We’re on Social Media… Now What? Iowa League of Cities Annual Conference
Introductions
Who am I? Hired in January 2017 to manage all City marketing and communications (including social media). Manage 15 difgerent social media account s across four networks for the City. Social media became a “thing” when I was in college - Facebook (2004) and Twitter (2006) Danielle Rogers 15+ years of experience - worked in Community Marketing Manager marketing/comms for a sports team, corporate Newton, Iowa employer and now in local government.
Four Truths About Social Media
It’s frustrating.
It’s not always easy.
It’s always evolving.
It’s vital.
The Fab Four Social Media Networks
Don’t go for the Social Media by the Numbers* next new social *MAU = monthly active uses media. Facebook (2.23 billion) ● Instagram (1 billion) ● Twitter (335 million) ● Ask yourself this question: Nextdoor (27 million) ● Where are your residents? Source: (1) Bufger, (2) HBS Digital Initiative The answer: probably on one of these four platforms.
Facebook is a volatile place ● right now Negativity ○ Political strife Facebook ○ Information overload ○ BUT… many of your residents ● are on Facebook. You can’t control who “likes” or ● “follows” your page.
You SHOULD use a REAL profile to manage a page or risk losing your ability to use the network. (Facebook’s Terms of Use)
Twitter is for quick, short ● bursts of information. Can be important for crisis ● Twitter information. Your residents may not be on ● Twitter but it’s important to have an account.
Showcase what is happening in ● your community with visuals - Instagram all you need is a phone! Photo-centric; show ofg ● attractions, businesses, organizations, etc.
A single channel to easily ● broadcast information across your neighborhoods. People on Nextdoor LIVE in ● Nextdoor your community - you are certain to reach your residents on this network. Reports that track ● neighborhood level membership and activity
Types of Content to Share
Emphasize visual content.
They really work! And you don’t need to be a graphic designer. Sometimes simple is best.
Boast about your city.
You know you’re the best. However, not all of your residents know that.
Make announcements.
Share your own news. Sometimes you need to get something out there fast - social media can help that.
Build relationships.
It’s not just what you know, it’s who you know. Get conversational with your residents. Show your human side.
Emergency response & preparedness.
Prepare for, respond to and recover from a disaster. In times of crisis, connecting and building community is more important than ever.
How we used social media during the derecho... Used the Local Alert ● feature on our verified government page as soon as the storm was over. Posted daily updates ● with a lot of information.
How we used social media during the derecho... Shared clean-up ● information. Provided ● information from state and federal levels And continue to share information to the community.
65 41,016 posts in 37 days engaged users 472,023 395,931 impressions accounts reached
Because we used social media... When the next potential incident happened… people got the information they needed. This post, about potential severe weather about 17 days after the derecho, reached over 57,302 people, had 10,153 engagements and had 598 shares.
Tips to Make Social Media Work for You
Be consistent.
Set realistic expectations.
Ignore the trolls.
Tools to Make Social Media Work for You
Organization that supports the largest network of public sector Government Social social media professionals. Professional Association ● Media Facebook Group ● Facebook also has a team ● called “Facebook for Connect with folks that are Government, Politics and using social media on a daily Advocacy” that can be helpful. basis. https://www.facebook.com/gpa/ ○
Two versions: ● Free (forever) ○ Pro ($9.95/month) ○ Can download a desktop app, ● Canva mobile app or use the tool on the web. Allows you to create ● Use this tool to create graphics consistent, branded content for your posts! quickly and easily.
Canva Desktop App (canva.com)
Some of the networks have their own scheduling tools; Scheduling tools Facebook/Instagram - Native ● Publishing Tools and/or Creator Studio Use the native scheduling tools Twitter - Native tool and/or ● or sign up for a tool like Tweetdeck Hootsuite or Sprout Social.
hootsuite.com
business.facebook.com/creatorstudio
facebook.com/[YOURPAGENAME]/publishing_tools
tweetdeck.com
Putting a simple calendar ● together allows you to organize your thoughts and plan ahead. Content Calendar Use a template - whether it’s a ● Google Sheet, Microsoft Excel or even a regular paper A content calendar makes calendar. things easier.
Questions?
Contact Information danieller@newtongov.org Follow the City of Newton… Facebook ● City of Newton, Iowa - Government ○ Get to Know Newton ○ Newton Police Department, Iowa ○ Newton Fire Department ○ Newton Parks & Recreation ○ Twitter (@gettoknownnewton) ● Danielle Rogers Instagram (@gettoknownewton) ● Community Marketing Manager Newton, Iowa
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