This session covers productivity tips and tricks for managing social media and expanding reach. Topics include channel relationships, advertising, social media dashboards, plugins, demographics, policies and a few little known, but helpful, resources.

1. Tips and Tricks for
Managing Your
Social Reach

2. What we’ll discuss today
Productivity tips & tricks for managing social media
and expanding reach
• Demographics
• Channel relationships
• Plugins / Embedding
• Advertising
• Policies
• Dashboards
• Additional Thoughts, Resources

3. Picking Social Channels: Demographics
 PewResearch.org
https://www.pewinternet.org/2018/03/01/social-
media-use-in-2018/
 Census.gov – American Fact Finder
https://factfinder.census.gov/faces/nav/jsf/pages
/index.xhtml

4. Channel Relationships: Facebook
 Every user must have a personal account
 User : pages or groups is one : many
 Each page or group must be created by a specific
Facebook user
 Creator is the admin. Have multiple admins
 Beware: any admin can delete another admin
 Make use of Facebook page user levels: admin,
editor, moderator, advertiser, analyst
 Consider persons from another geolocation
 Facebook pages are always public
 Facebook groups can be public, private or secret
 Crisis Communication: Good use of secret group is
strategy and updates among various page admins

5. Channel Relationships
Facebook
Personal
Timeline
Facebook
Group #2
(secret)
Facebook
Page #2
Facebook
Page #1
Facebook
Group #1
(private)

6. Demographics: Instagram
 Demographics indicate the importance of this channel
 77.6 million Instagram users are from the US.
 38% of female internet users use Instagram and 26%
of male internet users use Instagram
 31% of American women and 24% of American men
use Instagram.
 Six in ten online adults have Instagram accounts.
 33% of internet users between the ages of 30 and 49
use Instagram
 59% of internet users between the ages of 18 and 29
use Instagram
 72% of Teens use Instagram.
Stats courtesy https://www.omnicoreagency.com/instagram-statistics/

7. Channel Relationships: Instagram
 Hashtag use is critical to find related posts
 Posts are all video / photo based
 Functional links not allowed, except one in Bio section
 Captions are limited to 2,200 characters.
 Don’t use them all…. Instagram users prefer short text
 Frontload with important text
 Crisis Communication
 Post ideas: Short videos or EOC photos
 Attempt to get your account ‘verified’ by Instagram
 Not good for detailed search or monitoring
 Beware Federal, state or local laws on publishing event
photos (fires, accidents, etc)

8. Channel Relationships: Instagram

9. Channel Relationships
Instagram to Facebook
 Multiple Instagram accounts can post to the same Facebook
personal user account
 Multiple Instagram accounts can post to the same Facebook
page (not groups)
 Anyone can have multiple personal or business Instagram
accounts
 Business accounts are free
 Always use a public account; private accounts require approval
for following
 Instagram to Facebook: can be done automatically
 Facebook to Instagram: cannot be done automatically.
Requires a dashboard or duplicate posting.

10. Posting Channel to Channel
Instagram
@Handle4
Instagram
@Handle2
Instagram
@Handle1
Facebook
Personal
Timeline
Facebook
Group #1
Facebook
Page #2
Facebook
Page #1
Facebook
Page #3Instagram
Personal
@Handle
Instagram
@Handle3

11. Channel Relationships: Twitter
 Data moves much faster
 Will beat Facebook by 15-20 minutes or more
 Requires less bandwidth
 No account or app needed to read posts
 Use a widget to embed a Twitter stream in a website
 Link to blog posts or photos/videos for details
 Advertising requires a business account
 Fast Follow
 Text ‘Follow @TwitterHandle’
to 40404
 All tweets will arrive as
text messages

12. Embedding: Web / Blogs
One post.
Did you know you can embed
Blogger or WordPress posts
into a web page?
Many channels.

13.  Facebook is not free. You must advertise to
expand reach to a reasonable level.
 Reach is now calculated as
seen posts
 Organically, reach will be
2%+-
 User selects “See First” to
get your posts on their
timeline
Advertising & Marketing
Repeatedly post an
explanatory video
about how to do this
and why it’s important.

14. Boost Important Posts
Advertising & Marketing
Write Posts You’d Want to Share

15. Reach: Paid & Organic
Paid
($3.67)
Organic
Advertising & Marketing

16. Boosting Basics
Advertising & Marketing

17. Inexpensively Expand Your Reach
Advertising & Marketing

18.  Creating an Ad
 Determine a specific geo location
 Drop a pin or multiple pins
 Beware discrimination (recent FB settlement)
https://nationalfairhousing.org/wp-
content/uploads/2018/03/NFHA-v.-Facebook.-
Complaint-w-Exhibits-March-27-Final-pdf.pdf
 Add “Interests”?
 Crisis Communication: Won’t help
Advertising & Marketing
Let’s dig into the details…

19. Advertising & Marketing

20. Geo-Targeting Advertising
Advertising & Marketing

21. Monitor Ads for Performance
Advertising & Marketing

22. Don’t know how to do it? Google it.
Know how to
stop an ad on
Facebook.
Advertising & Marketing

23. Policies
 Commenting Policy: Have one!!
 Publish on social channels and website
 Use “moderated online discussion site
and not a public forum” language.
 Without one, First Amendment applies
 Ultimately up to the courts.
 Copyright
 Any intellectual property
 US Government photos are never
copyrighted so use away….

24. Policies
 Internal social network / channel creation
 Terms of Use (TOU)
 Those you agree to:
 Government versions
 If no government version, be sure
legal counsel knows you’ve agreed
 Those you create:
 Don’t reinvent the wheel. Use others.
 Risk Management
 Insurance now often requires policies

25. Where to Publish Policies
 Facebook
 Thunderpenny.com
 StaticHTML is free
 Requires some HTML knowledge
 Embed in Facebook as a “tab”
 Twitter & Instagram
 Twitter: Use “About” section
 Instagram: Use “Bio” section
 Have a link to the commenting policy on
your website or a short summary (Play
nice in the sandbox).

26. Where to Publish Policies

27. Use a Dashboard: Hootsuite
 Benefits
 One application for posting to
multiple channels
 Enormous time saver
 Free version versus Paid Version(s)
 Scheduling posts
 Don’t forget to remove scheduled
posts in the event of an emergency
 Crisis Communication: have pre-
written and scheduled posts

28. Hootsuite Dashboard

29. Hootsuite Post Scheduling

30. Hootsuite Schedule

31. Hootsuite for Monitoring & Search

32. Hootsuite - Dashboard
 Monitoring social channels
 Streams
 Keyword searches
 Teams
 Can assign posts for follow up
 Can post pending approval
 More social profiles
 Multiple team members

33. Towns create a FB post
or tweet
post #hashtag
MCUrgent
MorrisCountyNJ
MorrisCountyNJ
Town Page
Town Feed
Morris Twp
Parsippany
Denville
Riverdale
Dover
MCUrgent
Morris County Urgent used the Hootsuite
dashboard and team member functionality:
multiple channels / streams with one click.
Extremely effective in multi-jurisdictional emergencies.
Disasters don’t end at town borders.
Regional or Team Approach: MCUrgent

34. Reaching the Disabled
 State registries (STEAR)
https://www.dps.texas.gov/dem/stear/public.htm
 No scanned PDFs
 Acrobat Reader has Read-Aloud function
 Transcripts or summaries with all videos
 Color contrast analyzer
 Color blind: 8% of men ~ .5% of women
 https://www.visionaustralia.org/services/digital-
access/resources/colour-contrast-analyser
 Assistive technology
 If you can, listen to your site being read

35. Other Thoughts
• Mobile is the norm
• Responsive web design
• Design mobile first
• Single message – multiple channels
• Use plugins and widgets where possible
• Embed Facebook, Blog posts, and/or
Twitter in websites
• Share, share, share
• Social icons right up front, not in a footer
• How-to videos or PPT presentations with
voice (Camtasia or similar) for users

36. Other Thoughts
• Video is the “next best thing”
• Facebook Live or YouTube for pressers
• Publish a transcript or synopsis, link to it
on social channels
• Keep on top of all of this
• Social media providers tend to change
things OFTEN
• Keep tabs on legal decisions affecting
social media, posts, advertising &
commenting

37. Resources
• NLC
Nat’l League of Cities
• NACO
Nat’l Association of Counties
• NASCIO
Nat’l Association of State CIOs
• NAGW
Nat’l Association of Gov’t Web Professionals
• State websites
• State or regional associations (TML)
• Industry associations
• Google is your friend

38. Carol A. Spencer
Stormzero, LLC
Cedar Creek, TX 78612
973-637-0483
Stormzero.com
carol@stormzero.com