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Using Social Media to Engage Stakeholders in Better Public Policy
- 1. 2035 Regional Transportation Plan: Using Web 2.0 Channels to Engage Stakeholders in Better Public Policy Mary Beth Ikard, APR – Communications Director Transportation Research Board 90 th Annual Meeting January 24, 2011
- 2. Let’s Be Real: Social Media ≠ Social Activism “ Social networks are effective at increasing participation —by lessening the level of motivation that participation requires.”
- 3. Lay of the Land: Audience 65% of Americans consider themselves social media users 4 of 5 Internet users visit social networking site monthly 77% users say they get their news from social media facebook now 3rd biggest referral site for news articles Online news readership grew 8.5% in 2010 And fell for local TV (-1.1%); network TV (-3.4%); newspapers (-5%); cable TV (-11.4%); magazines (-12%) People now spend as much time on their mobile as they do reading newspapers or magazines combined . 250+ million people use facebook on a daily basis 27% of Americans report looking at facebook while in the bathroom
- 4. Lay of the Land: Audience Journalists surveyed re: sources for story research: 65% turn to sites like Facebook/LinkedIn; 52% use microblogging sites (Twitter) 31% of Americans with cell service own a smart phone. 62% of Americans are part of a wireless, mobile population that participates in digital activities away from home or work. 58% of people combine TV-viewing with other types of media. 50 million Tweets are issued daily (6,000 per second). 79% Fortune 100 companies using Twitter, FB, YouTube or a blog 1 in 5 Internet users searched for political info, posted views about issues, or engaged in other civic activity on a social network GovTwit: 1,000 accounts listed with “State-Local” tag
- 5. Major Themes / Source Material - Shifting Middle Tennessee’s Transportation Investment Strategy
- 6. Guiding Principles Livability – Enhance quality-of-life by supporting initiatives that increase opportunities for affordable housing, education, jobs, recreation, and civic involvement without increasing the burden on citizens to enjoy their community. “ Livability means being able to take your kids to school, go to work, see a doctor, drop by the grocery or Post Office, go out to dinner and a movie, and play with your kids at the park - all without having to get in your car.” ~Sec. Ray LaHood Sustainability – Support growth/prosperity without sacrificing health, environment, natural & socio-cultural resources, or financial stability of this or future generations. Prosperity – Contribute to continued economic well-being of greater-Nashville by investing in transportation solutions that increase access to education, jobs, & amenities, reduce the cost of living & doing business, and attract new investment to the region. Diversity – Recognize the multitude of needs, variety of perspectives & backgrounds of the people that live+work in greater-Nashville, by promoting a range of transportation choices, designed with sensitivity to the desired context.
- 7. Regional Goals Maintain & Preserve the Efficiency, Safety, & Security of the Region’s Existing Transportation Infrastructure (“Fix-it-First”) ; Manage Congestion to Keep People and Goods Moving ; Encourage Quality Growth & Sustainable Development Practices; Protect the Region’s Health & Environment ; Support the Economic Competitiveness of Greater-Nashville; Offer Meaningful Transportation Choices for a Diverse Population (major trends: Boomers & Gen Y, increased ethnic diversity); Encourage Regional Coordination , Cooperation, Decision-Making; Practice Thoughtful, Transparent Financial Stewardship by Ensuring Transportation Improvements meet Regional Goals.
- 8. Three Major Policy Initiatives #1 A Bold, New Vision for Mass Transit
- 9. Three Major Policy Initiatives #2 Support for Active Transportation & Walkable Communities
- 10. Three Major Policy Initiatives #3 Preservation & Enhancement of Strategic Roadways
- 11. NashvilleMPO.org/Stay_Involved Twitter feed window: @NashvilleMPO & its most relevant partner orgs (Walk/Bike Nashville, Clean Air Partnership of Mid TN, Transit Now Nashville, Smart Growth America) Direct sign-up form for EMMA e-newsletter Links to Social Media channels Public Participation Plan, Web 2.0 Policy, Upcoming Meetings Calendar, Current Work Program Complete a survey, share your photos or videos Come to one of regular meetings or special regional event/symposium Involvement options, Web 2.0 channel thumbnails appear on every page throughout site
- 12. facebook.com/NashvilleMPO 1. Think Broad 2. Don’t be a Bore 3. Permission to Get Wonky 4. Tell people you’re on FB! 5. Tag organizations/people 6. Web 2.0 Policy (http://SocialMediaGovernance.com/policies)
- 13. Twitter.com/NashvilleMPO 1. Listen First 2. Identity matters 3. Who’s tweeting? 4. Stroke egos 5. BREAKING NEWS 6. Accessible + authority = Trust 7. Timely & Active
- 14. Follow & Be Followed Who’s Following Us? (Quality, Not Quantity) Partners/Advocates : @WalkBikeNash, @transitnownash, @RWJF_PubHealth, @NCDC, @uscensusbureau, @aashtospeaks, @AARP_TN, @T4America Media : @tennessean, @nashvillebiz, individual reporters (@tnmetro, @sgeorge) For-profit/non-profit : @Gresham_Smith, @NashHCC, @TheKeyAlliance, @graylinetn Industry experts : @urbandata, @EngagingCities, @StrongTowns Bloggers : @nashvillest, @Kleinheider, @Urban_Planning Transport enthusiasts/programs : @ebikespace, @ridetowork2011 Local events & arts/culture : @ENashBeerFest, @nutcrackernash Public sector & political : elected officials, MPOs & other planning, transit ops, DOTs, federal agencies, our members If you’re relevant to our business / major policy initiatives, or you’re a Nashville-area “Influencer,” WE. FOLLOW. BACK. Loves : @grist, @urbanophile, @UrbanLandInst, @transpr, @CompleteStreets, @planetizen, @BikePortland, @RayLaHood, @America2050, @StreetsblogNet, @NextAmCity, @ttpolitic
- 15. Metrics: bit.ly is your friend #2010Census
- 16. Metrics: Google Analytics is your friend
- 17. Keep In Touch! [email_address] LinkedIn.com/in/mbikard @MaryBethIkard
Editor's Notes
- #3: The Facebook page of the Save Darfur Coalition has 1,282,339 members, who have donated an average of nine cents apiece. The next biggest Darfur charity on Facebook has 22,073 members, who have donated an average of thirty-five cents. Help Save Darfur has 2,797 members, who have given, on average, fifteen cents. A spokesperson for the Save Darfur Coalition told Newsweek, “We wouldn’t necessarily gauge someone’s value to the advocacy movement based on what they’ve given. This is a powerful mechanism to engage this critical population. They inform their community, attend events, volunteer. It’s not something you can measure by looking at a ledger.” In other words, Facebook activism succeeds not by motivating people to make a real sacrifice but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice. We are a long way from the lunch counters of Greensboro.
- #4: (27% of Americans use facebook in the bathroom!) (27% of Americans use facebook in the bathroom!)
- #5: (27% of Americans use facebook in the bathroom!) (27% of Americans use facebook in the bathroom!)
- #6: Decide what “social media success” would mean to your organization / initiatives. Then make choices that support your pursuit of that goal. If you don’t have something to say, it’s okay. No one’s making you talk anymore. The conversation has been joined to death. Media is something you make . Marketing is something you do . Media is communication. Marketing is sales. You can create media, and you can market the media you create. You can even create media in order to market the products and services featured in that media.
- #12: Introductory page copy: Here's your opportunity to tell all - revolutionary or simple, we want to hear it. If you live or work in Middle Tennessee, your on-the-ground perspective can help the MPO formulate what it will take to maintain a high quality-of-life in the years to come, as our region continues to grow. Learn more about growth scenarios and join the discussion. We'll help put your ideas into action.
- #13: http://www.flackrabbit.com/2011/5-ways-to-manage-facebook-for-business/
- #14: Priority #1 is to LISTEN. (search.twitter.com – “Nashville commute” – Tennessean cover story) Choose a way to identify yourself that enhances search-ability, relevance (MetroPlan, metroplanners) People like to read and RT content that’s grammatically correct (good writing matters). #1 word retweeted is "YOU." RTs are noun-heavy, 3rd-person verbs, things doing things. Think newspaper headlines! Love and share the love. If an organization has a Twitter handle and your Tweet content has anything to do with them, use the handle. Leads to RTs / follow-backs etc. Great for breaking news, real-time updates (40% of Nashville’s Metro Transit Authority fleet lost in #NashvilleFlood). It’s all about staff resources. TDOT has a PIO Tweeting accident/road closure updates in real time (@TN511). Commit the personnel resources to it if you’re going to be on Twitter – one Tweet a month not acceptable. SHRINKING THE EMOTIONAL DISTANCE BETWEEN US AND OUR CUSTOMERS: New study shows social media triggers release the generosity-trust chemical in our brains. JUST GIVE IT A FEW MINUTES A DAY. Monitor mentions/RTs as real-time if you can. Use your smart phone. I look to see if the Twitter handle is following back before I Follow: unless you’re a news outlet, your content worth for my Timeline to the extent that mine is good enough for yours. Check out trending topics and use hashtags, especially for Webinars / conferences.
- #16: Why 52 click-throughs on Census-related link? Because I used the #2010Census hashtag (as sanctioned by @uscensusbureau) while tweeting during real-time moments as initial Census results were being released at press conference.
- #17: Analytics can help prove the value of social: note that facebook and LinkedIN make the top ten list for most recent referral sources to NashvilleMPO.org.