Leveraging Social Media For Government Communication

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Leveraging Social Media For Government Communication

  1. 1. Leveraging Social Media for Government Communication A Phased Approach
  2. 2. What is Social Media? A fundamental shift of the one-to-many paradigm of  traditional media. Tools that allow the integration of  technology, telecommunications, and social interaction The speed of interaction is much greater than that of  traditional media.
  3. 3. Examples of Social Media Tools Twitter • Users can send each other 140 character updates or “Tweets” • Users can restrict the recipients of the messages or send information to everyone following. Facebook • Free social networking site • Allows users to share content: text, links, pictures, videos
  4. 4. Why is Social Media Important? Connect directly to citizens.  The speed of Social Media is vastly superior to  traditional media. Receive relevant and immediate feedback on  program activities.
  5. 5. Phased Approach Phase I: Use social media as a direct to citizen  publication channel. Phase II: Interact with citizens, responding to  questions. Phase III: Proactively monitor for issues regarding  department and connect with users directing to appropriate resources.
  6. 6. Phase I: Broadcasting Existing communications departments set up  accounts on free services and begin broadcasting. No software is necessary, the technology is web- based. Many American and, now, some Canadian Federal  agencies are using Social Media in this phase: Twitter: @pmharper, @whitehouse, @cdc, and  @phac_gc and @aspc_gc Facebook: Whitehouse 
  7. 7. Phase II: Interaction Users often ask simple questions about government  services, or complain about specific problems. Phase II would consist of directing users to  appropriate resources and pro-actively solving client problems turning negative situations into positive public relations.
  8. 8. Phase III: Monitor and Interact Continue broadcasting, and interacting as begun in  Phases I and II Monitor for keywords (the agency name, specific  resources or guides produced by the agency, general keywords related to the agency) and pro-actively contact the user to diffuse the situation and resolve their problem.
  9. 9. Why use Social Media? Technology is changing rapidly, and with it the  mechanism for dissemination of information. As American President Barack Obama said when  launching a suite of Social Media tools for the Whitehouse: “We need to reform our government so that it is more  efficient, more transparent, and more creative,” then he pledged to “reach beyond the halls of government to engage the public”

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