How To Use Social Media To Build Your Brand Presence
While Working Within
Policy Boundaries And Across
A Widespread Network
Parks Canada is a Federal government agency that manages Canada’s 42 national parks and over 160 national historic sites, each staffed locally with teams that have a robust interest in reaching the public using innovative means. The national New Media Strategies and Investment Team (NMSI) is charged with facilitating the use of new technologies, including social media platforms, across its widespread network in ways that respect the Government of Canada’s policy requirements and promote the Agency's new brand.
Determining the effectiveness of social media initiatives is key to establishing best practices and directing investments appropriately.
During this session, members of the New Media team will review several case studies of research and evaluation work they have done over the past year, including the use of Twitter for a short-term (2-3 month) public outreach and marketing campaign from Point Pelee National Park, and an online public consultation process that incorporated both traditional and social media components to better inform the future management of Nahanni National Park Reserve.
You won’t want to miss out on the valuable lessons and experiences of this cutting-edge government agency.
Morag Hutcheson, Manager, New Media Strategies and Investment
Michael White, Senior Research Analyst, New Media Strategies and Investment
Social Media Is Not One-Size-Fits-All:
How To Choose The Right Tool For Your Audience, Your Message, And Your Organization's Goals
The secret is out – and now many government departments and agencies are considering launching their own YouTube channel or Facebook fan page. But how do you choose which tools are the right ones for your organization?
The Army News team in the Department of National Defence has posted more than 1000 videos to YouTube over the last two years and those videos have been viewed nearly 1.5 million times. Their channel is currently ranked within the top 75 YouTube channels for Canadian news and reporting. They're also using Twitter, iTunes and Flickr to share information, and have plans to launch a Facebook fan page soon.
Social media is not one-size-fits-all. Not every tool is appropriate for each situation. In this session, you will learn how to choose the right tool for your audience, your message and your organization's goals.
You'll also review some common issues to consider when using social media tools in a government environment, including:
Danielle Donders, Web Manager, Army Multimedia
- Tweeting in both official languages
- Managing comments – and responding when necessary
- Giving your organization an authentic "voice" and personality through social media
- Developing content that is relevant, interesting and timely
Hal Doran, Manager, Army Multimedia
ARMY PUBLIC AFFAIRS, DEPARTMENT OF NATIONAL DEFENCE