Using Social Media to Engage with the Public about Fish and Wildlife
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The document discusses the Fish and Wildlife Service's use of new and social media. It explains that traditional media was one-way communication while new media allows two-way interaction. It outlines the infrastructure being established including management plans, policies, and training. It discusses building a network of agency employees using social media and collaborative tools to engage with the public. Specific tools being used are mentioned like Facebook, Flickr, and developing social media teams to better communicate lessons learned.
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Using Social Media to Engage with the Public about Fish and Wildlife
- 1. Using New & Social Media inUsing New & Social Media in thethe Fish and Wildlife ServiceFish and Wildlife Service
- 2. Using New & Social Media inUsing New & Social Media in thethe Fish and Wildlife ServiceFish and Wildlife Service • New and social media explained • What we’re doing • What you can do
- 3. Traditional MediaTraditional Media ModelModel • Newspaper, radio, TV… • Limited channels controlling distribution • Communication is indirect • Communication is one-way • Message- centered
- 4. New Media ModelNew Media Model • TV, radio, print, websites, blogs, mobile media, social networking sites, SMS messages, email… • Citizen publishers • Communication can be direct • Audience- centered
- 5. Social Media ModelSocial Media Model • Dialogue, not monologue • Content ripples • Everyone is a content creator • Content is sharable and mashable • You-centered Blog fws.gov
- 6. Social Media ToolsSocial Media Tools • Facebook • YouTube • Digg • Foursquare • Yelp • Ning • Blogs • Podcasts • Twitter • Forums • Press Release
- 7. Who is Using New/SocialWho is Using New/Social Media?Media?
- 8. Getting Social Media Ready:Getting Social Media Ready: Where We Are NowWhere We Are Now 1. Create our infrastructure: management plans, policy and guidance, best practices, strategic alignment of resources 2. Establish a network of FWS employees officially using social media and learn from each other 3. Use our new collaborative tools, environment & content to engage directly with the public about our work
- 9. Infrastructure 1. Management plans 2. Policy and guidance 3. Best practices 4. Strategic planning Caption Caption https://inside.fws.gov/newmedia
- 10. Building Our NetworkBuilding Our Network • Regional Points of Contact • Service Employees in the Field • Regional and Programmatic Leadership Caption
- 11. Let’s Discuss!Let’s Discuss! ““I get paid to playI get paid to play on Facebook allon Facebook all day… what’sday… what’s your excuse?”your excuse?”
- 12. New Media in Region 4New Media in Region 4 Oh, so you do new media?Oh, so you do new media? What … does that mean?What … does that mean?
- 13. New Media in Region 4New Media in Region 4 How do you know your priorities?How do you know your priorities?
- 14. New Media in Region 4New Media in Region 4 The flow of information inThe flow of information in the new media world mustthe new media world must work differently becausework differently because the process is new and thethe process is new and the mediums aremediums are constantlyconstantly changing.changing. The regional new mediaThe regional new media specialist must be thespecialist must be the ultimate middle man.ultimate middle man. In a cool way.In a cool way.
- 15. New Media in Region 4New Media in Region 4 • Working with interested field stationsWorking with interested field stations dedicated to using Facebook as an officialdedicated to using Facebook as an official communication tool to create a formalcommunication tool to create a formal Facebook presenceFacebook presence – Eventual ad removalEventual ad removal – Listing on our social media hubListing on our social media hub – Interconnectivity between all USFWS pagesInterconnectivity between all USFWS pages • Maintaining a running list of all FacebookMaintaining a running list of all Facebook manager contact info so we can keep in touchmanager contact info so we can keep in touch and fill-in for each other when/if necessaryand fill-in for each other when/if necessary • Connecting with refuges and hatcheriesConnecting with refuges and hatcheries running successful but unofficial Facebookrunning successful but unofficial Facebook pages to make them officialpages to make them official – Example: OkefenokeeExample: Okefenokee Old profile/new profile Updated info
- 16. New Media in Region 4New Media in Region 4 • Reaching out to photographers in theReaching out to photographers in the field to post their photos to Flickrfield to post their photos to Flickr – Examples: Gary and JoshExamples: Gary and Josh – Basic step-by-step and how-to guideBasic step-by-step and how-to guide – Freedom to post whenever!Freedom to post whenever! • Flickr generated interest from NCTC toFlickr generated interest from NCTC to get photos into the National Digitalget photos into the National Digital LibraryLibrary • My #1 game changing tool during the oilMy #1 game changing tool during the oil spillspill – Used for countless media requestsUsed for countless media requests • Instrumental when creating publicationsInstrumental when creating publications or presentationsor presentations Asheville Collection Great photo by Gary that follows all the rules in the book!
- 17. New Media in Region 4New Media in Region 4 • Collaborating with programs in the regional office toCollaborating with programs in the regional office to help them disseminate their contenthelp them disseminate their content • R4 Visitor Services and the Fire ProgramR4 Visitor Services and the Fire Program – Different tools for different purposesDifferent tools for different purposes • Fire: news, facts, fire educationFire: news, facts, fire education • Visitor Services: events, connecting people with natureVisitor Services: events, connecting people with nature USFWSSoutheast Facebook post by Visitor Services and CPwN liaison Stacy Armitage Regional Fire account maintained by Josh O’Connor
- 18. New Media in Region 4New Media in Region 4 • ExtremelyExtremely important to stayimportant to stay connected with new mediaconnected with new media managers in the field and ROmanagers in the field and RO – Facebook managers groupFacebook managers group – Propose creation of regional newPropose creation of regional new media teamsmedia teams • People who use the toolsPeople who use the tools • Keeps ideas freshKeeps ideas fresh • Learn from one anotherLearn from one another • New Media Specialist will clearly,New Media Specialist will clearly, concisely communicate lessons learnedconcisely communicate lessons learned and needs of the group back to R4and needs of the group back to R4 leadership and WOleadership and WO Photo from Flickr by Gary Peeples Photo from Flickr by Josh O’Connor
- 19. New Media in Region 4New Media in Region 4 • So what’s next?So what’s next? – Development of new media userDevelopment of new media user teamsteams – Working with NCTC DistanceWorking with NCTC Distance Learning Branch to developLearning Branch to develop training modulestraining modules – Using our cyclical process toUsing our cyclical process to refine techniques and suggestrefine techniques and suggest best practices for every toolbest practices for every tool – Cyberworld domination?Cyberworld domination?
- 21. What You Can DoWhat You Can Do • Start a blog • Tell the story of your work • Use plain language • Contribute to an existing social media account • Start with what you already have • Don’t forget the pictures • Try them for yourself