1. I Caught my Staff on
Facebook . . .
. . . and I Thanked Them!
Presented by:
André Pichly, M.S., CPRP
Recreation Superintendent
City of West Sacramento

2. LEARNING OBJECTIVES
• Summarize how West Sac Parks developed its
social media presence and how it is evolving
• Identify the key components for developing
our user-friendly social media policy and
training for staff
• Share examples of good posts and not so good
posts, and a social media editorial calendar

3. When you leave . . .
• Be able to articulate the purpose of your
organization having a social media presence
and identify the key components in both a
user-friendly policy and strategy
• Take material from this session that can be
used to implement your own social media
staff training session*
*Most documents will be sent out electronically

8. Small Group Discussion
• Where do you feel your agency is with social
media right now?
• Why does your agency use social media? If
not, why?
• What are your concerns in regards to staff
using social media?

10. Social media is not a trend,
it is a cultural shift and
we need to embrace it.
"In a time when customers have the power to
tarnish a brand and reach hundreds of thousands of
people instantly via social networks, shouldn't you
make it easy as possible for them to communicate
with you in as many ways as possible?“
Tom Frick, Return on Engagement (2010)
Control your social media presence.

11. We developed a policy that
was ‘user friendly’ and would
allow us to evolve

12. Facebook, Twitter, YouTube Directly pertain to
[Any and all posts must] City via iLights
Employees representing theand City social
media of West Sacramento themselves at all
areCity outlets must conductbusiness,outlets
the only authorized social media OR is
times as reserves the other social media
forinformation/question oftorelatedof West
Theuse by the City. If right the City directly
City representatives not restrict or
Sacramento content provide value and is
outlets are foundact professionally toto violate
remove any and West Sacramento, but within
to the City of to that is deemed the
establishedand encourage theyapplicable law
workplacemedia policy and policies. in an
the social work rules or a response added
designed to the public any will be
Employees that fail to follower and sites. in
to the list ofengage theconductmediathereby
effort to authorized social themselves
an increase the manner may appearing in
appropriate likelihood of be subject to
discipline up to andmore often.
their newsfeeds including termination.

14. We decided to do it ourselves
vs.
having someone do it for us

16. "Consider creating an editorial calendar to help manage your content schedule.“
Tom Frick, Return on Engagement (2010)

17. Small Group Discussion
Think like the customer . . . . . . .
• If you have your own Facebook account, how
do you use it and what do you enjoy about it?
• What do you believe makes for a good post?

29. “If someone posts a legitimate gripe about you or
your company . . . if you want to be a good social
citizen the best thing you can do is either refute it
with tangible evidence to the contrary or offer to fix
the problem. As Mitch Joel said in his book Six Pixels
of Separation, ‘You can’t control the conversation. . .
You can control whether or not you take part.’”
"If you edit dissenting
comments, you could be viewed as
undermining an open
dialogue, which could be
detrimental to the perception of
your company or organization."

32. Questions we asked ourselves
• Who are our customers?
• Do we know which of our customers are using
social media?
• What are the benefits of engaging customers
vs. ‘pushing’ information

33. Know Your Audience
. . . throwing content blindly against a wall to see what
sticks doesn’t tend to be a very effective way to engage
users. Instead, figure out who those users are and
what they want and then provide it to them.
Tom Frick, Return on Engagement (2010)

34. Small Group Discussion
• Our next move with social media should be to
. . . . _________________________________
• Who will need to champion our social media
effort?
• The three (3) things I want to take back to my
organization are . . . . ____________________

36. Thank you!
Presented by:
André Pichly, M.S., CPRP
Recreation Superintendent
City of West Sacramento
(916) 617-4627
andrep@cityofwestsacramento.org
: www.linkedin.com/in/andrepichly
Department website: www.westsacfun.org