15 April Social Media & Interactive tools Annika Börtin Unit D4 - Dissemination

15 April 2010 Social Media & Interactive tools 2 Introduction Open letter to President Barroso and incoming Commissioners Outcome of study on interactive tools Draft guidelines on the use of social media for the Institutions Resources

15 April 2010 Social Media & Interactive tools 3 Open letter to President Barroso and incoming Commissioners Main points: Use social networks to engage in dialogue with citizens, to mobilise support for the European project, and to share information and ideas about the EU. encourage / empower Commission staff to use social networks to communicate also about their work via blogs, social networks etc… be aware that participating in social networks is not a one-off. It requires continuous presence and thus draws heavily on human resources make intelligent use of social networking platforms (Facebook, Twitter etc…)

15 April 2010 Social Media & Interactive tools 4 Outcome of a study on interactive tools Use the 3Ts to inform, illustrate and engage citizens Technology: Choice of adequate tools, proper use, management of "voice back“ Topology: Laying the capillary networks, exciting "human neurons“ Tone: Considerations on levels of communication and appropriate training, "soft". Success requires all 3 aspects.

15 April 2010 Social Media & Interactive tools 5 Draft guidelines on the use of social media for the Institutions Content is king - Tailor your message to the audience and type of media Use simple language / avoid jargon Less is more Think before posting Tell the truth Don´t be shy

15 April 2010 Social Media & Interactive tools 6 Draft guidelines on the use of social media for the Institutions Content is king - How and what to share Speak only if you have something to say Be credible / relevant / authentic Respect regulation Events, photos, videos, press releases – easy to share (multifunction share button)multifunction share button

15 April 2010 Social Media & Interactive tools 7 Draft guidelines on the use of social media for the Institutions Content is king -Validation versus forgiveness The staff has the freedom to speak on internet as long as they observe: The Commission´s position is the point of departure Clear frame of reference in terms of subject matter Objectivity, impartiality, loyalty to the institutions and non-divulgence of not yet public information

15 April 2010 Social Media & Interactive tools 8 Draft guidelines on the use of social media for the Institutions Content is king -HR/Management/Training perspective Find experts Train the «top dogs» Take it seriously Cover many languages

15 April 2010 Social Media & Interactive tools 9 Draft guidelines on the use of social media for the Institutions Promotion Internal communication Engaging with potential audiences/stakeholders - participate in other social media - seek actively new readers Promote your website via social media - bookmarking & tagging easy - interact with readers Give them the story - reward helpful users Go in the mix

15 April 2010 Social Media & Interactive tools 10 Draft guidelines on the use of social media for the Institutions Feedback / engaging in the conversation - Moderation BE Specific Reasonable Regular Aware Legal

15 April 2010 Social Media & Interactive tools 11 Draft guidelines on the use of social media for the Institutions Feedback / engaging in the conversation - Feedback Use it Channel it Offer it Respond to it Learn from it

15 April 2010 Social Media & Interactive tools 12 Draft guidelines on the use of social media for the Institutions Feedback / engaging in the conversation - Rebuttal BE Prepared Psychologically conscious Linked in

15 April 2010 Social Media & Interactive tools 13 Draft guidelines on the use of social media for the Institutions Monitoring: before, during and after - Knowing your audience first DEFINE Demographics Interests Actions Content

15 April 2010 Social Media & Interactive tools 14 Draft guidelines on the use of social media for the Institutions Monitoring: before, during and after - Monitoring of social media before starting EXPLORE Tools Buzz Topic Dynamics Diversity and complexity

15 April 2010 Social Media & Interactive tools 15 Draft guidelines on the use of social media for the Institutions Monitoring: before, during and after - Measuring the impact of social media once you have started STUDY Quantitative Key Performant Indicators Qualitative Key Performant Indicators Tools

15 April 2010 Social Media & Interactive tools 16 Resources: Internal: Social Media Wiki Interactive services External: Reuters Social media guidelinesReuters Social media guidelines: