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Feel the social media fear (and do it anyway). Jo Smith Communications manager Argyll and Bute Council September 2011. About Argyll and Bute. Our social media situation January 2011. Overcoming hurdles. No-one uses it. It’s dangerous. Social media’s just for kids .

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feel the social media fear and do it anyway

Feel the social media fear (and do it anyway)

Jo Smith

Communications manager

Argyll and Bute Council

September 2011

overcoming hurdles
Overcoming hurdles

No-one uses it

It’s dangerous

Social media’s just for kids

11,200 ‘Argyll’ Facebook users

Those 11,200 are over 18s

What if we’re inundated?

No-one will do any work

It’s just for fun

Management issue – remember telephones?

Design new systems

How will we cope with negativity?

Our network can’t cope

It’s a business tool – channel shift

Like saying we don’t have enough paper.

The same way we deal with other negative coverage

it shouldn t happen to a council
It shouldn’t happen to a council...

‘Intelligent but lazy’

‘Forensic’

‘Inexperienced’

‘Hapless’

slide7

Blog response assessment flowchart

Assessment

Discover blog posting about the council.

Is it positive?

yes

No

Evaluation

TROLLS

Is it a site dedicated to bashing the council?

MONITOR

Don’t respond to specific posts

yes

No

Concur

A factual and well cited response may agree or disagree with the post, provided it is not negative

You can agree with the post, let it stand or provide a positive review

Do you want to respond?

RAGER

Is this a rant, joke, ridicule or satire?

No

FIX THE FACTS

Respond on the comment board with correct facts

MISGUIDED

Are the facts incorrect?

yes

No

No

UNHAPPY CUSTOMER

Is this the result of a negative experience form one of our customers?

yes

RESTORE REPUTATION

Rectify the situation, respond and act on a solution

Let the post stand – no response

yes

No

SHARE SUCCESS

Share the blog with other

FINAL EVALUATION

Base response on circumstances, influence of blogger

and prominence of stakeholder.

Will you respond?

Response

yes

yes

yes

Response considerations

TRANSPARENCY

Make sure council connection is clear

SOURCES

Include or state your evidence eg links or other references

TIMING

Take time to create a good response. Don’t respond in anger.

TONE

Make sure your tone reflects the council’s professional approach

INFLUENCE

Focus on the most influential blogs – don’t respond to all

nine months later
Nine months later...
  • Releases automatically tweeted
  • Live tweets from council meetings
  • Emergency announcements
  • Using analytics
  • 24 hour tweet – right now! #whatwedo
  • Tall ships winner
  • Budget consultation
  • 1195 followers and rising
nine months later9
Nine months later
  • Secured ‘Argyll And Bute Council’ account – just in case
  • Team accounts
  • ‘Spy’ accounts
  • Service specific pages and groups in the pipeline – starting with our public halls.
  • Council-wide image library
nine months later10
Nine months later...
  • Dunoon web cam
  • Budget consultation
top tips
Top tips?
  • Get personal
  • Use analytics
  • Find a champion
  • Be bold