For W3C E-Gov Interest Group http://www.w3.org/egov/wiki/Main_Page

1. Government Use of
Social Media in Taiwan
TH Schee
Co-Founder, Fertta Communications
schee@fertta.com
http://www.w3.org/egov/wiki/Main_Page
@scheeinfo

2. Background: Highly saturated media market
Mobile phone penetration: 120%, Average Household TV Channels: 100+, Web Population: 75%+
http://www.behance.net/gallery/Ilha-Formosa/1339213

3. Before 2009
Facebook just enters the market. Less than 20k people use Twitter, and Plurk is top dog.
Pull Model Policy Institutes
& NPOs
Central
Governments
Push Model
Media Agencies
& Policy Institutes

4. In 2009, Typhoon Morakot hits Taiwan
Lack of government public communications strategy and media hype exacerbated public
concerns and further delayed disaster relief. Use of social media explodes in fashion.
Social Media
CSO
Competition and
allies of websites: ETTV
Governments 10,000+ CTV
HQ TV / RADIO
SAHLIH
City 1 EOC
DATA
APPLE DAILY
City 2 NEWSPAPER LIBERTY TIMES
MEDIA UDN
City 3
YAHOO! TW
Google TW
WEB News
Press releases MSN TW
Briefings YAM
News

5. On any day after 2011.2.25
"Operation Guideline of Web 2.0 Social Media", which is more instrumental than strategical,
released by http://www.webguide.nat.gov.tw.
Pull Model Policy Institutes
& NPOs
Central
Governments
Push Model
Media Agencies
& Policy Institutes

6. Current Status: Levels of Digital Engagement
Social media is dwarfed by much more poplar "Help Desk" and "Governor's Email" models
across governments.
He
lp
De
sk
websites Governments
e dia
lm
cia
so

7. Current Status: Popular Governors
Popular governors use social media as primary/secondary PR channels and circumvent around
restrictions.

8. Current Status: Departments use Social Media as Disposable Channels
Many departments in local governments use "disposable" Facebook and Plurk accounts maintained by
agencies as primary/secondary marketing channels.

9. Questions?
@scheeinfo