A day a year local government shouts about what it does.
I raise my hat to everyone who took part in the day and created content.
Seven years ago, this was purely a Twitter thing when it started as #walsall24. Over the years the Local Government Association has got involved to support it.
But now that Twitter is the 4th most popular social platform should it just be Twitter? I’m not so sure. If it is true to its aim of reaching people to tell the story of what local government does it needs to find the best platform. Probably, this is an array of platforms.
An additional worry in a discussion on the Public Sector Facebook group is that people struggle to create the time to make #ourday really work. But anecdotally, this does work as internal comms. It also works to encourage service areas to share their stories.
Here are five pieces of content that caught my eye
Radio DJ Nick Grimshaw posting about council gritters on instagram
Nick Grimshaw has 1.3 million followers. He is from Oldham. The winner of their name-a-gritter competition was ‘Nick Grit-shaw’. So, as an Oldham boy made good he shared it with his followers attracting 30,000 likes.
Why is this good? This isn’t the council talking about what they do, it’s a Radio One DJ. That’s far cooler.
An interactive be-a-council-officer game
There used to be a cartoon strip called You Are the Ref where you were given a scenario and had to choose the correct outcome. Doncaster Council used Twitter to create a similar scenario only being faced with the challenge a council officer would face. It gave a taste of the difficulty council staff face.
Let’s get started.
— #OurDay in Doncaster | Story 1 (@DoncasterTales1) November 20, 2017
Why is this good? It’s not saying ‘here’s what we do.’ It asks: ‘what would you do?’
A poem set to video
There are 1,200 services that local government does. It’s hard to cover them all. But a video of just over a minute covers much of the ground. Well done Bath & North East Somerset Council.
— B&NES Council (@bathnes) November 21, 2017
Why is this good? It uses video so autoplays in your timeline. It covers a range of things in a short space of time.
The most popular Facebook update wasn’t a council service as such but a lost dog. Of course it was. It was never going to be an engineer filling in a pothole, was it? You can see it here.
Hello, regular people
One of the benefits of #ourday is putting faces to names and to be able to tell people what they do, as this Derbyshire Dales Council tweet shows.
Busy day ahead for these 3 from our Clean & Green Team. Mick is our central litter bin emptier, while Andrew & Steve are preparing to help with the clearance of autumn leaves #ourday pic.twitter.com/SZ1iZwehB8
— Derbyshire Dales DC (@derbyshiredales) November 21, 2017
Why is this good? Because it tells you who those familiar faces are and what they do.
A Periscope broadcast to explain a guided walk
South Cambridgeshire has many attractive places and guided walks encourage older people to step out. Here the council used Twitter’s live streaming app Periscope for a council worker to talk about what the scheme is.
A clip-on mic helps to improve the sound.
Why is this good? Because it is getting out of an office and experimenting with technology.
It seems as though the noose is tightening around Facebook pages that are run by a overlooked-until-now dodgy practice.
Many people in the past created a separate work profile. They did this because they wanted to keep work and play separate. Often this second account just had the word ‘work’ added to it.
How this dodgy practice works
So John Smith had his ‘John Smith’ account. He also created ‘John Smith Work’ as a way of logging onto the corporate page. Cunning, yes?
Well, not that cunning at all. Not least because it is obvious even to Inspector Clouseau that this is a second account. And before you dash-off to create thinking a John Brown account is an even safer bet don’t. But Brown, you think. That’s not my name. They’ll never guess. Actually, Facebook are really good at spotting through an algorithm accounts with few friends that just happen to be a page admin.
Why Facebook are doing this
You may have noticed but Facebook and others have been getting it in the neck for their role in ‘fake news’. Governments don’t like them. Nor do users. Accounts that are clearly fake are the first steps to tackle this. The platform have agreed to act. Fake users are first in the queue.
But you’re blue in the face
Of course, the wise people know that they need to change. They’ve even argued for the need to. Many have persuaded people that this is the best course of action.
But even then some people don’t want to change.
The common arguments are:
I don’t want people from work being my friends.
I’d rather keep work and family seperate.
I won’t add my real Facebook profile.
In the olden days, they may have had a point. But no-one can see who is the admin of a page. You don’t have to accept friend requests.
An approach: It’s time to get serious
I’ve noticed a very heated debate on the Public Sector Comms Headspace Facebook group flagging up the issue.
Firstly, tell are admins you want your page not to break Facebook’s terms and conditions. Tell them their access may be removed without warning. This is an issue if you all have fake John Smith Work accounts. Tell people you are moving everyone to Facebook Business Manager. You’ll need a profile. It just makes the day-to-day tasks easier.
If people still say no, you may have to trim down the number of admins who are effectively posing a risk to your page. If some people don’t want to, they may just have to have ‘managing Facebook pages’ off their CV.
Go and tell the person in your organisation who is responsible for information governance of the broader issue. See what they think. They’ll agree with you.
Go and tell the emergency planning team what they think. They’ll agree with you, too.
Take these opinions, this blog and your opinion to your manager, manager’s manager and chief executive if you have to. Set out to them in writing the reasons why ‘fake’ profiles are a danger to your organisation. If you have to, list the people who have fake profiles in your organisation. List the people who don’t. Explain that you need everyone to either have a real profile or be taken off admin to the Facebook page.
You have flagged-up the risk.
You have shared the risk.
When Facebook catch you – note, not ‘if’ but ‘when’ – you have an audit trail without which you’ll be pretty exposed. Who knows. The process may even get some movement.
It sounds drastic, but it’s not as drastic as access to your corporate Facebook page being lost overnight.
Picture credit: Michael Coghlan / Flickr.
You need to think about fake news.
Not the click-bait churned out by Moldovan teenagers in their bedrooms but the stuff on your neighbourhood Facebook group or page and newspaper comments page.
Around the village, estate, town or city where you live and work there are scores of groups and pages. On the internet, it’s often where people hang out. Hyperlocal blogs have been hailed as the new frontier. True, there are some cracking ones. But it is to Facebook groups where a huge chunk of audience has gone. Almost unnoticed.
Look for stats on groups online and you are struggling. Why? Because Facebook would like to direct you to the highly monetised Facebook pages where there is an abundance of data. Look for data on groups?
So,you’ll have to go digging yourself.
Search your own groups
It’s simple. Go to Facebook. Search for a place. Search again in groups. Have a search ion pages too. A recent project at an urban borough found more than 3,000 pages and groups searching by town and community. Some had only one person. Others had 15,000.
Run your own search. You’ll be amazed. Seriously.
Facebook pages and newspaper comments
And let’s not forget that newspaper comment boxes are there and the public actions very often have thriving Facebook pages too. Let’s be honest, often there is a whiff of mob rule on them and caution is advised.
But you need to engage
If newspaper comment boxes are a bridge to far I think we should be starting with Facebook groups. I’ve talked about the need to engage on them before. It’s a simple premise. Go to where the eyeballs are. If they are talking about you, go there.
Some of it is true. Some of it is false.
Time after time these past few months I’ve reached the same conclusion. The fact that the public sector is not by and large engaging in these places is deeply corrosive. The fact that some organisations are starting to is a useful step.
Fake news ‘be very, very, very worried.’
This isn’t a new thing. Rumour and misinformation have been going on since the days of cave drawings. Globally, the issue is massive. At News Rewired in London last week journalism academic Claire Wardle told us to be ‘very, very, very worried.’
Why is this particularly worrying? Because as Wardle says, we have learned to be sceptical about words. We are far less sceptical about images and are hugely trusting about video. She argues that we need to have the same scepticism about our emotional response as we do in other areas of our life.
As the Edelman Trust Barometer says, we are far more trusting of ‘people like us’ and will take on what they say or our Facebook friends say than a chief executive.
Types of Parish pump fake news
Here’s two types to look at.
Misinformation. It’s well intentioned but wrong. Back when I was in Walsall, a Muslim girl tweeted that she’d heard a Muslim boy had been stabbed by an EDL-sympathising Sikh gang. It was wrong. A West Midlands Police Deputy Chief Constable was quick to state there had been no reports.
Or it’s the rumour that polling stations were closed early in the Scottish Independence Referendum.
Disinformation. It’s wrong and it’s circulated knowing that it’s wrong. That’s the malicious council-bating. Like the humorous but entirely false story of the car park attendant at Bristol Zoo. Or the photoshopped shark in the floods.
There’s a whole sub-area of family court driven disinformation. The false claim of a child abduction in Surrey that from time-to-time re-emerges. This isn’t unique.
So, is your Facebook group filled with ‘fake news’?
No. Damage isn’t the prime reason they are there. For the most part Facebook groups are community minded and more interested in people find a plumber or posting the picture of the lovely sunset. They are an excellent opportunity for you to engage with real people.
Can the Parish Facebook group be more dangerous than a national far right news site? Not on it’s own, no. But in that community? I’d argue a rogue post has huge potential to cause you damage in that community.
I’ve heard the argument, well made by Euan Semple, that there is a volume control on the mob and we should avoid it. I can sympathise with that. But I don’t think the public sector has that luxury anymore.
If conversations are taking place in dark corners on the web,
So how to engage?
Engaging on Facebook groups
- Join groups with your own profile as yourself.
- Approach admins from your own profile and ask politely if they can post your engaging sharable content things for you. Make the content you are asking relevant. A history event to entice a group interested in local history, for example.
- Build your relationships with the admin and the people on the group too.
- Remember you are representing your organisation.
- You don’t have to engage with every online conversation.
Engaging on Facebook pages
- You can comment on Facebook pages as your own Facebook page.
Engaging on online newspaper comment boxes
- Add comments as a named individual. Be human. Signpost. Add a link.
Look, none of this is easy. Some of it you may balk at. But it needs to be done.
Dan Slee is co-founder of comms2point0.
Picture credit: Andrew Feinberg / Flickr
The title I was given for the session ‘video: it’s the future’ made me think. It’s actually already here.
It’s been clear for some time that video has been getting more important.
These aren’t bold predictions from industry analysts that may or may not come off. They’re the here and now.
The four reasons for video’s rise
What has convinced me is first anecdotal data of travelling on buses and trains watching people with their mobile phones. Where once they read newspapers now they are on their phones swiping through emails, websites and social media. People’s smartphones have got more powerful. They can watch and shoot their own video. Behemoths like Facebook and Twitter fall over themselves to make video more accessible in your timeline. Besides, we are inherently lazy. We are drawn to images.
The data makes the case
All that is true and where it is confirmed is the data. Ofcom say that 66 per cent of UK adults have a smartphone and almost half are happy to watch short form video. That’s footage less than five minutes. TV is still here. So is TV news. But in the battle for your attention it is getting out-gunned by the clip of a new-born panda. No wonder BBC journalists are being taught how to make more short-form content.
People want to learn
It’s been an amazing experience co-delivering video skills for comms workshops with Steven Davies. People do want to learn and with a few basics they are off making good use of video. The barrier? Often it is the tech and time. An android or an apple device will cut it. A blackberry won’t. As you practice more the quicker you get at thinking through, creating, editing and delivering video.
But where does video go?
Convention has it that YouTube is the only show in town. That’s not the case anymore. Facebook at the moment is rewarding you for uploading video to a page by showing it to more people. Twitter joined Facebook in autoplaying video as you scroll through your timeline. It’s made it easier to post video from your phone. But the idea of making one video and posting it everywhere is dangerous. The optimum time for a Facebook video is 22 seconds and on YouTube far longer. Vine is six seconds and Instagram not much more than 10 seconds. What counts as a view is opaque. On Facebook it is three seconds and YouTube 30 seconds.
The what is next?
We’re moving as fast as the tech is moving. A few years ago watching video on your phone would have been unimaginable. Today? It’s common. Two important steps are realtime and what can be grouped together as virtual reality.
Realtime is the posting video as live. Your smartphone becomes an outside broadcasting truck and as the super-portable clip onto yourself GoPro cameras are now integrated with livestreaming Twitter app Periscope the climber livestreaming his ascent up the north face of the Eiger is now possible. Even with a smartphone you can post within minutes an Environment Agency officer talking during the floods of how the Morpeth dam was working:
— Env Agency Yorks&NE (@EnvAgencyYNE) January 6, 2016
Virtual reality is something I’ve blogged about before. It’s watching footage that sees you standing in the scene and allows you to look down and around. New York Times are pioneering new ways of storytelling.
Facebook’s 360 video allows you to watch footage on your smartphone and move it around to see a different perspective. Footage of US fighter pilots taking off show this. YouTube has also allowed a 360 video and Flickr has done something similar.
But the tech
A few years ago virtual reality could be said to be a niche. Now a Google cardboard headset costs a tenner and allows a more immersive experience. But you can watch just with your tablet or smartphone. It’s not strictly the same experience but you get a flavour.
Two helpful things
We’ve created an ever-updated resource for video and comms. You can see it here.
We also co-deliver workshops for comms people with University lecturer Steven Davies who has worked as a cameraman with BBC and as a filmmaker across the public sector.
This is significant: printed newspapers have become the least popular way that people use to keep up to date with what is going on in the world.
According to a report in the Guardian the annual Ofcom news consumption study will say that 31 per cent of the population read a printed newspaper to keep informed. This is a fall from 41 per cent the previous year.
On the other hand, TV news on 67 per cent, the internet with 41 per cent and radio 32 per cent are all comfortably ahead of breaking news on the news stand.
To anyone interested in the media landscape this feels like hugely landmark news in itself. To communications teams geared-up to service the needs of newspapers first and foremost this feels especially important.
It’s also further evidence that while newspapers used to be practically the only show in town they are not any longer.
The full report doesn’t appear to have been published on the Ofcom site. Their reports always bear reading and the Ofcom Communications Market 2015 report should be required reading for all comms and PR people. I’ve blogged the findings here.
To look at this from a newspaper perspective, they would argue their websites and social media are included in the internet column. So, ‘it’s complicated’ maybe one summary.
The Guardian report also had a few more significant bulletpoints:
- 25 per cent of people use their mobile phones to keep up to date – up four per cent.
- 14 per cent of people use word of mouth to get their news – up three per cent.
- Young people are more likely to go online (59 per cent) than watch the TV (‘around half.’)
- BBC1 was the top news source on 48 per cent, ITV second with 23 per cent, the BBC app or website 23 per cent, BBC News channel 14 per cent and Facebook 12 per cent along with Sky News.
Here’s a link to the full document Ofcom document News Consumption in the UK 2015.
Creative commons credit: Soon / Flickr / https://flic.kr/p/hHpXV