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How to Use Social Media (and Not Lose Your Job) Andrew Krzmarzick Director of Community Engagement, GovLoop @krazykriz

The State of Social Media (and How to Use It and Not Lose Your Job)

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Keynote address for the National Conference of State Legislatures (NCSL) Luncheon for Legislative Information and Communications Staff and National Association of Legislative Information Technology professionals on October 10, 2012.

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Page 1: The State of Social Media (and How to Use It and Not Lose Your Job)

How to Use Social Media

(and Not Lose Your Job)

Andrew Krzmarzick Director of Community Engagement, GovLoop @krazykriz

Page 2: The State of Social Media (and How to Use It and Not Lose Your Job)

Our Time Together Today…

1.  How are people using social media? �  The Public

�  Your Peers

2.  How should policy be implemented? �  Internal

�  External

Page 3: The State of Social Media (and How to Use It and Not Lose Your Job)

Caveat: My Experience…

Starship Captain Lawyer (Not!)

Page 4: The State of Social Media (and How to Use It and Not Lose Your Job)

What is ? Tools: •  Blogs •  Forums •  Groups •  Datasets •  Video / Photo Sharing •  Tools

Value: •  Learn and share with peers •  Get questions answered quickly •  Solve problems faster •  Find and contribute best practices

60,000 Members •  Federal, state and local employees •  Contractors, non-profits, academia •  International (Canada, UK, Australia, etc.)

Online community of government colleagues that help each other

to do their jobs better.

Page 5: The State of Social Media (and How to Use It and Not Lose Your Job)

Source: http://www.pewinternet.org/

I

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Who uses social media more?

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Who uses social media?

AGE

Source: http://pewinternet.org/topics/Digital-Divide.aspx

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Source: http://pewresearch.org/millennials/quiz/

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Who uses social media?

AGE

Source: http://pewinternet.org/topics/Digital-Divide.aspx

Page 10: The State of Social Media (and How to Use It and Not Lose Your Job)

Who uses social media more?

Source: http://pewinternet.org/topics/Digital-Divide.aspx

OR ?

Page 11: The State of Social Media (and How to Use It and Not Lose Your Job)

Who uses social media?

GENDER

Source: http://pewinternet.org/topics/Digital-Divide.aspx

Page 12: The State of Social Media (and How to Use It and Not Lose Your Job)

Who uses social media?

GENDER

Source: http://pewinternet.org/topics/Digital-Divide.aspx

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Who uses social media more?

GENDER

http://www.youtube.com/watch?v=ZR4LdnFGzPk

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Who accesses more by phone?

Source: http://pewinternet.org/topics/Digital-Divide.aspx

OR ? OR

Page 15: The State of Social Media (and How to Use It and Not Lose Your Job)

51% of Hispanics

vs.

46% of Blacks vs. 33% of Whites

…use their phones to access the internet

Source: http://pewinternet.org/topics/Digital-Divide.aspx

Who accesses more by phone?

Page 16: The State of Social Media (and How to Use It and Not Lose Your Job)

36% of Hispanics

vs.

33% of Blacks vs. 19% of Whites

…use their phones to access social media

Source: http://pewinternet.org/topics/Digital-Divide.aspx

Who accesses more by phone?

Page 17: The State of Social Media (and How to Use It and Not Lose Your Job)

Who uses ?

Source: http://www.facebook.com/note.php?id=8394258414&ref=mf&note_id=205925658858

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Who uses ?

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Who uses ?

Source: http://pewinternet.org/topics/Digital-Divide.aspx

Page 20: The State of Social Media (and How to Use It and Not Lose Your Job)

Source: http://www.pewinternet.org/Reports/2012/Politics-on-SNS

Page 21: The State of Social Media (and How to Use It and Not Lose Your Job)

…oh, and

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Source: http://www.pewinternet.org/Reports/2012/Communities-and-Local-News.aspx

Page 23: The State of Social Media (and How to Use It and Not Lose Your Job)

Source: http://www.pewinternet.org/Reports/2012/Communities-and-Local-News.aspx

Page 24: The State of Social Media (and How to Use It and Not Lose Your Job)

Source: http://www.pewinternet.org/Reports/2012/Communities-and-Local-News.aspx

Page 25: The State of Social Media (and How to Use It and Not Lose Your Job)
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Are we being

political or are we

being helpful?

How do we translate

political interest

to civic

engagement?

Page 27: The State of Social Media (and How to Use It and Not Lose Your Job)

Reactions?

Page 28: The State of Social Media (and How to Use It and Not Lose Your Job)

•  At least 46 states have legislators actively using Twitter, but still only 10% of all state legislators are using it

•  Top five Twittering state legislatures are Florida, Missouri, Pennsylvania, California, and Illinois.

•  Every state has a legislator using Facebook - more than 2,500 state lawmakers.

•  Top five Facebook state legislatures: New York, Minnesota, Michigan, Texas, and North Carolina.

http://www.dcigroupdigital.com/digital-america/

Not Meagan Dorsch (but could be)

Page 29: The State of Social Media (and How to Use It and Not Lose Your Job)

•  provides a side by side comparison of the social media participation rate of each of the 50 states.

•  compares state's Facebook and Twitter accounts to numbers in 2010 census. •  provides links to Twitter and Facebook accounts for elected officials •  help public affairs and communications professionals better understand the

geographical differences in the use of social networking technology to facilitate more strategic campaign plans.

http://www.dcigroupdigital.com/digital-america/

Page 30: The State of Social Media (and How to Use It and Not Lose Your Job)

http://www.ncsl.org/issues-research/telecom/legislative-social-media-sites.aspx

Our hosts rock, too!

Page 31: The State of Social Media (and How to Use It and Not Lose Your Job)

Plan:

Page 32: The State of Social Media (and How to Use It and Not Lose Your Job)

Invited: 1,500 Going: 51 Maybe: 27 Total: ~5% Comments = 44 Participants = 15 Total = 1%

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Page 34: The State of Social Media (and How to Use It and Not Lose Your Job)

Source: http://www.senatesite.com/home/about/

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Page 36: The State of Social Media (and How to Use It and Not Lose Your Job)

Source: http://www.nysenate.gov/mobile

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Reactions?

Page 41: The State of Social Media (and How to Use It and Not Lose Your Job)

Should you have social media policy?

Page 42: The State of Social Media (and How to Use It and Not Lose Your Job)

What do you think?

•  Form a small group with 4-5 people around you

•  Assign a spokesperson / note-taker

•  Using the worksheet, take 10 minutes to address the scenario assigned to your group

•  Be ready to share with the large group

•  We’ll address each scenario for 5-10 minutes

Page 43: The State of Social Media (and How to Use It and Not Lose Your Job)

Scenario 1: Venting in the Wrong Venue

Karla is a state legislative staff member. After a particularly difficult day, Karla is frustrated with a colleague and makes the following comment on Twitter: “Ridiculous how [name of office] keeps incompetent people around. Time to clean House!” She makes the comment after work hours from a home computer on her personal Twitter account.

Questions •  Would / should Karla lose her job? •  What would be a fair policy in terms of how agency employees

should use social media during their personal time?

Page 44: The State of Social Media (and How to Use It and Not Lose Your Job)

Scenario 1: Venting in the Wrong Venue •  Recommendation 1: •  An employee should be extremely careful in posting anything

about work, especially if it casts the agency, a colleague or a customer in a negative light.

•  Recommendation 2: •  A fair policy would seek to clarify the difference between

professional and personal use and connect online behavior to current guidance on the appropriate conduct of an employee in a public setting.

Page 45: The State of Social Media (and How to Use It and Not Lose Your Job)

Scenario 2: The Uber-Active Citizen Your lawmaker has a Facebook page that is relatively active. It is important to him/her that you post and gain feedback on pending legislation. However, there is one active citizen who frequently posts off-topic comments. He never uses derogatory language or explicitly attacks either the lawmaker or the other commenters.

Questions •  What would you do with this poster’s comments? •  Do you have a policy in place for this kind of scenario? •  What kind of policy would govern this situation?

Page 46: The State of Social Media (and How to Use It and Not Lose Your Job)

Scenario 2: The Belligerent Citizen Recommendations:

•  While it depends on the specific comments, these are most likely of the variety that should remain on the page.

•  Reach out to the citizen to explain your policy and coach the person as to how they can stay on topic.

•  Strengthen your policy to ensure that you are able to delete off-topic comments that detract from the conversation.

•  Create a “Comment Graveyard”?

Page 47: The State of Social Media (and How to Use It and Not Lose Your Job)

For Staff and Legislators

http://www.ncsl.org/documents/nalit/AKSocialMedia.pdf

•  Transparency. Your honesty (or dishonesty) will be quickly noticed in the social media environment…use your real name, and organization, and be clear about your role.

•  Be careful. Make sure your efforts to be transparent don't violate privacy, confidentiality, and legal guidelines.

•  Write what you know. Make sure you write and post about your areas of expertise.

•  Perception is reality. In online social networks, the lines between public and private, personal and professional are blurred. Be sure that all content associated with you is consistent with your work and with the Legislature’s professional standards.

Page 48: The State of Social Media (and How to Use It and Not Lose Your Job)

http://www.ncsl.org/documents/nalit/AKSocialMedia.pdf

•  Are you providing information? If it helps people improve knowledge or solve problems—then it's adding value.

•  Act Responsibly: Participation in social computing is not a right but an opportunity... Please know and follow these guidelines as well as the Alaska Legislature’s Computer Acceptable Use Policy, as well as our Ethics Policy.

•  Correct errors quickly. If you make a mistake, admit it. Be upfront and be quick with your correction.

•  If it gives you pause, then stop. If you're about to publish something that makes you even the slightest bit uncomfortable, don't shrug it off and hit 'send.' Take a minute to review the material, try to figure out what's bothering you, and then fix it.

For Staff and Legislators

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http://www.ncsl.org/documents/nalit/AKSocialMedia.pdf

For Staff and Legislators

Page 50: The State of Social Media (and How to Use It and Not Lose Your Job)

http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm

•  Limited Personal Use. During normal business hours, personal communications and obtaining information for personal and incidental uses of social media shall be limited to avoid conflicts or interference with legislative duties and responsibilities.

•  Security. Senate issued computers, laptops, mobile devices and other hardware, or wireless facility used for social media shall have up-to-date software to protect against destructive technical incidents, including but not limited to cyber, virus, and spyware/adware attacks.

•  Management of Senate Social Media and Approved Social Media Accounts. Whenever possible, institute available controls or settings to prohibit or limit the ability of the public to post information and comments that are inconsistent or that violate the Senate's social media policy on content of social media;

For Staff and Legislators

Page 51: The State of Social Media (and How to Use It and Not Lose Your Job)

http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm

For Staff and Legislators

Page 52: The State of Social Media (and How to Use It and Not Lose Your Job)

http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm

Personal or private use during work hours is strictly prohibited. Any such use should occur on employee's personal, after hours or break times, provided that use of government computers is prohibited because of the potential misuse or possible threats to system. Any and all personal/private use must be on personal or private computer equipment.

For Staff and Legislators

Page 53: The State of Social Media (and How to Use It and Not Lose Your Job)

http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm

•  Don’t tweet or post when you are angry or in a bad mood. You may say something you’ll regret.

•  Remember that your bosses can go back and check what you’re tweeting or posting, and at what time of day. Therefore, don’t show off your awesome “Bejewelled” or “Farmville” scores, for example, when you are supposed to be working.

•  You want to come across as a real person, not a robot. Don’t be afraid to show your personality as long as you don’t embarrass yourself, your representative, or the legislature.

For Staff and Legislators

Page 54: The State of Social Media (and How to Use It and Not Lose Your Job)

Policy Considerations (from Federal CIO Council) •  Goal: not to say “No” to social media websites

and block them completely, but to say “Yes, following security guidance,” with effective and appropriate information assurance security and privacy controls.

•  Focus on user behavior, both personal and professional, and to address information confidentiality, integrity, and availability when accessing data or distributing government information.

Page 55: The State of Social Media (and How to Use It and Not Lose Your Job)

Training Considerations (from Federal CIO Council) •  Provide periodic awareness and training of policy,

guidance, and best practices: ü what information to share, with whom they can share it, and

what not to share. ü mindful of blurring their personal and professional life - don’t

establish relationships with working groups or affiliations that may reveal sensitive information about their job responsibilities.

ü Operations Security (OPSEC) awareness and training to educate users about the risks of information disclosure and various attack mechanisms

Page 56: The State of Social Media (and How to Use It and Not Lose Your Job)

http://blog.tsa.gov/2008/01/comment-policy.html

For Citizen Engagement

This is a moderated blog, and TSA retains the discretion to determine which comments it will post and which it will not. That means all comments will be reviewed before posting. In addition, we expect that participants will treat each other, as well as our agency and our employees, with respect. We will not post comments that contain vulgar or abusive language; personal attacks of any kind; or offensive terms that target specific ethnic or racial groups. We will not post comments that are spam, are clearly "off topic" or that promote services or products. Comments that make unsupported accusations will also not be posted. Off topic comments can be posted in our "Off Topic" post as long as they conform to the comment policy.

Page 57: The State of Social Media (and How to Use It and Not Lose Your Job)

For Citizen Engagement Please be reminded that Florida has a broad public records law. Comments, messages, and links posted here may be subject to public records law. Article 1, Section 24(c) of the Florida Constitution, states each house of the Legislature is exclusively authorized to adopt rules governing the enforcement of the public records with respect to its own public records. This is a family-friendly public forum. Please keep your comments clean and observe the following guidelines when posting on our page: •  Please do not post vulgar, graphic, obscene or explicit comments or materials. •  Please do not post comments or materials that are abusive or hateful. This expressly

includes but is not limited to posts that attack a person or entity based on race, ethnicity or religion or posts that represent personal attacks on any person or entity.

•  Please do not post solicitations or advertisements. This includes posts that endorse or promote any financial or commercial entity, product or service as well as posts that defame any financial or commercial entity, product, or service.

•  Please do not post comments or materials that suggest or encourage illegal activity. Failure to comply with the guidelines listed above will result in your posts being deleted.

http://www.facebook.com/MyFLHouse/info

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For Citizen Engagement

http://www.ncsl.org/issues-research/telecom/policies-related-to-legislative-use-social-media.aspx

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Andrew Krzmarzick

[email protected]

GovLoop.com/profile/AndrewKrzmarzick

@krazykriz

202-352-1806