Integrating Social Media in Government

Get Out Of Your Comfort Zone Colin McKay September 17, 2008 ALI Social Media in Government Conference

Creative, Not Foolhardy You want to be imaginative You want to be inspirational But still be practical

Practical means:
integrated with your strategic communications plans
tied to branch and departmental business goals
linked to departmental IT plan

What Was That About Planning?
Two ways to implement social media in a large organization:
sneaky
effective

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.

Hoodwinking Your Colleagues
Your pitch for a social media campaign has to:
prove benefits
meet existing policies
reassure decision makers

Your Pitch Must Also:
anticipate how the campaign will raise expectations from stakeholders
forecast increased workload for your team and supporting staff
explain the campaign will be integrated with client’s plans

Mitigating Risk is the Key
How will your campaign go wrong?
poor engagement by target groups
negative reaction from online community
poor preparation for high profile issues

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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Integrating Social Media in Government

by Colin McKay

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