Social Media Strategies?

I am into my third week as a communication intern with the FS.. My primary role is to develop and facilitate connections with the public through social media outlets. I am working with a pilot progam that the FS region 6 has implemented called the Field Ranger or Valuing Place program. This program has chosen four special places within the Pacific NW region and have placed students and volunteers in FS uniforms to connect with the visitors that come from all over to see these amazing places. The program puts a great deal of emphasis on connecting a face to the FS mission and connecting people to the amazing lands we have... It gives visitors a chance to connect with real people and learn more about the area they are visiting and how the FS manages it.

I am looking to set up a social network or find one that I can use as a way to facilitate communication between visitors and the program.. Ideally i would like the Field Rangers themselves to add photos, blogs, video, discussions, and be able to connect and talk with the field rangers from the other areas to share ideas or stories. I would also like the visitors of these places that have experienced how wonderful these places are to go on the site or network and do the same, post stories of their experience, share ideas, pictures, etc..

I came across this network in my research and found it very useful. I am new to the FS and still learning about their social media policy uses and restrictions. As a new eager intern wanting to do the best job possible in finding some social media strategies for this program I would be very grateful for any insight anyone has regarding social media and the FS.. I thought of maybe starting a PNW Field Ranger program group here on this network but the challenge seems to be trying to facilitate connections between the program and the public. I would love to hear any of your suggestions or ideas as I know many of you have been in the field alot longer than I have and might have a little more insight.. I look foward to hearing from you..

Cheers

Jessica Worley

Awesome

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Replies to This Discussion

Permalink Reply by Rachel White on November 1, 2011 at 5:26pm

I work for the PNW Research Station as a science writer, and I have many of the same questions you do. I have been trying to navigate our various communication policies for years in an attempt to understand what I can and can't do when trying to reach diverse audiences about our research. Recently, a scientist contacted me and wanted to explore possibilities for getting broader attention for his research among the general public. He was intrigued by the idea of a blog format, where we could post short stories or articles about topics he's working on. But when I asked up the ladder about this I was told we are subject to USDA's rules on social media, and that blogging is one thing they control at the national level. Even without this policy, I was told it was doubtful the agency would encourage blogging below the research station level because it's too hard to control content. Similarly, our station has only one Twitter account, maintained by one person. We have very few ways in which individuals can directly interact with an audience. It's just funny because we are in the middle of really emphasizing science delivery and encouraging scientists to go beyond just publishing in scientific journals. But it sometimes feels like our hands are tied, even as new social media outlets seem to crop up every day. What have you learned in your internship so far about interactions with the public? I think the National Forest System side has different policies than we do on the R&D side. If your primary role is to facilitate social media contacts with the public, you are one step ahead of us already!

Permalink Reply by Peter B Williams on November 1, 2011 at 6:36pm

Welcome to the jungle, as it were. Your timing is great. One example you might like to know about is the soon-to-be-launched renovated Partnership Resource Center, which is a joint effort between the FS and National Forest Foundation, although several other NGOs have helped us work through the renovation. We've looked at ways to incorporate some elements or functionality of social media as well as what you might call "New Media." Another example is the FS Planning Rule effort, which integrates traditional websites with blogs and other new media. Lastly, there's a effort we're calling, "Empowering Collaborative Stewardship" that's underway. Within it, we have some work related to what we're callling, "e-collaboration." I'd be glad to share details with you about this.

If you'd like, please join a virtual meeting for a few hours each day on Nov 15 & 16. Seats are limited, so I'll send details to you and Rachel separately.

Cheers,

/s/ Peter Williams

Permalink Reply by Anna Jean St. Pierre on November 2, 2011 at 11:33am

I have a great deal of interest in this subject. We are a servicing site for several other DOE/EM sites and are looking for ways to improve communications - hence, my job is being changed from Human Resources Specialist to Program Analyst (because of my previous experience) with responsibility for communications among others things. Our website needs an overhaul but we cannot do anything without HQ approval. Control of content is one thing I want also, but I know HQ will also want it. And this is without consideration of the enormous time-lag involved in obtaining HQ approval.

Please include me on future communications on and offline regarding this topic.

Permalink Reply by Jessica Worley on November 2, 2011 at 1:31pm

Hi Peter,

Thanks for the reply! I would be happy to learn more about "e-collaboration" effort and would love to attend your virtual meeting. I look forward to hearing back from you..

Cheers,

Jessica Worley

Permalink Reply by Peter B Williams on November 2, 2011 at 2:29pm

Jessica,

I don't see your name/email in the FS directory yet. Why don't you send me an email so I can forward some material to you.

/s/ Peter

Permalink Reply by Jessica Worley on November 2, 2011 at 2:34pm

I don't have an email set up in the FS directory yet but you can email me at jerinworley@gmail.com in the meantime.. Thanks.

Jessica

Permalink Reply by Satish Iyer on November 2, 2011 at 4:04pm

Jessica,

I admire your eagerness and motivated pursuit in setting up a social network at FS. I'm pursuing a project in a related area and want to share it with you.

By the way, USDA-Connect is a social media platform that is similar to Facebook. e-Auth ID and password is needed. Please try 'connections.usda.gov'.

I'm an I.T Program Manager at USDA-APHIS-VS-CVB in Ames IA. I'm working on a business case to create a social media strategy for CVB (Center for Veterinary Biologics). I have asked a number of upper eschelon people, including the APHIS-CIO, VS-CIO and USDA-CIO if USDA has a centralized social media strategy or policy that is documented and have not received a response.

My response to that is that I'm going ahead and drafting a social media strategy and policy tailored for CVB. Yes, its unilateral but I have support from Executive management in CVB.

I want to have a facebook page for CVB and manage it with a branding and marketing function. We are currently not allowed to do this but I'm setting up the framework in advance.

Three fundamental principles of enterprise social media, that I will build into my strategy is:

1> It will NOT be open to all employees to blog/post independently. All employees can be members and are welcome to send in contributions to post. All posts will be filtered thru a small select group of individuals who are trained confidentiality and legality restrictions of social media communications.

2> The USDA's Legal department (OGC) has to be involved from the beginning and approve of the social media strategy

3> The social media policy will be an extremely simple (preferrably 1 page long) document and will NOT be an exhaustive dictionary of DOs and DONTs.

If you are motivated togo ahead and do this without having to wait on other's feedback, please talk to the executive management at your location and get their approval to take a unilateral step in this direction.

I'd like to keep in touch!

Satish

Permalink Reply by Anna Jean St. Pierre on November 3, 2011 at 7:37am

Satish,

I admire your effort and am very interested in whatever policy you develop. I am interested in hooking up our site with social media and will be dealing with the same issues. Keep me informed of your progress in developing your policy. Would you be willing to share a copy when it is complete?

Thanks!

Permalink Reply by Jessica Worley on November 3, 2011 at 7:09pm

Satish,

Along with Anna I am also very intersted in what you develop. I am also wondering if you would be willing to share a copy with me as well. Thanks for the reply, great insight and helpful information..

Thanks

Permalink Reply by Peter B Williams on November 3, 2011 at 2:56pm

USDA has much available in this area already--

http://www.usda.gov/wps/portal/usda/usdahome?navid=USDA_STR

Could inform the CVB strategy greatly. And Bill Williams--no relation that we know of--is right about the Yammer site being another resource.

Permalink Reply by Bill Williams on November 3, 2011 at 8:47am

Jessica,

There are so-called "New Media Policies" in place for both the USDA (Regulation Number: 1495-001) and FS. The USDA directive provides a request form that individuals must complete and process, as it serves as a communications strategy or business case for the use of "new media." I don't have the URLs for either of these policies but they shouldn't be difficult to locate.

I see more participation from USDA employees at "USDA Connect," rather than from FS employees ... so here's another suggestion.

Once you obtain a fs.fed.us email address, please consider joining the growing "fs.fed.us" network at Yammer (see link below) as there are lots of interesting discussions occurring there, including a group for "Social Media."

Social Media Strategies?

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