Social media in government - presentation to NSW Health


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This presentation provides an overview of how governments in Australia are using social media, risks they may face and how to address these with structured processes and guidelines. It finishes with some quick case studies of excellent use of social media by the public sector.

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Social media in government - presentation to NSW Health

  1. 1. Social media in government Craig Thomler Managing Director Delib Australia 18 March 2013
  2. 2. What issocial media?
  3. 3. Many definitions for social media…ProPR – Social media are online communications in whichindividuals shift fluidly and flexibly between the role of audience and Webgeekly - Social Media is generally anyauthor. To do this, they use social software that enables anyone website or service that uses Web 2.0without knowledge of coding, to post, comment on, share or mash up techniques and conceptscontent and to form communities around shared interests Fresh Networks – Social media is people having Optimize Your Web Presence – Social media are online conversations online. These conversations can venues, such as social networking sites, blogs and wikis that take a variety of forms; for example, blogs and enable people to store and share information called content, such comments or photo sharing as text, pictures, video and linksHealth is Social – Social Media is the BlackBox Social Media – Social media is any online media platformmeeting place between people and that provides content for users and also allows users to participate intechnology the creation or development of the content in some wayCubixDev - Social Media is the new term for socialising Get a Social Boost – Relationship Economy –online. It allows people to freely interact with each other Digital word of mouth Social media isonline where-ever they are and whenever they want communications Affilorama - Social media is content created and shared by individuals Michelle Digital – Social on the web using freely available websites that allow users to create media is life online and post their own images, video and text information and then share that with either the entire internet or just a select group of – Media is an instrument on Wikipedia - Social media are mediacommunication, like a newspaper or a for social interaction, using highly The Financial Brand – Socialradio, so social media would be a social accessible and scalable publishing media isn’t about the media, it’sinstrument of communication techniques about being social
  4. 4. Social media has in common… Facilitates user-generated content Facilitated by social connections Distribution is zero or low cost Supports flowing discussions (low barriers to participation) Allows the community to ‘do’ for themselves Use open frameworks that support integration & extension
  5. 5. Social media includes… Blogs (Over 50 government blogs at Govspace) Groups and Forums (Whirlpool, Google Groups) Wikis (Wikipedia, Wikispaces) Social networking (Facebook, MySpace, LinkedIn, Google+) Social bookmarking (Delicious) Social news (Digg, Reddit) Micro-blogs (Twitter, Yammer) Community Q&A (Yahoo Answers) Multimedia sharing (YouTube, Slideshare, Scribd) Ideas markets (Dialogue App, Ideascale, GetSuggestion) Collaborative budgeting (Budget Simulator) Product and service reviews (Epinions, Yelp) Emerging tools (Group buying, Pinterest, Crowd funding) Each has different uses
  6. 6. What social media is not… Just for teenagers and young adults  50+ age group is the fastest growing on Facebook and Twitter  30% of Facebook users are aged 35-49  Average age of Twitter users is 31, of LinkedIn users 39 years old. All low quality content  An independent study in 2005 by Nature Magazine found Wikipedia and Encyclopedia Britannica had about the same rate of errors  Since then, reviews in 2007, 2008 & 2012 have found Wikipedia is at least as, if not more, reliable than commercial encyclopedias in a range of topics. Unproductive  “People who surf the Internet for fun at work - within a reasonable limit of less than 20% of their total time in the office - are more productive by about 9% than those who don’t”. Dr Brent Coker, Dept of Management & Marketing, University of Melbourne Going away
  7. 7. What aboutAustralia?
  8. 8. Australia’s internet use Total 98% Male 99% Female 97% 14-39yrs 100% 40-49yrs 99% 50-64yrs 99% 65+ yrs 93% NSW 98% Source: Sensis Social Media Report May 2012
  9. 9. Australia’s social media use 62% Use social media 62% 38% Never 38% 2011 2012 Source: Sensis Social Media Report May 2012
  10. 10. Australia’s social media use 30% Everyday 36% 24% Weekly 19% 9% Less than weekly 6% 38% Never 38% 2011 2012 Source: Sensis Social Media Report May 2012
  11. 11. Facebook in NSWBased on residents aged 15+ 2,620,620 (72%) Sydney 1,020,701 3,599,380 (63%) NSW 2,109,315 Use Facebook Dont use Facebook Source: Facebook March 2013 / ABS Census 2012
  12. 12. What aboutAustraliangovernments?
  13. 13. The social media majority In mid-2012: 73% of Australian Government agencies reported using social media for official purposes
  14. 14. What the Australian Government isusing social media for..Answer choice Response ShareFor stakeholder engagement or collaboration 32 54.24%Operating an information campaign 25 42.37%Responding to customer enquiries/comments/complaints 25 42.37%For engaging with journalists and media outlets 24 40.68%For engagement or collaboration with other government 24 40.68%agenciesMonitoring citizen, stakeholder and/or lobbyist views and 17 28.81%activitiesFor a public consultation process 16 27.12%For a stakeholder or other restricted access consultation 13 22.03%Other type of activity (i.e. recruitment, crowdsourcing, staff) 11 18.64%For policy or services co-design 7 11.86%
  15. 15. NSW government has…At least:• 173 Twitter accounts• 75 Facebook pages• 50 YouTube accounts• 21 Flickr accounts• 9 Google+ accounts
  16. 16. Selecting the righttools for the job
  17. 17. Rule 1: Don’t start with the tools!
  18. 18. Start with - POST People Objectives Strategy Technology
  19. 19. What are you trying to achieve? Inform Consult Involve Collaborate Empower Source:
  20. 20. Online engagement spectrum Announce Inform Consult Involve Collaborate EmpowerInformation dissemination toolsBasic website      Document     sharingOnline video      Podcasts      Presentations      Photo sharing      Key: Optional  Recommended  Essential 
  21. 21. Online engagement spectrum Announce Inform Consult Involve Collaborate EmpowerInformation collection toolsFeedback     formPolls    Surveys    Events     planningFeedback     form Key: Optional  Recommended  Essential 
  22. 22. Online engagement spectrum Announce Inform Consult Involve Collaborate EmpowerInteraction toolsBlogs      Forum     Documentediting/annot    ationWikis    Social      networksGeospatial      locationMashups      Key: Optional  Recommended  Essential 
  23. 23. Online engagement spectrum Announce Inform Consult Involve Collaborate EmpowerAnnouncement toolsEmail      newslettersMicro-blogs      Newsfeeds      Widgets       Key: Optional  Recommended  Essential 
  24. 24. Online engagement spectrum Announce Inform Consult Involve Collaborate EmpowerEngagement in 3rd party online propertiesBlogs      Forums      Newsletters      Social      networksWebsites      Key: Optional  Recommended  Essential 
  25. 25. Building afuture-proof socialmedia structure
  26. 26. Don’t build on feet of clay
  27. 27. Online infrastructure Engagement/ project practice Guidance and training Strategy and framework Social media policy Agency instructions and policies Government policies and guidelines Legislation and international agreements
  28. 28. Online infrastructure Branch/ Team Engagement/ project practice Guidance and Whole training of agency Strategy and framework Social media policy Agency instructions and policies Whole of Government policies and guidelinesGovernmen t Legislation and international agreements
  29. 29. Support systemsEngagement hub Monitoring suite Blogs Polls Forum Web reporting Archiving Groups Idea market Social media monitoring Your websiteOutreach activities Blogs Forums Enabling services Groups Social media publishing URL shortener Survey File transfer Email Email Social media presence Facebook Twitter YouTube Groups Storage (image, video, docs) LinkedIn Yammer Foursquare Forums Mapping Apps
  30. 30. Managing risks… We’ve considered every potential risk except the risks of avoiding all risks.”
  31. 31. Social media riskWhat’s the risk to yourorganisation ofNOT engagingvia socialmedia?
  32. 32. Social media riskThe biggest risk for agencies assessing socialmedia risks is when the people assessing therisks don’t understandand/or use the socialmediums involved.
  33. 33. Awareness threshold or risk level?Avoid confusing awareness with risk.Becoming aware of something doesn’t necessarilymean the level of risk associated with it has increased.AwareUnaware
  34. 34. Top areas of social media risk• Conversational – what people say• Reputational – how agency is seen• Privacy/security – what information exposed• Administrative – How policies are followed• Technological – how systems operateRisks should be ‘owned’ by the business ownerwith advice and support with Communication,Legal & IT groups – depending on approach. Recommend:
  35. 35. Risk varies by audience, goals andcontentThere’s no standard risk level – plus levels varyas an online channel maturesRisk area Likelihood ConsequenceConversational High - very high Low - very highReputational Low – very high Low - very highPrivacy/Security Low – very high Low - very highAdministrative Low – high Low – very highTechnological Low – very high Low – very high
  36. 36. For example….an online community Size/engagement Technological Conversational Security Technological Reputational Privacy Conversational Administrative Technological Reputational Time
  37. 37. So how to mitigate?• Assess versus comparable existing social media channels• Have risk assessments done by people who understand the social mediums AND organisational context• Review risk plan regularly over time and when environment/context changes• Develop agency and project social media guidance documents and review them regularly as well!• Test your risk mitigation strategies
  38. 38. Key documents to developSocial media strategy – how your organisation willuse social media to help it meet its goals (includingrisk mitigation)Social media guidelines/policy – how your staff areexpected to engage officially via social media andadvice for personal use to help staff avoid issuesEscalation plan – How you will escalate incidents,including decision treesModeration policy – how you will moderate usercomments via appropriate social media
  39. 39. Intel’s social media guidelines: Source:
  40. 40. YMCA Chicago escalation plan Source:
  41. 41. Areas to pay attention to• Negative comments & misinformation (workflow, context, moderate, engage)• Inappropriate comments (set context, limit rich content, moderate, block & report)• Overwhelming level of responses (employ management tools, resourcing, broaden responses)• Hacking & spamming (integrate spam control, complex passwords, moderate)• Privacy (users AND staff) (Strong policies and clear guidelines to users, test tools first)• Inappropriate use by staff (social media guidance and training)
  42. 42. Prepare your social media channelsbefore you need them Such as:  Twitter (for real-time news distribution)  Blog hosted externally (for long-form updates)  Facebook page (for community building)  Flickr group (for photo capture)  Ushahidi instance (for geomapped incident reports)  Youtube (for video footage and reports)  Provide context and user guidance for all, set right settings per channel (ie: no commenting on YouTube)
  43. 43. Use appropriate social mediamanagement toolsSuch as: Hootsuite/Measured Voice (for social channel management, approvals and auditing) Backupify (for archival/storage) A social media monitoring service (for tracking externally reported incidents/issues/sentiment)
  44. 44. Best practiceexamples
  45. 45. Inform
  46. 46. Inform
  47. 47. Consult
  48. 48. Involve
  49. 49. Collaborate
  50. 50. Empower
  51. 51. 100% correct informationdelivered too late or in thewrong context is worthless(and causes more issues!)
  52. 52. Craig Thomler @CraigThomler @Delibaunz