Digital Engagement: How Social Media has Changed all the Rules
POINT OF view
How social media has changed all the rules
The adoption of social media across all demographics is not slowing down. People are using
social media as a primary resource to share and receive information in real-time, in context and
in the moment to their desired experiences. The influence of these global, unfiltered, digitally
powered and socially driven communities and connections is undeniable.
The rapid adoption and use of social media has led to increasing complexities for government
agencies. As they look to navigate the constant flow of information, new sources of data
are emerging daily across multiple channels. At the same time, government agencies have an
unprecedented opportunity to engage with audiences, but this requires understanding how to
use social media effectively.
OPPORTUNITIES FOR GOVERNMENT AGENCIES: THE PEOPLE
ARE SPEAKING. ENGAGEMENT IS NOW.
People are talking on social channels – all the time. The conversation is happening. Sapient’s
social media practice has been able to successfully help government agencies leverage social
media as an effective communication tool to create engagement across target audiences.
The areas where social media can be a game changing and strategic tool include:
• Provide real-time information -
The rapid adoption of social media
has made it an essential tool for
disseminating important content
to audiences to quickly alert,
inform and provide resources for
decision making. Social media has
increasingly changed crisis response
communication strategies but can
also be used to push time-sensitive
information to audiences that requires
A simple Google search on
E-Verify reveals 22 million
blogs, 6 million discussions,
countless public posts on
Facebook, organized Facebook
pages, and hundreds of tweets
POINT OF view
• Empower authoritative communication - The communication flow is no longer
unidirectional from the government to the citizens. Citizen journalists are everywhere
and they are talking back. The government’s role in the new social media age is not
to control the conversations, but to provide accurate information for people to share.
Agencies are often uncomfortable with ambiguity of social media and lack control
over what is said and where. However, government agencies have an unprecedented
opportunity to empower audiences to help increase the spread of accurate information
for improved decision making and scale of service delivery.
• Foster collaboration – Social media can be
used to crowd-source ideas, identify innovative
approaches, or even develop solutions by providing
a powerful platform to maximize community
engagement and expertise, both internally and
externally depending on agency objectives. Our
teams have worked with companies including
Sprint to leverage community discussion forums
and streamline budget decisions based on
customer needs and feedback.
FOCUS ON MEANINGFUL CONVERSATION THROUGH
CONVERSATION. FORGET THE CHANNEL.
The low cost for setting up social media sites has resulted in many agencies creating agency
managed channels without a strategic approach to be able to fully realize the benefits. This
pitfall can be avoided through an innovative, insight driven and holistic approach.
HOW SAPIENT CAN HELP
Our social media practice works with agencies to develop and execute strategies for
increased engagement and measurable results based on a step by step process:
• Social Research: Audit and Analysis – Sapient helps agencies understand not
only the content being shared on social media channels, but we also examine audience
behaviors, topics of interest, and trends. Through our analysis, we are able to measure
communication effectiveness and provide proactive trend analysis to identifying
opportunities for engagement and potential threats.
• Social Strategy & Planning: Strategy Development - Our teams work with agencies
to develop a clear, actionable and measureable strategy with identified communication
objectives, areas of focus, and a defined governance framework including processes,
tools, and programs. From complex agency-wide to program specific-campaigns, we
work with agencies to define a strategy that fits their specific communication needs.
agencies and citizens
if used appropriately.
POINT OF view
• Social Experience: Execution – Sapient’s social media practice applies
creative content and digital expertise to create differentiated social experiences and/or
campaign strategies through planning and ideation. In working with global companies
including Coca-Cola, Sprint, and Travelers Insurance, we have the proven expertise required
to engage diverse audiences with clear and measurable insights every step of the way.
Social Media Audit & Analysis
Distill the universe of
Short & long-term
Short & long-term
ABOUT SAPIENT GOVERNMENT SERVICES
Sapient Government Services, a division of Sapient®, is a leading global provider of consulting,
technology, and marketing services to governmental agencies and non-profit organizations.
Focused on driving long-term change and transforming the citizen experience, we use technology
to help clients become more accessible and transparent. With a track record of innovative solutions
and the ability to leverage commercial best practices, we are trusted advisors to organizations
including the Library of Congress, National Institutes of Health, United States Department of Health
and Human Services, and United States Department of Homeland Security. For more information,
visit www.sapient.com or follow us on Twitter @Sapientgov.