Thares: Fed Communicators Panel

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Information about Thares: Fed Communicators Panel
Social Media

Published on March 11, 2014

Author: federalstudentaid

Source: slideshare.net

Susan Thares 03/13/2013 Social Media Policies & Effective Strategies

Things To Consider Before You Begin • What are you solving for? • Who is the audience you want to reach? • What does your customer want/need from you? • Engagement or one-way communication? • Where does your audience engage on social media? • What constitutes success? • What resources ($$ and people) are available? • Identifying key stakeholders in your organization • Leverage other government resources

Policy Components • Purpose • Scope • Who does it apply to • Background & Definition • Defining social media/digital engagement & benefits of using it for your agency • How is relates to and advances your agency mission • Roles & Responsibilities • Who is authorized to speak in an official capacity • Approval processes • Policy Specifics • Access • Account Management • Acceptable Use • Legal Requirements • How it’ll be managed/Governance

Creating Policy Internal Use Guidelines • Follow all applicable government & agency policies • Disclose only publicly available information • Don’t use your status to discuss overly personal info • Show respect & professionalism • Respect other’s privacy • Correct misinformation or mistakes • Avoid political statements

Creating Policy External Use Guidelines • Comment Policy • Linking Policy • External link evaluation criteria • Disclaimer of endorsement • If you receive PII

Creating Policy • Obtain Terms of Service for all Third- Party Apps you plan to use • Get approval from OGC • Familiarize yourself with the latest records management, privacy and security guidelines • Leverage all the great resources on HowTo.gov

Making them available…

First Steps to an Effective Strategy

Starting your Strategy • Listen online for questions, comments, information gaps around your products and services • Wade through the noise, look for good nuggets and don’t take it personally • Creating content is key • Write in plain language, inject some humor and go beyond text based content • Link back to resources on your websites • Build an inventory of content before you start and determine how often you are going post • Metrics • What to measure and how to report it • Adjusting as you go

Online customer listening is essential to a successful social media strategy

Create Relevant Content Monitor Trends Identify Key Customer Issues Listen

• Include a variety of links to your websites, resources and blogs • Create visual collateral (video, photos, infographics) • Create a content calendar • Repurpose content when you can • Retweet relevant info from the White House, other agencies and other parts of your agency

• Establish some basic metrics • Review metrics regularly and adjust accordingly (e.g. # posts/tweets, time of day, days of the week, etc.) • What content resonated most with your audience • Test different ways to communicate a message (e.g. use different tweet headlines that link to the same blog) • Create FAQ spreadsheet with corresponding answers in Facebook and Twitter formats

Sample FAQ document

Have Fun with It

StudentAid.gov Homepage 16

Facebook www.facebook.com/FederalStudentAid 17

Facebook Post Examples 18

Twitter www.twitter.com/FAFSA 19

Twitter Post Example 20 Shortened link to info on StudentAid.gov

The more the merrier… 21

YouTube 22 www.youtube.com/FederalStudentAid

Some of our YouTube Playlists 23

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