Engagement vs broadcasting

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At a Diplo Foundation webinar Pete Cranston made the case that public institutions in general and in Diplomatic institutions in particular are constraining the engagement that is the essence of social media communication by not liberating their staff to operate as themselves, albeit openly members of organisations.

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Engagement vs broadcasting

  1. 1. Broadcasting vs EngagementGeneva e-diplomacy dayMay 21st 2013
  2. 2. The proposition is simple Engagement with audiences and networksis the goal of using social media Engagement requires personalisedcommunication, generally betweenpeople, but also, on occasion, betweenpeople and institutions The majority of institutions do not allowtheir staff sufficient freedom to enablethem to engage personally– With the exception of campaigning andsome brand marketing campaigns
  3. 3. This is what engagement looks like
  4. 4.  Clip from twitter edip & dd Poss also FCO blogs – no comments?This is whatbroadcastinglooks like
  5. 5. This is whatbroadcastinglooks like
  6. 6. There are exceptions… FaceBook for consular services…..“Hightoleranceof risk”
  7. 7. The issue is cultural …. But not many leaders are tolerant of risk Diplomatic institutions, like many othersare hierarchical and resistant to change(until it is forced on them!)….. and epochalIn Slaughters „Lego World‟ institutionalboundaries no longer define the nature ofrelationships or the central zone ofactivity
  8. 8. To move from broadcasting toengagement…..? How can those with authority be enabledto understand how fast and how deeplycommunication is changing, and to relaxabout it! „How can naturally risk-aversebureaucrats be encouraged toexperiment?‟ (Claudia RuizMassieu, Minister of Tourism, Mexico)
  9. 9. Broadcasting vs EngagementGeneva e-diplomacy dayMay 21st 2013

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