TRADITIONAL DIGITAL: What comms teams should look like in 2012

All the best films have a challenge at their heart.

In Dunkirk, its Johnny Mills as a British corporal steering his men to safety.

In Pulp Fiction, its Samuel L. Jackson and John Travolta getting away with accidentally shooting Marvin in the face.

One if the biggest challenges facing press offices and communications teams is how to blend the old with the new to stay relevant.

There was a fascinating post by Ann Kempster who works in central government about what comms teams should look like. You can read it here. Emer Coleman from the Government Digital Service and others made some excellent comments.

A couple of years ago I blogged about what comms teams needing to adapt and have traditional and digital skills. I probably over-sold open data. We’re not there just yet but will be but the basics I still hang my hat on.

Back then I said the communications team needed to be both digital and traditional so calling something a press office these days is a bit of an anachronism. It would involve the basics:

  • Have basic journalism skills.
  • Know how the machinery of local government works.
  • Write a press release.
  • Work under speed to deadline.
  • Understand basic photography.
  • Understand sub-editing and page layouts.

But would need to have these too:

For web 1.0 the press office also needed to:

  • Add and edit web content

For web 2.0 the press office also needs to:

  • Create podcasts
  • Create and add content to a Facebook page.
  • Create and add content to a Twitter stream.
  • Create and add content to Flickr.
  • Create and add content to a blog.
  • Monitor and keep abreast of news in all the form it takes from print to TV, radio and theblogosphere.
  • Develop relationships with bloggers.
  • Go where the conversation is whether that be online or in print.
  • Be ready to respond out-of-hours because the internet does not recognise a print deadline.

For web 3.0 the press office will also need to:

  • Create and edit geotagged data such as a Google map.
  • Create a data set.
  • Use an app and a mash-up.
  • Use basic html.
  • Blog to challenge the mis-interpretation of data.

So how can we make the joint traditional and digital press office work?

There’s no question that the traditional press office and the digital press office should be under the same roof.

There’s no point in having an old school team with spiralbound notebooks and in the next room a digital team with jet packs and Apple macbook pros not communicating.

So what can help make the joint digital and trad comms team work?

Press officers won’t all head voluntarily to this bright new dawn. It’s just not going to happen overnight. Some won’t change and will be left behind.

The bright ones will adapt and are adapting to a place where a bog standard comms plan will include old media + social media + web as a matter of course. After all. We don’t all have specialists for TV or radio sat in most press offices and certainly not in local government where I work.

We all need a specialist digital comms officer to help blend the old and the new

Once I knew a man who was a mechanic. He used to repair petrol engines. At night school, he learned how electrical generators worked.

When his company changed to electrical generators he alone had the expertise for both and was invaluable in training staff.

That’s the approach we need for press officers.

In other words, what will blend old and new in the short and medium term is the dedicated social media or digital communications officer.

On Ann Kempster’s blog the anaology was made about digital cameras. We don’t refer to cameras as ‘digital’ these days. They are just cameras. That’s true and that’s where we need to go with comms teams.

But in many ways there’s more to it than that. I remember working as a newspaper when the first photographer – who was not a popular man – walked in proudly with a satchel with the paper’s first digital camera and laptop. “Schools broken up early has it?” came the dry-balloon bursting quip from the long-serving deputy chief reporter. The same quip was made every time the photographer walked in until the whole of the company’s photographers had them. Somehow, knowing the characters involved that made it funnier.

There was a cross-over period while photographers adapted to the new technology but the basic work of the photographer remained the same. Composition was unaltered. They were still building the same things through their view finders. But with digital communications it’s asking people to use a completely different set of skills. Like asking a photographer to become a sculptor overnight. But still take pictures when needed too.

From experience, the shift from the traditional to the traditional + digital takes time but it has to be coaxed and encouraged. That’s where the digital specialist in the comms team comes in so long as they share the sweets, horizon scan and work to give back-up to help others gain confidence. They also need to flag up the successes. They need to do some measuring and reporting back. We need to include digital stats along with traditional media ones so when the cabinet member in local government, or whoever, gets told what’s happening in the media they’re getting the digital picture too.

Just because an organisation has given the green light to social media doesn’t always mean the influential people in an organisation get it. One of the big complaints is that digital is tacked onto the busy day job. Well, if the day job means press releases churned out to dwindling newspapers maybe that work needs re-calibrating. But you need to convince the powers that be that it’s not 1985 anymore and digital and traditional is the way forward.

Why do comms need to share the sweets?

That’s something I’ve been banging on about for a long time. Comms needs to train, give advice, shape policy where needed but most importantly hold the door open for others to go through.

Across the country these either formally titled or informally tasked digital comms people can be seen doing good things. Look at Helen Reynolds in Monmouthshire County Council, Geoff Coleman at Birmingham City Council and what Al Smith did at Newcastle City Council and elsewhere as a couple of examples.

It’s the path that Walsall Council’s comms team has taken too thanks to bright leadership. As a result we now have press officers like Tina Faulkner and Becky Robinson who by no means are digital natives putting together inspiring campaigns like this one which saw a morning with a carer and her husband who suffers Alzheimers. They found magic in this approach which told a human story beautifully.

The challenge is to find the innovator in every comms team and gently give others room and confidence to grow if they need it.

Creative commons credits

Posters http://www.flickr.com/photos/brocco_lee/6055430502/sizes/l/in/pool-778206@N20/

Facebook http://www.flickr.com/photos/westm/4690323994/sizes/l/in/set-72157624125586003/

Newspaper http://www.flickr.com/photos/judybaxter/2828795347/sizes/l/in/photostream/

Flowers http://www.flickr.com/photos/danieldslee/5576302231/sizes/l/in/photostream/


GREAT WORK: 23 bright ways to use social media in the public sector

There was a brilliant update on Twitter the other day which hit the nail right on the head.

“The best social media,” it read “doesn’t happen in an office.”

That’s dead right.

For a long while now I’ve been arguing that communications people should share the sweets, relax a little and learn to let go. It’s by doing that they can really reap the rewards of good and trusted communications channels.

I’m not alone by any means in thinking this and it’s excellent to start seeing the rewards being reaped.

Here are some good examples of digital communications that caught my eye over the last few months.

What’s worth commenting on is that the majority of the good examples are not done directly by comms people. They’re done by people in the field telling their stories or they’re using content that first originated outside an office to tell a story.

Real time updates by people on the ground work brilliantly.

Back in 2008, digital innovation in the public sector – and third sector – was isolated. What this quick link collection now shows is that it’s mainstream and unstoppable.

Twitter

National Trust Dudmaston Hall, Shropshire – If only more organisations were like the National Trust. We’d all be eating better cake for one. They’re also getting good at digital communications. They’re equipping venues with social media accounts to give you updates and insights from the ground.

I’m quite partial to this stream from the Shropshire stately home which is near Bridgnorth and a personal family favourite. They talk to people and they update. More people are likely to sign-up for a venue rather than an organisation that looks after lots of venues although there is a space for that too. You can follow them on Twitter here.

Acton Scott Museum, Shropshire – An imaginative use of pictures makes this Twitter stream fly. How can you not see horse drawn ploughing and not want to go and visit? You can follow them on Twitter here. 

National Trust Central Fells – Using the principle if you do good things tell people the @ntcentralfells Twitter do a good job of updating people on the work they do. Most of the time it’s witnessed by two walkers and some sheep. They updated progress on building a bridge in a remote spot of Easedale in with pictures of them at work and reaped the benefit of feedback from people stuck in offices. You can follow them on Twitter here. 

Supt Keith Fraser – A Superintendant in Walsall who keeps people up to speed with events and crime in the town. Personable. Informative and willing to engage on the platform. You can follow him here.

Swedish Tourist Board – It’s rather marvellous is this. Technically, it’s run by the Swedish Tourist Board but this isn’t a collation of picture book shots and platitudes. They give the @sweden Twitter to a new Swede every week. More than 20,000 people follow it. You can follow them here.

Walsall Council Countryside Officers – I’m a bit biased in that I know Morgan Bowers the countryside ranger but I absolutely love what she has done with social media. A digital native she uses her iphone to update Twitter with what she is doing, what newt survey results are and pictures of the sky over Barr Beacon. This is brilliant.  You can follow her on Twitter here. Her manager Kevin Clements has also picked up the baton on Twitter with regular updates. You can follow him here and it’s good to see the burden shared.

Walsall Council Environmental Health Officer David Matthews – Britain’s first tweeting environmental health officer David Matthews was a big part in why Walsall 24 worked as an event. He was able to spot snippets of interest that he passed through for others to tweet. Afterwards, he didn’t need much persuasion to take up an account in his own name. The @ehodavid was puts out the normal updates and warnings but with added humour. Much of the frontline updates is anonymised. Pictures taken of dreadful takeaways need a health warning to look at during lunchtime. You can follow him here.

Blogs

Pc Rich Stanley blog – Walsall has a stong claim to be a digital outpost. One of the big reasons for this is the way West Midlands Police have picked up the baton – or should that be truncheon? – and embraced social media. Pc Rich Stanley uses Twitter well but also blogs excellently on various day-to-day aspects of the job. Here he talks about policing the Aston Villa v Chelse football game. 

Walsall Council Social Care – People in social care do a brilliant job. They’re good at saving lives. Literally. But all too often they don’t do a good jo of telling their story. As a sector they shelter behind big stone walls and hope a high profile case like Baby P NEVER happens to them. Tina Faulkner and Becky Robinson are comms people who both understand old and new media and have blogged stories from the frontline. You can read them here.

Audioboo

Walsall Leather Museum Audioboo – Francesca Cox eyes lit up when she heard of Audioboo. A couple of days later she posted this chat with a demonstrator about her first day at work. What the clip does is open up all sorts of possibilities with oral history and when embedded on another website brings a different aspect to this.

Pinterest

US Army – Like geeks with an interest in sub-machine guns the people behind the US Army social media presence are blending both interests well. Pinterest is a way to collect pictures in the one place. If pictures tell 1,000 words this collection speaks a great deal on what messages the military would like to get across. It’s split into themes. You can find it here.

Facebook

Can We Make Walsall A More Creative Place? – Walsal Council’s regeneration scrutiny committee wanted to look at the creative industries. We launched a Facebook page to begin to connect. Fifty people have liked it so far to allow the start of feedback. Face-to-face meetings are now planned. You can like it here.

NASA Facebook timeline – One of the many things I really love about this page is the way NASA have embraced timeline. Scroll back to 1965 and you can look at content they’ve updated from that year featuring the first NASA spacewalk. For any organisation with a long history this approach is a must. You can like it here.

Northycote Park and Country Park on Facebook - Wolverhampton Council’s parks team do a really good job of innovating using social media. They’ve been experimenting with creating Facebook pages for venues. This is Northycote Park and Country Park and has 200 likes a few weeks after it was launched. It has pictures of new born lambs and updates on events. You can like it here.

Monmouthshire Council Youth Service on Facebook – Hel Reynolds has flagged up this page. A youth worker updates it. Not a comms person. This means that it has a tone that suits the people it is aimed at and doesn’t come over as trendy uncle Monmouth breakdancing at a wedding. You can like it here. 

Flickr

US government’s EPA Documerica project on Flickr – In the early 1970s the Documerica project sent photographers to capture environmental issues across the country. They captured car jams, low flying planes, people meeting up in public spaces and other things. They’ve posted many of the images onto Flickr and they’re a time capsule of how the US was. You can see them here. To update them they have a blog to encourage a 2012 version here and a Flickr group here.

Torfaen Council on Flickr – Here’s a council that is posting images to Flickr routinely. They show a good range of images that residents can see. You can see them here.

Covering meetings

WV11 on PACT meetings – The wv11 blog have worked with West Midlands Police to cover public meetings – known as PACT meetings – to allow residents to pose questions and see what is happening in their patch. It’s great work and shows how you can connect to people who want to be civic minded but struggle to reach meetings. You can read a blog of a meeting here and a storify here.

Oldham Council – It’s an excellent idea to make interactive council meetings. This Guardian pieces captures why.

Birmingham City Council – Comms officer Geoff Coleman has done some excellent work with live streaming council meetings. It opens up democracy and promotes transparency. It’s netted 10,000 views. You can read about it here.

Crowd sourcing

Birmingham City Council’s election plans – This year plans to be a big year in Birmingham. There’s a chance of a change of administration and there will be great attention on the council and most importantly, how they communicate the changes in real time. What better way than crowd source what people want?  You can read it here.

YouTube

Caerphilly Council – Digital video clips are easy to consume but notoriously difficult to do effectively. Many have tried in local government but few have been as effective as Caerphilly Council with their nationally sigificant use of YouTube clips. One clip both pokes gentle fun at themselves and features a sheep with social media logos roaming the borough. It makes you smile. It keeps you informed. It’s fleecey brilliance.

Creative commons credits: 

Road at Rifle, Ohio in 1972 http://www.flickr.com/photos/usnationalarchives/3815027813/

Documerica Photographer, David Hiser, at Dead Horse Point, 05/1972 http://www.flickr.com/photos/usnationalarchives/3814966348/


COMMS2POINT0: Here’s a rather fine website for comms people

For the past three years I’ve believed in the powerfully simple idea of ‘do and share.’

It’s amazing how if you do share good learning end up learning far more yourself in the long run.

It’s something that underpins this blog and powers some amazingly creative people in local government.

It’s also the ethos behind a project called Comms2point0 which I helped co-found. It’s somewhere online that comms people in and around the public sector can make sense of the changing landscape with case studies, resources and ideas. We created it because there wasn’t somewhere dedicated for comms and pr people working in the public sector that did that.

There’s a comms2point0 website where people can blog about an idea or a campaign they’ve tried. You can read it here.

There’s also a Twitter stream that posts six links every workday morning we think comms people may find helpful. They’re delivered on a plate by around 8am. You can follow it here.

I say I helped co-found Comms2point0 but in reality the drive for this has come from the excellent Darren Caveney who I’m fortunate to work with at Walsall Council where he he is head of comms. Darren and his press office manager Kim Neville have created an ethos where good ideas can be tried out and so much of the credit for the good work I’ve done should be reflected for them. Like the look of Comms2point0? That’s Darren that is and his wife Carol Caveney. They built it. They also went for the retro creative commons pictures that illustrate the site. You can find many of them on Flickr as part of the Documerica project. That’s here.

What works on Comms2point0? It doesn’t have to be just cool social media stuff. What’s really good is when it’s a mix of digital and non-digital. That’s when it gets really interesting. It’s how to get an idea or a message through to the iphone user, the newspaper reader and the Facebook enthusiast all at the same time is what really fires my imagination.

Who is it for? Mainly for public relations, communications people and marketing types who are looking to learn. Nobody has it all cracked. But with the old certainties dliding away, budgets disappearing the landscape is changing. Fail to evolve and learn and you are heading for irrelevance.

More than that, it’s for people who are looking to understand the new landscape. No matter what job they do.

Not everyone wants the time and effort to blog. But you’d be amazed at how unphased comms people are at writing 400 words to order on something they’ve done.

Five months on and we’ve reached 2,000 unique visitors a month and we’ve gone past 850 followers on Twitter. We’re a bit proud of that.

We’ve also chipped in with Nick Hill of Public Sector Forums to stage a rather nifty conference in Birmingham where a lorry load of bright ideas were taken away by 60 people – myself included – about Facebook. We put the resources here. Take a look if you didn’t go. We’re off to Glasgow soon too.

All this we’re quietly ever so proud of. Especially as it’s all been done outside of work time sometimes first thing in the morning with a piece of toast in one hand or last thing once the children are in bed and I’ve got Kraftwerk playing on the headphones.

Here are five blogs randomly selected you may like:

Five Comms2point0 belters

Social media and the council mag - in an era of slashed budgets the council magazine is often first to go. Critics would have you believe they are full of spin. The reality is more prosaic. It’s the bin times and the changes to the leisure centre that people don’t always get to hear about. Either because the newspaper isn’t that interested in council good news or because people stopped buying them a long time ago. Northumberland County Council’s Ross Wigham shared this post. I like the fact that there are good things happening in places far away from unconferences too.

Birds in the nest - Walsall Council’s Darren Caveney wrote this and I love it. It’s a mix of personal and professional and gives advice on how to cope with the changing landscape. Learn new things. Do new things. Shout about them too. Everyone working in comms should read this. Or local government.

Twitter… the next industrial revolution - There are things the public and private sector can learn from people. In this post Danks Cockbain PR’s Russ Cockbain tells of how he helped put Black Country manufacturers onto Twitter and how one secured £500,000 of publicity on the back of connections made via Twitter. Thems big numbers. It made me more happy than I can tell you that this case study was cited at UK Govcamp in London. “If Black Country metal benders can do it, what are we waiting for?”

It started with a tweet - There’s some really interesting things taking shape at Cornwall Council. Matt Bond talks about how they are trying digital tacks but are bringing their elected members along with them.

Feeling the love for infographics - Gillian Hudson is someone I came across first at the Home Office. She’s a bit talented. She’s now with the 10 Downing Street press team and in this post she talked through how she used infographics as part of a wider campaign. It’s really good stuff.

If you’ve missed it, do follow us at Twitter on @comms2point0. Feel free to contribute too. I’m at daniel.slee1972@gmail.com and Darren is darrencaveney@gmail.com.

Picture credits:

Firefighter http://www.flickr.com/photos/usnationalarchives/3926783572/sizes/l/in/set-72157622388618276/

Biy and girl http://www.flickr.com/photos/usnationalarchives/3887099143/sizes/l/in/set-72157622329537002/

Tollroad http://www.flickr.com/photos/usnationalarchives/3931003747/sizes/l/in/set-72157622403855822/


WE LIKE: Ideas for a good Facebook page timeline

It’s the easiest thing in the world to create a Facebook page. It’s a lot harder to do it effectively.

As a platform used by almost 900 million people the question is not ‘how’ government and local government uses it but ‘if.’ There are some cracking examples of how to use Facebook outnumbered by scores of absolute stinkers.

As part of a brilliant session at the rather wonderful Comms2point0 and Public Sector Forum event in Birmingham we looked at how the introduction of timeline Facebook pages would impact.

As the session wore on it looked pretty fundamental. Think timeline is just the chance to stick a big letterbox picture on top of your page? Think again.

Here’s some collected learning gathered at the event and some extra.

Thinking about it afterwards, I can’t help but think that what’s needed for an effective Facebook page – timeline or not – is:

  • Good content to connect to people.
  • Shouting about it online.
  • Shouting about it offline (which is actually the most important than shouting online).

The getting started: ‘We need a Facebook page’

It’s almost as common a thing to hear as a comment on the weather. It’s what people want. But ask a simple question: do you really need a Facebook page?

Ask if people will monitor every day and are prepared to respond. If they’re not, don’t bother. If they’ve never used Facebook before don’t start with a page. You’ll fail. Start by creating your own profile and then using it for a month or two to work out how it all works. If you are none of the above you are better off chipping in to the corporate page or someone else’s page.

What does good content look like?

A couple of posts a day or three at most so as not to drown people with noise. Make it engaging. Post pictures. Stage polls. Link to YouTube. Think beyond the ‘I’m linking to the press release.’ Make it fun. Make it timely. Make it informative.

With Facebook timeline, what’s the same…?

Facebook pages are still the platform for using Facebook as local government. You get loads of stats as an admin you won’t if you don’t have a page. With timeline you can still add posts, add pictures, links, video and create polls. You still have to have your own profile in order to create a page and become an admin. It also doesn’t change the frequency of how often to add content. More than two or three times a day and it starts to get a bit noisy and people will switch off and yes, you do need to add text in a way that works on Facebook.

Don’t be stuffy and formal.

Be sociable.

But we all know that, don’t we?

Ally Hook’s Coventry page is a good place to look to for ideas. It’s something I’ve blogged about before here.

What’s different with timeline compared to the old pages?

There’s a stack of extra features I’d either not noticed with the old page or have been slipped on with the new timeline approach. Here’s a quick run through of some of them.

Admin

When you first navigate to your home page as admin you’ll see the under the dashboard part of the page right at the top. Helpfully, there’s a natty chart which tells you the reach of the page and how many are talking about it. In other words, how many have posted a comment or liked.

You can have a cover pic

It’s the letterbox shaped image that’s right on top of the page. Facebook are keen for this to be not predominantly text so a nice shot of your borough, city, parish or county will do just fine. Or if its a service maybe it’s a shot of them doing something. But change it every now and then.

For me, this is where good links with Flickr members somes in handy. With their permission use a shot and link back to their page.

Dawn O’Brien for Wolverhampton Parks has used this rather wonderful shot of one of their parks, for example.

You can still have a profile pic

It’s just not the main emphasis of the page anymore. But try and keep it interesting. Use Ally Hook from Coventry City Council’s time honoured tack of not using a logo. They’re not terribly social things are logos.

There’s a funny info bar just under the cover pic

It’s a handy place to see how you are doing with likes as well as a place to search for pictures. That’s a bit tidier.

You can create and add content to a historic timeline

One person at the Birmingham event pointed to Manchester United‘s Facebook page as a trailblazing way to use a historic timeline. They were formed a long time ago and this particular bit of functionality means you can add old, historic content from years ago. It’s actually really good. Click on 1977 and you can see a shot of two members of the FA Cup winning team. Clearly, as a Stoke City supporter they remain a plastic club with fans who live in Surrey but I can live with this screenshot as it has a picture of Stoke legend Jimmy Greenhoff on.

I was talking through this change to Francesca from Walsall Leather Museum.

All of a sudden her eyes lit up. “Wow,” she said. “We can add old pictures to the timeline.” She’s right. You can. The possibilities for museums and galleries are pretty endless.

Even for a council page you can add historic images that build a bit of pride. You can do this by posting an update and then in the top right hand corner clicking on ‘edit.’

You can select a date that best suits it. Like 1972 for Stoke City winning the League Cup, for example.

What the edit page button can do

You can let people add content to your page whether that’s a post or video.

Many councils, especially during Purdah, are a bit nervous about letting people do this. Especially when they are not monitored around the clock. Allowing it builds an audience but it’s a judgement call. There’s also the moderation block list. That’s not really something I’d noticed before but you can add terms you are not happy with.

I’d use it sparingly and not to stiffle debate.

It’s also probably worth adding the swearing filter.

For a few days there was a setting to pre-approve all content. That’s now disappeared and a good thing too.

This star post thing

On the top right hand of each timeline post is the star icon. Click that and your post gets larger and is seen by everyone who navigates to your page. Obviously choose the best ones for that.

The pinning a post thing

In the top right hand of each timeline post is an edit button. Click that and you’ll see the option to pin. That sends the post to the top and something that will remain at the top until its unpinned. Save that for the really important ones.

Insights are your new best friend

If Facebook have gone to the trouble of providing you with a pile of stats for free the least you can do is use them. Let people know. Sing from the rooftops. Include them in reports. Tell people what you are doing. Don’t think that everyone will notice.

Don’t forget to use Facebook as a page

It’s something I’ve blogged about before but needs repeating. You can find out how to do it here. Your page is a very small allotment in a country the size of France. Use the principle of go to where the audience is so add and comment on larger pages.

Facebook adverts From the Birmingham session there are few cases of big numbers coming from ads. However, Shropshire Council have used it for specific job ads with some results. A blend of shouting offline and good content to interest if people do drop by would seem to be the answer to building useful Facebook numbers.

A successful Facebook page makes lots and lots of noise offline

It’s amazing how it’s easy to fall into the trap it is of only thinking Facebook to shout about your page. Actually, that’s one part of it. Look at how others do it.

1. Put your a link on the bottom of emails. Tens of thousands of emails get sent every week. They’re mini billboards.

2. Tell people about your page via the corporate franking machine. Tens of thousands of items of post go out every week. They’re mini billboards too.

3. Put your Facebook page on any print you produce. Leaflets, flyers and guides.

4. Put posters up at venues with QR codes linking straight to the page. I’m not convinced QR codes are mainstream but I am convinced its worth a try.

5. Tell your staff about a page – and open up your social media policy to allow them to look. As Helen Reynolds suggests here and Darren Caveney here.

6. Don’t stop shouting about your Facebook page face-to-face. If people enjoy a visit to a museum tell them they can keep up on Facebook.

7. Use your school children. Encourage schools to send something home to tell their parents about the Facebook page.

8. Create a special event for Facebook people. For events and workshops create something special only for the very special people who will like your very special page. Like a craft table at a family event. Maybe use eventbrite to manage tickets.

9. Stage on offline competition. Get people to enter via Facebook. That’s just what Pepsi are doing with a ring pull competition. Send a text (25p) or add to the Pepsi Facebook page after you like it (FREE.)


FACEBOOK: Not One Big Page Please, But Lots of Little Ones

A few days ago I had something of a Eureka moment.

We were looking at how a leisure centre could best use Facebook. In the room with me was a colleague and the centre manager himself.

“Maybe we should just have the one Facebook page for leisure centres right across the borough.”

Hmmm. That didn’t feel right.

“Or how about one for a leisure centre?”

Better. Much better. But that still didn’t quite feel totally there. We spoke about the centre user and what they may want.

“So, what if someone loved zumba and didn’t want to be bothered with gym opening times?”

We searched for zumba and Walsall on Facebook. That’s the borough we were in. Just to see what is there.

We found an zumba instructor and a rather magnificent 1,400 people liking her page.

Wow.

Suddenly, it became quite clear.

Would a zumba enthusiast be more likely to sign-up for zumba updates? Or zumba floating in amongst gym, badminton, squash, swimming, weight lifting and judo?

Or to ask another question, when you look for information on a council website, would you want it straight away or would you want to have to go through six other services before you got the lollipop?

That’s a simple question. You want the one. 

So, maybe, what we need is not just one big Facebook page. Or even an oligarchy of pages based on services. What we need are lots of little ones for each class, group or community.

Look at New York City. They have 5,000 people liking their City Council Facebook page and a similar number on Twitter. But they have 400,000 following @metmuseum as well as 1,300 liking an AIDS initiative.

Or look at the Scottish Island of Orkney. On Twitter 2,000 follow the council, 4,000 like their library, 400 the story telling festival and 80 sign-up for the jobs feed. So in other words, twice as many like things the council does rather than the council itself.

Look even at Walsall Council. 4,000 like the council Twitter while 800 sign up for @walsallwildlife a countryside ranger’s tweets about bats, birds and wildlife and 160 getting environmental health updates.

So, it’s not about having one medium size official presence jealously guarded by a comms person.

It’s actually about having scores of engaged little ones that together add up to a better connected, better informed population.

The Public Sector Forum and Comms2point0 Facebook for the Public Sector takes place on March 14 at Birmingham City Football Club. You can find out more here and do come over and say hello.

First posted on Comms2point0.

Photocredit

Mark Zuckerburg: http://en.wikipedia.org/wiki/File:MarkZuckerberg.jpg

New York skyline: http://www.flickr.com/photos/29624656@N08/3735314426/sizes/l/in/photostream/


SOCIAL SOUND: Can We Use Audioboo In Local Government?

Okay, so here’s an idea. You record a quick interview or a snippet of a festival and then you post it online.

Nothing revolutionary and I’m sure people have been doing it for years but for a few weeks I’ve been experimenting with Audioboo.

What’s Audioboo? It’s a way of posting online short recording clips of interviews, sounds, noise or perhaps even with permission live music.

You can download it for free through the app store or via the Android market and all you need is a smartphone or an iphone.

There are other platforms out there and SoundCloud has its followers too.

The dabbling I’ve done is centred around photocalls I’ve attended where some parties have been gathered together. With them all in one place it’s made sense to whip out the phone and make a quick recording. In less than five minutes you can have something posted to the web.

At a cold photocall with a few minutes to spare I made an Audioboo, posted it to the Walsall Council Facebook and Twitter and by the time it took to get back to the office there was an email: “One of the neighbours has listened to your recording and thinks this is a great project.” Beginners luck maybe, but it did get me thinking.

For some time I’ve been thinking about how to generate content for different places. This is another string to the bow of the comms person.

Intro to Audioboo from Mark Rock on Vimeo.

Why bother? Here’s NINE good reasons

  1. Because it’s a good way to post a recording straight onto the web.
  2. Because you’re offering different content on a different platform.
  3. Because it’s free.
  4. Because you don’t have to be a BBC-trained sound engineer to use it.
  5. Because you can record snippets from frontline staff and events.
  6. Because it’s simple.
  7. Because you can post it to Twitter, Facebook and embed on a website very easily.
  8. Because you can listen as a podcast.
  9. Because it makes your content more accessible to the visually impaired.

How do I do it?

Go to Audioboo and create an account.

Press record.

When you are happy post it to the web.

Add metadata (that’s things like the words ‘Walsall’, ‘regeneration’, ‘new homes bonus’, ‘housing’ if it’s a New Homes Bonus scheme done by the regeneration directorate in Walsall.)

It’s that simple.

How about some examples?

Here’s a Norfolk County Council social worker talking about why he does his job..
http://abfiles.s3.amazonaws.com/swf/fullsize_player.swf

Here’s Devon and Cornwall Police on setting the budget.
http://abfiles.s3.amazonaws.com/swf/fullsize_player.swf

Here’s a former postman recalling the Swansea docks posted by Swansea Council
http://abfiles.s3.amazonaws.com/swf/fullsize_player.swf

Here’s Walsall Town Centre Champions talking about plans to bid for Mary Portas cash
http://abfiles.s3.amazonaws.com/swf/fullsize_player.swf

Here’s Scottish pipers playing at the Godiva Festival posted by Coventry City Council
http://abfiles.s3.amazonaws.com/swf/fullsize_player.swf

So what’s next?

I’m sure there’s more possibilities but here’s three that struck me:

1. Broadcast journalist content. Nick Booth from Podnosh many years back spoke of creating clips along with a press release that could be downloaded by broadcast journalists. That’s a step in that direction.

2. Adding Audioboo links to press releases when they’re e-mailed out. Add a straight forward link.

3. Embedding Audioboo links to news stories or web pages. As a way to brighten up web content.


CHANNEL SHIFT: Picking the right voice to tell the council news story

You know the good thing about listening to different voices? Sometimes you get a different perspective.

That’s certainly true of Adrian Short, a web developer, who has written two excellent posts that comms people really do need to read. The first How to Fix Council News you can read here. It deals with a frustration that very few councils do council news on the web terribly well.

At best it’s a cut and pasted press release.

The second piece from Adrian is a 12 commandments for council news. It’s good thought provoking stuff and like the first post I don’t agree with all of it there’s enough there to think and reflect about.

Here are a few extracts:

Too long, too dull and far too pleased with itself. Little more than an exercise in vanity publishing. Irrelevant to the vast majority of people.

What’s this? 400 words on a benefit fraud case that didn’t even result in a prison sentence, complete with lengthy quotations from the magistrate and the lead councillor.

Now here’s 700 words on an upgrade to the council’s IT system that won’t be noticed by a single resident.

Sadly this useful information is presented, like the rest, in a turgid press release style. Residents are asked to plough through a huge slab of words that’s hard to scan for the essential details. The text is laden with contrived quotations from people no-one knows that rarely do anything more than state the obvious. It finishes without a call to action. It’s a wonder that anyone bothers at all.

There’s more points in the second blog post of commandments:

News is for residents. Press releases are for journalists. Thou shalt mark the distinction and honour it in all thy labours.

Thy reader is not an Editor and does not require his Notes. Likewise, his news shalt end when it ends, not when he espies “ENDS”.

Every comms person should read this stuff. Even if you don’t agree with all of it, it’ll make you think.

What is true is that council news is often steeped in the traditions of print. Many press officers a drawn from newspapers which makes sense as for decades newspapers and the council newsletter have been a prime source of information. The press release is tailored for the newspaper. It has a snappy intro, a quote from the relevant elected member and notes for editors. For newspapers it works. For the web, less so.

What’s needed is one approach for print, a different approach for the web and a different approach for each social media platform.

News is print + web + social media. Each of these needs a different voice.

Trying to bolt one format onto each of those doesn’t work.

So, how long before someone gets hired for their Twitter skills alone rather than their ability to write a press release?

Creative Commons credits

Reading newspaper http://www.flickr.com/photos/garryknight/4659576761/sizes/l/in/photostream/

Newspaper iphone http://www.flickr.com/photos/yjv/4123045194/


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