Accomplishing Public Relations Goals Through Social Media media.csosa

1. Accomplishing Public Relations Goals Through Social Mediahttp://media.csosa.gov Presented by Tim Barnes, Enterprise Director and Leonard Sipes, Sr. Public Affairs Specialist

2. What is CSOSA • Federal, executive branch agency • Provides parole and probation services • National reputation for innovation and excellence • Research and technology oriented • CSOSA offers radio and television programs, a blog and transcripts through “DC Public Safety” (http://media.csosa.gov). • “DC Public Safety” is the nation’s most popular social media site on the Internet for key criminal justice terms (per Google)

3. “A National Model of Public Communications” • According to Government Computer News (September, 2008) “DC Public Safety” is one of the ten best web sites for state and local government • CSOSA’s “DC Public Safety” is featured on the federal government’s “Best Practices” web site • “DC Public Safety” recorded over 2,000,000 requests since January of 2007. We average 140,000 requests a month • We have one of the top public safety blogs in the country (per Google) • We have been referred to as “A national model of public communications.”

4. What is Social Media • There is no universal definition of social media; social media is more philosophy than a list of strategies • At it’s heart, social media is designed to create conversations with customers; it’s a give and take process. We listen to concerns, offer information and take input seriously • “When Did We Start Trusting Strangers,” Universial McCaain, September, 2008-we now trust strangers equally via social media when compared with face-to-face conversations • Examples of social media; radio/audio, television/video, blogs or articles, wickies, special events, call-centers, surveys, special internet sites

5. What is Podcasting • Placing radio and television shows on the internet. • You do not need an iPod. Most use their computers to view or listen. • Using RSS (Really Simple Syndication) to allow people to automatically receive the program. • With RSS, programs are pushed out to consumers. • Programs are provided by major media companies (i.e., National Public Radio, CBS news). • Programs supplied by non-traditional sources who have expert knowledge about an issue (DC Public Safety). • Podcasting is part of the “new or social media” that includes blogs and other methods creating two-way interactions (conversations) with customers.

6. Who is Listening/Watching/Interacting • Online Media Daily, May 20, 2009-Social media has reached critical mass, with 83% of the Internet population now using it - and more than half doing so on a regular basis - research by Knowledge Networks. • Online Media Daily, May 8, 2009-Social media marketing to double to 55 billion dollars by 2014. • Ragan.com, April 16, 2009-70 percent of government communicators cannot access social media at work. • Harris Interactive, April 28, 2009-88 percent of Americans state that the reputation of corporate America is “not good” or ‘terrible” but the public rewards companies that concentrate on building their reputations. • Harris Interactive, April 116, 2009-Just under half of Americans have a Facebook or MySpace account.

7. Who is Listening/Watching/Interacting • “When Did We Start Trusting Strangers,” Universial McCaain, September, 2008-we now trust strangers equally via social media when compared with face-to-face conversations. • Markerter, March 5, 2009-Podcast use in the US will continue to rise through 2013 when 37.6 million people will be downloading podcasts on a monthly basis—more that double the 2008 figure of 17.4 million. • Direct, January 24, 2009-There was a record of one billion visitors to the Internet in December, 2008. • “Information Searches that Solve Problems,” Pew/Internet, December, 2007-78 percent of Internet users have visited government websites. • Advertising Age, June 17, 2008-Consumers to watch 25 percent more internet based video in five years. • eMarketer-February 4, 2008-US Podcast audience is 18.5 million in 2007, will grow to 56 million in 2012. • Harris Poll 128, 2007, online video use is 81 percent of sample. • Media Post Publications, January, 2008, Social media has a positive impact on the tone of most reporter’s stories and editorials. • Marketwire, May, 2008, Journalist use of social media differs depending on topic. Over 50 percent of reporters spend an hour a day with online media. • Marketingpilgrim, January, 2008, 75 percent of journalists get story ideas from blogs (podcasts are audio and video blogs). • .

8. Who is Watching/Listening/Interacting • Brodeur, May 21, 2008-Over half of reporters said they spent more than an hour a day with online news sources and blogs. • Journalists Get Web 2.0. Do You? PR Tactics, February, 2008, 39 percent of reporters listen to podcasts. 72 percent read blogs.

9. Measurable Results from CSOSA Social Media • Over 2,000,000 requests since inception--140,000 requests a month • Fugitive Safe Surrender-350 criminals with warrants surrender • Highest increase in employee satisfaction per federal survey—TV, radio and articles mostly feature employees • Exchange of new ideas-GPS • Organizational relations • User satisfaction-per site survey

10. Critical Success Factors • Having access to an expert (Tim Barnes) to guide the process • Senior staff who recognized the public and employee relations potential of social media • Having the resources to purchase equipment • Staff willing to invest personal time to learn and create • An understanding that we did not have to know or understand everything about the technical side to effectively do social media

11. Challenges to Success • Len had to be willing to learn the technical side of program creation (what’s a RSS feed?) • Len and Tim had to fit the social media process into everyday duties • Len, at times, felt frustrated (still does) in his struggle to grasp a wide array of new hardware and software • Social media sites are endless-don’t get bogged down • Stick with the basics—don’t chase everything that comes to the social media scene

12. How Social Media Will Help You Achieve Your Public Relations Goals • Media/public come to an understanding as to who you and your organization are • Social media is the most important public relations tool since the inception of websites • Your point of view is always available • During emergencies, you can release audio/video statements • Fugitive Safe Surrender • Reaching Spanish speaking audiences • Promoting issues important to your organization • Respecting learning styles

13. Getting Assistance (get thee a geek) • Getting a knowledgeable person to guide you is important/vital • Local colleges will have someone who WILL help you • People are enthusiastic about social media. They will assist • Paid consultants will do everything for you from equipment purchases to training • On-line courses are now available

14. What you Really Need to Know About Radio Production • Production of interesting, ethical, informative shows is the most important thing to know • The quality of sound produced through a personal computer and software is just as good as a show produced in a studio • Don’t like something? Then delete or restart • The production standards are different for podcasting—stumbles are OK • It’s not as complicated as some make it sound • For example, I rarely edit my shows beyond sound levels. Some will spend hours in editing • Shorter programs are better

15. What You Really Need to Know About Television Production • All the things we mentioned about radio production • Community access or college television can record your shows for $500.00 or less • Understand that people dislike typical government talking-heads public access shows. Be different • The cost of outside servers to house your content and offer it to the public is now inexpensive, around $10-$15.00 per month • Incorporate footage (B-roll) • Pay for a opening and closing (college student did ours)

16. Creating Interesting Radio Shows • Production of interesting, informative shows is the most important thing • You cannot be a overly cautious bureaucrat • Showing emotion (you and your guests) is powerful • Do NOT script the show • What does the public want to know? • You must ask the same questions a reporter would ask • You must be fair to both sides of any issue • Partisan politics are not allowed

17. Creating Interesting Television Shows • Everything we said about radio programs • Do an outline (not a script) of your show • Make sure that guests understand the purpose of the show • The insertion of b-roll, or footage is essential for government public affairs shows • Recommend paying for a professional opening and closing

18. Marketing Social Media • Marketing is necessary. Search for books on marketing podcasts or social media • At a minimum, send program to iTunes and have Google, Yahoo and MSN search your site on a daily basis • Send to 15 additional social media sites (Facebook, MySpace, Linked In) • Have other web sites link to your site. Search engines love high-quality links • Ask others in your field to advertise your site • Send out press releases if it’s truly interesting • Create an e-mail list. Send notices of new shows • We place our television shows on Google Video, AOL Video, My Space and You Tube.

19. Costs of Social Media • Approximately $1,500.00 for a computer, software and equipment • Less if you will use an existing computer (approximately $500.00—often much less) • Approximately $10.00 a month for a server (can be less) • Available free through Blog Talk Radio or Talk Shoe • Television shows can cost as little as $500.00 per production—can be as much as $10,000.

20. Resources for Social Media • Google “books” and “podcasting” and “social media” • iTunes, Google, Yahoo and MSN have primers • On-line courses exist (search the web) • Your local or on-line music store can advise you about the equipment you need • Search iTunes for podcasts on podcasting, social media and search engine optomization • Become a consumer of podcasts and social media sites

21. Contact Us • Leonard (Len) A. Sipes, Jr. Senior Public Affairs Specialist 202-220-5616 leonard.sipes@csosa.gov • Tim Barnes, Enterprise Director, 202-220-5306 timothy.barnes@csosa.gov