Social Media: Government organization development


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Overview on how to gear Governments for Social Media

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Social Media: Government organization development

  1. 1. Organizational DevelopmentAn overview for Government<br />iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions<br />
  2. 2. Agenda<br />Creating a successful social media department<br />Organization Structure<br />Recruiting your team<br />Start strategically<br />iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions<br />
  3. 3. Learning Objectives<br />Citizen engagement is an important element of government service delivery, and online tools may provide a unique opportunity to engage.<br />It is important that our agencies not only focus on using tools because they exist; they need to think through how these tools can support deep engagement, and create conditions that allow citizens to participate in a meaningful and impactful way.<br />Learn to build a social media team inside and outside state government<br />
  4. 4. The Organization Model<br />
  5. 5. STOP !!!!<br />You cannot tweet and chat with your citizens without the involvement of specific departments (e.g. Police, Fire, Emergency Services,..)<br />You cannot discuss topics in a forum without the involvement of your support teams<br />You cannot have a citizen service dialog without the participation of your service delivery departments<br />You cannot explore trends and demands without the inclusion of services procurement department<br />
  6. 6. From a vertical to a horizontal structure<br />PAST<br /> A small group maybe in communication focusing on social media<br />Managing the social media places and spaces and engaging with the communities<br />Posting blog posts, dealing with comments and taking care of the communities<br />The rest of the government departments continue with business as usual<br />Today<br /> The Social Media Service Team (ComStar™)<br />Works as an internal service team supporting all relevant departments<br />The whole of government develops a more connected approach organically<br />This team may reside in communication or technology, but not necessarily<br />
  7. 7. The Organization Model<br />Moving away from the early “Social Media Team” that sits in communication and blogs and tweets<br />The social media service team services and supports the various departments<br />Various Departments as they gather information for future services generation or launching new services…<br />The citizen service team with social techniques, customer data, social media site support…<br />The communication team with events and other public relation initiatives, social media market data…<br />The HR team with social media supported talent search techniques and inputs<br />iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions<br />
  8. 8. Social Media Team Responsibility <br />The social media teams may grow and have different objectives, tasks, responsibilities and support different departments<br />Similar to Finance and IT, the Social Media Team will service all aspects of an organization’s ecosystem<br />The core responsibilities include:<br />Initial and ongoing assessment<br />Managing the social media strategy<br />Orchestrating internal and external resources around the demand of the ecosystem<br />Managing and reporting progress and achievements <br />
  9. 9. Social Media Services Manager<br />Rough job description<br />Initial social media audit / assessment<br />Ongoing social media monitoring<br />Acting community manager for the active citizen communities<br />Train and guide service organization in online responses to citizen requests<br />Train and guide departmental managers in leveraging the social web for service delivery requirements gathering<br />Train and guide Communication and PR managers to conduct citizen analysis and service sentiment reports and collaborate with the rest of the departments to improve citizen engagement<br />
  10. 10. Setting up an X-Team<br />
  11. 11. The X-Team<br />The X-Team is the initial group of people helping pull off a social media initiative<br />Integrating representatives from the actual ecosystem (citizen) is a MUST<br />External people means it goes Xrossdepartment boundaries hence X-Team<br />
  12. 12. X-Team Responsibility<br />Being part of the Social Media strategy early on – right when the decision is made to engage in social media<br />Have the X-Team work on the strategy and take ownership<br />The main tasks are<br />Formulate a strategy<br />Create an execution plan<br />Help execute the strategy<br />Become key advocates for the whole project<br />
  13. 13. Start strategically<br />
  14. 14. Some of the key methodologies<br />Four Quadrant Assessment Methodology<br />Citizen, Service, Partner, Competition<br />Hexagon Strategy Framework<br />Goals, Mission, Benefits, Action, Programs, Reporting<br />NCP Model<br />Network – Contribution – Participation<br />Organization Model<br />A Social Media Service Architecture<br />Advocacy Driven Engagement Model<br />Advocacy is the currency for citizen satisfaction and department success<br />
  15. 15. Questions & Answers<br />