SOCIAL NETWORKING: AN OVERVIEW
Government Uses and Benefits
NICOLE SUNSTRUM
Social Communications Specialist
Chair, Statewide Social Media Board
@sunstrumn
sunstrumn@michigan.org
www.linkedin.com/in/sunstrumn
www.facebook.com/nikki.sunstrum
Internet-based applications that build on the ideological and
technological foundations, which allow the creation and
exchange of user-generated content.
www.wikipedia.com
DEFINED
MAJOR PLAYERS
THE INVENTORY
COMPETITORS
State of the Internet:
TRILLION

107T # of emails sent in 2010

3.3B # of email accounts globally in 2012

294B average # of emails sent each day

2.1 Billion users across the globe

45% of internet users are under age 25

555M websites worldwide, 300M created last year
alone
BILLION
MILLION
FUTURE OR FAD?
State of the Social Media:
TRILLION

2.4B Social networking accounts worldwide

800+M registered Facebook User

225M Twitter accounts

62 % of adults have a social profile, 55% in America

Social commerce sales are expected to reach
$14.25B in 2012

90% of marketers use social media channels for
business
BILLION
MILLION
FUTURE OR FAD?
State of the Social Media:
Each year…

YouTube videos get 4B views per day

340M Tweets are sent every day

Time spent/person/month on Facebook = ~8hours

54% of monthly Facebook users (901M) access via
mobile

Pinterest is now the 3rd largest social network with
11.7M users

The average Pinterest user has 2,677 pins
Every day…
Per hour…
In the last second…
FUTURE OR FAD?
WWW.MICHIGAN.GOV/SOCIALMEDIA
Full inventory, Resources, Policy, Best Practices, Helpful hints
GOVERNMENT USES
©
What outlet is the
right one for you?
©
Why would a social presence be of benefit
to your organization?
©
How are you providing additional value?
STRATEGY
©
Identifying your online customer
©
Determining goals and your return on
investment
©
The Rules of Engagement
STRATEGY

Get started
Identify Yourself
Target

Be unique
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CREATION
www.facebook.com/pages
Store hours, info, staff
Spread the word! Rubber
stamps, flyers, postcards,
bag stuffers, receipts
Vanity URL, branded
welcome page
MAKE THEM “LIKE” YOU!

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Start simple
Shared stories
Mentions and collaboration

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Support promotional efforts across
multiple channels
Create a buzz….decorate for season
Social plug-ins
Facebook advertisements
DIVERSIFY
COLLABORATE

Photos, Videos, Questions,
Polls, etc.

Seek out likeminded thought
leaders

Pick a theme, build an
expectation

Analyze response patterns
and post accordingly.

Have a contest

Recreate the mundane

Join Foursquare

Be exclusive
CONTENT
Infographics and
pictures, like this
one, which
include statistics,
quotes or
important
messages are
much more likely
to be shared and
seen.
DEVELOPING A UNIFIED MESSAGE
Best Practice:
Cross promotion of initiatives,
programs and information
amplifies our message and
presents a unified image.
Add tags, photos and links to
additional content from
michigan.gov
DEVELOPING A UNIFIED MESSAGE
Best Practice:
Create a message that is
unique to your audience. Edit
content to provide relevant
information and value to your
followers on requested share
topics.
DEVELOPING A UNIFIED MESSAGE
Best Practice:
Using Twitter account
@usernames and
standardized hashtags
allows you recognize
fellow accounts and
create a one stop
resource for citizens on a
given initiative.
DEVELOPING A UNIFIED MESSAGE
RULES OF ENGAGEMENT
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Policy
Site creation
Style, images, content, disclaimers
There is no expectation of privacy
Confidential information, defamatory or derogatory
postings
Reinforce proper usage, activities, professionalism,
no advertising
ANSWER YOUR PHONE…
Schedule, monitor, reply.
THINGS TO DO NOW…
BE AN INFLUENCER

Follow their company

Share their Facebook Posts
and RT them

Add them to a Twitter fav’s
list

Create a buzz….Hashtags

Show your expertise…Klout

Find their blog, comment,
share and tweet it
GET NOTICED
PARTY V. PROFESSIONAL
Know the risk –
avoid oversharing
Be smart
about privacy
Tweet
Responsibly
Post a
Disclaimer
CAUTION
Don’t:
• Only connect with the intent
to sell
• Connect, but never interact
• Spam groups
MAXIMIZE YOUR EFFORTS
APPS
Create a Tab
Feature presentations
via Slideshare
Share your reading list, events
calendar or poll your network
Draw some extra attention.
Facebook offers an exceptional
targeted advertising service.
Consider promoting your next
event.
ADVERTISE
Metrics

Measurements
How do you quantify good
customer service?
Value
Response
Growth
Analytics

Evaluation
ROI
Can you afford to not
participate?