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Social Media & Government Communication
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Wrap up & Questions
Transparency - not easy, requires persistence, refinement
Strategy - Revisit, refine & re-publish.
Collaboration - Challenges classic ways of knowledge sharing and creation, participation and organization
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Ensuring your social media culture allows for transparency
“This is a terrible time to be a control freak” – Hillary Clinton, U.S. Secretary of State
A transparent culture beings from the 'inside' - build relationships and trust based on share responsibilities & collaboration
Allow employees to work and communicate within these networks (internal & external) - guided by policy and standard operation procedures
Bottom-up communication fosters collaborative, responsive processes and value - customer service staff bring the inside out
Empower the decision making process, leverage from employee involvement & knowledge
Balancing privacy, control, participation and inclusion - not easy, requires persistence, refinement
Embedding a social media
culture in your department
Effective strategies used in the workplace
Strategically - create a social media strategy, get insight in users, align objectives
Include all stakeholders, it isn't just a communications exercise. Research, crowd-source & ask questions. Align the strategy with the goals, visions of the organization, create ownership.
Tactically - channel strategy, choose tools
Selecting an appropriate channel provide participants with the "rules of engagement"; find & use tools to measure, monitor - opinion mining and sentiment gathering.
Transparency
Strategy
Collaboration
Operationally - adapt organizational structure, training, social media policy, measure impact
Be responsive - the landscape changes quickly. Continuous learning, training - nothing is OoTB. Revisit, refine & re-publish. Set goals and a baseline - what do you want to achieve?
Exploring collaboration between different government agencies
“Social media is not a second website, it’s a community.” — Tristram Perry, U.S. State Department
Challenges classic ways of knowledge sharing and creation, participation and organization
Inter-agency collaboration is similar to external: encourage conversation, sense of ownsership & belonging; know your audience and customise information accordingly; "content is...... unique and engaging; post regularly, set goals and reasses.
Use established and available channels; where possible (Govdex & Govshare). Otherwise - Yammer, Chatter, Confluence, Govloop are great.
Official vs. unofficial