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
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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
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#DeadRaccoonTO
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#DeadRacconTO
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This is not a dump! Take your crap with you!
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Gone But Not Forgotten @MyGlendale
Rumor Page
www.GlendaleCa.gov
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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.
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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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Keep Score 93% were satisfied with services provided by the City
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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
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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