HomeMy WebLinkAboutCAO-11-023 - Online Communications Strategy Social Media PolicyREPORT TO:Finance and Corporate Services Committee
DATE OF MEETING:
SUBMITTED BY: Andrea Bailey, Interim Senior Manager, Communications
and Marketing, 519-741-2458
PREPARED BY:
Andrea Bailey, Interim Senior Manager, Communications
and Marketing, 519-741-2458
WARD(S) INVOLVED: All
DATE OF REPORT: October 13, 2011
REPORT NO.: CAO-11-023
SUBJECT:
Online Communications Strategy/Social Media Policy
RECOMMENDATION:
That proposed amendments to the city’s Online Communications Strategy and Social
Media Policy be approved, allowing the city’s Economic Development division and
Special Events team to launch their own corporate Twitter accounts for a trial period of
six months, until April 24, 2012.
That staff from both of these divisions who will be given access to either of these new
Twitter accounts must first undergo training, provided by Communications and
Marketing staff and Records Management staff.
That at the conclusion of the six-month trial period, Communications and Marketing staff
will report back on the effectiveness of these amendments and seek further direction at
that time.
REPORT:
In June, 2010, Kitchener City Council approved the city’s first-ever online communications
strategy and social media policy. This comprehensive plan is one of the first complete strategies
of its kind in the country, making Kitchener a national leader in the realm of online
communications and social media.
Since the strategy and policy were approved, the Corporate Communications and Marketing
Division has served as a centralized resource for the oversight, content creation, monitoring in
order to ensure that the City of Kitchener’s online and social media presence is effectively
monitored and maintained. A centralized approach also ensures:
A greater ability to monitor and evaluate successes and challenges – and to provide
timely response or follow up when required.
Consistency of corporate information presented through each tool.
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One-stop-shop for the public – consolidation of all city information in a few key locations
where the public would expect to find it.
As such, single corporate accounts have been established on Facebook, Twitter, Flickr and
YouTube, from which information from across the corporation and its enterprises is
disseminated; these tools have been developed and managed by the online communications
specialist and the graphic design team. To date, the city’s corporate Facebook account has
approximately 2,250 fans, while the city’s Twitter account has approximately 2,550 followers.
However, since the strategy and policy were approved, several other divisions/work areas
across the corporation - including Special Events and Economic Development - have expressed
interest in launching their own corporate social media accounts, specifically on Twitter - a micro-
blogging site and arguably the world’s most well-used social media tool that enables people to
communicate in a short and simple way. The objective for doing so would be to:
Further enhance the city’s ability to reach out to and engage followers, especially outside
of regular business hours (evenings and weekends), when a number of city-led events
take place.
Spread the city’s messaging even farther, when followers choose to “retweet” (share) the
information city staff post, with their own Twitter followers.
Generate greater interest in news and events that take place in and around downtown.
Capitalize on more opportunities to engage residents in online dialogue around
significant local issues.
Acknowledging the fact that augmenting the city’s list of social media accounts poses additional
opportunity for the corporation to engage the community online and facilitate increased public
participation in the city’s events, staff recommend introducing two new corporate Twitter
accounts, which Special Events and Economic Development staff will manage for a six-month
period, until April 24, 2012.
All staff who have access to either of these two new Twitter accounts will be expected to take
internal training, provided by Communications and Marketing staff, who will review the city’s
social media policy, corporate social media guidelines and “netiquette,” and Records
Management staff, who will focus on online privacy protection.
At the end of six months, staff from Corporate Communications and Marketing, Economic
Development and Special Events will assess the success and effectiveness of both new Twitter
accounts and report back to committee with follow-up recommendations on how to proceed
moving forward.
Communications and Marketing staff are scheduled to do a full review and potential update of
the city’s online communications strategy and social media policy in 2012.
ALIGNMENT WITH CITY OF KITCHENER STRATEGIC PLAN:
Introducing two additional corporate Twitter accounts for the Economic Development division
and the Special Events team supports:
Leadership and Community Engagement: A greater presence online enhances the city’s
ability to connect with residents and engage them in dialogue that relates to significant city
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issues and initiatives, including the local economy, and the special events and festivals the city
organizes and/or supports on a yearly basis.
Diversity: The use of social media tools to reach diverse audiences – and a more balanced
approach between traditional and online communications methods overall – will help to ensure
that members of the city’s diverse populations are being engaged and represented in important
consultations and community decisions.
Dynamic Downtown: Given downtown Kitchener is the economic engine of the community, as
well as the home of almost all of the city’s special events and festivals, raising more awareness
on the progress that is taking place in and around the core and upcoming events that appeal to
everyone - from young professionals to families and older adults, supports this community
priority.
Quality of Life: Providing an additional vehicle for sharing information on special events and
festivals residents of all ages in the community can enjoy, the city is underscoring its
commitment to quality of life.
FINANCIAL IMPLICATIONS:
None at this time.
CONCLUSION:
Launching two new corporate Twitter accounts for the city’s Economic Development division
and Special Events team on a six-month trial basis, until April 24, 2012, would: enhance the
city’s ability to reach out to and engage potentially more online followers, especially outside of
regular business hours (evenings and weekends), when a number of city-led events take place;
generate greater interest in news and events that take place in and around downtown; and
capitalize on more opportunities to engage residents in online dialogue around significant local
issues.
ACKNOWLEDGED BY:
Rod Regier, Executive Director, Economic Development
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