Social Networking
Government Gone Viral
Cathleen Chavez-Morris
Social networking sites have spread the popularity of movies, music and videos on a pandemic “pop culture” scale. Solid waste managers should consider using the popularity of these sites to spread information about solid waste programs within their municipalities. These tools can be used to spread information about particular solid waste campaigns, beneficial public programs or general education about solid waste issues. Although there are many social networking sites that can be used for the purpose of promoting solid waste programs, Facebook and Twitter have been useful tools in promoting solid waste programs in the City of Los Angeles.
Maintaining a Virtual Presence
Municipalities have an obligation to maintain a public presence in communities they serve. An extension of that obligation is fulfilled when municipalities maintain a virtual presence online through a Facebook page. Facebook is used by members to update friends on their personal status. The City established a Facebook page for the Multifamily Residential Recycling Program in August 2009 and it currently has more than 900 fans receiving weekly status updates on solid waste programs such as mobile hazardous waste drop-off events, composting education workshops and clarification on acceptable blue bin materials. Every time a fan logs on to their Facebook account they can view a list of status updates from friends and fan sites, including the Program’s Facebook status. Additionally, when a member requests to be a fan of the Program’s Facebook page, their friends are notified about the connection to the Program. Furthermore, fans are encouraged to leave their comments and suggestions on solid waste on the Program’s Facebook page. City staff answer submitted questions that can be viewed by the public on Facebook. The Program’s current fan base includes union representatives, local and state elected officials and media reporters.
Twitter allows users to post real-time short messages of 140 characters to individuals following their “tweets”. Although there is some overlap of users following Facebook and Twitter, the City has synched the Program’s Facebook page to automatically copy status updates and submit them as tweets on the Program’s Twitter account. Followers can also “retweet” or “RT” what was posted by City staff for their own followers. This allows a tweet to be viewed by potentially twice as many people through retweets. Followers can also submit tweeted questions to the City by starting their tweet with “@larecycles”. When the Los Angeles Times recently started following the Program’s tweets, the Program became one of 19,000 Twitter users the newspaper is currently following daily.
Complementing Traditional Approaches
Although social networking sites can be helpful tools to invigorate a solid waste marketing program, it is not intended to fully replace the benefits associated with advertising on traditional media outlets like print, television and radio. However, it can complement traditional marketing approaches by reaching audiences that prefer to receive information digitally. More importantly, it shows that municipalities are using the same viral marketing techniques that private industry has already found extremely successful.
Cathleen Chavez-Morris is LEED® Green Associateand Acting Environmental Supervisor I for the City of Los Angeles, CA’s Solid Resources Citywide Recycling Division, Bureau of Sanitation, Department of Public Works. She can be reached at(213) 485-3752 or via e-mail at [email protected].