Social Media For Government 3.23.09

Social Media 101 Social Media for Government Advanced Learning Institute March 23, 2009 Presented by Maxine Teller Principal 1

This morning’s agenda • Introductions • What is social media and why does it matter? • Applying social media to government • Demystifying the social media toolbox • Information of the greatest use March 23, 2009

March 23, 2009

Social media is not about tools & technologies March 23, 2009

It’s about human interaction & communication March 23, 2009

19th Century: transparency, participation, collaboration March 23, 2009

Late 19th Century – Early 20th Century: people distributed March 23, 2009

20th Century: Broadcast Era March 23, 2009

Late 20th Century: Internet increased communication access March 23, 2009

21st Century: social media tools & Web 2.0 technologies March 23, 2009

We are products of the Broadcast Era March 23, 2009

Social media is, at its core, a cultural shift Blogs March 23, 2009

Digital Natives’ brains are wired differently. 93% use the Internet 97% game online, on consoles, on handhelds 75% text message 75% use social networks 28% have their own blogs 41% send pictures from their phones March 23, 2009

Why is it so hard? March 23, 2009

Catch-22: social media and collaboration use social media understand March 23, 2009

Catch-22: social media and collaboration use use social media collaboration understand understand March 23, 2009

Social Media Adoption Curve collaboration relationships participation broadcast observation education social media experience March 23, 2009

Social Media Adoption Curve collaboration relationships participation broadcast observation 1-way → 2-way education social media experience March 23, 2009

Social Media Adoption Curve collaboration relationships participation take value → add value broadcast observation 1-way → 2-way education social media experience March 23, 2009

Collaboration Principle: collaboration increases efficiency & effectiveness Trust trust creates a virtuous cycle Participate Share Collaboration people support share that which what they help is most valuable to create Engage reach people where they are March 23, 2009

Trust creates a virtuous cycle trust March 23, 2009

Share that which is most valuable March 23, 2009

Share that which is most valuable Broadcast Era • Size = Power • Information = Power • Size + Information = lots of power! March 23, 2009

Share that which is most valuable Broadcast Era Collaboration Era • Size ≠ Power • Size = Power • Information ≠ Power • Information = Power • Information SHARING = • Size + Information = Power lots of power! • Information sharing MULTIPLIES value March 23, 2009

Engage: reach people where they are March 23, 2009

Participate: people support what they help to create March 23, 2009

Collaboration Principle: collaboration increases efficiency & effectiveness Trust trust creates a virtuous cycle Participate Share Collaboration people support share that which what they help is most valuable to create Engage reach people where they are March 23, 2009

Collaboration requires a leap of faith… March 23, 2009

… or a Presidential memorandum BARACK OBAMA MEMORANDUM FOR THE HEADS OF EXECUTIVE DEPARTMENTS AND AGENCIES SUBJECT: Transparency and Open Government My Administration is committed to creating an unprecedented level of openness in Government. We will work together to ensure the public trust and establish a system of transparency, public participation, and collaboration. Openness will strengthen our democracy and promote efficiency and effectiveness in Government. Government should be transparent. Transparency promotes accountability and provides information for citizens about what their Government is doing. Information maintained by the Federal Government is a national asset. My Administration will take appropriate action, consistent with law and policy, to disclose information rapidly in forms that the public can readily find and use. Executive departments and agencies should harness new technologies to put March 23, 2009 information about their operations and decisions online and

Government agencies’ unique challenges with using social media Technology Policy Culture • Access • Terms of service: • Explorative indemnification & • Security risks • Information state jurisdiction sharing • Bandwidth • Advertising & • Size • Legacy systems endorsement • Agency silos • 508 compliance • Procurement: free • Top-down tools, gratuitous • Complex, • Privacy hierarchical • Persistent cookies organizational • Surveys structures March 23, 2009

Social media enables solutions for achieving our government’s objectives Transparency Participation Collaboration Employees & Enterprise Customers & Citizens Suppliers March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you 3. Know the environment March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you 3. Know the environment 4. Consider a pilot as a proof-of-concept March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you 3. Know the environment 4. Consider a pilot as a proof-of-concept 5. Secure support of senior leaders March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you 3. Know the environment 4. Consider a pilot as a proof-of-concept 5. Secure support of senior leaders 6. Create internal cross-functional alignment March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you 3. Know the environment 4. Consider a pilot as a proof-of-concept 5. Secure support of senior leaders 6. Create internal cross-functional alignment 7. Roll out, don’t launch March 23, 2009

Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you 3. Know the environment 4. Consider a pilot as a proof-of-concept 5. Secure support of senior leaders 6. Create internal cross-functional alignment 7. Roll out, don’t launch 8. Keep listening & let what you hear inform your participation March 23, 2009

Online social media & government 2.0 resources social network for government http://www.govloop.com/ Government Web Content Managers’ Social Media Subcouncil http://govsocmed.pbwiki.com/Services_Tools_Agencies http://www.government20club.org/ http://www.socialmediaclub.org/ http://govcollab.wikispaces.com Government 2.0 Best Practices Wiki http://government20bestpractices.pbwiki.com/ http://thecollaborationproject.org March 23, 2009

Offline social media & government 2.0 resources Government 2.0 Camp unconference March 27-28, 2009 Advanced Learning Institute’s Social Media for Government Conference: July 13-16, 2009 DoD & 1105’s Transparent & Open Government Conference: July 22-23, 2009 O’Reilly’s Government 2.0 Summit: September 9-10, 2009 March 23, 2009

Contact Maxine Teller Principal http://mixtmediastrategies.com 202-258-4605 maxine@mixtmediastrategies.com Twitter: @mixtmedia

Social Media For Government 3.23.09

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