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Arizona Game and Fish Department Social Media Basics, Strategies

By Robin J Phillips, Managing Editor, Reynolds Center for Business JournalismTwitter: @RobinJP | phillipsrobinj@gmail.com

+Robin J Phillips | About Me 25 years in the news game Experience in print, magazines, wire services, online Deputy business editor, Newsday, The Arizona Republic Community news manager, azcentral.com Small Business Editor, BusinessWeek Online Business Editor, The Record of Hackensack (N.J.) Co-founder, #wjchat, weekly online web journalism discussion Co-founder of Perfect Moment Project Web Managing Editor, The Reynolds Center for Business

Journalism

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+What you will learn this morning Social Media is here to stay. “Social” is the most important word in that phrase. Social Media can help organizations and individuals talk

directly to their customers, constituencies, friends and fans.

Social Media helps cut out confusion, misinterpretation. It’s important to listen as well as broadcast. It’s important for us to communicate in a lot of different

ways. People love engagement, interaction, relationships.

+Why Social Media matters …

1. It’s where things happen first.2. It’s huge. And getting bigger.3. A way to distribute content,

information.4. Self-promotion, branding that stays with

you.5. Building audience for new blog, new

service.6. Cultivating sources, new fans, new

customers. 7. Real-time news .. right here, right now.8. Creating community .. power in the

network.9. Diversity .. opens up your world.

Twitter … and Facebook…

and LinkedIn…

and Flickr…. and Tumblr…

and Blogger…and YouTube…

and WordPress…and

Foursquare… and Google

Reader…

+Where things happen first

+Social Media revolution

+Social Media revolution

+Social Media revolution

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Revolution launched by a hashtag: #Jan25

+If Facebook was a country…

+Twitter |Happy 5th Birthday 3 years, 2 months and 1 day. The time it took from the first Tweet to the

billionth Tweet. 1 week. The time it now takes for users to send a billion Tweets. 50 million. The average number of Tweets people sent per day, one year

ago. 140 million. The average number of Tweets people sent per day, in the

last month. 177 million. Tweets sent on March 11, 2011. 572,000. Number of new accounts created on March 12, 2011. 460,000. Average number of new accounts per day over the last month. 182%. Increase in number of mobile users over the past year.

+Have you joined the revolution?

+Doing nothing is not an option

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+Five generations | Arizona

+Social Media and state government 48 governors have a personalized Twitter presence Every governor has a personalized Facebook presence In Dec. 2009, N.C. published Best Practices for Social

Media In Jan. 2011, National Association of State Chief

Information Officers (NASCIO) and the National Association of Attorneys General (NAAG) negotiated for revisions to Facebook’s standard terms of service.

States push to overcome legal issues to expand use of the tools to enhance services, openness, and transparency.

+Opportunities Public Administrators and elected leaders have to find new

ways to reach constituents and get their message out. More importantly, public administrators need to connect

with constituents. Social media allows you to talk directly to your

constituents. People want news. They want information. They want to connect. They want to hear from trusted sources.

+Common reasons for not exploring opportunities in Social Networks

We can’t control it We don’t want to encourage negative comments We don’t want to see comments on our videos Immigration or other sensitive topics might come up Our board/council/regents are afraid We might be held responsible for negative comments We don’t have the personnel to manage these tools

+Common Social Media problems

Flying blind. Unsure where it fits. Inconsistent

participation. Not individual or

confident. Digitally unsavvy team. Lack of personalization.

Listen to your audience. Accountability, ownership. Set aside resources, time. Believe people find value in you. Don’t ‘do’ but ‘be’ social. Use real team. Don’t robo post.

Problems Solutions

+Government Social Media Directory

+AZ government on Social Media

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Twitter July 2006 190 million

Facebook February 2004

500+ million

YouTube February 2005

> 2B views/day

Three main social media networks

+What’s the difference?

Twitter People you don’t know but who have common interests.

Real-time search engine; platform for listening, promoting work; crowdsourcing.

Facebook People you know or who know someone you know.

Excellent source for finding sources; listening, sharing work; crowdsourcing.

YouTube People who like your product or who stumble upon your videos.

Viral marketing and specific targeting to fans.

SM tool Community Advantage

+Top Social Media tips

Make every word count. Keep it simple. Write killer headlines. Graphics expand the story. People make things interesting. Share related content. Consider your audience. Be as human as possible.

+Customer service | Social is key

+Professional | Personal

+Corporate Social Media

+Celebrity Power

+Social Media listening campaigns

+Abercrombie & Fitch PR problem

+City of Phoenix | PR issueNews headlines

+Your friends and fans

+Who’s talking to YOU!?

+Tools to help cut filterTweetdeck

+Tools to help cut filterHootsuite

+Where do we go from here?

Establish guidelines Set goals How many profiles/ accounts to have Who manages those accounts Establish workflow Track progress – social media analytics Have fun!

+THANK YOU!

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