Local Government Social Media Strategy & Social Media Framework for Government

Laurel Papworth
A free video tutorial from Laurel Papworth
Forbes "Top 50 Social Media Influencer" University Lecturer
4.1 instructor rating • 5 courses • 6,219 students

Lecture description

Step by step how to establish a #socialmedia #framework for local government and a social media strategy for councils.

  • Step 1: Core Audiences 00:37

  • Step 2: Match Purpose and Values between Local Government/Council and stakeholders. 02:48

  • Step 3: Social Spaces - which social media platforms should your Council social media strategy cover? 03:57

  • Step 4: Social Media Influencers and Hashtags for social distribution 05:54

  • Step 5: Covering Social Media Campaigns and planned activities 08:40

  • Step 6: Creating different kinds of social media diaries: content, engagement, influencer etc. 11:05

  • Step 7 Creating a "Voice" for social media and the different core audiences (stakeholders) 12:06

  • Step 8 leveraging Rituals and Rites of passage in a social media framework for local government and councils. 14:49

  • Step 9: integrating social media with the council website with local government EDMs (email newsletters) as well as incorporating Comms strategy, Employer branding, Crisis Comms etc. 16:48

  • Step 10 or Optional - Future Directions covered? eg social media and #BigData or Council and Direct Democracy? 18:25

Learn more from the full course

Social Media Strategy: 9 Steps for Business and Government

WRITING & Implementing a SOCIAL MEDIA STRATEGY Marketing Public Relations & Comms Social Media Managers

03:14:11 of on-demand video • Updated October 2019

  • Write a social media strategy for Corporate or Government internal stakeholders or external clients
  • Implement the 9 steps of a social media strategy including Purpose, Voice, Key Influencer Relationships, Campaigns and more.
  • Identify and communicate what should and should not be included in a social media strategy for Corporate and Goverment
  • Use Corporate Government and Non Profit case studies and analysis of social media strategies, implementation and adaptation to inform your strategy and execution.
  • Write a Corporate or Government strategy around a pitch document (included in this course) that will test your new knowledge!
English Hello my name's Laurel Papworth and quite a few people quite a few students have asked me about my social media framework for local councils and local government. So I thought I'd go through the nine steps of writing a social media strategy or social media framework for those sort of organisations. So this video is really for social media strategists and admins and marketing professionals that work within the local government area or want to work in the area. It's an interesting and challenging area. So step one for a social media framework is you must abide by the algorithms by the things that drive the engines that drive the platforms and that frankly is psychographics and core audiences. So itemize in depth all of your psychographics the people the stakeholders within your area don't just write down the demographics so retirees or families with kids or young singles small businesses Business Chamber of Commerce type things don't just write down the single entities really dig in and write out the full core audience profile how the Facebook and the Instagram's and the LinkedIn's and the Twitter analyze these people and then make sure they get to see the right content. So for instance for retirees you will want your provincial wealthy your smart townies you know the whole thing so whether they're well-off or not whether they're healthy or not and like hiking and trekking or whether they're urban there's about I don't know I guess the six or seven different types of psychographic for retirees just a reminder to my students if you don't do this and you try to have one page to target everybody within a geospatial area you will not reach your 25 or 50 percent engagement and your 100 percent plus reach you will get nought point one percent or one percent. Because with such a large everyone star audience the algorithm will work against you and will not put the right content in front of the right people. And that will start to damage your optimization strategy. So the first thing with a social media strategy the overarching strategy is Who are you trying to reach. And it's in depth. Number two why are you on social media. What do you want to achieve your organization and then you have to flip that around. Take each one of those tribes each one of those different types of core audiences and say what do they want from you. Because your wealthy retirees will want different information from local government then you're young through what they call thrifty families struggling families. There's so many different things that council cover and it is a very challenging space because it's a whole of brands it's an everyone brand and there is so much information to communicate distribute. And if you aren't targeted in your columns and if the audience doesn't find your information useful if they find it boring that's when trouble happens that's when you really start to see your stuff being pulled out of the newsfeeds of whatever platform you're on. Which brings me to number three. Number three is social spaces. You have to define in your framework your social media framework. Where are you going to be. And the best answers to that are you need to invest your time where your stakeholders invest their time. So if you know that young mums on Instagram or in Facebook groups that's where you are if you know that retirees use Facebook to connect to their grandkids and friends and family overseas then you need to be on Facebook for them if you know that the small businesses you're trying to target are using Linked In primarily. Guess what. You're only 10 so once you've split up the tribes and your purpose for reaching them and the information that they want from you now you can choose the spaces you want to be in. Invest your time on as many pages as many Facebook groups as many Twitter accounts as many Instagram accounts as many linked him accounts based on linked in groups linked in company pages whatever as you need to reach those target audiences that you've set up in your stakeholder plan with stakeholder core audiences. I would also recommend that you make a note to invest your time when they invest their time. So if you find that they're not unlinked then on the weekend you don't need to schedule things on the weekend on LinkedIn. But some very specific groups are for instance some openers often on linked in on the weekend especially if they've got a full time job and then they have a side hustle that they're looking for services so get to know your core audiences figure out their strategy for using social media and invest your time when they invest their time. After you've done those three who are you going to target. Where are you going to target them. Why do they want to engage. Why are you targeting them. The next one is influencers and these are channels that reach the people you are trying to reach. If you don't want to build the direct channel yourself or if somebody has already done an awesome job of doing that. So a classic example example for this for councils is that they try to get people engaged on their own Facebook page but sometimes it's just as easy to let the family psychographic snow through the local school page. Ask the school if they will post something that's relevant to the families or if you're trying to engage with small business high street retail. I don't know. Changes to parking something like that. If you're trying to reach them to get their feedback then I really recommend that you look at the Chamber of Commerce or any Meetup groups that they connect to. For instance around hashtags or hashtags represents communities of interest. So if there's a hashtag mums of insert your region group that are on that hashtag or that Facebook group then I'm looking at a group of people and I want to work with them and build relationships so that I'm not just spamming those hashtags. Those groups those pages with the information that I need to get out. What I will say about influencers is if you decide to only focus on two or three main stakeholder groups but every so often you need to connect to another stakeholder group. But they don't have a higher priority within your community then it is better to work with the influence of groups conferences. Another reason might be that you don't have this core skills to build a community in that stakeholder group for a whole lot of region the reasons it could be Indigenous or religious or some other reason why you don't want to necessarily build your own community specifically around that subject matter or that particular community of interest so you can always talk to the influences in that community and build a relationship so that they're comfortable passing that information on. And there's a whole range of ways of doing that but you wouldn't do that in strategy framework document. You'd probably put that in your influence a document your influence or an engagement calendars and through your distribution campaign documents not through your main overarching framework. That's how I see it anyway. You're free to do whatever you like. You do you. Campaigns can be a tricky area. People think they're content calendar as a campaign because they've scheduled some post to go up. It's not really for me for a campaign and I've got a whole separate course on campaigns. But you're really looking at monitoring the original content creation content distribution. Working with the key influencers in the hashtags things like that before you need them so that you're not just dumping stuff on them and with the analytics to continue to grow the campaign. So there's quite a lot that's involved with the local council small gov approach to a campaign within a geographic area and there's some awesome tools out there that can help you with campaigns but really stick within those five analytics for me within a social media framework I'm not going to set KPI is there because it's a framework but I will talk about the kind of KPI eyes that need to be in each campaign documents so it could be the baseline where we're starting from an increase in followers by this amount subscribers an increase in engagement by this amount and increase in reach and then impressions by this amount a increase in engagement from women 25 to 30 with two children who have kids that go to these schools in whatever it is you want to talk about it in kind of a general way. So I'm specific with the numbers in the campaign document but at a stakeholder level you just want to structure how the campaigns what they should cover. If you've done the online course I'm assuming you're a student of mine and so therefore that's why you're watching this. You will see how that is all done and with the prototype which I think is the proposal to convert something on the Esplanade by the local council and they want to engage different stakeholder groups. You can see that as a complete campaign or you can use it as a foundation for your social media strategy. It works either way. If you're not doing the course sign doesn't matter you still get enough information out of this. There are video hopefully for you to keep working on it. So after campaigns after social media campaigns now we're looking at our different kind of content calendars and social media diaries and what I would do with a social media framework is simply list them and the kind of things you expect them to cover roughly. Generally because the actual calendars and diaries you're going to figure out elsewhere not within the social media framework document but the framework document covers what they look like. You know this all the different kinds of diaries or the kind of activities with it just to make sure that the that the social media framework the social media strategy mentions them and the reason I say that is because I see a lot of councils that are content heavy. Everything is about the content and the other stuff is just missing from the diary. We can't have that. So figure that one out. The next section of your social media strategy you're working on voice and your voice needs to change for the different kinds of stakeholders that you have. I did say that social media for local calf and councils were tricky and it absolutely is and I think voice is an area that I see quite a bit of struggling. And it's because of the temptation to go to the formal press release voice and lots of photographs of the councillors shaking hands with people and content that doesn't engage because the voice isn't there. So I really want to give you some voice tips. These are the sort of things I do. I get my core audiences and list them all again so you retirees the different types your different types of families young families single families older families teenagers newborns whatever young urban young suburban. All kinds what it whatever stakeholders you've got and you've got different ones depending which council and local gov you're with light down the keywords of how you want to talk to them are you going to be educational. Are you going to be chatty. Are you going to be humorous. Are you going to you know there's so many different kinds of voices and the banal the vanilla boring one probably is not the one that's going to get you any kind of engagement on social media by all means stick with the corporate council. Voice if that if you do have a very PR sounding voice but without engagement without people liking sharing commenting re grabbing retweeting then you drop out of the newsfeeds out of the feeds out of their environment and you're really going to struggle to get the information out there. So social media strategy 1 0 1. Make sure your content is relevant for your audience and a strong part of that is what kind of voice are you going to talk to them in. And it's not locked down for strategies. It is just trying to put together a brand voice for a whole organization. You may have one in your marketing docs because you know the social media part sits underneath your common strategy. So have a look to your common strategy see what it says and how you can apply it. Anyway let's move right on. Kind of sitting with the campaign documents are I and also you're a different kind of calendars. I want to talk about rituals and rites of passage and you'll have this in your content calendar but just flesh it out a little bit more. Mark in the school holidays mark in Mother's day Melbourne Cup day. Mark in any historical days that you have within your community again with the social media framework. It's about setting the agenda so that each year people can go back to the original document and then look at their content calendars and their rituals and rites of passage and see are there more things that should be added in what worked. What did the community find interesting what did they not find interesting concepts and anything that you have regular like don't just mark in Australia Day but what you did for Australia Day and then look at the online and the offline I guess impact of that. So rituals are things that happen hourly daily weekly monthly. Every Monday people go to work so you might want to put up a message about preparing for your week at work or changes to transport for the week. So everybody doesn't get a shock when they're heading out to work on Monday morning for the rest of the week. The trains are out being replaced by buses or whatever it is. Anything like that where you can help fit into the rituals of your community will help. Rites of passage are births deaths marriages but you could also look at graduation from high school graduation from university setting out. Congratulations to all grand finals for football teams. These sort of things are rites of passage so to smack them in as well sometimes out into the social media framework. But it could be in a separate document it's up to you. But how are you going to integrate social with your website. Because I find that a lot times council has the website over here and social over here and they're not integrating automating scheduling as well as they could be to really make sure that the website and social are working together in a hub and spoke format. Something like that. And if it's not covered somewhere else or you feel that it's not clear and it won't be clear often poor that your social media framework as well. Without good infrastructure you're going to struggle. It's all very well to say I'm going to post up these number of things you know I need to post twice a day seven days a week. If you're not given the content if you don't have access to the email newsletters if you're not given the tools to find this content to share you're going to struggle. So make sure it's in there as well. I'm not listing the tools in the framework because they come and go and nothing is perfect. In fact a lot of them only do half the job. But I definitely want to talk about that you do need tools. And what the purpose of the framework is to have everything working together. You literally cannot have a social media strategy that does not reference the technology and I.T. strategy and the marketing common strategy and the employer branding strategy and all the others because social sits as the community within the middle of all of that. The last step is Future Directions and strategies are often talking about forward moving. So even if you know your organization is not ready for some of the Future Directions perhaps the big data stuff analyzing Big Data are maybe not ready yet for direct democracy and engaging the community you know 100 percent instead of 1 percent on everything or the decisions that are being made not simply sending out surveys but really pushing through big changes around direct democracy as opposed to representational democracy. If you even if you don't feel like the organization is ready for that yet I would still list out all of the key things that will be coming in the next decade because you don't want your framework to be out of date in 18 months when some new key regulation or law or something changes and you're on the back foot because you don't have a future direction section of your strategy. If you're not 100 percent sure what I'm talking about. Have a look around for futurists within local governance council areas follow them monitor them make sure that you understand some of the things that are coming through and what other countries are doing and other councils are doing so that you're ready if that change happens and if you've got a forward thinking council and forward thinking councillors somebody leading the charge. Have a chat with them and get that stuff into the strategy in the framework as well because that will make I think life a lot easier. So anyway they're my steps for a social media framework and you've probably seen my frameworks before I've got some from 2008 and some from later on. So that's 10 or 11 years worth of social media frameworks for both local council and gov. It's not the engagement framework. That's a different one the social media framework social media strategy are really taking you through from core audiences and then developing the rest of the steps there in the next video. I am going to go through social media engagement for local govt and local councils so if you think that that would be interesting to you feel free to subscribe. If this is all you needed that's great. Good luck with writing your social media framework and to pass this on to someone else. If you think that they would find useful. So I'm just gonna put up an end screen now with more information and I'll see you in the next video. Thank you for your time.