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Describing roles within digital engagement
 

Describing roles within digital engagement

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A think piece trying to define more clearly the types of activities involved in 'digital engagement'/social media particularly in the public sector, and identifying five key roles

A think piece trying to define more clearly the types of activities involved in 'digital engagement'/social media particularly in the public sector, and identifying five key roles

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  • Hello Steph, an excellent piece - I think I can more or less see where I fit in within the web 2.0 world - many thanks. I've just started a new blog: bea-laperuana.blogspot.com and your website is among my favourite links.
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  • Really helpful, thanks for posting and making available for download.

    This gives me a language to help me communicate to others what I can and can't do - and helped me see it clearly for the first time. I am mostly a social reporter with a bit of digital mentor thrown in, but wouldn't claim to be able to fulfill the other 3 roles. Great stuff.
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    Describing roles within digital engagement Describing roles within digital engagement Presentation Transcript

    • Digital engagement Defining the roles within digital engagement Steph Gray, Feb ‘09 http://blog.helpfultechnology.com Twitter: @lesteph
    • Digital engagement activities Defining aims and objectives Formulating requirements Developing a strategy Briefing agencies Assessing alternative strategies Understanding motivation Project management Evaluating impact Refining and optimising Listening to online debate Mapping influencers & online landscape Managing a community Establishing contacts & partnerships Blogger outreach/pitching a proposal Generating and prioritising ideas Commenting and reviewing Collaborative writing & drafting Moderated discussion Deploying simple social tools Structuring and syndicating data Developing new software Mashing up data from different sources Managing servers, databases & domains Designing interfaces Training and coaching Presenting and demonstrating Exploring and suggesting tool options Creating films and audio Interviewing Finding & sharing interesting information Informal writing Real-world networking
    • Skills profile: Digital engagement skills Campaign Strategist
      • One liner:
      • Translates a business goal into a credible plan for using digital tools and techniques, and assess the impact of engagement.
      • Typically good at:
      • Writing plans, thinking about goals and objectives, integrating with other channels, dealing with agencies and non-technical staff
      • Typically less good at:
      • Understanding technical staff, assessing technical requirements, creating creative content, training others in the basics
      • Person spec:
      • Strategic planner with wide communications experience
      • Lateral thinker
      • Able to lead, inspire and project manage a team
      Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ Who are we trying to reach with this?” “ What’s our Twitter strategy?” Least likely to say: “ That code doesn’t look very semantic to me”
    • Digital engagement skills
      • One liner:
      • Builds up and draws on in-depth knowledge and relationships with an online community to build a bridge with the brand.
      • Typically good at:
      • Using search tools, following online discussions, making approaches to potential partners, getting the tone just right, sustaining relationships
      • Typically less good at:
      • Setting up tools, quick turnaround projects
      • Person spec:
      • Good listener
      • Excellent conversational writing style & tone
      • Able to build rapport with diverse audiences
      Community Manager Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ What’s up guys?” “ Can anybody help me with…” Least likely to say: “ We’ll reach ABC1s with 3.5 OTS” “ I’m having trouble parsing this API”
    • Digital engagement skills One liner: Turns a digital brief into a user experience, configuring and deploying software tools, mashing up data and developing new software. (n.b. there is a wide range of skill levels within this role) Typically good at: Building shiny new tools, fixing technical problems, taking a logical approach to organising data, solving problems Typically less good at: Conversational writing, moderating discussion, training non-technical colleagues Person spec: Foundation developer: Advanced developer: • Install & configure tools • Code bespoke applications • Customise templates • Optimise servers • Work with RSS feeds • Work with APIs Social Media Developer Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ That’s not accessible” “ Is that API RESTful?” Least likely to say: “ The technology is boring, it’s all about the people now” “ I think Sharepoint is the tool for this job”
    • Digital engagement skills
      • One liner:
      • Helps people understand their requirements and capacities, and coaches them in the use of new tools and techniques.
      • Typically good at:
      • Humanising technology, explaining new concepts 1-2-1, being patient, writing clear guidance, demonstrating tools
      • Typically less good at:
      • Building complex tools, developing integrated strategies
      • Person spec:
      • Good listener
      • Approachable and patient
      • Clear
      • Good presenter
      Digital Mentor Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ OK, you could try using…” “It’s a bit like…” Least likely to say: “ You need consultancy help with that” “ This is a turnkey solution”
    • Digital engagement skills
      • One liner:
      • Prolific writer, interviewer and conversationalist, able to convey the spirit of an event through digital tools and create an identity and tone of voice for the brand.
      • Typically good at:
      • Rapid, high quality conversational writing, film-making and interviewing, real-world networking, fast turnaround editing and publishing
      • Typically less good at:
      • Training others, building tools, developing integrated strategies
      • Person spec:
      • Inquisitive and approachable
      • Good with gadgets, always has a backup plan
      • Can tell interesting stories, and gets to the point
      Social Reporter Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ So, tell me your name for the camera” “I was at event X today and spoke to…” Least likely to say: “ Oh, I’ll just take a notepad” “ Everyone’s so boring here”