This document discusses how Morris County, NJ automated their social media processes to expand their reach with less effort. It outlines how the county uses tools like Blogger, RSS feeds, Facebook, Twitter, YouTube, Scribd and Hootsuite to automatically distribute and notify subscribers of new press releases, documents and videos. By posting releases to Blogger which notifies subscribers and updates the website, then distributing through Hootsuite to Twitter and Facebook/Ping.fm, the county is able to engage more constituents across channels with minimal manual work. Considerations around records retention, guidelines and policies are also discussed.

1. Getting Your Agency’s Message Out
More Social Media Channels
With Less Effort
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, NAGW
July 27, 2010

2. What we’ll cover…
• Morris County overview
• Morris County social media status
• (semi) Automating the process
• Social media tools we use
• Things to consider

3. Morris County Overview
7
Elected Freeholders (Governing Body)
3
Elected Constitutional Officers
(Sheriff, Clerk, Surrogate)
6
Super Departments & 34 Divisions
34
2600
30
Advisory Boards, Committees,
Commissions or Authorities
County employees
‘Silo’ websites maintained in-house
1
Intranet (MorrisNet)
3
Major projects: website consolidation;
MorrisNet re-design; social media
2
County Web Staff, no CMS

4. Morris County Overview
7
Elected Freeholders (Governing Body)
3
Elected Constitutional Officers
(Sheriff, Clerk, Surrogate)
6
Super Departments & 34 Divisions
34
2600
30
Advisory Boards, Committees,
Commissions or Authorities
County employees
‘Silo’ websites maintained in-house
1
Intranet (MorrisNet)
3
Major projects: website consolidation;
MorrisNet re-design; social media
2
County Web Staff, no CMS

5. Social media status
• One Twitter, FB, YouTube, Flickr & Scribd
account for the County
• Specialized pages/streams only with
IT or Web Advisory Committee approval
• Icon group located on every departmental
home page
• Stats (in 14 months):
• Twitter:
• FB:
• Scribd:
865 followers; 726 tweets
360 fans
73 subscribers; 179 uploads;
81,500 reads
• Constant Contact: 4,168
• YouTube & Flickr:
Increasing with use

6. Social media status
• One Twitter, FB, YouTube, Flickr & Scribd
account for the County
• Specialized pages/streams only with
IT or Web Advisory Committee approval
• Icon group located on every departmental
home page
• Stats (in 14 months):
• Twitter:
• FB:
• Scribd:
865 followers; 726 tweets
360 fans
75 subscribers; 181 documents;
81,500 reads; average 305 / day
• Constant Contact: 4,168
• YouTube & Flickr:
Increasing with use

7. How we got started…
•
•
•
•
“Main” county site moved in-house
Re-design wasn’t an option
Needed current news on home page
PIO issues several press releases each week
• Blogger acts as CMS page
•Custom template mirrors existing design
•PIO enters his own pressers
• Blogger includes RSS feed
•RSS feed auto-updates current news
•Allows subscriptions to press releases
•
Blogger issues email notification on “publish”
Once we had that feed and email…

8. Our solution…
Blogger using custom templates

9. And…
RSS Feed of PIO press releases

10. Blogger Advantages
• Looks like any other web page
• Comfortable, MS Word-like interface for posting
• Author and Admin levels for security
• Individual usernames / passwords
• Lists prior posts by title
• Auto-archives prior posts
• Auto-generates RSS feed
• Auto-email postings
• Web-based: PIO can update
from any browser, at any
time, from anywhere

11. To reach a broader range of constituents,
we know we need to use social media,
but how can two of us maintain it all
without going crazy?

12. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages and other selected
social networks.
The web group creates
a tweet with Hootsuite.
Include a link to website press
release. Followers are
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.

13. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.

14. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Blogger auto-emails
press releases to
web group.

15. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Website
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Blogger auto-emails press
releases to web group.
The web group creates
a tweet with Hootsuite.
Include a link to
website press release.
Followers are
automatically notified.

16. We Automated the Process
PIO
issues a
press
release
Creates in MS Word
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Blogger auto-emails press
releases to web group.
Facebook pulls from
Hootsuite through ping.fm.
Ping.fm updates FB pages
and other selected social
networks.
The web group creates
a tweet with Hootsuite.
Include a link to website press
release. Followers are
automatically notified.

17. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Can use links and graphics,
even videos in the blog post
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages and other selected
social networks.
The web group creates
a tweet with Hootsuite.
Include a link to website press
release. Followers are
automatically notified.

18. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
Create a video.
Embed in website.
Upload to YouTube.
Announce with
Hootsuite or via
press release.
(Create a custom template)
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are
notified.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages and other selected
social networks.
Scribd can automatically
tweet about it.
Blogger auto-emails press
releases to web group.
The web group creates
a tweet with Hootsuite.
Include a link to website press
release. Followers are
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.

19. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages and other selected
social networks.
The web group creates
a tweet with Hootsuite.
Include a link to website press
release. Followers are
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.

20. We Automated the Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages and other selected
social networks.
The web group creates
a tweet with Hootsuite.
Include a link to website press
release. Followers are
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.

21. Tools we use…
Blogger
Blog / CMS Substitute
RSS Feeds
Content Delivery
Facebook
Community
Twitter
Micro-blog
Constant Contact
Email Blast
Scribd
Documents
YouTube
Video
Flickr
Still photos
Hootsuite
Twitter App
Ping.fm
Distribution App

22. Tools we use…
Hootsuite.com
•
•
•
•
•
•
•
Updates FB pages; multiple social accounts at once
LinkedIn, WordPress, MySpace, FourSquare, Ping.fm
Scheduled tweets
Allows multiple authors to one twitter profile
Assign tweets for follow-up; track progress
Statistics: Individual message, summary, Google Analytics
iPhone, Android, Chrome, Firefox plugins
Backupify
• Backs up Blogger, Flickr, Twitter, Facebook
• Not FB pages (yet)
• Backs up to the cloud
Tweetake.com
• Backs up followers, DM, sent tweets

23. Tools we use…
Ping.fm: Makes
expansion easy
Original message can be
replicated across many networks
with only one publication.
The same message is broadcast
to every network for consistency.
Unless there is major citizen
interaction, records retention
is easier.
Adding social networks doesn’t
mean adding hours to your social
media workload.

24. Tools we use…
We created a “Social Media We Use” web page

25. Tools we use…
We created a
Learning 2.0
website:
9 week, self-paced
training
Content created & the original site
designed by
Helene Blowers,
Technology Director of the Public
Library of Charlotte &
Mecklenburg County NC

26. Considerations…
Social Network names
• Use the same ‘vanity URL’ for all accounts (MorrisCountyNJ)
Records Retention laws
• Post the same thing on Twitter & Facebook
• Press release authors, document creators, videographers have
records retention obligation as creators (NJ)
• “Twitterer” is responsible for retaining tweets
• Backup tweets with Tweetake, Backupify or equivalent
Requirement for Hootsuite to Ping.fm to FB connection
•
•
Use the same email address for all accounts
Use the same p/w for all accounts but change it regularly

27. Considerations…
Social Networking guidelines
•
•
•
•
•
•
•
Don’t follow your followers.
Tweet only official information. Facts, not opinions.
Tweet things people care about: events, meetings, budgets, updates
Be sure authors have authority to speak for the jurisdiction.
Determine your “tweet tone”. Ours is business-like.
Use #hashtags if you tweet a lot.
Comply with records retention laws if you create original material
on any social media. It is discoverable in litigation.
Social Media policies; terms & conditions
• T&C – some modified for Federal; none state and local (yet)
• Policy discussions: NAGW.org, GovLoop.com, inqbation.com
• Employee use; Commenting; Content Creation

28. In Summary
• Use Social Media to reach all constituent
demographics.
• Different segments of the population use
different social media apps. Use more than one.
• Automate to minimize maintenance time.
• Keep up with legal issues and court cases.
• Foster and encourage citizen participation.
This leads to greater trust in government.

29. I forgot the best part…
It’s (almost) all free!!

30. Contact Information
National Association of Government Webmasters
Website NAGW.org
Twitter Twitter.com/NAGW
Facebook Facebook.com/NAGW.org
GovLoop Govloop.com/group/NAGW
Email Treasurer@NAGW.org
Morris County NJ
Website MorrisCountyNJ.gov
Twitter Twitter.com/MorrisCountyNJ
Facebook Facebook.com/MorrisCountyNJ
YouTube YouTube.com/MorrisCountyNJ
Scribd Scribd.com/MorrisCountyNJ
Email CSpencer@co.Morris.NJ.US

31. Getting Your Agency’s Message Out
More Social Media Channels
With Less Effort
Carol A. Spencer
Web Manager, Morris County NJ
Treasurer, NAGW
July 27, 2010