So c i a l M e d i a Su rv i val for  U . S.

P u bl i c S e c to r P ro fe ssional s

MICROSOFT U.S. PUBLIC SECTOR

MICROSOFT U.S. PUBLIC SECTOR

Bookfaced,  blogrolled, and twitterpated

Theres a conversation taking shape in the U.S. Public Sector. Its about social media, its within social media, and like all things social, its happening now. How do you join? The rules are simple. There are no rules. But strategy means survival, so were offering guidelines on how to think like a native to any networkand tips on how to build your own.
GOOD TO KNOW You shape your strategy

COMMON PITFALL Never getting started

DO OR DIE No guts. No glory.

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GOOD TO KNOW FOLLOW BEFORE YOu LEAD

COMMON PITFALL INCOMPLETE PROFILEs

DO OR DIE GO TO YOuR AuDIENCE

NO ONE Is BORN AN ALPhA

MicroSoft u.S. Public Sector as the name suggests, social media requires social skills. but minding your manners isnt just about ps and qs. the biggest faux pas is trying to broadcast a message before youre part of the conversation. better to warm up with a few edits on wikis that you use. comment on threads in full swing. test the waters. that way, you know what works, who influences who, and how others are approaching your topic. TIP FOR GOvERNMENT PROs: GOvLOOP
STEP 1 STEP 2 STEP 3
AROO

Sign up at GovLoop.com

Go to Groups

Join Microsoft Productivity for Government

Tip for everyone: Strategy starters

STEP 1 STEP 2 STEP 3

MICROSOFT U.S. PUBLIC SECTOR

GOAL Set a goal Select a channel

GOAL Determine metrics

Status tweets are the new spam

Facebook friends, they want your status. Followers on Twitter? Theyre hungry for news and opinions. Each channel puts its own spin on social, and knowing something about it helps you strategize. The best way to learn is to listen. Then ask yourself, what are your goals? Brand awareness is different from engagement. Boosting traffic is not like targeting a specific organization. If you have photos, videos, and events, youll want a robust profile. Announcements only? 140-character bursts may be all thats required.

GOOD TO KNOW No two networks are alike

COMMON PITFALL Joining too many networks at once

DO OR DIE Know your audience

Tip for education pros: Educause

STEP 1 STEP 2 STEP 3

MICROSOFT U.S. PUBLIC SECTOR

Join at Educause.edu

Go to Community

Contribute to Discussion Groups

You reap what you say

Post frequently. Stay timely. Be credible. Your blog is only as interesting as your latest post. And you should fact-check as often as you spell-check. But theres no formula. The perfect combination of length, content, and tone will vary from channel to channel and sector to sector. Need a hand? Theres also no rule against teaming up with colleagues. Free applications like Co-Tweet help you do just that.

GOOD TO KNOW Re-tweeting is nice and easy

COMMON PITFALL Broken links

DO OR DIE NDAs still apply

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GOOD TO KNOW Your audience is inundated

COMMON PITFALL Adding to the noise

DO OR DIE Spam and get banned

Know when not to sell

The U.S. Government is using social media to enhance transparency. In healthcare, online support groups are growing. Educators are finding new ways to engage. The conversation might live in a world of banner ads and sponsored blogs, but social media has never been about the dotted line. Its about people connecting, sharing, providing value and earning trust. Learn what your audience really cares about. Tip for everyone: Poll for their real needs
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MICROSOFT U.S. PUBLIC SECTOR

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Qualtrics.com

Zoomerang.com

NetReflector.com

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GOOD TO KNOW GET beyond Microsoft

COMMON PITFALL Over-hyping your product

DO OR DIE Take an interest in others

ITS NOT ALL ABOUT YOU

MICROSOFT U.S. PUBLIC SECTOR In fact, its not about you at all. On any social network, you matter most as a bridgefrom one idea or news story to the next, from person to person, and from problem to solution. The more you connect people with content they value, the more theyll use you as a resource. And sometimes, the solution they come looking for is you. Tip for healthcare pros: DailyStrength
STEP 1 STEP 2 STEP 3

Visit DailyStrength.com

See how Web 2.0 helps people

Join in and support

Tip for everyone: Phone-friendly blogging

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MICROSOFT U.S. PUBLIC SECTOR

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Use Windows Live Spaces

Install a WordPress plugin

Start an RSS feed

Theres always an alternative

One day your customers are flocking to Twitter. Next thing, theyre behind a firewall. Your job is to stay flexible and test alternatives, like optimizing content for mobile. And youre not alone. Microsoft is actively innovating for the U.S. Public Sector with platforms like the Gov 2.0 Kit for SharePoint 2010 and TownHall built on Windows Azure. Many of your customers are new to social media. Theyll try new things, and you can be the shining example.
GOOD TO KNOW Expect a few setbacks

COMMON PITFALL Too much structure

DO OR DIE Adapt to new regulations

Tip for everyone: Free dashboards

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MICROSOFT U.S. PUBLIC SECTOR

Hootsuite.com

Netvibes.com

TweetDeck.com

TOOLS EXIST FOR A REASON

Social media is human. And humans need tools. As soon as you branch out from a single channel, youre trying to do too much if youre doing it without an aggregator. To connect your inbox with social networks, theres nothing simpler than Social Connector for Outlook 2010. Or to integrate across networks, try one of the many free dashboards for web, phone, and desktop.

GOOD TO KNOW Shrink links with bit.ly

COMMON PITFALL Settling for complexity

DO OR DIE Prioritize your feeds

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GOOD TO KNOW You can measure word of mouth

COMMON PITFALL Assessing ROI only

DO OR DIE Set a benchmark first

You cant beat good buzz

The easiest way to measure success is on your own page. First establish your baseline. Then gauge growth relative to your goals. How many people visit? Do they pick up your RSS feed? Leave comments? Analytics tools like Alexa let you measure your own properties, but word of mouth can travel far. There was a time when you just had to trust it. Now you can track it with applications like LookingGlass from Microsoft Advertising. Tip for everyone: Track word-of-mouth
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Meteorsolutions.com

Ubervu.com

Radian6.com

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GOOD TO KNOW Audience feedback is critical

COMMON PITFALL Ignoring the negative

DO OR DIE Get comfy with criticism

Never shoot  the messenger

MICROSOFT U.S. PUBLIC SECTOR Grace under fire can earn you more followers than one bad comment will ever lose. It might feel like the whole world is watching, but remember social media is about dialogue. So embrace criticism. Share it within your organization. Respond publicly and youll ensure the re-tweets are in your favor. Tip for everyone: Crowdsource a resolution
STEP 1 STEP 2 STEP 3

Choose a forum

Post the problem

Read every response

Tip for everyone: SHARE BUTTONS

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Wibiya.com toolbar

Bar.Meebo.com toolbar

Tweetmeme.com re-tweet buttons

GROW YOUR COMMUNITY ORGANICALLY

Social media should be a natural extension of your traditional marketing and communications campaigns. You can solicit testimonials through surveys. Drive traffic from a YouTube channel to your blog. Or it could be as simple as installing share buttons on your static Web content. Your readers can pass on your insights. You can attract more readers.
GOOD TO KNOW

Social is one piece of the puzzle

COMMON PITFALL DEAD-END CONVERSATIONS

DO OR DIE Connect your campaigns

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