Tag Archives: social media

SOCIAL ORDERS: How the British military can help you use social media

So, if the Army can use social media what exactly is your excuse?

Just lately I came across a rather magnificent link to the MOD’s digital guidelines.

As a starting point for beginners or for the more advanced they’re pretty handy. The US Army Social Media handbook has been around for a while and it’s good to get a British perspective too.

You can find the link right here. The MOD social media hub is here.

What do they offer?

Well, it’s basically a pretty robust framework that strikes the balance between common sense security and telling stories. Frontline staff are encouraged to go via the chain of command to tell their stories. 

As the introduction says:

UK Service and Ministry of Defence personnel are permitted to make full use of social media (such as social networking sites, blogs and other internet self-publishing), but must:

    • Follow the same high standards of conduct and behaviour online as would be expected elsewhere;
    • Always maintain personal, information and operational security, and be careful about the information you share online;
  • Get authorisation from your chain of command when appropriate, and seek advice from your chain of command if unsure.

There’s some interesting social media presences that have grown over the past few years.

The UK Forces Afghanistan Facebook page has more than 12,000 likes and has a social approach with shots of servicemen and women. There’s a big input from families which is interesting to see. The feel is upbeat and focussed on the safety of the soldiers, sailors and airmen. The cover shot of a soldier waving to the Afghan passing by is unmistakably hearts and minds territory.

The Royal Navy Facebook page has more than 160,000 likes and seems more focussed on recruitment with careers advice prominent. There’s galleries of PR shots and links to the newspages.

The British Army wordpress blog focusses on stories focussing on individual soldiers. There’s stories of soldiers. Such as a recruit looking back on his basic training from postman to soldier.

A rather good Flickr page Defence Images gives a feed for shots with creative commons licences for re-use.

The Ministry of Defence blog is a useful round-up of links as well as news updates. It also covers the deaths of service personnel.

There are two voices that come through the MOD social media pages. First is servicemen and women themselves. Second are their families. This is less of a forum to debate and question the rough edges and controversy of war and it feels like a deliberate decision for this. But as a means for the MOD to talk to people direct this is an interesting resource that will only grow.

Of course, the great thing for those in the public sector is that the fact that they are doing it at all is a battering ram to break down barriers. After all, if the Army are doing it sensibly and with rewards where’s the risk?

BOW SKILLS: 37 skills, abilities and platforms for today’s comms person

Before the internets were invented life must have been so dull. Y’know, really dull.

You wrote a press release, you organised a photocall and once in a while TV and radio would show an interest.

A few years back the yardstick of success where I work was getting the local TV news to come host the weather live from your patch.

There’s been a change. Like a glacier edging down the mountain valley blink and not much has happened. Come back a while later and things have unstoppably changed.

Truth is, it’s a fascinating time to be a comms person. We’re standing at the intersection between old and new.

Former Sunday Times editor Harold Evans once said that he loves newspapers but he’s intoxicated by the speed and possibility of the internet. That’s a quote I love.

Here’s another quote I love. Napoleon Dynamite once said that girls only like men with skills. Like nunchuck skills, bo staff skills or computer hacking skills. For a digital comms perspective Napoleon’s quote could be applied there too. What you need are social media skills, press release skills and interactive mapping skills. And a bit more.

Sitting down recently I calculated the many strings to the bow that are now needed. I counted 37 skills, abilities and platforms I’m either using on a regular basis or need to know. Some more than others. Or to use Napoleon’s parlance, bow skills.

Out of interest, and to save me time in googling their associated links, here they are:

TIMELESS SKILLS

The ability to understand the detail and write in plain English.

The ability to understand the political landscape.

The ability to communicate one-to-one and build relationships.

The ability to work to a deadline.

The ability to understand comms channels and what makes interesting content on each.

WRITTEN CONTENT

Write a press release. The ability to craft 300 words in journalese with a quote that’s likely to tickle the fancy of the journalist who you are sending it to.

Use Twitter. To shape content – – written, audio, images and video – in 140 characters that will be read and shared.

Use Facebook. To shape content – written, audio, images and video – that will be read and shared.

Use Wikipedia. To be aware of what content is being added knowing that this belongs to wikipedia.

Use LinkedIn. To shape content – written, audio, images and video – that will be read and shared.

IMAGES

Arrange a photocall. The ability to provide props and people to be photographed and to work with a photographer and those being photographed so everyone is happy.

Use Flickr. To source pics, to post pics to link to communities, to arrange Flickr meets.

Use Pinterest. To source pics and share your content. To build a board around an issue or a place.

Use Instagram. To share your pics.

AUDIO

Arrange a broadcast interview. The ability to provide an interviewee when required and give them an understanding of the questions and issues from a journalists’s perspective.

Record a sound clip to attach to a release, embed on a web page or share on social media. I like audioboo. I’m increasingly liking soundcloud too. It’s more flexible to use out and about.

VIDEO

Create and post a clip online and across social sites. Using a camera or a Flip camera. With YouTube or Vimeo.

WEB

Add content to a webpage. That’s the organisation’s website via its CMS.

Build a blog if needs be or add content to a blog. That’s a blog like this one or a microsite like this one.

To know and understand free blogging tools. Like wordpress or tumblr.

COMMUNITY BUILDING

To know when to respond to questions and criticism and how. The Citizenship Foundation’s Michael Grimes has done some good work in this field.

To know how to build an online community. Your own. And other communities.

HYPERLOCAL

To engage with bloggers. Like Wolverhampton Homes’ policy suggests.

To be search for blogs to work with. On sites like openly local.

LISTENING

To be aware of what’s being written about your organisation, issue, campaign or area. By tools like Google Alerts.

MAPPING

To build and edit a simple map. Like a Google map. And be aware of other platforms like Open Street Map.

ADVERTISING

To understand the landscape to know which audience reads which product. Like the local paper, Google Adwords and Facebook advertising.

MARKETING

To understand when print marketing may work. Like flyers or posters. Yes, even in 2012 the poster and the flyer are sometimes needed as part of the comms mix.

INFOGRAPHICS

To understand when information can be better presented visually. Through a simple piechart. Or more interestingly as a word cloud or via wordle. Or if its packets of data in spreadsheets or csv files through things like Google Fusion Tables or IBM’s exploratory Many Eyes.

OPEN DATA

To understand what it is and how it can help. It’s part of the landscape and needs to be understood. Internet founder Tim Berners-Lee’s TED talk is an essential six minutes viewing.

NEWSLETTERS

To understand what they are and how they can work. In print for a specific community like an estate or a town centre or via the free under 2,000 emails a month platform mailchimp to deliver tailored newsletters by email. There’s the paid for govdelivery that some authorities are using.

CURATION

To make sense of information overload and keep a things. With things like pinboard.in you can keep tabs on links you’ve noticed. Here’s mine you can browse through. For campaigns and useful interactions you can also use storify to curate and store a campaign or event. You can then embed the storify link onto a web page.

SOCIAL MEDIA

To know the right channels for the right comms. Social media shouldn’t just be a Twitter and Facebook tick box exercise. It should be knowing how and why each platforms works for each audience. Same goes for the smaller but important platforms like Pinterest, Google+, Instagram, LinkedIn and Flickr.

HORIZON SCANNING

To know what’s on the horizon and be prepared for it when it lands. Same for emerging fields like Augmented Reality. What is science fiction today will become commonplace in years to come. People like hyperlocal champions Talk About Local who are already working in this field.

ANALYTICS

To know how to measure and when to measure. The measurement for traditional comms have been around. Potential readership of newspapers. Opportunities to view. Opportunities to see. The new digital landscape doesn’t quite fit this and new ways are being worked out. There isn’t an industry standard means just yet. But the gap has been filled by those who claim to be. The very wise Dr Farida Vis, who took part in the Guardian’s acclaimed research into the English riots of 2011,  pointed out that sentiment analysis wasn’t more than 60 per cent accurate. There’s snake oil salesmen who will tell you otherwise but I’ve not come across anything that will be both shiny and also impress the chief executive. Tweetreach is a useful tool to measure how effective a hashtag or a tweet has been. Google Alerts we’ve mentioned. Hashsearch is another useful search tool from government digital wizards Dave Briggs and Steph Gray.

CONNECT

To connect with colleagues to learn, do and share. Twitter is an invaluable tool for sharing ideas and information. It’s bursting with the stuff. Follow like minded people in your field. But also those things you are interested in. Go to unconferences. Go to events. Blog about what you’ve learned and what you’ve done.

WEB GEEKNESS

To truly understand how the web works you need to use and be part of it. That way you’ll know how platforms work and you can horizon scan for new innovation and ideas. It won’t be waking up at 2am worrying about the unknown. You’ll be embracing it and getting excited about it’s possibilities.

Good comms has always been the art of good story telling using different platforms. No matter how it seems that’s not fundamentally changed. It’s just the means to tell those stories have. That’s hugely exciting.

This blog was also posted on comms2point0

Creative commons credits 

Who are you talking to most? http://www.flickr.com/photos/garryknight/6810200488/sizes/l/

Reading a newspaper upside down http://www.flickr.com/photos/garryknight/2542840362/sizes/l/in/set-72157623462791647/

Photographer http://www.flickr.com/photos/garryknight/2744338675/sizes/l/in/set-72157605653216105/

Reading http://www.flickr.com/photos/garryknight/2477046614/sizes/l/in/set-72157614042974707/

Eternally texting http://www.flickr.com/photos/garryknight/4473276230/sizes/l/in/set-72157614042974707/

Toshiba http://www.flickr.com/photos/garryknight/4711564626/sizes/l/in/set-72157614042974707/

Smile http://www.flickr.com/photos/garryknight/5542156093/sizes/l/in/set-72157614042974707/

TWITTER OLYMPICS: A survey of what 1,393 tweets say about the London Olympics build-up

A world united in sport? Or an Olympic army of occupation that is taking over London causing tailbacks and mayhem? What’s the truth of it?

Taking a look at a snapshot of tweets some surprising facts emerged.
Using a tweetreach report on the #olympics hashtag that covers a three hour period just after rush-hour on Monday July 24 four days before the games started more than 1,300 tweets were analysed. They were not limited to a geographical area.
Yes, it was a bit tedious going through them all and yes, some of the results are a bit surprising. It’s also cross-posted on Comms2point0. 
This could never be a definitive study of opinion. For that more detailed evaluation and market research would need to be done. But what it does show is a snapshot of what Twitter was thinking in the run-up to the Olympic games over a three hour period.
Each tweet was assessed and graded as being positive, negative or neutral – the standard press office monitoring yardstick. I also kept a check on how many complained about LOCOG or the policing of the brand guidelines.

Headline findings

  • 37.8 per cent of tweets sent were positive about the Olympics.
  • 36.0 per cent of tweets sent were neutral about the Olympics.
  • 26.2 per cent of tweets sent were negative about the Olympics
  • 6.5 per cent of tweets sent were critical of the commercialisation or emforcement by LOCOG of brand guidelines. They’re counted in the overall negative list.

Overall:

  • More than 4 million accounts were reached by the tweets.
  • More than 6 million impressions were made by the snapshot – that’s all the individual tweets added up.
On the face of it, just after rush hour on the Monday morning before the event starts may well be a low point in the run-up to the games. It’s Monday. The event hadn’t started yet and none of the razzle of the opening ceremony had begun to kick in. Athletes were still getting to grips with the traffic.

The top three tweets

All three of the top tweets from the survey were classed as negative with the third using the hashtag of the far right English Defence League – the EDL.

But some things are were striking…

Critical tweets. To have a quarter of tweets in the #olympics hashtag with four days to go would show a surprising degree of dissatisfaction. But with the event yet to start there is still time to change things.

Dissatisfaction with LOCOG. To have 6.5 per cent critical of the commercialisation of the games and how LOCOG are enforcing the rules is a significant number for a non-sporting issue. But while the issue is big in some quarters it’s simply not amogtst many.

LOCOG not engaging. LOCOG are not engaging with Twitter criticism and the Olympics Twitter account with more than a million followers is just tweeting a handful of times. Surprising when there is so much to communicate.

Brands are not engaging with the #Olympics hashtag. The main sponsors – McDonalds and others – were absent from the snapshot of tweets.

Excitement. There is genuine excitement amongst many people that the games are almost here, that they are in London.

Is hashtag crashing the new guerilla marketing? A handful of smaller companies are using the #Olympics hashtag to target the event. Accomodation companies, bookmakers and others are tweeting using the hashtag.

Athletes. For the first time at a big event competitors themselves are having a large say.

A cross-section of tweets in the run-up to the event tells a limited story. But it does show some pointers. With the Olympic movement not connecting with social media the conversations and chatter are clearly being shaped and dominated by those outside the corporate VIP area.

There is also much excitement ahead of the games – the majority of tweets are positive.

It will be fascinating to see how it pans out.

A snapshot of tweets…

Postitive, negative, LOCOG bashing and hashtag squating…

JUST RELAX: 7 ways to approach new social media platforms

So, what’s going to be the new Facebook?

So, what’s our strategy for using the new Facebook?

Actually, do you know what? Just do yourself one great big favour. Just relax. Because no-one knows. Not even Mark Zuckerburg.

There’s big predictions for the rise and rise of social media. Emarketer, for example, predicts 1.43 billion will be using social media in 2012.

There’s also no doubt that in 10 years time the landscape will have shifted. Once AOL was an internet giant. Remember how Friends Reunited was going to be the future of the internet?

But please don’t run screaming from the room. That would just be silly.

The lessons you’ve learned on the social web are portable and will stand you in good stead.

A few weeks back there was an excellent session for local government people at localgovcamp in Birmingham that looked at new social media platforms.

As a comms person who is doing more and more digital it was fascinating.

Rather than being just a check-list of which ones we should be using – and Pinterest, Google+ and Instagram were mentioned – the best discussion was around a broad approach rather than being platform specific.

As someone who managed to dodge the Google Wave boat that rather appeals to me. Google Wave, by the way, was an ill-fated Google product that arrived in a blaze of hype then died.

 6 ideas on approaching new platforms

1. Should I horizon scan? There’s no harm at all in being on the look out and have an ear to the ground. But life is too short.

2. Should I use it as me first? Use a new platform as yourself first. Kick the tyres. See how it flies. Make a few mistakes in your own name. Then think about it for the organisation.

3. Are there numbers? Ask yourself if there’s a sizable community that use it. And is that community people you’d like to connect with?

4. Will this platform do something for you or your team? Shane Dillon, who I rate enormously, pointed out that sometimes a platform isn’t about the big numbers. It’s about that little thing a platform can do. The free video conferencing on Google+ alone can make it an attractive proposition ahead of huge numbers.

5. Is there best practice? Have a look to see how others are using it. Be an ideas magpie.

6. Then launch quietly. Don’t enter into a platform in a blaze of publicity. Let it grow naturally. If it’s a success you’ll make your own waves.

7. Just relax.

That’s it really.

Creative commons credits

Deckchairs http://www.flickr.com/photos/danieldslee/6064681224/

Ice cream hut http://www.flickr.com/photos/garryknight/5812007896/sizes/l/

GOAL! 29 good things and a poor football anecdote from #localgovcamp 2012

There’s this sinking feeling you get as a football supporter when you look down the team sheet for the first game of the season and see a lot of the old faces missing.

There’s no-one you know in the back four and your midfield playmaker is missing. You know it could go one of two ways.

So it was for the fourth year of localgovcamp in Birmingham with a lot of the old timers missing and new people coming through.

What is localgovcamp? It’s an event for local government people who give up their time to kick around ideas on doing things better. There’s no agenda. It’s decided on the day and anyone can put up their hand to suggest a session. As a comms person I go to get ideas and inspiration.

So in football terms how was it?

Very well, actually. Very, very well. It was another convincing victory and the newer faces really stepped up to the plate. Team manager Dave Briggs could go home happy he’d recorded another triumph and the digital trophy cabinet that has been well stocked since the event first started has been added to.

A good unconference can be powerful. Ideas can flow, connections can be made and your opinion counts for just as much as the chief exec who had come along to see what the fuss was about.

Why do I go to these as a senior press & publicity officer? For the inspiration, excitement, beer, curry, discussion, connection and learning.

In previous years I’ve waited for a week or so before blogging. Now after an event I try and chuck some thoughts up.

those 29 things…

1. localgovcamp doesn’t need a big number of veterans to make it work.

2. There is absolutely a need for it in the calender.

3. It inspires people. It makes them think in different ways. That’s powerful.

4. It can remind you why you work in local government. Despite everything.

5. The new people came to the fore. In one session, on local government blogging, I was really happy to sit back and see some cracking feedback from people who hadn’t been to one of these things before. That’s brilliant.

6. Blogging is a good idea. But telling your boss, pinging them what you write and making sure you’re not an idiot are good things to do.

7. Kabul is a place we can learn from. I just don’t care how many people I tell how great a project and a model for story telling kabulacityatwork.tv is. Start at ‘Who Is The Taxi Driver?’ if you haven’t come across it before.

8. Comms people are coming in good numbers. That’s brilliant to see.

9. There seemed to be fewer open data sessions. With fewer of the open data community there.

10. Si Whitehouse reminded comms people that open data can tell stories too. Good work, Si.

11. There appeared to be less about the shinyness of tech platforms and more about getting things done.

12. Mess about with new platforms as an individual. Evaluate. Then see if they’ll work for you in local government.

13. Lloyd Davis will write a book or thing that I’ll re-re-read in years to come to remind me what it was like to be around when the social web was relatively new. I’m sure of it. And it’ll stand the test of time. I can’t wait for this to happen.

14. Some people are unduly precious about the word ‘geek.’ To me it’s a word that celebrates someone who knows their stuff backwards and gets excited about the detail of it. There were a lot of such geeks here.

15. It’s not the social media platforms your organisation adopts, it’s the culture that matters (thank you @simon_penny)

16. The Anchor in Digbeth, Birmingham is just a brilliant pub.

17. Press officers must realise that they need to do more than just write press releases to survive. More are realising this.

18. I wish I could have had a proper chat with many people. Like Peter Olding, Nat Luckham, the bloke who does @actonscottmuse, Kate Bentham, Paul Webster and bunch of others. Including Simon Penny.

19. Post-it notes don’t stick to whiteboards without bluetack. Definite learning point.

20. localgovcamp is actually a place to make connections and ideas. It’s not about the suits who do or don’t go. I see that now. It’s not even about the ideas you’ll put into place on Monday morning (and there’ll be some.) It’s about coming across ideas that’ll hove into view in your day job two, six, 12 and 18 months down the line. Then knowing who to talk to about them because you heard / met / saw / followed them on Twitter at localgovcamp.

21. Digital press offices are a good idea.

22. I missed speaking to the old timers who didn’t make localgovcamp. But when I see them next I’ll tell them they missed out on some terrific first timers.

23. How do you handle augmented reality as a comms officer is a question that’s around the corner.

24. There is a splintering of unconferences to focus on more niche things. That’s fine.

25. Some of the best ideas I’ve had as a comms person have originated in conversations with coders, bloggers, policy people, engineers and others.

26. It must be great to have free time. The free time that Gareth Young and Glen Ocsko have now they’ve retired from We Love Local Gov. Yes, I’m jealous.

27. The West Midlands is a brilliant, brilliant, brilliant place to be working in digital.

28. It would be great to find a way to get first timers pitching session ideas. Maybe postcards into a cardboard box is the way forward? Yes, I know it’s not web 2.0. That’s the whole point.

29. Some of the possibility and excitement we glimpsed at localgovcamp in 2009 is coming true. Best bit? We’ve only just started.

Creative commons credits

Shoot! Hartlepool Museum http://www.flickr.com/photos/hartlepool_museum/6925401413/sizes/l/

Gareth and Glen Peter McClymont  http://www.flickr.com/photos/iamadonut/7575785604/sizes/l/in/set-72157630588436326/

Pitching Peter McClymont http://www.flickr.com/photos/iamadonut/7575811056/sizes/l/

GUEST POST: Live tweeting to tell a human frontline story

Sometimes a press release just isn’t enough to tell a story. Living day-to-day as a carer can be tough. To give a flavour of just how tough Walsall Council comms team members Tina Faulkner and Becky Robinson live tweeted four hours to show – with sensitivity – how dementia affects the life of one couple Sheila and Ron. You can follow it here and you can also read their story here. But this one powerful story is just part of a wider drive to highlight often unseen work carried out in social care in Walsall. Tina explains the background to the innovative campaign which uses a mix of old and new media: 

If I could wear a t-shirt that best describes how I feel about work right now it would bear the slogan “I heart Social Care”.

Sheila and Ron Haynes. Sheila gives round-the-clock care to husband Ron.

I can see some of you now, exchanging a knowing look with your laptop or iphone and thinking,  “Yep, she’s a social worker.”

Not a bit of it. In fact I’d be a rubbish social worker. I’d just want to scoop everybody up and take them home with me and we just haven’t got the room. Plus the retired greyhound would have something to say about that. He’s very set in his ways.

No, I heart social care as a press and pr officer who is working to try and dispel some of the myths about this area of work and highlight some of the innovative things that are going on. The things that are making a real difference to people’s lives and should be shouted about.

I have been working with my colleague Becky Robinson, a public information officer, to run week-long multi-media “events” called Who Cares? (see what we did there!) to show a side to social care that’s not picked up on.

The first one we did was last November and we featured the story of a paraplegic man who left residential care after 27 years to live independently, with support.

We Tweeted the calls coming into our social work teams which ranged from adult safeguarding tip-offs to families and carers wondering how to make life easier for loved ones leaving hospital.

We also showcased the stuff done by the community social work scheme which can sometimes be a simple as helping someone find a friendship club in their community to get them out of the house a few times a week.

And our Neighbourhood Community Officers got a look-in too as they go into some seemingly hopeless situations and bring about a sea change.

All in all it was a great week and we know it made some people sit up and take notice.

So it seemed only right to do it all again. And make some more people sit up and take notice.

This time round we’re tweeting from the home of a lady who cares for her husband with dementia to try and convey the relentless demands and challenges that this role brings and to try and make us all a bit more aware of dementia and mental health issues.

We’re tweeting from a carers’ consultation session too and featuring the partnership work being done in our communities to offer people of all ages, something to do and somewhere to go.

And we’re looking at people with learning and physical disabilities who were sent out of the borough for care many years ago, away from their families and communities, who are being supported to come back.

If we can achieve this in social care with all of its perceived “barriers” we can achieve it anywhere.

If there’s one thing we’ve learned from all this it’s “Don’t assume people won’t want to speak about their experiences.”

In our experience they have no problem with speaking up – it’s getting people to listen that’s the key.

You can follow the tweets from @whocareswalsall on Twitter or via this link on CoveritLive:

http://www.coveritlive.com/index2.php/option=com_altcaster/task=viewaltcast/altcast_code=d21510425c/height=550/width=470

Links:

A social care blog: The Who Cares Walsall blog

A tweeting social worker: @ermintrude2

Shirley Ayres: Why social media is important to social care: challenges and opportunities by Shirley Ayres

The Guardian: Walsall uses Twitter to ask who cares about social care

The Guardian: Social care and social media live discussion round-up 

Community Care: Time for social work to embrace social media

Creative commons credit:

Flowers: http://www.flickr.com/photos/alijava/6210239598/sizes/l/in/photostream/

SOCIAL PLAN: 11 Golden Rules for Social Media in an Organisation

Holding the door open for bright people should be the aim of every organisation’s social media plan.

Because managing the message is dead.  And because the corporate voice doesn’t work.

The social web includes places like Twitter, Facebook, LinkedIn and every platform that allows for two way debate and discussion.  The social web is about conversations, the human voice and a completely fresh approach.

One person once said the best way to approach this new landscape was to put aside everything that you’ve learned so far about how traditional communications works. That’s not all that far from the truth.  First amongst these is to recognise that social media is deep down not that different to the telephone, the PC, email and the internet.

When every one of these was first introduced those in the workplace feared what it would do in the hands of staff. Gradually people realised that the more people had access the more positive they became.  You’re unlikely – I hope – put all email activity into the hands of comms people. So why think about doing it for social media?

The best answer is for comms people to have responsibility for social media but to try and allow as many people as possible to use it. Preferably on the frontline as that’s where most of the stories are.

Here are ELEVEN golden rules for comms people:

  1. As a comms person be a supportive gatekeeper. Be keen on the idea of people in service areas having the keys for social media. Sanity check and support.
  2. Use the language of the platform. Dear Sir works as a letter. It doesn’t over the phone. Get to know which ever platform you are looking to use and follow it. Be relaxed. Be conversational.
  3. Gently remind people that there’s a code of conduct. Shout and swear in a public email, on the phone or in a letter and there’s procedures. The same goes for online too. Gently remind but don’t labour it.
  4. Be a human being. People respond better to a human being than they do to an institution. Let staff use social media in their own name if they are keen to.
  5. Be transparent. Make it clear you are working for the organisation.
  6. Be polite. Be respectful and be professional at all times.
  7. Be connected. Let your social media be linked to offline communications but don’t let it restrain it. Have a comms plan and have social media within it, by all means.
  8. It’s about conversation. Recognise you can’t control the conversation. You’ll feel better straight away.
  9. Don’t let comms hog the sweetie jar. Let people in service areas use web tools. Let their enthusiasm and knowledge shine through. They’ll be more genuine than you’ll ever be.
  10. Be a digital native. Learn how things work as yourself.
  11. Don’t be afraid to experiment and innovate. It’s how the best ideas come about.

First posted in Comms2point0.

Picture credit:

Door http://www.flickr.com/photos/neworleanslady/2403909871/sizes/l/in/photostream/

GREAT WORK: 23 bright ways to use social media in the public sector

There was a brilliant update on Twitter the other day which hit the nail right on the head.

“The best social media,” it read “doesn’t happen in an office.”

That’s dead right.

For a long while now I’ve been arguing that communications people should share the sweets, relax a little and learn to let go. It’s by doing that they can really reap the rewards of good and trusted communications channels.

I’m not alone by any means in thinking this and it’s excellent to start seeing the rewards being reaped.

Here are some good examples of digital communications that caught my eye over the last few months.

What’s worth commenting on is that the majority of the good examples are not done directly by comms people. They’re done by people in the field telling their stories or they’re using content that first originated outside an office to tell a story.

Real time updates by people on the ground work brilliantly.

Back in 2008, digital innovation in the public sector – and third sector – was isolated. What this quick link collection now shows is that it’s mainstream and unstoppable.

Twitter

National Trust Dudmaston Hall, Shropshire – If only more organisations were like the National Trust. We’d all be eating better cake for one. They’re also getting good at digital communications. They’re equipping venues with social media accounts to give you updates and insights from the ground.

I’m quite partial to this stream from the Shropshire stately home which is near Bridgnorth and a personal family favourite. They talk to people and they update. More people are likely to sign-up for a venue rather than an organisation that looks after lots of venues although there is a space for that too. You can follow them on Twitter here.

Acton Scott Museum, Shropshire – An imaginative use of pictures makes this Twitter stream fly. How can you not see horse drawn ploughing and not want to go and visit? You can follow them on Twitter here. 

National Trust Central Fells – Using the principle if you do good things tell people the @ntcentralfells Twitter do a good job of updating people on the work they do. Most of the time it’s witnessed by two walkers and some sheep. They updated progress on building a bridge in a remote spot of Easedale in with pictures of them at work and reaped the benefit of feedback from people stuck in offices. You can follow them on Twitter here. 

Supt Keith Fraser – A Superintendant in Walsall who keeps people up to speed with events and crime in the town. Personable. Informative and willing to engage on the platform. You can follow him here.

Swedish Tourist Board – It’s rather marvellous is this. Technically, it’s run by the Swedish Tourist Board but this isn’t a collation of picture book shots and platitudes. They give the @sweden Twitter to a new Swede every week. More than 20,000 people follow it. You can follow them here.

Walsall Council Countryside Officers – I’m a bit biased in that I know Morgan Bowers the countryside ranger but I absolutely love what she has done with social media. A digital native she uses her iphone to update Twitter with what she is doing, what newt survey results are and pictures of the sky over Barr Beacon. This is brilliant.  You can follow her on Twitter here. Her manager Kevin Clements has also picked up the baton on Twitter with regular updates. You can follow him here and it’s good to see the burden shared.

Walsall Council Environmental Health Officer David Matthews – Britain’s first tweeting environmental health officer David Matthews was a big part in why Walsall 24 worked as an event. He was able to spot snippets of interest that he passed through for others to tweet. Afterwards, he didn’t need much persuasion to take up an account in his own name. The @ehodavid was puts out the normal updates and warnings but with added humour. Much of the frontline updates is anonymised. Pictures taken of dreadful takeaways need a health warning to look at during lunchtime. You can follow him here.

Blogs

Pc Rich Stanley blog – Walsall has a stong claim to be a digital outpost. One of the big reasons for this is the way West Midlands Police have picked up the baton – or should that be truncheon? – and embraced social media. Pc Rich Stanley uses Twitter well but also blogs excellently on various day-to-day aspects of the job. Here he talks about policing the Aston Villa v Chelse football game. 

Walsall Council Social Care – People in social care do a brilliant job. They’re good at saving lives. Literally. But all too often they don’t do a good jo of telling their story. As a sector they shelter behind big stone walls and hope a high profile case like Baby P NEVER happens to them. Tina Faulkner and Becky Robinson are comms people who both understand old and new media and have blogged stories from the frontline. You can read them here.

Audioboo

Walsall Leather Museum Audioboo – Francesca Cox eyes lit up when she heard of Audioboo. A couple of days later she posted this chat with a demonstrator about her first day at work. What the clip does is open up all sorts of possibilities with oral history and when embedded on another website brings a different aspect to this. [gigya src=”http://boos.audioboo.fm/swf/fullsize_player.swf” flashvars=”mp3=http%3A%2F%2Faudioboo.fm%2Fboos%2F721044-first-day-at-work.mp3%3Fsource%3Dwordpress&mp3Author=Leathermuseum&mp3LinkURL=http%3A%2F%2Faudioboo.fm%2Fboos%2F721044-first-day-at-work&mp3Time=11.02am+21+Mar+2012&mp3Title=First+day+at+work” width=”400″ height=”160″ allowFullScreen=”true” wmode=”transparent”]

Pinterest

US Army – Like geeks with an interest in sub-machine guns the people behind the US Army social media presence are blending both interests well. Pinterest is a way to collect pictures in the one place. If pictures tell 1,000 words this collection speaks a great deal on what messages the military would like to get across. It’s split into themes. You can find it here.

Facebook

Can We Make Walsall A More Creative Place? – Walsal Council’s regeneration scrutiny committee wanted to look at the creative industries. We launched a Facebook page to begin to connect. Fifty people have liked it so far to allow the start of feedback. Face-to-face meetings are now planned. You can like it here.

NASA Facebook timeline – One of the many things I really love about this page is the way NASA have embraced timeline. Scroll back to 1965 and you can look at content they’ve updated from that year featuring the first NASA spacewalk. For any organisation with a long history this approach is a must. You can like it here.

Northycote Park and Country Park on Facebook – Wolverhampton Council’s parks team do a really good job of innovating using social media. They’ve been experimenting with creating Facebook pages for venues. This is Northycote Park and Country Park and has 200 likes a few weeks after it was launched. It has pictures of new born lambs and updates on events. You can like it here.

Monmouthshire Council Youth Service on Facebook – Hel Reynolds has flagged up this page. A youth worker updates it. Not a comms person. This means that it has a tone that suits the people it is aimed at and doesn’t come over as trendy uncle Monmouth breakdancing at a wedding. You can like it here. 

Flickr

US government’s EPA Documerica project on Flickr – In the early 1970s the Documerica project sent photographers to capture environmental issues across the country. They captured car jams, low flying planes, people meeting up in public spaces and other things. They’ve posted many of the images onto Flickr and they’re a time capsule of how the US was. You can see them here. To update them they have a blog to encourage a 2012 version here and a Flickr group here.

Torfaen Council on Flickr – Here’s a council that is posting images to Flickr routinely. They show a good range of images that residents can see. You can see them here.

Covering meetings

WV11 on PACT meetings – The wv11 blog have worked with West Midlands Police to cover public meetings – known as PACT meetings – to allow residents to pose questions and see what is happening in their patch. It’s great work and shows how you can connect to people who want to be civic minded but struggle to reach meetings. You can read a blog of a meeting here and a storify here.

Oldham Council – It’s an excellent idea to make interactive council meetings. This Guardian pieces captures why.

Birmingham City Council – Comms officer Geoff Coleman has done some excellent work with live streaming council meetings. It opens up democracy and promotes transparency. It’s netted 10,000 views. You can read about it here.

Crowd sourcing

Birmingham City Council’s election plans – This year plans to be a big year in Birmingham. There’s a chance of a change of administration and there will be great attention on the council and most importantly, how they communicate the changes in real time. What better way than crowd source what people want?  You can read it here.

YouTube

Caerphilly Council – Digital video clips are easy to consume but notoriously difficult to do effectively. Many have tried in local government but few have been as effective as Caerphilly Council with their nationally sigificant use of YouTube clips. One clip both pokes gentle fun at themselves and features a sheep with social media logos roaming the borough. It makes you smile. It keeps you informed. It’s fleecey brilliance.

Creative commons credits: 

Road at Rifle, Ohio in 1972 http://www.flickr.com/photos/usnationalarchives/3815027813/

Documerica Photographer, David Hiser, at Dead Horse Point, 05/1972 http://www.flickr.com/photos/usnationalarchives/3814966348/

WE LIKE: Ideas for a good Facebook page timeline

It’s the easiest thing in the world to create a Facebook page. It’s a lot harder to do it effectively.

As a platform used by almost 900 million people the question is not ‘how’ government and local government uses it but ‘if.’ There are some cracking examples of how to use Facebook outnumbered by scores of absolute stinkers.

As part of a brilliant session at the rather wonderful Comms2point0 and Public Sector Forum event in Birmingham we looked at how the introduction of timeline Facebook pages would impact.

As the session wore on it looked pretty fundamental. Think timeline is just the chance to stick a big letterbox picture on top of your page? Think again.

Here’s some collected learning gathered at the event and some extra.

Thinking about it afterwards, I can’t help but think that what’s needed for an effective Facebook page – timeline or not – is:

  • Good content to connect to people.
  • Shouting about it online.
  • Shouting about it offline (which is actually the most important than shouting online).

The getting started: ‘We need a Facebook page’

It’s almost as common a thing to hear as a comment on the weather. It’s what people want. But ask a simple question: do you really need a Facebook page?

Ask if people will monitor every day and are prepared to respond. If they’re not, don’t bother. If they’ve never used Facebook before don’t start with a page. You’ll fail. Start by creating your own profile and then using it for a month or two to work out how it all works. If you are none of the above you are better off chipping in to the corporate page or someone else’s page.

What does good content look like?

A couple of posts a day or three at most so as not to drown people with noise. Make it engaging. Post pictures. Stage polls. Link to YouTube. Think beyond the ‘I’m linking to the press release.’ Make it fun. Make it timely. Make it informative.

With Facebook timeline, what’s the same…?

Facebook pages are still the platform for using Facebook as local government. You get loads of stats as an admin you won’t if you don’t have a page. With timeline you can still add posts, add pictures, links, video and create polls. You still have to have your own profile in order to create a page and become an admin. It also doesn’t change the frequency of how often to add content. More than two or three times a day and it starts to get a bit noisy and people will switch off and yes, you do need to add text in a way that works on Facebook.

Don’t be stuffy and formal.

Be sociable.

But we all know that, don’t we?

Ally Hook’s Coventry page is a good place to look to for ideas. It’s something I’ve blogged about before here.

What’s different with timeline compared to the old pages?

There’s a stack of extra features I’d either not noticed with the old page or have been slipped on with the new timeline approach. Here’s a quick run through of some of them.

Admin

When you first navigate to your home page as admin you’ll see the under the dashboard part of the page right at the top. Helpfully, there’s a natty chart which tells you the reach of the page and how many are talking about it. In other words, how many have posted a comment or liked.

You can have a cover pic

It’s the letterbox shaped image that’s right on top of the page. Facebook are keen for this to be not predominantly text so a nice shot of your borough, city, parish or county will do just fine. Or if its a service maybe it’s a shot of them doing something. But change it every now and then.

For me, this is where good links with Flickr members somes in handy. With their permission use a shot and link back to their page.

Dawn O’Brien for Wolverhampton Parks has used this rather wonderful shot of one of their parks, for example.

You can still have a profile pic

It’s just not the main emphasis of the page anymore. But try and keep it interesting. Use Ally Hook from Coventry City Council’s time honoured tack of not using a logo. They’re not terribly social things are logos.

There’s a funny info bar just under the cover pic

It’s a handy place to see how you are doing with likes as well as a place to search for pictures. That’s a bit tidier.

You can create and add content to a historic timeline

One person at the Birmingham event pointed to Manchester United‘s Facebook page as a trailblazing way to use a historic timeline. They were formed a long time ago and this particular bit of functionality means you can add old, historic content from years ago. It’s actually really good. Click on 1977 and you can see a shot of two members of the FA Cup winning team. Clearly, as a Stoke City supporter they remain a plastic club with fans who live in Surrey but I can live with this screenshot as it has a picture of Stoke legend Jimmy Greenhoff on.

I was talking through this change to Francesca from Walsall Leather Museum.

All of a sudden her eyes lit up. “Wow,” she said. “We can add old pictures to the timeline.” She’s right. You can. The possibilities for museums and galleries are pretty endless.

Even for a council page you can add historic images that build a bit of pride. You can do this by posting an update and then in the top right hand corner clicking on ‘edit.’

You can select a date that best suits it. Like 1972 for Stoke City winning the League Cup, for example.

What the edit page button can do

You can let people add content to your page whether that’s a post or video.

Many councils, especially during Purdah, are a bit nervous about letting people do this. Especially when they are not monitored around the clock. Allowing it builds an audience but it’s a judgement call. There’s also the moderation block list. That’s not really something I’d noticed before but you can add terms you are not happy with.

I’d use it sparingly and not to stiffle debate.

It’s also probably worth adding the swearing filter.

For a few days there was a setting to pre-approve all content. That’s now disappeared and a good thing too.

This star post thing

On the top right hand of each timeline post is the star icon. Click that and your post gets larger and is seen by everyone who navigates to your page. Obviously choose the best ones for that.

The pinning a post thing

In the top right hand of each timeline post is an edit button. Click that and you’ll see the option to pin. That sends the post to the top and something that will remain at the top until its unpinned. Save that for the really important ones.

Insights are your new best friend

If Facebook have gone to the trouble of providing you with a pile of stats for free the least you can do is use them. Let people know. Sing from the rooftops. Include them in reports. Tell people what you are doing. Don’t think that everyone will notice.

Don’t forget to use Facebook as a page

It’s something I’ve blogged about before but needs repeating. You can find out how to do it here. Your page is a very small allotment in a country the size of France. Use the principle of go to where the audience is so add and comment on larger pages.

Facebook adverts From the Birmingham session there are few cases of big numbers coming from ads. However, Shropshire Council have used it for specific job ads with some results. A blend of shouting offline and good content to interest if people do drop by would seem to be the answer to building useful Facebook numbers.

A successful Facebook page makes lots and lots of noise offline

It’s amazing how it’s easy to fall into the trap it is of only thinking Facebook to shout about your page. Actually, that’s one part of it. Look at how others do it.

1. Put your a link on the bottom of emails. Tens of thousands of emails get sent every week. They’re mini billboards.

2. Tell people about your page via the corporate franking machine. Tens of thousands of items of post go out every week. They’re mini billboards too.

3. Put your Facebook page on any print you produce. Leaflets, flyers and guides.

4. Put posters up at venues with QR codes linking straight to the page. I’m not convinced QR codes are mainstream but I am convinced its worth a try.

5. Tell your staff about a page – and open up your social media policy to allow them to look. As Helen Reynolds suggests here and Darren Caveney here.

6. Don’t stop shouting about your Facebook page face-to-face. If people enjoy a visit to a museum tell them they can keep up on Facebook.

7. Use your school children. Encourage schools to send something home to tell their parents about the Facebook page.

8. Create a special event for Facebook people. For events and workshops create something special only for the very special people who will like your very special page. Like a craft table at a family event. Maybe use eventbrite to manage tickets.

9. Stage on offline competition. Get people to enter via Facebook. That’s just what Pepsi are doing with a ring pull competition. Send a text (25p) or add to the Pepsi Facebook page after you like it (FREE.)

SOCIAL SURGERY: Building the Art of Good Listening

“Oh, so it wasn’t actually local government that won a prize for Social Media Surgeries?

“That’s a shame isn’t it?”

That’s more or less what someone from a local government organisation said to me. They weren’t really listening and it got me thinking.

What’s a social media surgery? It’s volunteers with digital know how being put together in a room with voluntary groups and charities who would like to know.

It’s about giving a voice to groups who really need a voice.

It’s an idea that emerged three or four years ago from the vibrant community of Birmingham bloggers.

Nick Booth of Podnosh has turned that idea into something truly remarkable that has outgrown the West Midlands (disclaimer: I just think Nick is great.)

Podnosh won a Big Society award for the project hence the conversation I start this blog with.

I’ve helped out at a handful social media surgeries. Not as many as I would have liked. But enough to know why people do it and enough to be applauding wildly those who truly deserve the award.

Is it sad local government didnt win this?

Not at all. Because this isn’t a local government idea. It’s a community one.

But it also got me thinking about local government’s role.

A lot of the early volunteers come from local government. Birmingham City Council’s Digital Birmingham arm recognised it’s worth quite early on and helped get volunteers, for example.

At the last Walsall Social Media surgeries, which is one of more than 80 registered, the majority of surgeons happened to be from local government too.

That’s more a yardstick of there being decent people at councils rather than some strategic thing.

But social media surgeries, from what I see, are built on far more than volunteers from local government and I wouldn’t want to overstate their role.

Social media is transforming council communications. Gritting updates now come via Twitter. Libraries have Facebook pages.

But local government is founded in Victorian Britain and can still act like it at times. Even the best Twitter stream unplugged into officers who don’t want to listen will ultimately fail.

Just recently, I’ve helped start a Facebook page to help regeneration officers understand how they can make Walsall a town where creative people will live and work.

It’s called ‘Can We Make Walsall A More Creative Place?’

It won’t change the world, but I’m gobsmacked at how if you plug into networks and listen they’ll crackle with electricity and they’ll tell you things. I’m a bit excited at how its playing out.

Just recently I spent a really inspiring hour or so at Shropshire Council with Nigel Bishop, Jon King and others. Part of what they are doing is looking at how to embed social media in every corner of the council and at every step of the way. Not just as the end stuck on as a megaphone to tell people. Jon writes about it here. In short, they’re after better listening as well as communicating. That’s quietly brilliant.

So, what can local government really get out of what’s built at social media surgeries?

They can be places to help build good listening.

That strikes me as being very important.

LINKS:

Andy Mabbett on Social Media Surgeries

Social Media Surgery Plus

10 Downing Street: The Social Media Surgery is the latest Big Society award winner

CREATIVE COMMONS CREDIT:

Chris and Mary http://www.flickr.com/photos/podnosh/3529022026/

Laughing at Dudley Social Media Surgery http://www.flickr.com/photos/gavinwray/5921616904/sizes/l/in/photostream/