Social media for local government an adoption framework


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Show local governments appropriate organizational and strategic responses to successfully adopt social media + critical success indicators.

Two aims:
• Frame of reference to assist local authorities
• Toward a Social Media Readiness Measure

Published in: Technology, Business, Education
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Social media for local government an adoption framework

  1. 1. Social media for local government an adoption framework
  2. 2. Aim
  3. 3. Show local governments appropriate organizational andstrategic responses to successfully adopt social media critical success indicatorsTwo aims: Frame of reference to assist local authorities Toward a Social Media Readiness Measure
  4. 4. 1.Socialmedia?
  5. 5. Social software apps
  6. 6. Social media valuesOpenSocial  Challenges classic ways of knowledge sharing andUser oriented creation, participation and organizationParticipativeHorizontally organized
  7. 7. Critical success factor 1: Cultural change!Local governments should know and embrace a « social media way of thinking and doing »
  8. 8. 2.Strategicadoption
  9. 9. Social media adoption modelsDecisions about integrating social media: 1. Strategic decisions: integrating social media in strategy organization (align objectives) 2. Tactical decisions: which tools?, channels?,… 3. Operational decisions: integrating social media in organizational structure (includes training, policy, measuring,…)Stepwise process: several adoption stages
  10. 10. Critical success factor 2: Integration!Local governments should integrate socialmedia in their goals, tactics and structure
  11. 11. 2.Why should gov take the leap?
  12. 12. From eGov 1.0 to an open and social eGovsocial media can Improve government transparency by making information available Improve policy making & citizen empowerment by stimulating new forms of participation Improve public services by increasing (cost) effectiveness and quality (e.g., crowd-sourcing) Improve government back office working by enhancing collaboration and knowledge sharing
  13. 13. 3. Jumpbut notblindly! HOW?
  14. 14. General framework
  15. 15. Success indicatorsPreliminary set of more specific success indicators Goal for further stage of Opening Up project = to complete and refine indicators Input and feedback from you
  16. 16. Success indicators1. Integrate social media: from tool to strategy • Strategically: create social media strategy, get insight in users, …. • Tactically: channel strategy, choose tools,… • Operationally: adapt organizational structure, training for civil servants, social media policy measure impact,…
  17. 17. Success indicatorsCreate a match Gov social media activities Gov tactics Gov operations Gov strategy
  18. 18. Success indicators2. Adopt a social media culture: Be open Be a Be social facilitator Social media culture Be Be user interactive oriented
  19. 19. BeFoster an open mentality openFront office:• be transparent• disclose information about processes and decisions• be open for ideas from ‘outside’• …Back office:• be transparent within organization• disclose information to civil servants about processes and decisions• be open for ideas from everyone in the organization• …
  20. 20. Be socialBuild on the strengths of communitiesFront office:• ty in with existing networks• Build a relationship of trust based on collaboration and shared responsibilities• …Back office:• allow civil servants to work in networks within the organization and accross boundaries of government• …
  21. 21. Be user orientedToward a bottom-up culture whereusers are centralFront office:• from supplier driven to choice based• during development of social media activities the focus should be on user needs and requirments• get user feedbackBack office:• allow civil servants to put together their own working-environment• …
  22. 22. Be interactiveCreate opportunities for users to interactand actively participateFront office:• citizens can participate in decision making• Source tasks traditionally performed by local gov to a group of people or community (crowd sourcing)• …Back office:• foster collaborative relationships within government and between civil servants and ‘outside’• …
  23. 23. Be a facilitatorTake a supportive and facilitating rolerather than command and controlFront office:• be prepared to relinquish control• actively create an open platform and invite people to collaborate and interact• be in the community on an equal footing, not above the community• …Back office:• create a flat organizational structure• decentralized decision making process• support initiatives that lever employee involvement (e.g., trainig)• …
  24. 24. stages of growth1. Ad hoc/emergingThese local governments are new to social media.Individual employees use social media in anuncoordinated way (distributed chaos). There is nostrategy for integrating social media in local government. distribu ted
  25. 25. stages of growth2. ExperimentalThese local governments test, learn and experiment withsocial media initiatives (in parts of the local government).For example, set up social media pilots, study the needsof users and threats or opportunities of social media(monitoring). Monitor, listen
  26. 26. stages of growth3. IntegratedThese local governments see the opportunities andchallenges of social media for government.Social media use is aligned with governmentstrategy, tactics and operationsIn this stage, borders start to fade within government andbetween government and ‘outside’ citizens andbusinesses. Particip ate &
  27. 27. stages of growth4. TransformativeIn this stage local governments focus on optimizing theirsocial media activities.Social media have transformed local government: itresults in new approaches to designing and deliveringservices, new business models and a cessation of some ofthe old ways of thinking and of doing things. Trans for
  28. 28. challengesPossibility of privacy infringementsBalance between opening up and controlChallenges of participation & inclusionIssues of trust and reliability
  29. 29. love to get your feedback! Marijke Lemal @twitter marijkelemal
  30. 30. eGovernmentStages of maturity:1. Digital presence & internal communication2. Simple web-based interactions3. Online transaction services4. Transformation: open and social eGovMore efficient, transparent andinteractive