IABC social media for government by Jeff Braybrook
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IABC social media for government by Jeff Braybrook






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    IABC social media for government by Jeff Braybrook IABC social media for government by Jeff Braybrook Presentation Transcript

    • Using Social Media in Government Communications or Who let the dogs out?International Association of Business Communicators Ottawa, February 16, 2011 Jeff Braybrook 1
    • Outline About me This is not your father’s IT Social media in action A Web of rules? Plan of attack Providing guidance Closing thoughts 2
    • About me  34 years in information and technology management – both private and public sectors  University of Waterloo grad  Former Deputy Chief Technology Officer for Canada (2006-2010) with responsibility for… Government of Canada policy on the management of IT Annual departmental assessments of effectiveness of ITmanagement (Management Accountability Framework) Common Look and Feel Standards for the Internet (CLF) Guidelines on use of Web 2.0 / Social Media 3
    • This is not your father’s IT 4
    • TrendsMobility Pervasiveness: Always connected MillennialsCloud Computing Consumerization of technology 5
    • The power of the WebShare something, berelevant and compelling,then engage 6
    • Opportunities and challengesConsultationsCrisis communicationsOutreachSocial marketingDemographic changes, private sector usage, digitalization, mobilityPolicy complianceAcceptance of change and of external views – both positive and negativeCommunications paradigm (push versus pull) 7
    • Social media in action CBSA Border wait times on Twitter 8
    • Public Health Agency H1N1Up-to-the-minute updates on H1N1 pandemicFacebook, Twitter, YouTube drive traffic to PHAC site50,000 Facebook referrals to PHAC site35,000 mobile devices have accessed PHAC site 9
    • Veterans Affairs Canada Remembers249,000 Facebook “fans”Discussion on Canada’s military history and our veteransFans can share messages, photos and videos 10
    • Canadian Embassy, Washington D.C. Connect2Canada Connect2Canada, Canada’s Web 2.0 communication tool in the United States Develop a greater understanding of Canada- U.S. relationship Debunking myths - A network of “virtual ambassadors” 47,000 members 11
    • Service Canada and Citizenship and Immigration Working in Canada 12
    • Privacy Commissioner of Canada Privacy Blog Engaging on Privacy issues through blog and other social Media presence 13
    • A Web of rules?Legislation Policy instrumentsAccess to Information Act Common Look and Feel StandardsCanadian Charter of Rights and Freedoms Communications Policy of the Government ofCanadian Human Rights Act CanadaLibrary and Archives Act Contracting PolicyOfficial Languages (Communications with and Directive on Privacy Impact AssessmentServices to the Public) Regulations Directive on Privacy PracticesOfficial Languages Act Federal Identity Program PolicyPrivacy Act Official Languages Policy Framework Policy Framework for Information and Technology Policy on Access to Information Policy on Government Security Policy on Information Management Policy on Privacy Protection Policy on the Management of Information Technology Policy on the Use of Electronic Networks Policy on the Use of Official Languages for Communications with and Services to the Public Values and Ethics Code for the Public Service 14
    • Making common sense common practice1. Be respectful and professional2. Share in both languages3. Be accessible and inclusive4. Be transparent and accountable5. Don’t share personal information6. Maintain records of your advice7. Be careful what you click on8. Respect copyright and intellectual property9. Respect your brand and stay on message10. Set expectations and rules of engagement 15
    • Privacy strategiesSocial media default settings should err on the side of greater privacy.Education is needed on implications of sharing onlineRegulators and the law will lag behind, but the laws are there when the rules are broken Michael Geist, UofO excerpt from Ottawa Citizen, November 2010 16
    • Plan of attack 17
    • Have a plan Business drivers Alignment with overall communications objectives Communications plan with expectations and guidelines on engagement Roles and responsibilities Knowledge of target audiences (internet behaviours, language profile, use of assistive devices or mobile technologies) Resources (human and financial) Evaluation (metrics, timelines, continuous improvement) 18
    • GovernanceShould be clear, succinct, well communicatedAll personnel are made aware of their responsibilities and how decisions are madeIntegrate with organizational governance to help reduce duplication and ensure consistency 19
    • Co-ordinationCreate or be a centre of social media expertise  Use and execution of social media projects  Liaison for Information Management, Accessibility, Official Languages, Communications, Federal Identify Program, Legal, Access to Information and Privacy, Security, Values and Ethics, Programs and Services, and the user community  Creation and management of social media accounts and profiles  Use customized terms and conditions wherever possibleActively contribute to best practices and procedures 20
    • Rules of engagement Clearly post on social media site at appropriate location (eg: account profile, blog main navigation) Dialogue moderation criteria  Topical posts or comments  Personal information  Political posts  Advertising, solicitation or spam  Profanity  Attacks  Discrimination (race, national or ethnic origin, colour, religion, sex, age, etc.) Response time expectations Notices: copyright, intellectual property, privacy, official languages 21
    • Risk mitigation Risk MitigationCriticism of inability to meet the demands of users to joinconversations/answer enquiries, due to resource and clearance issuesCriticism arising from perceptions that the use is out of keeping with theplatform (too formal/corporate, self-promoting or ‘dry’)Criticism of wasting public money/lack of return on investment/pointlesscontentInappropriate content being published in error, such as:  News releases under embargo  Information about Ministerial whereabouts that could risk security  Protectively marked, commercially or politically sensitive informationTechnical security of the account and potential for hacking and vandalism ofcontentChanges to the platform (to add or change features, or to charge users foraccessing the service)Squatters/spoofersUnanticipated amount of direct communication due to following (Twitter) 22
    • Providing Guidance 23
    • Employee guidance objectives Provide guidance for use of social media, whether participation is on behalf of the organization or personal Address expected behaviours, benefits, risks and consequences Make clear that when using social media as part of official duty then acting as a designated spokesperson Have a process to ensure that proper authorities are involved for creating and managing departmental social media accounts Personal use - people may know or ascertain you are a public servant. Encourage and train employees to be able to adhere to any values codes and terms of employment 24
    • Employee guidance content Implications of political neutrality “Voice” of departmental social media interactions (e.g. helpful, impartial, non-confrontational) How to handle public and media enquiries Use of corporate symbols Use of business email addresses and networks on social media platforms Explain employment consequences when contravening guidance Training materials to assist employees to meet expected outcomes 25
    • Industry CanadaTwitter interaction protocol 26
    • U.S. Environmental Protection Agency Online using social media 27
    • U.S. Centres for Disease Control Social media toolkitCommunications worksheet SMART terms: Specific Measurable Attainable/Achievable Relevant/Realistic Time‐boundEvaluation worksheet http://www.cdc.gov/socialmedia/ 28
    • Skills and capacityListenModerateRespondEngageCommunicate 29
    • Closing thoughts 30
    • The world is online now 31
    • Go where people are 32
    • Have a plan,governance and training 33
    • Engage(even when it becomes work) 34
    • Always be exemplary 35
    • Evaluate, learn, adapt 36
    • Remember: the goal is toimprove strategic outcomes 37
    • Social Media Revolution 2http://www.youtube.com/watch?v=lFZ0z5Fm-Ng 38
    • Thank you! jeff.braybrook@gmail.com (613) 299-7555JD Twitter: @jeff_braybrook Blog: www.jeffbraybrook.com 19 Lorne Avenue, Ottawa Canada K1R7G6 39