After the Webinar: Social Media on a Shoe String Budget. Q&A with Corey Yunke

Webinar presenter Corey Yunke  answered a number of your questions after his presentation, “Social Media on a Shoe String Budget.” Here are just a few of his responses.


Audience Question: Eric says Canva is a pretty nimble and innovative internet-based program and that it’s free for qualified not for profit. Canva, have you worked with that provider? 

Corey Yunke:  I’m aware of it. I have not. It’s just a  matter of jumping into it. I appreciate it. There are a lot just like vacuums, cars, refrigerators. All of them kind of do the same thing but there are pros and cons of each. Definitely, thank you for sharing.



Audience Question: David says that they used Google Alerts for anything nationally that mentions important names or other things that a perp might be interested in. 

Corey Yunke:  Yes that is on my analyst side of things. I pull that one in there. I carry it a little bit with my social media when I can. But Google is just, they have so much data and they keep on coming up with new ways to really dive in and use it. They have data and they are just finding more uses. That is top notch. I will put that in for the next presentation.



Audience Question: Do you feel that it’s important to have more than one person working on social media or does having more than one person create more challenges than it might be worth? 

Corey Yunke:  I think it depends on the agency and the capacity of what you have. For us, I generally run most of it but it is open to our street sergeants, and our deputy chiefs and our chief just for crisis type of situations. It’s just me I work 24/7 operation. If a SWAT call out comes up at 1 a.m. I most likely not going to drop what I’m doing to do that. It’s just not part of my role. I will when it gets hairy, I will dive in but for those things, especially for them being on the team, being able to, there’s nice for that. I think there are some good widgets out there and some of those management platforms kinds of a workflow. You can have people out there generating content and graphic designers touching things up and editors kind of editing posts and seeing if it’s, cross-referencing it to see if it’s going to offend somebody because they have an incident similar. You can have some great workflows that have gatekeeper at the end or a final editor that can go through and say yes or no and post it. I think there are some great benefits of having that but same way the more people that you have, it’s kind of harder to get that consistent voice. You can see that in our post by post of the chief and he’ll admit to it as far as posts that are a little bit more direct and not necessarily, we’ll say flowery or creative or maximizing it, just right into it. Having the right people sometimes to do it. It really depends I think it depends on an agency to agency and post to post sometimes.



Audience Question: What do you think about combining social media campaigns with other agencies and departments. Is that a force multiplier or do you think that might create issues? 

Corey Yunke:  I think it’s similar to the previous question a little bit. It’s good you can reach a different audience and kind of cross-pollinate for a certain thing. Maybe people that follow our city page that have no interest in criminal justice or public safety until it’s their neighborhood or something similar and vice versa of the kind of getting that. You can get followers from it. One thing though that is different depending on how drastic the changes again that divide and that balance of what’s the mission of the city communications and what’s the mission of ours. We have a similar situation where they posted a missing person without kind of contacting us. I think having that kind of chain of command of who to contact before you go live with something. It was in our case to post, it wasn’t an official post. If everybody’s on the same page and you have crystal clear definitions of what can be posted and what can’t and those workflows put into place, I think you can definitely get some force multipliers. Another side of it, you may have some more management and some more things to do under the hood and getting those workflows going and getting the more people. The more turnover sometimes, the more training so it depends. It can be good, it can be bad.



Audience Question: Amy comes from a department with two Twitter accounts, several Facebook groups for committees and a Facebook page. She wants to know whether or not Hootsuite allows for multiple accounts. 

Corey Yunke:  I believe so. I knew this question is going to come up. I may have to follow back with this one to see exactly which tier it is. I believe so. You can have multiple groups. Even if you have a business profile, you have to have to a personal profile for some of these networks. It does a lot for those. I believe it does especially if you move up to tiers and get into that enterprise level where you got a big organization pushing out dozens of those for different things. Some of the brands, over-arching brands, they have little sub-brands that go on and push it. I believe the answer is yes. I think that’s a good thing. If anything, just to have all of it in one place sometimes just to see it in on that dashboard is awesome, just to make sure you are not duplicating efforts or missing out on opportunities on where you can push those. I believe so. I will confirm that and respond after this presentation. Feel free to contact me with my email or phone.

Aaron: Jill says I’ve subscribed to National Day Calendar and get daily emails on what day it is and what National Weeks a few days ahead of time. She says it’s a nice way to know what’s coming up so I can create a post for my agency and area command. Thank you so much, Jill, and getting feedback like that.



Audience Question: Potency versus popularity is an interesting perspective. Can you provide some more details on that? 

Corey Yunke:  For me, there are a few ways an agency can pop in when they start. One way to get quick followers is to follow other people. There’s this kind of mutual back-scratch where you follow them, if they see it, they’ll generally follow you back. You’ll see an agency will pop in and I’m dead serious will follow 5 thousand accounts relevant or not to have them follow them back just to have that number of followers. I think that’s great and you can have a reach and it does help promote your agency. But at some point, you’re serving to entertain and provide information to people that aren’t necessarily your constituents. I tried to keep an eye on our demographics and see that most are Roseville, Minneapolis, Saint Paul, Minnesota. There’s a few from California because I was originally from California. It really stays close to who’s paying me to do my job and who needs to hear these messages. I love that people follow us from all over the United States but really, I don’t have much reason to message somebody in Florida to talk about snowbird parking (?) in Minnesota. I think really getting that potency and trying to keep your message, trying to keep it honed on public safety, people will follow you to get your message, I don’t think there’s a reason to follow a police agency to get weather updates or Game of Thrones updates or those things. Last, you can tie it into your mission. Otherwise, you are just posting, you are almost like a radio DJ or a morning talk show that talks about the general stuff, pop culture, music, the sports game last night. We’re here for at least in my role I’m here for public safety and for community engagement, protecting the integrity of our department and to educate and provide awareness of things that are going on in Roseville to Roseville residents, visitors, employers, employees. I think it’s kind of in keeping focused with it. You can get carried away just wanting to be popular. When it comes down to it who’s going to support you when it comes to getting more officers or showing up to have your support for something else? The vote from Florida won’t count in Minnesota.



Audience Question: Corey you mentioned Twitter and Facebook, of all of the social media platforms to use, which do you find most effective in accomplishing your mission? Do you use different platforms for different needs? 

Corey Yunke:  The answer to the last part of that is I do use them for different things because there are different audiences. You can see that when you get into the analytics. You can kind of see it sometimes with educational attainment, of how local they are if it is abroad or so. For me, the three that I use most and I didn’t mention because a lot of areas don’t use it. is a great one because it has geographical boundaries to it where if your city or municipality has it, I love that excitement of getting right to residents of Roseville and I can kind of focus on neighborhoods. Pretty soon, they’re going to have an option where you can define a neighborhood and post there. Sometimes there’s things like I said there goes that alarms, alerts where we have a SWAT call out on the southwest part of our town, I don’t necessarily want to cause alarm to too many people in the northeast side and just ruffle their feathers, get them scared for no reason. I love Nextdoor for that reason. As far as Twitter, we use that as our go to and so does St. Paul Police Department as our go-to for the press release so media can get to it. As far as Twitter goes, getting into the hands of media outlets and reporters and that’s a great spot for it. Facebook tends to get to me more of the engagement side, more of the cultured like kind of Instagram as far as really posting stories and events in that. You only have so much for Twitter on things, it’s got to be kind of short, quick and sweet and direct. On Facebook, you can be as long as you want, post videos. There’s a little bit more room there. Each has their own flavor and you find it as you get moving and have it. It depends on who you are trying to reach. Again, it’s evolving, it’s always evolving.



Audience Question: Before the webinar, we are talking a little bit about trolls and how you deal with them after they have made some really interesting comments. Can you talk a little bit about that? This question actually comes from Donna. How do you deal with negative comments, at what point do you reply to trolls? 

Corey Yunke:  It depends. Really, you’re looking at what is it, what does that do? If it’s to a point where there’s really just misinformation or it says wrong about something that happened. You can respond and push it. I don’t generally try to put it in the comments. If I have enough of them or if it’s getting some traction, somebody’s like, “Yeah what about that? Yeah, what about that?” Then it gets away as far as posting it. Really, it’s trying to get that emotion out of it. I think so much context is lost in the text that we see when we’re talking in person as far as facial cues and expressions and tones and confliction of voice that’s lost in it. You got to be careful when you’re responding. I got a lot of just normal email of colleagues of people reading things what I think is reading things wrong but it’s me writing things wrong. I really don’t see reasons to spar and to respond unless it’s something that’s just blatantly wrong. Even then I wouldn’t necessarily do it in the comments side of things. It’s hard to. If it’s a matter of did this happen in years or we had something where a – it was around the same time the immigration policy was coming through and somebody made a comment that an officer stopped a Latino gentleman and threatened that he was going to deport them and these things and that was completely wrong. We spent a lot of time to ensure that that wasn’t one of our officers. We’ve been giving presentations about that that we are necessarily affiliated with ICE in certain terms. We withdrew and kind of responded to that to put it what we did to ensure that that wasn’t us. That’s going to get some traction. If it’s a matter of just somebody saying, “I hate the police” or “Have another donut”, those type of things. Anybody that I think that is rational and logical can look at that post and engage whether they are, are they valid, are they legitimate or reason. We all make those judgments when we’re anywhere as far as it. I really rely on the public to kind of choose it. A lot of times, they’ll fight for you as far as all unanswered questions and they say oh that’s ridiculous. You’ll get these little side arguments going as you wait and it just dispels. People are bored sometimes and they have that access. It’s easy to write a bad review on Yelp. People don’t write good reviews on Yelp as much. It’s just kind of expected. I don’t lose sleep about it anymore.


Click Here to Watch a Recording of “Social Media on a Shoe String Budget.”

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