social media citizen engagement: developing strategy and tactics

#nevadaengage @PRsarahevans

Nevada Summit: Social Media for Citizen Engagement

Building a social engagement strategy

with: Sarah Evans (@PRsarahevans)

Chief Evangelist, Tracky (www.tracky.com) Social Correspondent, Sarah’s Faves (http://sarahsfav.es)

[email protected]


Citizen (and consumer) behaviors have changed

Print newspapers no longer dominate as the

news hub.

“77% of the *mes that viewers watch TV, it is with

another device.” –Stefanos Karagos

Photo credit: h4p://www.flickr.com/photos/dcmetroblogger/6574651159/


It’s the time of the “Davids.”

Photo credit: h4p://www.flickr.com/photos/antmcneill/7195854110/


Your branded content = spam

Photo credit: h4p://www.flickr.com/photos/thomashawk/362270357/


TAKE STOCK: Content Engagement

•  Blog posts on your blog – Tips – Tools – White papers

•  Guest posts you contribute elsewhere •  Guest posts from others on your site


TAKE STOCK: Social Engagement

•  Twitter •  Facebook •  Linkedin •  Google+ •  Instagram

•  Pinterest •  Reddit •  YouTube •  Tumblr •  Boards and Forums


Know your end goal:

•  Get people to share, like, retweet •  Reach more stakeholders in your

community •  Citizen contribution (i.e. user generated content)

•  Provide updates, information •  Push agenda (engagement is insignificant)


6 forms of online engagement

1.  Proactive on your site (I’m here to tell you something)

2.  Reactive on your site (I’m responding to something you posted)

3.  Proactive on their site 4.  Reactive on their site 5.  Proactive on social

networks 6.  Reactive on social

networks

Create your communica*on matrix for each scenario!

Photo credit: h4p://www.flickr.com/photos/10ch/3346820651/


Local crisis center needs diapers


Develop your (earned) formula

•  In person events –  Forums –  Meet and greet

•  Print content –  There’s still an audience

for this •  Website

–  The most credible of your online presence

–  SEO

•  Blog –  Forget the press release

(if you can), this can be your communication hub

•  Social –  Twitter –  Facebook –  Tumblr –  Instagram

•  Mobile (iOS, Android, Windows)

–  Text –  Apps –  Mobile site


Sometimes, one person can change the game.

•  Personal •  Funny •  Inspirational •  Real issues •  Builds audience •  Public/transparent


The way news trends is different. Nuances like:

•  American Express OPEN Forum guest post –  Top trending posts are shared on Mashable –  Reach on one of the top 300 sites in the world

•  Facebook’s EdgeRank –  Filters content. On average 16-20 percent of fans will see your content (source) –  Tag everything –  Get likes, shares, comments

•  Twitter’s Trending Topics –  Number of people using hashtag matter (not repeat tweets or multiple uses of

hashtag in one tweet) –  Generated by an algorithm – what’s being talked about right now

•  Featured on Instagram Explore Page –  Must have more than 10,000 followers –  Unknown, but need a lot of likes (i.e. 500+) and from popular people

•  Reddit Front Page –  Submission time (9a EST) –  First 10 upvotes have the same weight as next 100 upvotes (get them quick) –  Type of content (e.g. photo via Imgur) and subject matter (e.g. meme, rage comic)


You have to understand what topics are important to people or

likely to generate a response. Great on: Reddit Instagram Tumblr Facebook Buzzfeed Google+

Not so great on: Linkedin Quora

Great on: Google+

Not so great on: Everywhere else

Great on: Twi4er Google+ Instagram Pinterest Linkedin

Not so great: Facebook

#


The engagement doesn’t always “come to you.”

Look for opportunities.


Search public Facebook posts: http://www.fbsearchresults.com/


Social Engagement Communication Toolkit

•  Tactical arsenal •  1-2 page online crisis overview

–  Pre-approved landing page, general statement to go live during crisis •  Communication and response matrix

–  When will you respond –  When will you not respond –  When do you take the conversation offline

•  Usernames and passwords •  List of hashtags, nuances, habits of each network •  Contact information of all team members •  Structure of accountability

–  Producers –  Listeners –  Delegators –  Ambassadors –  Approved employees


Create a volunteer-base of third party ambassadors who serve as

an extension of your team. •  Briefed at the same time as your

employees •  Bring in to get to know the organization •  Provide them high level talking points, but

trust them •  Alert them when they need to mobilize •  Have a backup plan


Improve your workflow to do better, not more

•  Automate blog sharing to social sites: Dlvr (dlvr.it)

•  Schedule ongoing information, evergreen: Buffer (bufferapp.com)

•  Make Facebook easier to post: PostRocket (getpostrocket.com)

•  IFTTT (ifttt.com) •  Tracky for social editorial

calendar, toolkit (tracky.com)


Questions?

social media citizen engagement: developing strategy and tactics

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