2010: PA Parks & Rec Soc: Getting Your Agency's Message Out
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The document discusses how Morris County, NJ automated their social media presence to disseminate information with less effort. They used tools like Blogger, RSS feeds, Scribd, YouTube, Twitter, Facebook and Hootsuite to automatically publish press releases, documents and videos. This allowed two web staff to reach constituents across multiple social media channels with minimal ongoing work. Automating the process through these free or low-cost tools helped the county get their message out to more people through social media.
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2010: PA Parks & Rec Soc: Getting Your Agency's Message Out
- 1. Getting Your Agency’s Message Out More Social Media Channels With Less Effort Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters April 15, 2010
- 2. What you’ll learn… • A bit about Morris County NJ • How our social media use evolved • Which social media tools we use & why • (semi) Automating the process • Things to consider
- 3. Morris County Demographics • Population: 487,000 • 9th highest per-capita income: $71,713 • Home to approximately 50 Fortune 500 company HQs or major facilities • Percentage of adults with college degrees: 3x the national average • Higher education facilities: • Fairleigh Dickenson University • Drew University • College of St. Elizabeth • County College of Morris
- 4. Government by the Numbers 7 Elected Freeholders (Governing Body) 3 Elected Constitutional Officers (Sheriff, Clerk, Surrogate) 6 Super Departments 34 Divisions 34 Advisory Boards, Committees, Commissions or Authorities 2600 28 2 County employees ‘Silo’ websites maintained in-house County Web Staff, no CMS
- 5. It started innocently enough In January 2009, our charge: Bring the main County site in-house. No major design changes allowed. Find a way to keep home page content current and fresh.
- 6. It started innocently enough SOLUTION: RSS Feed of PIO press releases
- 7. RSS Feed Advantages • Snippets from each release fed to home page • Automatic update; no web team intervention • Content not selected or written by web team • Approval process a non-issue • Release frequency determined by PIO • Basic design maintained • Director message remained, just shortened a bit • Uses Feedburner, a free tool
- 8. Feedburner is great, but… Next charge: Let PIO put up his own press releases. Do this without a Content Management System (CMS).
- 9. Feedburner is great, but… SOLUTION: Blogger using custom templates
- 10. Blogger Advantages • Looks like any other web page • Comfortable, MS Word-like interface for posting • Author and Admin levels for security • Individual u/n & p/w • Lists prior posts by title • Auto-archives prior posts • Auto-generates RSS feed • Auto-email postings • Web-based: PIO can update from any browser, at any time, from anywhere
- 11. Now we’re intrigued…. • We have an RSS Feed • Press Releases are published automatically • People are signing up for our feeds • We’ve duplicated this structure and process on the Park Commission and Prosecutor websites. Can we….. Should we…. get this same information out through Social Media channels?
- 12. Why move into Social Media? Social Network Demographics* Internet User Demographics* – Age 18 – 24: 32% – Gen Y (’77 – ‘90): 30% – Age 25 – 34: 26% – Gen X (’65 - ’76): 23% – Age 35 – 44: 23% – Boomers (’55 – ’64): 22% – Age 45 – 54: 14% – Older Boomers (’46 – ’54): 13% – Age 55 – 64: 05% – Silent Generation (’37 – ’45): 07% – Age 65 plus: 01% – GI Generation (before ’37) : (* Percentage of total Social Network or Internet users) → Social Networking is not a fad → Part of the social fabric as population ages → Digital Natives / Digital Immigrants Source: beresfordresearch.com, webmetro.com 04%
- 13. Social Media Growth in the last year Unique Visitors: Twitter vs Facebook vs YouTube vs NYTimes Facebook 132,040,907 YouTube 91,846,822 Twitter 21,287,217 NY Times 14,008,884 Source: compete.com, 4/2009 through 4/2010
- 14. To reach constituents we need social media, but how can two of us maintain it?
- 15. What We Wanted to Use RSS Feeds Scribd.com Facebook YouTube Twitter Flickr And Constant Contact for E-newsletters
- 16. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages. Twitter/FB connection updates FB profiles. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite.
- 17. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated.
- 18. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Blogger auto-emails press releases to web group.
- 19. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Blogger auto-emails press releases to web group. The web group creates a tweet with Hootsuite. Include link to website press release. Twitter followers automatically notified.
- 21. Team publishing using Hootsuite.com
- 22. We Automated the Process PIO issues a press release Creates in MS Word Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages. Twitter/FB connection updates FB profiles. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Blogger auto-emails press releases to web group. The web group creates a tweet with Hootsuite. Include link to website press release. Twitter followers automatically notified.
- 24. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Website Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages. Twitter/FB connection updates FB profiles. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified.
- 26. Scribd adds Mobile downloads…
- 27. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Subscribers are notified. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages. Twitter/FB connection updates FB profiles. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Website Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Blogger auto-emails press releases to web group. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified.
- 29. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages. Twitter/FB connection updates FB profiles. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite.
- 30. We Automated the Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages. Twitter/FB connection updates FB profiles. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite.
- 31. Tools we use… Hootsuite.com • • • • Updates FB pages, not profiles Schedules tweets Allows multiple authors to one twitter profile Statistics • Last 24 hours, 7 or 30 days, or date range • Most popular tweets, top referrers • Added FB page update capability in Dec. ’09 Ping.fm • Will pass Hootsuite updates to other SM networks Tweetake.com; Backupify.com • Backs up followers, DM, sent tweets
- 32. Considerations… Social Network names • Use the same ‘vanity URL’ for all accounts Records Retention laws • Post the same thing on Twitter & Facebook • Press release authors, document creators, videographers have records retention obligation as creators (NJ) • “Twitterer” is responsible for retaining tweets • Backup tweets with Tweetake.com or equivalent application Requirement for Hootsuite to Ping.fm to FB connection • • Use the same email address for all accounts Use the same p/w for all accounts but change it regularly
- 33. Considerations… Social Networking guidelines • • • • • • • Don’t follow your followers. Tweet only official information. Facts, not opinions. Tweet things people care about: events, meetings, budgets, updates Be sure authors have authority to speak for the jurisdiction. Determine your “tweet tone”. Ours is business-like. Use #hashtags if you tweet a lot. Comply with records retention laws if you create original material on any social media. It is discoverable in litigation. Social Media policies; terms & conditions • T&C – some modified for Federal; none state and local (yet) • Policy discussions: NAGW.org, GovLoop.com, inqbation.com • Employee use; Commenting; Content Creation;
- 34. In Summary • Use Social Media to reach all constituent demographics. (statistics as of 1/11/10) • Twitter followers: 564 • Facebook fans: 244 • Scribd documents: 26; reads 23,945 • Automate to minimize maintenance time. • Keep up with legal issues and court cases. • Foster and encourage citizen participation. This leads to greater trust in government.
- 35. In Summary • Use Social Media to reach all constituent demographics. (statistics as of 4/13/10) • Twitter followers: 717 • Facebook fans: 317 • Scribd documents: 151; reads 48,513; subscribers 72 • Automate to minimize maintenance time. • Keep up with legal issues and court cases. • Foster and encourage citizen participation. This leads to greater trust in government.
- 36. I forgot the best part….. It’s all free!!
- 37. Contact Information National Association of Government Webmasters Website NAGW.org Twitter Twitter.com/NAGW Facebook Facebook.com/NAGW.org GovLoop Govloop.com/group/NAGW Email Treasurer@NAGW.org Morris County NJ Website co.Morris.NJ.US Twitter Twitter.com/MorrisCountyNJ Facebook Facebook.com/MorrisCountyNJ YouTube YouTube.com/MorrisCountyNJ Scribd Scribd.com/MorrisCountyNJ Email CSpencer@co.Morris.NJ.US
- 38. Getting Your Agency’s Message Out More Social Media Channels With Less Effort Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters April 15, 2010
Notes de l'éditeur
- Relatively speaking, our population is young, well educated, wealthy, and therefore, major consumers and users of current techology.
- For “political” reasons, design changes weren’t allowed. Ties to “outsourced” vendor…. Where in this design were we going to put an area that could receive fresh content? Where would we GET the fresh content? Who would write the new content? Us? How often would we / could we realistically update the content? How long would the approval cycle be? We’re in IT, page content is approved by FH / PIO office.
- For “political” reasons, design changes weren’t allowed. Ties to “outsourced” vendor…. Where in this design were we going to put an area that could receive fresh content? [center content area was most appealing, but FH message had to stay… shortened it] Where would we GET the fresh content? [PIO press releases] Who would write the new content? Us? [non-issue if we used PIO press releases] How often would we / could we realistically update the content? [whenever he issued a release… PIO would control changes on home page. Took the issue out of IT] How long would the approval cycle be? We’re in IT, page content is approved by FH / PIO office. [no approval cycle if we didn’t write the content] SOLVED ALL OUR PROBLEMS….
- Blogger allows cut and paste from MS Word. PIO could enter his own releases. Feed
- Without a CMS, web team was assigned putting up press releases, keeping links fresh to old releases. Needed to be immediate since releases would already be out to the press. With only two of us, how could we guarantee that? What about releases off hours? One of us in union…. Can’t be called out off-hours. That left all off-hours and emergency release publication to one individual.
- For “political” reasons, design changes weren’t allowed. Ties to “outsourced” vendor…. Where in this design were we going to put an area that could receive fresh content? [center content area was most appealing, but FH message had to stay… shortened it] Where would we GET the fresh content? [PIO press releases] Who would write the new content? Us? [non-issue if we used PIO press releases] How often would we / could we realistically update the content? [whenever he issued a release… PIO would control changes on home page. Took the issue out of IT] How long would the approval cycle be? We’re in IT, page content is approved by FH / PIO office. [no approval cycle if we didn’t write the content] SOLVED ALL OUR PROBLEMS….
- Blogger allows cut and paste from MS Word. PIO could enter his own releases. Feed
- With 28 sites to maintain, a “web consolidation” project scheduled, the installation of a CMS planned & an intranet re-design underway To answer that, we did some research and the numbers were stunning.
- Digital natives: under 30 – at no time in their lives was there not technology in their lives (born in 1979 or later) Digital immigrants: over 30 – had some time in their lives when they were not immersed in technology
- Red arrows are manual processes We learned most of this and were introduced to most of these tools at NAGW
- Not so complicated as it looks (Red arrows are manual processes) We were already doing this part.
- Auto-emails from blogger means we don’t have to watch press release pages for updates, nor do publishers have to remember to email us when they publish. We didn’t mind creating multiple blogger pages, but we did not want to recreate the silo website problem we have now with all our social media. Decision was made for one twitter, FB, scribd, you tube etc. account. We wanted to hold control over publication of tweet for security reasons.
- We read the release, and write the tweet. We use Hootsuite
- Red arrows are manual processes
- Red arrows are manual processes
- Red arrows are manual processes
- Red arrows are manual processes
- Red arrows are manual processes
- When we set this up, FB PROFILE page could pull from Twitter, but FB business pages could not. So, we had to push the tweets to FB, not the other way around. We didn’t want to use an RSS feed because it didn’t contain all the salient information. Both Twitter and FB could pull the feed. Scheduling tweets saves time and interruption from other projects: Park Commission quarterly magazine We have flexibility to use EITHER Ping.fm connection OR direct connection between whatever SM app and Hootsuite.