SlideShare una empresa de Scribd logo
1 de 3
Descargar para leer sin conexión
DESCRIPTIVE LETTER

      -   SOCIAL MEDIA

   1. PROBLEM/OPPORTUNITY

      Orange County is sandwiched in-between the Los Angeles Media Market
      (#2 in the nation) and the San Diego Media Market (anywhere from #22 to
      #26). We have one regional paper, The Orange County Register that covers
      us. The Los Angeles Times rarely covers us unless it is a sensational story.
      Up until a few months ago, they didn’t even have a Orange County Bureau
      after disbanding it in the late 90s or early 00s. Additionally, we have local
      community papers run mostly by the Orange County Register.

      As have all of the newspaper organizations, our newspapers were hit hard
      by the recession and changes in technology. The reporters are younger,
      less experienced and stretched thin. The stories tend to be sensational,
      “gottcha,” or frankly “yellow.”

      A few of the headlines in that past year have been, “54% of the sewer district
      workers cracked the $100K Club,” “Sanitation District secretly votes on pay
      raises,” “Stealth support? Special districts swallow $183 million in taxes,” and
      Gobs of money guarantee good credit rating for sewer district.” All the
      headlines being sensational, tangential to reality, and severely distorted.

      What do you do when your media is outlets are struggling to survive and the
      truth ends up being the victim? You use social media to turn the tide.
      .
   2. INTENDED GOALS OR OUTCOMES

      The goals were simple:

               •   Tell our own story
               •   Educate, illuminate and substantiate the truth
               •   Be relevant – participate in the conversation where the dialogue
                   is happening

      The reasons were obvious:

               •   More Americans get their news from the Internet than from
                   newspapers of radio
               •   Be relevant – participate in the conversation where the dialogue
                   is happening
               •   75 % get news via email or updates on social media sites
               •   Response times have changed dramatically
                        20 years ago – you had 24 hours to respond
   10 years ago – you had 4 hours to respond
                      2010 – you had 4 minutes
                      Today – many argue that you need to be in front of the
                       story or ready to tell your story within minutes
            •   According to Facebook in our service area of 2.5 million people,
                1,255,040 of those have a Facebook account
                    That number grew by 201,200 from July 2011 to February
                       2012
            •   During the past year, the Orange County Register changed their
                comment section to Facebook

3. DOCUMENTATION OF ACHIEVEMENT
   The attached presentation outlines a few of our big successes this year.

   Example 1: Grand Jury Report

   The Orange county Grand Jury released a report on transparency within
   special districts. We knew the report would be released but we did not know
   when. We were ready and as soon as it was released, we issued a statement
   through Facebook, our website, Twitter, Posterous and other social media
   sites.

   Result: The paper did not come out with the story until 24 hours later. We
   had taken the wind out of their sails by agreeing with the Grand Jury and
   issuing examples through social media on all the ways we were transparent.

   The story died quickly. The local newspaper columnist told us we had killed
   their story before they even had time to write it.

   Example 2: Publication on photo in Fountain Valley Living

   We have some very talented employees that outside hobbies include
   photography. We posted a few of those photos on Facebook. A local news
   magazine saw the photo and asked to post it in their monthly magazine. The
   magazine goes to every resident and business in the city (approx. 65,000)

   Result:
   The magazine ran the photo on a full page on the first page of the magazine.
   They added the words “Steel Beauty.” They took a photo of a sewage
   treatment plant and got people to see it in a completely different light. The
   full-page ad would have cost us almost $4,000.
Example 3: Successful community relations

   A tragic accident involving a 18 year old girl occurred near one of our
   construction sites. The construction was not the cause of the accident
   however, residents lashed out at the Sanitation District as a cause. They
   portrayed the District as a non-feeling government entity.

   We responded to their concerns with an honest, factual and caring message
   through Facebook where the conversations were occurring. Most importantly,
   we put a real person’s name on it.

   Result:
   The conversation quickly turned when they knew we cared. Then, they were
   willing to listen. We were able to respond quickly and with empathy and the
   story ended quickly. The neighborhood had already talked about contacting
   the Los Angles television news stations. If those calls were made, the story
   would have escalated quickly. Our response allowed us to respond with the
   community and many of our employees participated in community fundraising
   events to help with the young girl’s medical care.

   Please see the attachment for more examples. You can also visit our
   website at www.ocsewers.com, www.facebook.com/OCsanitationdistrict,
   Twitter @OCSD_PIO, Posterous at http://ocsewers.posterous.com/,
   http://storify.com/ocsd_pio, www.youtube.com/2OCSD, LinkedIn and
   Google+.

   View slide presentations on our Social Media program at
   http://www.slideshare.net/smorgan/social-media-presentation-8536424,
   http://prezi.com/cltfobhff79d/capio-presentation/



4. BUDGET AND OUTSIDE RESOURCES

   Budget: $300

   Constant Contact e-newsletter = $24 per month

   Prezi, Slide Share, LinkedIn, Facebook, Twitter, YouTube, Posterous, Storify,
   Google+ = $0

Más contenido relacionado

Similar a Social media general

NC3C: Getting the most out of Nextdoor for Public Agencies
NC3C: Getting the most out of Nextdoor for Public AgenciesNC3C: Getting the most out of Nextdoor for Public Agencies
NC3C: Getting the most out of Nextdoor for Public AgenciesJoseph Porcelli
 
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...Kate Hamilton
 
MAKING THE CASE FOR COMMUNITY DEVELOPMENT
MAKING THE CASE FOR COMMUNITY DEVELOPMENT MAKING THE CASE FOR COMMUNITY DEVELOPMENT
MAKING THE CASE FOR COMMUNITY DEVELOPMENT Michelle Kershner
 
Social Media Revolution What Matters And Why
Social Media Revolution   What Matters And WhySocial Media Revolution   What Matters And Why
Social Media Revolution What Matters And WhyPaul Gillin
 
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...Mila Araujo
 
Government communications (george mason university)
Government communications (george mason university)Government communications (george mason university)
Government communications (george mason university)jerlasich
 
How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...
How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...
How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...Julia Campbell
 
Tsrc btr 28th january webinar presentation
Tsrc btr 28th january webinar presentationTsrc btr 28th january webinar presentation
Tsrc btr 28th january webinar presentationGlobal_Net
 
Hynes AAO Social Media Presentation final
Hynes AAO Social Media Presentation   finalHynes AAO Social Media Presentation   final
Hynes AAO Social Media Presentation finalPatrick Hynes
 
Making the most of social media | promoting your Pride event
Making the most of social media | promoting your Pride eventMaking the most of social media | promoting your Pride event
Making the most of social media | promoting your Pride eventAlex Webb
 
Be The Change Course 2015 Media Activism 101
Be The Change Course 2015 Media Activism 101Be The Change Course 2015 Media Activism 101
Be The Change Course 2015 Media Activism 101James Redmond
 
Putting the Social in Social Media: How to Use the Social Web to Network and ...
Putting the Social in Social Media: How to Use the Social Web to Network and ...Putting the Social in Social Media: How to Use the Social Web to Network and ...
Putting the Social in Social Media: How to Use the Social Web to Network and ...Jacki Halas
 
Design and implement a realistic PR plan
Design and implement a realistic PR planDesign and implement a realistic PR plan
Design and implement a realistic PR planCharityComms
 
Social Media Presentation as Seen at 2012 Convention
Social Media Presentation as Seen at 2012 ConventionSocial Media Presentation as Seen at 2012 Convention
Social Media Presentation as Seen at 2012 ConventionEAG
 
Social & mobile media as a driver for social & environmental change
Social & mobile media as a driver for social & environmental changeSocial & mobile media as a driver for social & environmental change
Social & mobile media as a driver for social & environmental changeMedia Education
 
WCC COMM 101 chapters #1 and #2 powerpoint LUTHER
WCC COMM 101 chapters #1 and #2 powerpoint LUTHERWCC COMM 101 chapters #1 and #2 powerpoint LUTHER
WCC COMM 101 chapters #1 and #2 powerpoint LUTHERprofluther
 
Social media for councillors presentation
Social media for councillors presentationSocial media for councillors presentation
Social media for councillors presentationPaul Greene MCIPR
 
Goose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a GlassGoose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a GlassChicago AMA
 
Welcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social MediaWelcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social MediaDavid J. Neff
 

Similar a Social media general (20)

NC3C: Getting the most out of Nextdoor for Public Agencies
NC3C: Getting the most out of Nextdoor for Public AgenciesNC3C: Getting the most out of Nextdoor for Public Agencies
NC3C: Getting the most out of Nextdoor for Public Agencies
 
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...
 
MAKING THE CASE FOR COMMUNITY DEVELOPMENT
MAKING THE CASE FOR COMMUNITY DEVELOPMENT MAKING THE CASE FOR COMMUNITY DEVELOPMENT
MAKING THE CASE FOR COMMUNITY DEVELOPMENT
 
How Commit for Life Went Web 2.0
How Commit for Life Went Web 2.0How Commit for Life Went Web 2.0
How Commit for Life Went Web 2.0
 
Social Media Revolution What Matters And Why
Social Media Revolution   What Matters And WhySocial Media Revolution   What Matters And Why
Social Media Revolution What Matters And Why
 
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...
 
Government communications (george mason university)
Government communications (george mason university)Government communications (george mason university)
Government communications (george mason university)
 
How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...
How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...
How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowel...
 
Tsrc btr 28th january webinar presentation
Tsrc btr 28th january webinar presentationTsrc btr 28th january webinar presentation
Tsrc btr 28th january webinar presentation
 
Hynes AAO Social Media Presentation final
Hynes AAO Social Media Presentation   finalHynes AAO Social Media Presentation   final
Hynes AAO Social Media Presentation final
 
Making the most of social media | promoting your Pride event
Making the most of social media | promoting your Pride eventMaking the most of social media | promoting your Pride event
Making the most of social media | promoting your Pride event
 
Be The Change Course 2015 Media Activism 101
Be The Change Course 2015 Media Activism 101Be The Change Course 2015 Media Activism 101
Be The Change Course 2015 Media Activism 101
 
Putting the Social in Social Media: How to Use the Social Web to Network and ...
Putting the Social in Social Media: How to Use the Social Web to Network and ...Putting the Social in Social Media: How to Use the Social Web to Network and ...
Putting the Social in Social Media: How to Use the Social Web to Network and ...
 
Design and implement a realistic PR plan
Design and implement a realistic PR planDesign and implement a realistic PR plan
Design and implement a realistic PR plan
 
Social Media Presentation as Seen at 2012 Convention
Social Media Presentation as Seen at 2012 ConventionSocial Media Presentation as Seen at 2012 Convention
Social Media Presentation as Seen at 2012 Convention
 
Social & mobile media as a driver for social & environmental change
Social & mobile media as a driver for social & environmental changeSocial & mobile media as a driver for social & environmental change
Social & mobile media as a driver for social & environmental change
 
WCC COMM 101 chapters #1 and #2 powerpoint LUTHER
WCC COMM 101 chapters #1 and #2 powerpoint LUTHERWCC COMM 101 chapters #1 and #2 powerpoint LUTHER
WCC COMM 101 chapters #1 and #2 powerpoint LUTHER
 
Social media for councillors presentation
Social media for councillors presentationSocial media for councillors presentation
Social media for councillors presentation
 
Goose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a GlassGoose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a Glass
 
Welcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social MediaWelcome to the Future : The Rise of International Social Media
Welcome to the Future : The Rise of International Social Media
 

Más de Sonja Morgan

_SCWD_FactSheet_051716
_SCWD_FactSheet_051716_SCWD_FactSheet_051716
_SCWD_FactSheet_051716Sonja Morgan
 
Water bill graphic Final 5.11.2016
Water bill graphic Final 5.11.2016Water bill graphic Final 5.11.2016
Water bill graphic Final 5.11.2016Sonja Morgan
 
Orange County Sanitation District commissions world first sewage fuel cell and h
Orange County Sanitation District commissions world first sewage fuel cell and hOrange County Sanitation District commissions world first sewage fuel cell and h
Orange County Sanitation District commissions world first sewage fuel cell and hSonja Morgan
 
7970 Science of sustainability
7970 Science of sustainability7970 Science of sustainability
7970 Science of sustainabilitySonja Morgan
 
2011_Final_BMPP_web
2011_Final_BMPP_web2011_Final_BMPP_web
2011_Final_BMPP_webSonja Morgan
 
1700 OCSD_General_Info
1700 OCSD_General_Info1700 OCSD_General_Info
1700 OCSD_General_InfoSonja Morgan
 
54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange Count
54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange Count54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange Count
54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange CountSonja Morgan
 
Social media examples - general
Social media examples  - generalSocial media examples  - general
Social media examples - generalSonja Morgan
 
We're here for you campaign reduced
We're here for you campaign reducedWe're here for you campaign reduced
We're here for you campaign reducedSonja Morgan
 
Wall display of employees
Wall display of employeesWall display of employees
Wall display of employeesSonja Morgan
 
2012 Annual Report
2012 Annual Report2012 Annual Report
2012 Annual ReportSonja Morgan
 
Social media examples (1)
Social media examples (1)Social media examples (1)
Social media examples (1)Sonja Morgan
 
Orange County Sanitation District
Orange County Sanitation DistrictOrange County Sanitation District
Orange County Sanitation DistrictSonja Morgan
 
0506 ocs dannual_web
0506 ocs dannual_web0506 ocs dannual_web
0506 ocs dannual_webSonja Morgan
 
Web ocsd 0607_annual_rprt
Web ocsd 0607_annual_rprtWeb ocsd 0607_annual_rprt
Web ocsd 0607_annual_rprtSonja Morgan
 
Social media presentation
Social media presentationSocial media presentation
Social media presentationSonja Morgan
 
Social media presentation
Social media presentationSocial media presentation
Social media presentationSonja Morgan
 

Más de Sonja Morgan (20)

_SCWD_FactSheet_051716
_SCWD_FactSheet_051716_SCWD_FactSheet_051716
_SCWD_FactSheet_051716
 
Water bill graphic Final 5.11.2016
Water bill graphic Final 5.11.2016Water bill graphic Final 5.11.2016
Water bill graphic Final 5.11.2016
 
flatstanley-1
flatstanley-1flatstanley-1
flatstanley-1
 
Orange County Sanitation District commissions world first sewage fuel cell and h
Orange County Sanitation District commissions world first sewage fuel cell and hOrange County Sanitation District commissions world first sewage fuel cell and h
Orange County Sanitation District commissions world first sewage fuel cell and h
 
7970 Science of sustainability
7970 Science of sustainability7970 Science of sustainability
7970 Science of sustainability
 
2011_Final_BMPP_web
2011_Final_BMPP_web2011_Final_BMPP_web
2011_Final_BMPP_web
 
1700 OCSD_General_Info
1700 OCSD_General_Info1700 OCSD_General_Info
1700 OCSD_General_Info
 
54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange Count
54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange Count54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange Count
54% of sewer district workers cracked $100K club- OC Watchdog Blog_ Orange Count
 
Social media examples - general
Social media examples  - generalSocial media examples  - general
Social media examples - general
 
We're here for you campaign reduced
We're here for you campaign reducedWe're here for you campaign reduced
We're here for you campaign reduced
 
Ktla award entry
Ktla award entryKtla award entry
Ktla award entry
 
What2flush
What2flushWhat2flush
What2flush
 
Wall display of employees
Wall display of employeesWall display of employees
Wall display of employees
 
2012 Annual Report
2012 Annual Report2012 Annual Report
2012 Annual Report
 
Social media examples (1)
Social media examples (1)Social media examples (1)
Social media examples (1)
 
Orange County Sanitation District
Orange County Sanitation DistrictOrange County Sanitation District
Orange County Sanitation District
 
0506 ocs dannual_web
0506 ocs dannual_web0506 ocs dannual_web
0506 ocs dannual_web
 
Web ocsd 0607_annual_rprt
Web ocsd 0607_annual_rprtWeb ocsd 0607_annual_rprt
Web ocsd 0607_annual_rprt
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 

Social media general

  • 1. DESCRIPTIVE LETTER - SOCIAL MEDIA 1. PROBLEM/OPPORTUNITY Orange County is sandwiched in-between the Los Angeles Media Market (#2 in the nation) and the San Diego Media Market (anywhere from #22 to #26). We have one regional paper, The Orange County Register that covers us. The Los Angeles Times rarely covers us unless it is a sensational story. Up until a few months ago, they didn’t even have a Orange County Bureau after disbanding it in the late 90s or early 00s. Additionally, we have local community papers run mostly by the Orange County Register. As have all of the newspaper organizations, our newspapers were hit hard by the recession and changes in technology. The reporters are younger, less experienced and stretched thin. The stories tend to be sensational, “gottcha,” or frankly “yellow.” A few of the headlines in that past year have been, “54% of the sewer district workers cracked the $100K Club,” “Sanitation District secretly votes on pay raises,” “Stealth support? Special districts swallow $183 million in taxes,” and Gobs of money guarantee good credit rating for sewer district.” All the headlines being sensational, tangential to reality, and severely distorted. What do you do when your media is outlets are struggling to survive and the truth ends up being the victim? You use social media to turn the tide. . 2. INTENDED GOALS OR OUTCOMES The goals were simple: • Tell our own story • Educate, illuminate and substantiate the truth • Be relevant – participate in the conversation where the dialogue is happening The reasons were obvious: • More Americans get their news from the Internet than from newspapers of radio • Be relevant – participate in the conversation where the dialogue is happening • 75 % get news via email or updates on social media sites • Response times have changed dramatically  20 years ago – you had 24 hours to respond
  • 2. 10 years ago – you had 4 hours to respond  2010 – you had 4 minutes  Today – many argue that you need to be in front of the story or ready to tell your story within minutes • According to Facebook in our service area of 2.5 million people, 1,255,040 of those have a Facebook account  That number grew by 201,200 from July 2011 to February 2012 • During the past year, the Orange County Register changed their comment section to Facebook 3. DOCUMENTATION OF ACHIEVEMENT The attached presentation outlines a few of our big successes this year. Example 1: Grand Jury Report The Orange county Grand Jury released a report on transparency within special districts. We knew the report would be released but we did not know when. We were ready and as soon as it was released, we issued a statement through Facebook, our website, Twitter, Posterous and other social media sites. Result: The paper did not come out with the story until 24 hours later. We had taken the wind out of their sails by agreeing with the Grand Jury and issuing examples through social media on all the ways we were transparent. The story died quickly. The local newspaper columnist told us we had killed their story before they even had time to write it. Example 2: Publication on photo in Fountain Valley Living We have some very talented employees that outside hobbies include photography. We posted a few of those photos on Facebook. A local news magazine saw the photo and asked to post it in their monthly magazine. The magazine goes to every resident and business in the city (approx. 65,000) Result: The magazine ran the photo on a full page on the first page of the magazine. They added the words “Steel Beauty.” They took a photo of a sewage treatment plant and got people to see it in a completely different light. The full-page ad would have cost us almost $4,000.
  • 3. Example 3: Successful community relations A tragic accident involving a 18 year old girl occurred near one of our construction sites. The construction was not the cause of the accident however, residents lashed out at the Sanitation District as a cause. They portrayed the District as a non-feeling government entity. We responded to their concerns with an honest, factual and caring message through Facebook where the conversations were occurring. Most importantly, we put a real person’s name on it. Result: The conversation quickly turned when they knew we cared. Then, they were willing to listen. We were able to respond quickly and with empathy and the story ended quickly. The neighborhood had already talked about contacting the Los Angles television news stations. If those calls were made, the story would have escalated quickly. Our response allowed us to respond with the community and many of our employees participated in community fundraising events to help with the young girl’s medical care. Please see the attachment for more examples. You can also visit our website at www.ocsewers.com, www.facebook.com/OCsanitationdistrict, Twitter @OCSD_PIO, Posterous at http://ocsewers.posterous.com/, http://storify.com/ocsd_pio, www.youtube.com/2OCSD, LinkedIn and Google+. View slide presentations on our Social Media program at http://www.slideshare.net/smorgan/social-media-presentation-8536424, http://prezi.com/cltfobhff79d/capio-presentation/ 4. BUDGET AND OUTSIDE RESOURCES Budget: $300 Constant Contact e-newsletter = $24 per month Prezi, Slide Share, LinkedIn, Facebook, Twitter, YouTube, Posterous, Storify, Google+ = $0