In some cases local government and social media don’t mix. Many councils haven’t been actively using Facebook and Twitter and that has to change. It can be a long and complicated process. Here are some tips to get you started.
- It is vital to understand that SM should form part of an overall comms plan
A comms strategy should be already in place and social media will be integrated gradually into it.
You need to comprehend the mentality behind each channel; each organisation is completely different and tools need to be customised to its needs. You need to experiment and see what works; different tools might apply to particular campaigns.
- You need to consider your social media involvement carefully; once you decide to go for it, you have to go all the way.
As we recently heard from #RUDay ‘You can’t be half pregnant’. If you are not prepared to put the resource and effort behind social media, maybe it’s not for you. Lack of time shouldn’t be an excuse, as social media are gradually becoming part of the press office duties at the very least. Tweetdeck, Sendible and the likes can be used to schedule posts.
Don’t forget that social media channels have to run as a constant campaign, which is occasionally customised to each project’s purposes; messages have to be consistent and coherent and a combination of the tools helps achieve best results.
- There has to be at least one devoted social media person able to understand how social media work, and you might want to start considering implementing a social media policy or guidelines for the rest of the staff as well.
Tweets and posts can for sure be deleted, but once they go live they can be retweeted and shared, and there’s no recovering them. Also, people respond best to authentic communication; so it’s advisable to use a more personal tone even on official profiles- in moderation-.
Keep in mind that it is best not to have more than 3 accounts in each channel because it will be hard to keep them regularly updated, plus it will confuse people and discourage them from using them
- Evaluation and measurement
Evaluation is part of the planning procedure; what is the point of implementing a strategy if you can’t measure whether it’s effective or not? The key principles of social media presence are: Listen, Measure Understand and Engage, and you will definitely need an evaluation and measurement tool to follow them. The list is endless, you just have to find which one works for your organisation: Google analytics, Tweetstats, Backtype, Nearbytweets Netvibes Social Oomph, Radian6, Sprout social, Hoot suite, Google Insights, Social Mention, Sysomos… even Facebook Insights can get you started!
Most of them can produce reports, conduct comparison with competitors, search conversation history, etc. and give the opportunity to:
i. check the competition- see how other councils are doing; there is hardly any virgin birth anymore, so why not see what worked best for someone else and give it a try.
ii. Monitor conversations about your council; what is your audience and what do they say about you? You could even use Twitter’s much under-estimated Search feature for that.- Understand your audience in order to be able to engage with them effectively.
- Works best to promote future events/announcements, as it allows more long-term involvement on thread.
- Competitions/surveys are also most effective on Facebook, as it allows for more visual elements; an image is more powerful and will generate much more click-troughs than plain text.
- The first few lines are the most important ones; hook your audience, use capitals, slogans & abbreviations if necessary to keep their attention and click through to read more. If you are including a link (esp. to link back to your website or your other social media channels), make sure it’s within these lines.
If the link is too long or confusing use a Bitlly or Tinyurl to shorten links and make them more memorable. Customising links will make evaluation easier too as they can be better used by the relevant tools; by allowing you to access analytics and see how many people are clicking on your links. This is information that you often wouldn’t have access to when posting links on social channels.
4. There is a time and a place for everything. Avoid posting to Facebook after 8 p.m. and before 8 a.m., and on the weekend.
5. Communicate information without spamming; the last thing people want is log on to Facebook to find an endless line of posts from the council on their Timeline; they will most likely either unlike the page or they can now customise their settings to hide updates from your pages.
- The old KISS rule applies (Keep it short and sweet) – Tweets must be under 140 characters, however try and keep it around 120/125 to allow for re-tweets.
- Use abbreviations where possible to avoid wasting characters- use figures and symbols where possible.
Sometimes grammatical sins have to be committed, but due to the nature of the organisation they have to be kept at a minimum- opt for most widely used abbreviations instead of making new ones up!
Twitter works best with real time events/announcements and a more Q & A approach, and can be very effective to start conversations and initiate two-way communication. Since it is by nature much faster paced than Facebook, it is possible for people to skim past tweets and miss them. In order to tackle that and remind to your audience of an event, it is advisable to tweet about it multiple times with slight word variations but in moderation- avoid spamming.
3. Use dedicated hash tags for specific campaigns, or whenever you consider it appropriate, in order to increase the visibility of your tweets
4. Part of Twitter savoir-faire- If you retweet someone, add RT; if you RT and edit it change the RT to MT
5. The best time to post to Twitter is in the afternoon, early in the week—from 1 to 3 p.m. Monday through Friday.The peak traffic times, are from 9 a.m. to 3 p.m., Monday through Thursday.
Last but not least, both Facebook and Twitter can be used to drive traffic to the website and as excellent customer service tool.
Any feedback or additional thoughts will not just be welcome but appreciated!
Maria Loupa is comms intern at Northumberland County Council.