Lauri

 Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

 100% controlled by you  Fake / Formal  One-sided  All about any one tool

FFREE! NNOT! Tools are Free But it costs Time, sometimes a lot Training is essential and not inexpensive Other investment in hardware/software

HHARD! NNOT!

 P eople  O bjectives  S trategy  T echnology Leaves out the when and part of how and why

 C itizens (Who)  O bjectives (What)  P lan (Where & How)  P olicy (How & Why)  S chedule (When)

 Who do you want to reach?  Who are you reaching now?  Don’t forget yourselves

 The conversation has already started  Listen to:  Key public figures  Mentions of your organization online / Google  Popular law enforcement related sites  Online groups (Newsgroups & LinkedIn)  Blogs  Other agencies with similar issues  Other organizations like yours

 Create personas  Descriptions of individuals that represent your target  They’re not real  Represent real people

 Personas help you:  Identify potential character traits, personalities, habits and attitudes of your target  To create a social media strategy of ideals scope and size

 Jot down ideas for 2-3 personas  Go home and create more or tweak by listening  Listen offline

40-50 something bikers Describe them Define the issue Articulate the message Research the platforms/behaviors What needs to be communicated/changed Teenagers Describe them Define the issue Articulate the message Research the platforms/behaviors What needs to be communicated/changed

 What are your goals?  To build better relationships?  Raise awareness of your cause/services?  Increase website traffic?  Build your “customer” base?  Inspire people to take action?  Raise funds?

 Do some discovery, ask yourself:  What attitudes define us and our issues?  What sites have the most activity related to my organization?  What kind of people do the most posting (and where)?  What other organizations are issues are these people connected to?  What kind of negative comments or misconceptions exists?  What are the positives?

 You might (will) discover:  Online communities you should join  People you should engage  Values you should promote  Attitudes you should change  Better understanding of your “brand” (reputation)

 When you’re done (What):  Defined your message  All SM content should reflect your message  Make is easy to grasp by people with short attention spans  Keep it focused  Determined your target audience  What changes are needed

 Technology  Content  Personnel  Training

 Technology & Content  Technology  Software - Tools  Hardware  Content  Media  What needs to be produced  What do you already have?  Video / Photos / Graphics / Articles  Ideas  Goals  What’s the message(s)

 Personnel & Training  Personnel  Who’s needed  Who do you have ?  Don’t rely on the intern  What is their knowledge level  What kind of time do they have  What might be outsourced?  Training  Seriously consider professional training  To keep up  New people  Some can be had online

 Standard policies include:  1. Taking personal responsibility for the content a person publishes  2. Identifying oneself in all transactions  3. Using disclaimers to absolve the department of responsibility  4. Respect for the audience  5. Being factual  6. Copyright  7. Fair use  8. Privacy "The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009

 Specific to Law Enforcement  1. Integrity  2. Disclaimers  3. Identity  4. Department-sanctioned tools  5. Competence  6. Command Staff responsibility  7. Training "The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009

 Without a schedule, things can get overwhelming very quickly  Factor in the ramp-up  Start with the simple stuff  Where do you want to be in 3 / 6 months?

JJust jump on whatever tool LLet it overwhelm you DDrop the ball BBe evasive IIgnore negativity

BBe open-minded BBe casual / relaxed JJoin conversations / add value CClarify and focus on your message UUse your real identity RRemember your graphical image / brand AAsk questions / solicit input

PPrepare yourself to let go DDrop what doesn’t work AAdmit mistakes MMonitor and track responses TThank people LListen

 Attend training sessions like this one  Social Media changes all the time  Find 4-6 online information sources  Interact with others in your field and share EVERYTHING