There’s a common misconception that social media management is fast, free and easy. Unlike our personal social media accounts, managing social media for an organization requires a working budget, time and effort for it to work towards set goals and be effective. However, most agencies do not allocate enough budget or a dedicated personnel to execute an effective social media program. Too often, the person assigned with the task must be resourceful and creative to stretch resources.

Back on the Justice Clearinghouse is this course’s instructor, Corey Yunke. Corey is the Community Relations Coordinator for the Roseville, Minnesota Police Department where he oversees social media management. Corey’s professional experience runs the gamut from working in a Fortune 100 company to a community non-profit.

On this course, Corey will provide tips on running social media campaigns on a budget and getting the most bang for your buck. Some of the points he covered are:

• An overview of Roseville, Minnesota, the community that Corey serves.
• The benefits of an effective social media program.
  • Improving communication between the agency and the community.
  • Pushing the agency’s mission and vision through outreach and engagement.
  • Leveraging it as an investigative tool.
• The importance of aiming for potency instead of popularity in an agency’s social media presence.
• How social media posts serves its purpose.
  • Increasing communication and community engagement for better transparency and accountability.
  • As a digital public information officer that provides notifications and alerts.
  • A community policing partner that provides information and education on crime prevention.
• The high expectations out of social media management despite the lack of resource allocation.
• The value in social media, the return on investment that comes in the form of trust, intelligence, and awareness, among others.
• Pointers in content creation.
  • The skills necessary for the job and extra manpower through interns and retired volunteers.
  • Digging for content and hacks through the use of templates, bulk uploads, and scheduling.
  • Getting to know your audience to convey messages better.
  • Familiarizing with analytics insights to understand engagement.
• Utilizing social media management platforms to be more efficient and aid with workload management.
• An overview of Hootsuite, the platform that Corey uses, its features, strengths, and challenges.
• The types of content that drive engagement, and those that aren’t as effective.
• Two key points that Corey wants to stress about social media management:
  • The need for collaboration and coordination to come up with interesting content.
  • The futile nature of engaging with trolls.
• Questions and comments that Corey tackled during the Q&A include:
  • Using Canva and Google Alerts for contents.
  • The people assigned on social media management.
  • Combining social media campaigns across agencies and departments.
  • Using Hootsuite for multiple accounts.
  • What potency over popularity means.
  • The difference between social media platforms.
  • Engaging with trolls.

Resources Mentioned During Webinar

• National Day Calendar
• Canva (Graphic Design Tool)
• Hootsuite: Social Media Management Platform

Audience Feedback

• “Mr. Yunke’s relatable message was helpful. He shared valuable info and most importantly expressed how an individual will have other duties as well. Thank you for sharing your experience. Will be very helpful in implementing in our Court.” — Odette
• “I thought Corey did an excellent job. Used good examples and was easy to understand.” — Janette
• “[I liked] the network feel of the webinar. The validation of the many uses for social media and how to effectively reach our (non-profit) audience. Social media tools, some I’ve already figured out for myself, gaining new insights into new ways, which will enable me to do my job even better.” —  Denise
• “We have one person in our department that maintains our social media and it is not me. I now have a better understanding of what his job entails and the importance of the content that he posts.” — Ken