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One Step before the Guidelines: Open Issues for Public Bodies on Social Media
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One Step before the Guidelines: Open Issues for Public Bodies on Social Media

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Common Issues to be dealt with by Public Administrations on social Media [presentation given at the e-Citizen II Bologna Joint Seminar, March 6th 2012]

Common Issues to be dealt with by Public Administrations on social Media [presentation given at the e-Citizen II Bologna Joint Seminar, March 6th 2012]

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  • 1. One step before the GuideLinesOpen Issues for Public Bodies on Social Media Giovanni Arata Bologna Joint Seminar
  • 2. IntroductionDefining organizational Guidelines [andcoping with organizational change] is by no means desirable for Public Bodies “going social” but……there are several Common Issues to bedealt with before formalizing Guidelines and/or redefining organizational procedures Giovanni Arata, Bologna, March 6th 2012
  • 3. The #socialPA Project Survey aimed at counting and analysing thebehaviour of Italian Public Bodies’”Antennas”on Twitter and Facebook Started on Fall 2010- first #twitterPA survey released [Current Status] Analysing field data about Facebook Antennas + updating data about Twitter Giovanni Arata, Bologna, March 6th 2012
  • 4. http://www.scribd.com/doc/74875103/Twitter-PA-T3-2011-English-Version Giovanni Arata, Bologna, March 6th 2012
  • 5. #twitterPA: Main Findings #1 The accounts ascribable to Local Public Bodies andGovernmental Agencies in Italy are less than 200 [counting for >0,01 of the overall national Twittersphere] Athough the number of antennas continues to increase,there’s no evidence for a “Twitter Boom” in the Public Sector The majority of antennas belong to public bodies of limited dimensions,while many large cities are still missing from the listTweeting Districts are growing around the most active centres Giovanni Arata, Bologna, March 6th 2012
  • 6. #twitterPA: Main Findings #277% of the examined profiles utilize Twitter exclusively as abroadcast medium; 20% of them don’t follow any external account at all36% of the antennas under observation can be considered sleeping cells [no updates in the 30 days prior to the survey] and yet another 20% of the sample are updated with a nonchalant frequency Twitter is prevalently used as an extension of the physical office Ghost accounts are making their appearance Giovanni Arata, Bologna, March 6th 2012
  • 7. #facebookPA: Preliminary Findings #11298 Public accounts have been found: Among them 609Official Pages (47%), 166 Groups (13%) and 523 Profiles (40%)95% of the counted accounts belong to Municipalities, 4% to Provinces, 1% to Regions The overall number of Municipalities holding a Facebookpresence amounts to 1059 units (13% of the national total); As to Provinces, 34,5% of them [38 units] are on Facebook. 8 Regions [40%] have one or more]accounts Giovanni Arata, Bologna, March 6th 2012
  • 8. #facebookPA: Preliminary Findings #2 Public Bodies’ accounts on Facebook often lack the basic information [e.g.: description, editors’ names, email and/or physical address] necessary to disambiguate their identity 40% of the counted accounts are Profiles [some of them private profiles] Some 6% of the Municipalities hold multiple accounts belonging to differing branches of the organization [e.g.: Institutional account+Culture Department account]: in mostcases such accounts show no link nor operational coordination with one another Institutional accounts are oftentimes appropriated by elected officials who use them to spread their political messages Giovanni Arata, Bologna, March 6th 2012
  • 9. Open Issue #1 Most Public Bodies in Italy haven’t gone social yet. How can we [should we?]foster their migration to the Social Realm? Giovanni Arata, Bologna, March 6th 2012
  • 10. Open Issue #2Public Bodies online show- in average- a limited understanding of the syntax and behavioral rules of theSocial domain. How can theirdegree of Digital Literacy be improved? Giovanni Arata, Bologna, March 6th 2012
  • 11. Open Issue #3Once the “Wow effect” fades away, most accounts arequickly abandoned. How can the initial momentum be preserved and fostered? Giovanni Arata, Bologna, March 6th 2012
  • 12. Open Issue #4 Offline problems [e.g.: lack ofcoordination among Departments, rivalries] usually go online together with their parentorganization. Can social platforms help work them out? Giovanni Arata, Bologna, March 6th 2012
  • 13. Open Issue #5 Are Social MediaGuideLines a workable solution for Public Administrations? Giovanni Arata, Bologna, March 6th 2012
  • 14. Giovanni Arata, Bologna, March 6th 2012
  • 15. Giovanni Aratagiovanni.arata@gmail.comtwitter.com/giovanni_aratawww.linkedin.com/in/giovanniarata3Slideshare:http://www.slideshare.net/nessuno2001/ Giovanni Arata, Bologna, March 6th 2012

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