Social Media: Pros and Cons - NCSL
Transcript of Social Media: Pros and Cons - NCSL
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Social Media: Pros and
Cons Meagan Dorsch, Public Affairs Director
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Is Social Media A Fad?
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Social Media Universe
Source: Social Media Revolution
If Wikipedia paid every
time an article was posted
online: $1,712 /hour
If Facebook were a country:
3rd Largest
24 of 25 largest
newspapers
seeing decline in
subscriptions
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It's One Tool
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3 + Reasons to Join
1. Free
2. Public
3. Where people are
4. Bypass media
5. More control over message
6. Potential to reach more people
7. Digital campaign trail
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History of Social Media
Fourth Generation - Crowd Sourcing
Open Graph Ning / GovLoop
Third Generation - Real Time
Facebook Twitter Foursquare
Second Generation- Two Way Communication
Blogs Podcasts
First Generation - One Way Communication
Napster Classmates
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Information Loop, 2005
Legislature
Press Release
Journalist Publication/
Website
Public
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Information Loop, 2011 Legislature
Tweet
Blog
Public
Journalist
Press Release
Re-Tweeted
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New Record!
8%
16%
29%
46%
61%
65%
2%
9%
13%
27%
38%
43%
2005 2006 2007 2008 2009 2010 2011
Ever Yesterday
Source: Pew Internet & American Life Project
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Facebook Over 800M active
users
50% are active
Fastest growing demo: 55-65F
750B minutes on FB
Average 130 friends
350M mobile
(Hubspot, Facebook)
53,457,258
723,793 623,525 565,156 325,679
Facebook Blogger Tumblr Twitter LinkedIn
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FB Pros
#1 SN site
Control who follows
Check in
Video chat
Embed video and photos
Promote events
Cheap advertising
Metrics
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FB Cons
Time
Public
Supporters not public
Media
Facebook ©
“Like” means….
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LinkedIn •120M
•60% users income
above $90,000
•Executives from all
2011 Fortune 500
companies
•2M companies have
pages
Source: LinkedIn
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LinkedIn Pros
Professional tone
Recruiting tool
Growing in popularity
Affordable
advertising
Legislators outside
legislature
Lobbyists
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LinkedIn Cons
Not mainstream
Legislatures haven’t
found voice
Media looking for
jobs
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You Tube
3B views a day
45 hours of video
uploaded every minute
Owns 80% online video
market
More video uploaded to
YouTube in one month
than the three major US
networks created in 60
years
Hubspot, YouTube
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Video Viewing
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YouTube Pros
2nd largest search
engine
iPads, tablets
Own channel
Embed video website
Link to other SN sites
Test Tube
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YouTube Cons
20 minutes
Tough competition
Not best @ live
streaming
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175 M
600 Tweets/Second
140 characters
Fastest Growing Demo: 35+
119M following 1+
85M 1+ followers
56M following 0
90M 0 followers
Source: Hubspot, Twitter, Business Insider
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Twitter Pros
Breaking news is
happening
Legislators daily log
Feel public
Active community
GeoTweeting
3rd party metrics
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Twitter Cons
140
INFORMATION
#1 discussion- TV
Hollywood celebrities
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Foursquare
10M users
3M check-in's / day
500 merchants use
platform
Similar service
added to Twitter and
FB
Source: Foursquare
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FourSquare Pros
Engage followers
Promote events
Real time check-in
Mayor
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FourSquare Cons
Safety
Business community
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Google+
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Google+ Pros
New
Potential
Create circles
Videochat
Syncs to Google
products
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Google+ Cons
Who is on?
Not Google’s
executives
Business community
hybrid
Conversation weird
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Mobile Visit SN Sites
16%
61%
68%
109%
67%
45% 41%
76%
44%
37%
70%
Source: Nielsen Ratings, 2011
Percentage increase from 2010 to 2011
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Cool Legislative Projects
HI Senate Paperless
Initiative, YouTube
CT Senate Jobs Bill, Google
Maps
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Legislatures Using SM
Legislative sites
Social Media Policies
Internet Campaigning
Federal Agencies and DOD
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Pitfalls to Avoid
Not an eating
contest
Public, used as
such
90% business,
10% personal
Who is audience?
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Expected of You Communicate
Active
Authentic
Symmetrical
communication
3%
7% 6%
11%
26%
13%
28%
4% 2%
More than
once a day
Once
a day
Every other
day
Twice
a week
Once
a week
Twice a
month
Once a
month or
less
Never Other
Source: HubSpot, 2011
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Social Media Strategy
Strategy v Policy
Is it S.M.A.R.T
– Specific
– Measurable
– Attainable
– Realistic
– Tangible
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Source: WebLiquid and RSW/US
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Social Media Bucket List
Text
Tweet
Join social networking site
Start a blog
Ask a question via crowd sourcing (GovLoop)
Produce a Podcast or Vidcast
Post 3 videos on YouTube
Post 1 photo album on Flickr
Use social bookmarking
Start using an RSS newsfeed
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Social Media Pages
Be honest about who is posting
Controversial comments
– Address comment
– Provide offline contact information
– Discuss resolution
– Explain why taking down comment
Post your policy
Let people know where you are (widgets)
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SM Pros Free
People are
Sync to smartphone
Apps
Mainstream
Changed the way we
communicate
Election tool
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SM Cons Time
Public
Rules (floor & campaign)
Rude comments
Measurements
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Rise and Fall of Social Media
0%
10%
20%
30%
40%
50%
60%
70%
Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin