She says that the amount spent by state government on online engagement vastly under-rates the proportion of people's media time spent online (around 41%).
Tenille is illustrating the falling reach of newspapers and as their circulations decline, how their ad rates are going up, asking why?
Se says that social media presents an opportunity for government to re-engage with the community and target specific audiences, as a large proportion of the community is adopting social media, whether government likes it or not.
Tenille says that social media management is a skillset in its own right and believes a social media presence requires 100% focus to manage effectively.
She says she understands how overwhelming social media can be, particularly with the range of channels, and recommends keeping an eye on the top four channels - Twitter, LinkedIn, Facebook and YouTube.
Tenille says that each channel reaches a separate audience and is used in a different way.
- Twitter - BBQ conversation, Very Powerful (about 1.2M Australian users - keep an eye on Tweetups)
- LinkedIn - Business Conversation, Speed Networking (2.2M Australian users - business focus)
- Facebook - Smart Casual Conversation, 80/20 rule, Business Page (10.5+ Australian users)
- YouTube - Information, Entertainment
She says that organisations should define their social media goal, strategy and 'angle' - including assessing their risks, putting them into scope with what social media represents (not overstating risks that aren't really risks applicable to social media).
Tenille recommends that oganisations listen first and be responsive to audience needs, that social media is used consistently and effectively - quality, not quantity.
She says it takes about 80 hours to develop a full social media strategy, pre-planning and approvals take around 75 hours.
Tenille reckons it requires 26% of people's working week to manage social media.
Tenille says that she focuses on education first, to ensure organisations understand whether social media suits them.
I'm now off to the office for the day - will blog more of the event tomorrow.