Integrating Social Media in Government

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A brief presentation made at the September 16-17, 2009 Social Media in Government conference in Ottawa, Ontario

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Integrating Social Media in Government

  1. 1. Get Out Of Your Comfort Zone Colin McKay September 17, 2008 ALI Social Media in Government Conference
  2. 2. Creative, Not Foolhardy You want to be imaginative You want to be inspirational But still be practical
  3. 3. Practical means: <ul><li>integrated with your strategic communications plans </li></ul><ul><li>tied to branch and departmental business goals </li></ul><ul><li>linked to departmental IT plan </li></ul>
  4. 4. What Was That About Planning? <ul><li>Two ways to implement social media in a large organization: </li></ul><ul><li>sneaky </li></ul><ul><li>effective </li></ul>
  5. 5. Sneaky is quick and fun. You look cool to your friends – online and off Effective means you adapt social media tools to meet your communications goals, speak to your stakeholders, develop new communities – and get your organization to buy into the concept.
  6. 6. Hoodwinking Your Colleagues <ul><li>Your pitch for a social media campaign has to: </li></ul><ul><li>prove benefits </li></ul><ul><li>meet existing policies </li></ul><ul><li>reassure decision makers </li></ul>
  7. 7. Your Pitch Must Also: <ul><li>anticipate how the campaign will raise expectations from stakeholders </li></ul><ul><li>forecast increased workload for your team and supporting staff </li></ul><ul><li>explain the campaign will be integrated with client’s plans </li></ul>
  8. 8. Mitigating Risk is the Key <ul><li>How will your campaign go wrong? </li></ul><ul><li>poor engagement by target groups </li></ul><ul><li>negative reaction from online community </li></ul><ul><li>poor preparation for high profile issues </li></ul>
  9. 9. Responsibility for the campaign YOU are responsible, and YOU must be capable of tracking, interpreting and evaluating your social media campaign. After all, YOU sit down the hall from the boss.

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