Social Media Done Right

What is the right way to use social media as a brand? I don't think there is a one size fits all answer to that question. However, I think there are some key elements that are necessary for successful social media campaigns and long term community building.

• Provide information that is meaningful and valuable to your audience.
• Engage with your audience in real-time about relevant topics and information.

Sounds simple, right?

It's easier in theory than in practice. And, in government, it can be particularly challenging.

Today, I saw a great example of social media really done right by a government agency. This afternoon, a bear ventured onto the campus of the National Institutes of Health in Bethesda, MD. (For those unfamiliar with the Washington, DC metro area, Bethesda is a suburb just north of the city - and definitely not a place that bears frequently visit.) Within a short period of time, this was all over the news, and the bear had a couple Twitter accounts, including @NIH_Bear.

Throughout the afternoon the authorities, include the Maryland Natural Resources Police (@MDNRPolice on Twitter) worked to get the bear captured and relocated to a more rural, wildlife-friendly location. During that time, @MDNRPolice had an ongoing conversation with the crazy @NIH_Bear Twitter user. The conversation was quick, funny, and smart. It was great to see a government agency engaging with their community in real-time in a relevant way.

Hey, @NIH_Bear we love you & so does @MDDNRWildlife We're waiting to take you to a woods you can call your own pic.twitter.com/BWvNpZ9ics
— MD NRP (@MDNRPolice) June 19, 2014

Biologists have caught @NIH_Bear Bruin being loaded into an @MDNRPolice vehicle % will be released at an isolated, publicly owned tract.
— MD NRP (@MDNRPolice) June 19, 2014

@NIH_Bear It's a really nice home you're getting. Been there. Great views.
— MD NRP (@MDNRPolice) June 19, 2014

And, they took the opportunity to teach people a little bit of information about their state's work to preserve wildlife:

@NIH_Bear Better than that! Really. Enjoy. And thank @MDDNRWildlife Biologist Harry Spiker who helped bring bears back from extinction in MD
— MD NRP (@MDNRPolice) June 19, 2014

This is a great example of social media done right.

I gave them kudos on Twitter and they had the best response:

@JAOrquina @NIH_Bear We are a modern agency. All critters, two- and four-legged, are entitled to a reply.
— MD NRP (@MDNRPolice) June 19, 2014