 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)

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.

KEEPING SAFE FROM HACKERS

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

The chart acknowledges that even with all the resources and money behind the US Air Force, there are many Qmes when it’s not worth dealing with some comments/issues.

WHAT’S NOT?

WHAT’S IMPORTANT

Air Force Public Affairs Agency - Emerging Technology Division

Air Force Web Posting Response Assessment V.2

FINAL EVALUATION

MONITOR ONLY

• comments. Notify HQ.

FIX THE FACTS

RESTORATION

“TROLLS”

“RAGER”

• r satirical in nature?

“MISGUIDED”

NO

YES YES YES

NO NO NO

SOURCING TIMELINESS TONE INFLUENCE

RESPONSE CONSIDERATIONS

SHARE SUCCESS

YES YES YES

Web Posting

NO

Let Stand

CONCURRENCE

• r negative in nature.

Contact Information

NO

DISCOVERY

Evaluate Respond

YES YES YES

SIMPLE GUIDELINES

Remember communicaQon is an art, but be guided by policies and your house rules.

LIKE, AND CONSIDER PROVIDING SHORT NOTE OF THANKS

CONSIDERATIONS

As per the US Air Force response guidelines, keep in mind the following: Transparency Disclose you’re a councillor. Sourcing Link to sources of your facts. Timeliness Respond promptly; don’t

• rush. Write, save drao, then

post later. Tone Balance your tone with that

• f the comment’s tone.

Influence How influenQal is the author?

TROLL/RAGER. COMMENT IS CONTRARY TO GUIDELINES? TROLL/RAGER. COMMENTS MEET GUIDELINES? UNHAPPY COMMUNITY MEMBER. HIDE/DELETE COMMENT. IGNORE & MONITOR. ASSESS INFLUENCE. SHORT EMPATHETIC RESPONSE OR LONGER RESPONSE WITH DETAILS. YES NO COMMENT POSTED. POSITIVE/NEUTRAL? NO NO

POSITIVE

COMMENTS

Dealing with (a rare) posiQve comment is easy. Generally, always respond to comments. A “like” is easy, but a short thank you note, maybe poinQng to other issues, will help build a stronger base.

Dealing with difficult questions/negative comments

• nline and offline

It’s about trust. If you’re not trusted, it won’t maner what you say. Research suggests trust is determined by:

• Listening/caring - “I hear that you’re concerned. I’m a parent too and…”
• Competence/experbse - “Our engineering team is highly trained, and have worked
• n this…”
• Honesty/transparency - “If you’d like to see the documentaQon, you can visit…”
• Commitment/dedicabon - “I’m happy to meet you personally to talk…”

Dealing with stressful questions

• nline and offline

For very stressful situaQons there are special rules. When community members are upset or stressed, they will have trouble hearing, understanding and remembering informabon. You need to be clearer than usual, and sQck with three key facts (generally we can cope with seven). 
 The “level seven model” can be useful. Make a statement of caring/empathy, statement, three key messages/facts, repeat key messages, then talk about the future. Building trust is even more important - four factors to remember: listening/caring, competence/experQse, honesty/transparency, commitment/dedicaQon.

QUESTIONS?

LinkedIn: www.linkedin.com/in/rossmonaghan/ Twiner: @themediapod Upcoming MAV Workshop: One day session on social media skills - 6 September 2019.

• leave your email if you’d like details about the workshop

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