E-hostility: Social Media Mitigation

e-hostility Social Media Mitigation Haters Will Be Haters‌ But They Will Still Click!

Tom Lorenz Director of Communications and Community Relations City of Glendale, CA

@MyGlendale

@MyGlendale

30 decades of technology in the palm of your hand @MyGlendale

Millennials This past year, Millennials surpassed Baby Boomers

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e-hostility Psychosis • How Accidental Intentional The “Troll”

• Targets Elected Officials Performance @MyGlendale

@MyGlendale

#DeadRaccoonTO

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@MyGlendale

@MyGlendale

@MyGlendale

@MyGlendale

#DeadRacconTO

@MyGlendale

This is not a dump!

Take your crap with you!

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Gone But Not Forgotten @MyGlendale

Rumor Page

www.GlendaleCa.gov

@MyGlendale

@MyGlendale

Kansas City

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Never Say Never Never Say Always • Identify the source that you can point to • Post facts and link to a source (URL’s, pictures, charts) Best if neutral Use theirs • No “He said – She said” • Avoid answering directly – just post • No back and forth @MyGlendale

Rules of Engagement • Give it time: Most posts rarely ever need an immediate response, give time to yourself to think it through and reply.

• Clear Mind: Most inappropriate communication comes from emotions. Have a clear mind and don’t respond with the same emotional approach.

• Play Chess not Checkers: Be smarter. Evaluate your move and anticipate what the responses may be. @MyGlendale

Rules of Engagement • Say less: Say more with less. Short, concise responses will go a long way.

SHORT - SHARP - SMART • Be Strong: Keep your shield up and don’t let a troll get to you. Eventually everyone will see how ugly they truly are.

• Stay Above it: Every response does not need your response. Eventually the troll will put his/her foot in their mouth. @MyGlendale

It’s not IF it is going to happen It’s WHEN it is going to happen More often than not, GOVERNMENT tends to react

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It Takes a Village to Raise a Child • Create a village through social media platforms • Make sure your webpage is strategically prepared for scenarios • Create a virtual conversation • Use Tribal Identifiers

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Media Platforms MyGlendale GWP Library, Arts & Culture Community Services & Parks Fire Department Police Public Works

City Clerk Community Development Economic Development Corporation

Human Resources

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Multi – Mode | Multimedia Establish a vocabulary that is accessible to a broad audience

Tribal Identifiers

“My Glendale” “18 Hour Day” “Renaissance” “Vibrant” “Thriving” “Diverse” “Cosmopolitan” “Exceptional Customer Service” “Precision Execution” @MyGlendale

‌ through precision execution and innovative leadership.

@MyGlendale

MyGlendaleCityNews.org

ThisIsMyGlendale.org

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Innovation Team • • • • • • •

Tap your resources Internal stakeholders Champion it Power of Social Media Your Employees Integration Empowerment @MyGlendale

Visualization

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@MyGlendale

Keep Score 93% were satisfied with services provided by the City

@MyGlendale

More residents say that they are satisfied with city departments in 2016 than in 2013.

Top Three City Departments Extremely / Satisfied

Swmt Dissatisfied 94%

Fire Department January 2016

6%

Fire Department July 2013

90%

10%

Police Department January 2016

90%

10%

Police Department July 2013 Library, Arts and Cultural Rep January 2016 Library, Arts and Cultural Rep July 2013

80% 85% 78%

20% 15% 22%

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Same Ten People

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Citizens Against Virtually Everything • CAVE People

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#my

@MyGlendale

e-hostility Social Media Mitigation Haters Will Be Haters‌ But They Will Still Click!

Tom Lorenz Director of Communications and Community Relations City of Glendale, CA Tlorenz@GlendaleCA.gov 818-535-1958

@MyGlendale