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Local Authority and social Media (City of Ghent)

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For the Euprera Spring Symposium 2010 (Ghent) …

For the Euprera Spring Symposium 2010 (Ghent)
By Bart Rosseau

Published in: Business

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Transcript

  • 1. Local Government & Social Media
    • Bart Rosseau – strategic communications
  • 2. Context…
    • … of government communication
    • Why should we use it?
    • What makes it difficult to use it?
  • 3. Communicate what?
    • Government communication is about POLICY
    • communicated by different actors
    • The process : Why ? Where ? How?
    • The product : What ? When ?
    • The most defining aspect :
    • We have to communicate/react even before the formal decision,
    • so the decision-making itself is part of the public arena
    • Who is “the government”?
  • 4.
    • Decision making process :
    • 1. Agendasetting - Public/Politicians/Stakeholders
    • problem definition
    • public awareness
    • 2. Preparation – Administration/Politicians
          • how where what when who
    • 3. Formal Decision - Politicians
    • 4. Implementation - Administration
    • 5. Evaluation – Public/Politicians/Administration
    • Use of social media is relevant for every step,
    • but when is it most relevant coming from the government?
    Who speaks when?
  • 5. A broad range A sample of subjects: (top items www.gent.be – 15/02/2010) - Klimaatbudget : sensibilisation about a greener city - Starting a commission about the retrieval of a Kokoscha Painting - Free tickets Flanders Horse Expo - Jeugdboekenweek - Applying for a grant for environmental organisations - Ghent city hosts the international Quality Congress - Open letter to public transport compagnie about routing frequency WITH ONE VOICE?
  • 6. Why use social media?
    • - Being there where the people are
    • - a personal approach?
    • - gauging public opinion?
    • - segmentation?
    • - A new audience?
    • - Additional to existing channels
    • - Have some control:
    • anybody can start something about Ghent
    • be the first to say it
    • Who is sending the message? A company profile?
  • 7. Our experiences so far…
    • Facebook & Linked-in
    • Core: leisure!!!!(cultural, tourism, …)
          • Musea (SMAK, MSK, Huis van Alijn)
        • Events (Gentse Feesten, WinWinbeurs, Jazz in ‘t park)
        • Campaigns (SWAP pas, Gentse Ondernemer, ….)
    • Exception :
    • Gent over Morgen: experiment with Facebook, Youtube, Gentblogt
    • - jan-mar 2009
    • - public discussion about long term vision (Gent 2020)
    • - challenge: keep a positive atmosphere
    • - informal character was reason to use social media
    • - more creativity
    • - avoid intimidating aspect of talking to ‘the government’
    • Online credibility?
  • 8. Our experiences so far…
    • - Challenge: how to maintain a consistent online corporate identity
    • It can be the right tool:
      • using it wrong does more harm then not using it
      • added value?
            • tone of voice!!!
    • Not all aspects of government communication
    • Is the public ready for Government 2.0?
  • 9. Conclusion?
    • We’re not trendsetters.
    • We don’t need to be.
    • www.gent.be
    • Gentinfo : 09 210 10 10
  • 10.