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20130318 socialmediaingov-craigthomler-130319003343-phpapp02 20130318 socialmediaingov-craigthomler-130319003343-phpapp02 Presentation Transcript

  • Social media in government Craig Thomler Managing Director Delib Australia 18 March 2013
  • What is social media?
  • Many definitions for social media… ProPR – Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests Fresh Networks – Social media is people having conversations online. These conversations can take a variety of forms; for example, blogs and comments or photo sharing Health is Social – Social Media is the meeting place between people and technology About.com – Media is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication Optimize Your Web Presence – Social media are online venues, such as social networking sites, blogs and wikis that enable people to store and share information called content, such as text, pictures, video and links BlackBox Social Media – Social media is any online media platform that provides content for users and also allows users to participate in the creation or development of the content in some way CubixDev - Social Media is the new term for socialising online. It allows people to freely interact with each other online where-ever they are and whenever they want Michelle Digital – Social media is life online Webgeekly - Social Media is generally any website or service that uses Web 2.0 techniques and concepts Relationship Economy – Social media is communications Get a Social Boost – Digital word of mouth Affilorama - Social media is content created and shared by individuals on the web using freely available websites that allow users to create and post their own images, video and text information and then share that with either the entire internet or just a select group of friends Wikipedia - Social media are media for social interaction, using highly accessible and scalable publishing techniques The Financial Brand – Social media isn’t about the media, it’s about being social
  • 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
  • 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            
  • What social media is not…  Just for teenagers and young adults     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   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. “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
  • What about Australia?
  • Australia’s internet use Total Male Female 14-39yrs 40-49yrs 50-64yrs 65+ yrs NSW 98% 99% 97% 100% 99% 99% 93% 98% Source: Sensis Social Media Report May 2012
  • Australia’s social media use 62% Use social media 62% 38% Never 38% 2011 2012 Source: Sensis Social Media Report May 2012
  • Australia’s social media use 30% Everyday 36% 24% Weekly Less than weekly 19% 9% 6% 38% 38% Never 2011 2012 Source: Sensis Social Media Report May 2012
  • Facebook in NSW Based on residents aged 15+ 2,620,620 (72%) Sydney 1,020,701 3,599,380 (63%) NSW 2,109,315 Use Facebook Don't use Facebook Source: Facebook March 2013 / ABS Census 2012
  • What about Australian governments?
  • The social media majority In mid-2012: 73% of Australian Government agencies reported using social media for official purposes
  • What the Australian Government is using social media for.. Answer choice Response Share For 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 agencies 24 40.68% Monitoring citizen, stakeholder and/or lobbyist views and activities 17 28.81% For 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%
  • NSW government has… At least: • 173 Twitter accounts • 75 Facebook pages • 50 YouTube accounts • 21 Flickr accounts • 9 Google+ accounts
  • Selecting the right tools for the job
  • Rule 1: Don’t start with the tools!
  • Start with - POST People Objectives Strategy Technology
  • What are you trying to achieve? Inform Consult Involve Collaborate Empower Source: IAP2.org
  • Online engagement spectrum Announce Inform Consult Involve Collaborate Empower Information dissemination tools   Document sharing      Basic website     Online video       Podcasts       Presentations            Photo sharing Key: Optional  Recommended  Essential 
  • Online engagement spectrum Announce Inform Consult Involve Collaborate Empower Information collection tools Feedback form                        Essential  Polls Surveys Events planning Feedback form Key: Optional  Recommended 
  • Online engagement spectrum Announce Inform Consult Involve Collaborate Empower Interaction tools Blogs  Forum          Document editing/annot ation     Wikis     Social networks Geospatial location                   Mashups Key: Optional  Recommended  Essential 
  • Online engagement spectrum Announce Inform Consult Involve Collaborate Empower Announcement tools Email newsletters       Micro-blogs       Newsfeeds             Widgets Key: Optional  Recommended  Essential 
  • Online engagement spectrum Announce Inform Consult Involve Collaborate Empower Engagement in 3rd party online properties Blogs       Forums       Newsletters       Social networks            Websites Key: Optional  Recommended  Essential 
  • Building a future-proof social media structure
  • Don’t build on feet of clay
  • 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
  • Online infrastructure Branch/ Team Engagement/ project practice Whole of agency Guidance and training Strategy and framework Social media policy Agency instructions and policies Whole of Governmen t Government policies and guidelines Legislation and international agreements
  • Support systems Engagement hub Blogs Groups Polls Monitoring suite Forum Web reporting Idea market Archiving Social media monitoring Your website Outreach activities Blogs Forums Enabling services Social media publishing Groups URL shortener File transfer Social media presence Facebook LinkedIn Twitter Yammer YouTube Groups Foursquare Forums Survey Email Email Storage (image, video, docs) Mapping Apps
  • Managing risks… We’ve considered every potential risk except the risks of avoiding all risks.”
  • Social media risk What’s the risk to your organisation of NOT engaging via social media?
  • Social media risk The biggest risk for agencies assessing social media risks is when the people assessing the risks don’t understand and/or use the social mediums involved.
  • Awareness threshold or risk level? Avoid confusing awareness with risk. Becoming aware of something doesn’t necessarily mean the level of risk associated with it has increased. Aware Unaware
  • 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 operate Risks should be ‘owned’ by the business owner with advice and support with Communication, Legal & IT groups – depending on approach. Recommend: http://www.egov.vic.gov.au/pdfs/vmia-risk-insight-12-11-2010.pdf
  • Risk varies by audience, goals and content There’s no standard risk level – plus levels vary as an online channel matures Risk area Likelihood Consequence Conversational High - very high Low - very high Reputational Low – very high Low - very high Privacy/Security Low – very high Low - very high Administrative Low – high Low – very high Technological Low – very high Low – very high
  • For example….an online community Size/engagement Technological Conversational Security Technological Reputational Privacy Conversational Administrative Technological Reputational Time
  • 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
  • Key documents to develop Social media strategy – how your organisation will use social media to help it meet its goals (including risk mitigation) Social media guidelines/policy – how your staff are expected to engage officially via social media and advice for personal use to help staff avoid issues Escalation plan – How you will escalate incidents, including decision trees Moderation policy – how you will moderate user comments via appropriate social media
  • Intel’s social media guidelines: Source: http://www.intel.com.au/content/www/us/en/legal/intel-social-media-guidelines.html
  • YMCA Chicago escalation plan Source: http://www.flickr.com/photos/43118383@N00/4668895145/sizes/l/in/photostream/
  • 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)
  • Prepare your social media channels before 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)
  • Use appropriate social media management tools Such 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)
  • Best practice examples
  • Inform http://www.police.act.gov.au/crime-and-safety/crime-statistics.aspx
  • Inform https://www.facebook.com/theline
  • Consult http://www.hm-treasury.gov.uk/spend_spendingchallenge.htm
  • Involve http://www.challenge.gov
  • Collaborate http://transcribe.naa.gov.au/
  • Empower http://stjornlagarad.is/english/
  • 100% correct information delivered too late or in the wrong context is worthless (and causes more issues!)
  • Craig Thomler craig@delib.net @CraigThomler http://eGovAU.blogspot.com www.delib.net/australia/ @Delibaunz