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Integrating Social Media into Strategic Communications. Rebecca Ferro, Acting Deputy NOAA Fisheries Communications Office. Atlantic Coast Fisheries Communications Group January 10, 2013. Outline. Communications Network & Lead Players Strategic Planning Products & Services

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integrating social media into strategic communications
Integrating Social Media into Strategic Communications
  • Rebecca Ferro, Acting Deputy
  • NOAA Fisheries Communications Office
  • Atlantic Coast Fisheries Communications Group
  • January 10, 2013
outline
Outline
  • Communications Network & Lead Players
  • Strategic Planning
  • Products & Services
  • Social Media Close-up
    • Measuring Success
    • Templates
    • Monthly Report
slide3

Communications: A Collaborative Network

Legislative Affairs

Output

  • Rollout announcements
  • Briefings

HQ Program Leads

Output

  • Messages & stories
  • Web, social media
  • Stakeholder outreach
  • Events
  • News releases
  • Internal communications

NOAA Fisheries Office of Communications

Output

  • High-level strategic planning & execution
  • Leadership support/ awareness
  • Rollout coordination
  • Messages & stories
  • Web (CMS), social media
  • Internal communications
  • Events, meetings
  • Conferences, expos
  • Communications tools/resources
  • National stakeholder outreach, partnerships
  • Strategic 3rd party partnerships

NOAA Communications/External Affairs

Output

  • National/HQ news releases
  • NOAA national stakeholder events
  • NOAA web page, social media
  • NOAA email communications
  • Coordination with DOC

Regional Communications Council

Output

  • Messages & stories
  • Web, social media
  • Stakeholder outreach
  • Local events
  • News releases
  • Education
  • Internal communications
a few team members
A Few Team Members
  • Kate Naughten, Director
  • Rebecca Ferro, Acting Deputy
  • Laurel Bryant, External Affairs
  • Jennifer Hammond, Teacher at Sea
  • Molly Harrison, Education
  • Forbes Darby, Rec Fishing
  • Rich Press, Science Writer
regional communications council
Regional Communications Council
  • NERO—Allison McHale
  • NERO—Maggie Mooney-Seus
  • NESC—Teri Frady
  • SERO—Kim Amendola
  • SESC—Allison Garrett
hq program communications leads
HQ Program Communications Leads
  • Protected Resources—Jonathan Shannon
  • Habitat—Renata Lana
  • International Affairs—Luis Leandro
  • Aquaculture—Chris Botnick
  • Sustainable Fisheries—Darcie Honabarger
  • Science & Technology—Laura Oremland
  • Law Enforcement—Lesli Bales-Sherrod
2013 national communications strategy
2013 National Communications Strategy
  • Fine-tune internal communications
  • Enhance strategic communications with congresson national priority issues
  • Promote science behind management
  • Consistent messaging on agency priorities
  • Campaign leading up to Managing Our Nation’s Fisheries 3
national science communications strategy
National ‘Science Communications’ Strategy
  • Develop a process for infusing science messaging in NOAA Fisheries communications activities.
  • Identify opportunities in the upcoming year where we can incorporate and highlight our science products.
  • Identify gaps in our current science communication capacity.
products services
Products & Services

Infuse priority messages in our feature stories, leadership messages & talking points, and social media

services
Services
  • Advance strategy & preparation
  • Advise & support leadership
  • Plan rollouts on controversial topics (i.e. ESA listings)
  • Online coordination (national)
  • Science writer
  • Exhibits
products
Products
  • Consistent branding across agency
  • Online–All roads lead to the Web
    • Content
    • Social Media
    • Video
    • Photos
    • Podcasts
slide title
Slide Title
  • List item 1
    • List item 2
      • List item 3
        • List item 4
slide title1
Slide Title
  • List item 1
    • List item 2
      • List item 3
        • List item 4
social media channels in the regions science centers
Social Media Channels in the Regions & Science Centers
  • AKRO/AKSC—Facebook & Twitter
  • NWRO/NWSC—Facebook & Twitter
  • PIRO & SC—Twitter & Blog
  • SERO/SESC—Twitter
  • NERO/NESC—Twitter (phase 1)
what is
What is ?
  • Free basic service offered by Google (w/tracking code)
  • Generates detailed statistics about visits
    • Pageviews in response to efforts
    • Track where views are coming from
    • Monitor trends in time and popularity
  • Most widely used website statistics service
opportunities challenges
Opportunities & Challenges

Opportunities

  • Allows us to measure our impact
  • Streamline content generation
  • Leverage & repackage content
  • Advanced planning (use hootsuite, tweet quantity, facebook quality)
  • Explore different types of content layout (greater visualization vs. text)
  • Explore alternative metrics to measure & report

Challenges

  • Constant content production
  • Clearance & inclusion of proper expertise
  • Capacity for developing content
  • Monitoring comments
successes lessons learned
Successes & Lessons Learned
  • Always looking to improve & streamline strategic use of social media tools
  • Experiment with content delivery
  • Advanced planning & coordination allows us to rally around content with social media
slide26

Just another Shark Week

Our Earth Series

Big Miracle

Feature Stories

OLE Eagle Rescue

Elwha Video

West Coast GroundfishCatch Share

Status of Stocks 2011

slide27

Long & Short-term Goals

  • Increase pageviews (unique & total)
  • Increase time spent on pages
  • Explore alternativee metrics
  • Greater use of search terms
  • Greater use of other social media channels beyond facebook & twitter (YouTube, flickr…)
  • All roads lead to web content, drive more traffic
  • Twitter – 4,597 followers
  • More tweets consistently
  • Increase quantity and frequency of posts
  • More strategic use of hashtags
  • More retweets
  • Facebook – 4,420 likes/friends
  • More posts consistently – 2 per day everyday, including weekends
  • More likes
  • More shares
  • More comments

August 2012

slide28

Facebook Template

  • 2 or 3 engaging sentences in plain language to draw the reader to your content as well as point out NOAA Fisheries connection to the content.
  • Include a link to more information (this should link to NOAA-created content or a media outlet that clearly and prominently identifies NOAA Fisheries’ work.)
  • Interesting picture–include detailed caption & any necessary photo credit.
slide29

Twitter Template

  • Tweets are 140 characters (including spaces & links.)
  • Usually 1 or 2 very short sentences, you can use abbreviations.
  • Include a link to more information (this should link to NOAA-created content or a media outlet that clearly and prominently identifies NOAA Fisheries’ work.)
  • Shorten your link with bitly.com to gain characters.
  • Test the length of your tweet either in twitter itself or in a word doc (review, word count, character count w/spaces).