The document discusses developing a social media infrastructure for government agencies. It notes that younger people increasingly use technology and social media in their daily lives. To effectively engage citizens, the document recommends that agencies establish social media policies and channels, train staff, and adapt their communication strategies to integrate social media before they need it. The document provides guidance on social media policies, online infrastructure, monitoring social media discussions, and developing an agency presence on platforms like Facebook, Twitter and YouTube.

1. Developing an agency social media infrastructure Craig Thomler 9 September 2011 @craigthomler http://egovau.blogspot.com http://au.linkedin.com/in/craigthomler http://www.slideshare.net/CraigThomler

2. Insights so far... Change is accelerating Younger people integrate technology into life We trust peers over experts (or government) Possible to successfully manage social media Be experimental, evolutionary, authentic and honest Engage senior management, hire and train right staff, educate on need for speed, integrate comms, don't neglect traditional media

3. Social media insights so far... 94% of Australians self-report using the internet Includes a ll demographics; they use different access devices, different online tools and in different ways 62% self-report using social media 97% use Facebook Use social media more than anyone else Only 5% go to government sites Australian organisations spend around 4.7% of their marketing budget on online – 25% spend zero

4. This may not be the media environment we'd choose, but it is the one we have (and it isn't going away). (Clay Shirky, Futurist) If you don't use social media tools personally, how can you effectively use them professionally? (Craig Thomler / Pia Waugh, IT Advisor to Senator Kate Lundy) Establish your social media channels and build your operational infrastructure before you need it. (James Kleimt, Queensland Police) To use social media well: Be excellent to each other (Bill S Preston Esq. & Ted 'Theodore' Logan, Bill & Ted's Excellent Adventure) Insights from elsewhere...

5. Social media and Gov 2.0 herald a fundamental shift in the relationship between citizens and government, to the benefit of both.

6. My propositions A fundamental shift in community behaviour is taking place, from passive audiences to active participants. The media balance has already shifted Significant mismatch between government communication channel choices and community channel preferences. Government must modify campaign/program approaches to engage communities continuously Government communicators that don't adapt their approaches will be unemployable within five years.

7. Government as media

8. Government as engager

9. Government as convenor

10. Government as platform

11. Over 275 online consultations in last two years Over 370 agency Twitter accounts Over 70 agency blogs Over 45 agencies using YouTube Over 50 Facebook pages At least five data mash-up competitions 99 Federal politicians on Twitter Government 2.0 in Australia

12. Government Twitter growth

13. Social media infrastructure Campaign / Project practice Practical guidance Social media policy Agency operational policies Policies and guidance Legislation

14. Australia's legal framework Archives Act 1983 Privacy Act 1988 Spam Act 2003 Disability Discrimination Act 1992 Public Service Act 1999 Freedom of Information 1982 Freedom of Information Amendment (Reform) 2010 Other legislation is specific to states/territories

15. Policies and guidance APS Values and Code of Conduct in Practice has guidance for online media participation Gov 2.0 Taskforce Final Report and project reports , accepted by the Australian Government (see response) MAC Innovation report – Empowering change: Fostering innovation in the APS Open Government Declaration State government guidance also may be available (SA, NSW, VIC, Qld, WA, ACT)

16. Practical guidance General guidelines Social media policy (educate and guide staff, link to further info) Moderation approach Community guidelines Acceptable terms of use Privacy policy Copyright Processes and procedures for operating Blogs Twitter accounts Facebook pages Blogger and forum outreach

17. Social media policy Look at examples of other policies (myregion.gov.au) (socialmediagovernance.com) Ask other agencies for copies of their final/draft policies Identify key clauses your organisation needs Consult widely within your organisation Provide supportive guidance around it Make it available in publicly accessibly places On your intranet On your website (tell public your 'code of conduct') Review annually (the web keeps changing)

18. Online infrastructure Your website Engagement hub Monitoring suite Forums Outreach activities Groups Social media publishing URL shortener File transfer Survey Email Blogs Blogs Forums Idea market Polls Groups Web reporting Social media monitoring Archiving Enabling services Mapping Apps Email Social media presence Storage (image, video, docs) Facebook Twitter YouTube LinkedIn Foursquare Yammer Groups Forums

19. Start monitoring social media (they're already talking about you!) Reserve account names Identify needed guidance and policy Develop internal governance (borrow rather than build) Identify and mitigate risks Educate executives and peers Pilot where social media supports your goals (look for less critical objective) Build operational guidance to support good practice Keep executing! Building your infrastructure

20. Provide a ladder of participation Not all social media channels require a lot of time Interns don't always make the best social media managers You are not alone – look for the communities of practice online and in your state Final words...

21. Thanks and Questions My presentation: http://slidesha.re/pi0itP Craig Thomler 9 September 2011 @craigthomler http://egovau.blogspot.com http://au.linkedin.com/in/craigthomler http://www.slideshare.net/CraigThomler