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<br />follow, and can comment right away on what they see, hear and read - they can have a <br />conversation in real time. <br /> <br />Should the city use social media? Determining whether social media is a good way for the city to <br />communicate with residents is an individual city decision. Factors that may impact a city's <br />decision could include staffing levels, communications needs, overall city goals, technology <br />support, staff interest (or lack of interest) in social media, and other unique considerations. <br /> <br />In some instances, social media may complement current communications vehicles such as <br />newsletters and the city web site, reach audiences the city otherwise wouldn't connect with, or <br />partially or fully replace some existing communications tools. It might even help the city gather <br />valuable input from residents about programs and services, or communicate emergency messages. <br /> <br />When considering how to integrate social media, the city should consider whether electronic media <br />can actually replace print media. It's likely that not all residents have access to electronic forms of <br />communication, so eliminating some of the city's existing communications tools could actually <br />decrease its ability to connect with residents. It's also important to think about what types of <br />communication to distribute via social media as each is developing a niche. Currently, microblogs <br />are emerging as a tool for making announcements such as for upcoming meetings and events, <br />communicating with people in real time and on the go, learning what others are doing or saying; <br />blogs are being used as places for information more subjective in nature; and sites such as <br />Facebook are being used for sharing information and photos. <br /> <br />When should the city use social media? There are many opportunities for a city to use social <br />media in an official manner. Ultimately, the answer depends upon each city. <br /> <br />Some cities might choose to use social media to announce upcoming changes to services such as <br />swimming pool hours or additional ball fields; provide updates on projects such as street <br />improvements and skate park construction; announce city-related festivals; provide in-depth <br />information on policy decisions on topics such as assessments, zoning; gather feedback and input <br />from residents on projects, services and ordinances; or any number of other city-related topics. <br /> <br />What social media tools should the city use? The tools a city chooses to use will depend upon the <br />type of information the city wants to communicate. Generally speaking, different tools work well <br />for different types of things. <br /> <br />. Microblogs such as Twitter work well for taking the pulse of current events such as breaking <br />news and legislative policy issues. Microblogs also work well for sharing announcements <br />about projects such as a street being closed for resurfacing, reminding residents about parking <br />rules during snow emergencies, and registration opening for parks and recreation programs. <br />The value of microblog comments is enhanced when links are included to more information <br />about the projects, policies and programs that already is posted on the city website. 'Microblogs <br />also can work well for getting a snapshot of what people are thinking about at the moment, in <br />other words, to get a sense for a trend. Carefully cultivating who a city follows can help <br />increase the visibility of the city among groups such as the media., political leaders, and <br />residents. <br /> <br />Page 3 of 12 <br />