Embedding a socialmedia cultureDarren Whitelaw9 April 2014       Social Media and Communication for Government 2013
2
What’syourexposure?             3
Oh, the times,    they are a      changin’                 4
Social media is boomingImage by Colin Adamson                             5
Online is one of the most trusted sources            27%                                                        20%       ...
A generational shift                       7
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The business of                        government is getting                        more complex.Image by David Reimer    ...
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You don’t have to reinvent the wheel                                       11
Source: USPTO search on patents matching “social media”                                                          12
Something   has to giveImage © istock.com                             13
I just found out   the greatest     Who cares?           I hate my boss                                         and work s...
I just found out                                   I hate my boss   the greatest                                    and wo...
Yes, there isa darksideImage © Lucas Films   16
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25 March 2011“Smith apologises for racism scandal”                                                19
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OK, so I guess we needto do something!                         25
Image © New Line Cinema   26
Six steps to a social mediapolicy that works               Listen             to social media                             ...
Computers are no match for the    human touch                                 28
Who said there’s no such thing as a free lunch?
And there’s plenty of paid tools too                                       30
Six steps to a social mediapolicy that works                          Ask                           around               L...
Public  ServiceCommission             32
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Six steps to a social mediapolicy that works                  Supplement                          existing policies       ...
Don’t reinvent the wheel  Reinforce Code of Conduct  News media  Confidential, personal or classified info  Harassment...
Six steps to a social mediapolicy that works                                 Engage                                    wit...
Involve staff                38
Identify champions                               39                     Image by Tooleya
Six steps to a social mediapolicy that works                                          Ratify                              ...
Six steps to a social mediapolicy that works                                                  Share                       ...
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justice.vic.gov.au/socialmedia                                 43
Six steps to a social mediapolicy that works                                                  Share                       ...
Listento social media                    Image © New Line CinemaAskaroundSupplementexisting policiesEngagewith othersRatif...
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Remind people it’s just liketalkback radio                               • You’re probably already                        ...
A policy not only protects you,it protects your staff as well   Give staff permission to participate, and they’ll take   ...
Image © Edward Mallia /via Flickr                 Can’t rely on the Goverati alone   49
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Image by Angus Wurth                       Follow me: @DarrenWhitelaw                             12                52
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Developing a social media policy for government

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Discover six simple steps for government agencies to develop a social media policy that works. Highlights the dangers of not having a current social media policy and explains tips for success in a government or not-for-profit organisation.

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  • Wikipedia lists 198 major active social networking sites currently operating: http://en.wikipedia.org/wiki/List_of_social_networking_websitesAnd there are even more on the horizon...
  • According to the US Patent office, there are now more than 2000 published patent applications that cover social networking technologies. As many as 7000 applications may currently be on file.An understanding of social media is now a critical part of the government communication professional’s toolkit.So there’s the rapidly increasing adoption of communication technologies, a loss of traditional central ‘control’ of the message, an increasingly complex public policy environment of ‘wicked problems’, and a generational shift with employees and the public...Source: http://en.wikipedia.org/wiki/Social_media#Patents
  • George Patts staff criticised Gillard
  • UK Ministry of Defencehttp://www.guardian.co.uk/uk/2011/jun/14/ministry-defence-facebook-youtube-warning
  • So here’s where the link between Dr Evil and a social media policy comes in…
  • http://www.sxc.hu/photo/596907 by Tory Byrne
  • http://www.sxc.hu/photo/596907 by Tory Byrne
  • Ask around your own social networks for other policies to add to your research
  • You’ve got plenty of policies within government; make sure your social media policy supplements and reinforces what’s already out there.http://www.sxc.hu/photo/596907 by Tory Byrne
  • Make sure your social media policy follows best practice approachesNeeds to be common senseAlign with your existing policies
  • Get staff on side. They’ll not only identify blind spots, but it will own the policy (and help enforce it).Enabling and trusting staff turns them into brand ambassadors.http://www.sxc.hu/photo/596907 by Tory Byrne
  • Make sure the people who need to sign it off do so…Policies need approval of HR, lawyers and senior executives. In your rush to get it created, amended or updated, don’t forget to get the right signatures.http://www.sxc.hu/photo/596907 by Tory Byrne
  • And the sixth step is to make sure you share the policy with your staff. It’s not fair to hold them to account for a policy they didn’t know existed. The same goes if you change or update the policy – they need to know about the changes.Legal advice I have had (get your own) is that you can’t sack someone for a breach of the policy if they didn’t know about it. Don’t just stick it up on your intranet and think the job is done.It’s also a good idea to publish your social media policy on your website...http://www.sxc.hu/photo/596907 by Tory Byrne
  • So what’s all this got to do with Dr Evil?http://www.sxc.hu/photo/596907 by Tory Byrne
  • You can’t rely on the Goverati aloneThe phrase The Goverati was coined back in 2009 to describe a growing powerful elite within the public service:First-hand knowledge of how the government operatesWho understand how to use social software to accomplish a variety of government missionsWant to use that knowledge for the benefit of all.An expert understanding of social media and its skilful application is no longer the domain of the ‘tecchies’ and nerds. Be an agent for change with your traditional communications, or become increasingly irrelevant.Image © Edward Mallia available at http://www.flickr.com/photos/edwardmallia/4120124588/sizes/l/in/photostream/
  • Developing a social media policy for government

    1. 1. Embedding a socialmedia cultureDarren Whitelaw9 April 2014 Social Media and Communication for Government 2013
    2. 2. 2
    3. 3. What’syourexposure? 3
    4. 4. Oh, the times, they are a changin’ 4
    5. 5. Social media is boomingImage by Colin Adamson 5
    6. 6. Online is one of the most trusted sources 27% 20% 17% 11%(ACMA: Trust and Confidence Australia in the Digital Economy, 2009) 6
    7. 7. A generational shift 7
    8. 8. 8
    9. 9. The business of government is getting more complex.Image by David Reimer 9
    10. 10. 10
    11. 11. You don’t have to reinvent the wheel 11
    12. 12. Source: USPTO search on patents matching “social media” 12
    13. 13. Something has to giveImage © istock.com 13
    14. 14. I just found out the greatest Who cares? I hate my boss and work sucks secret… Everyone around me are a bunch of total fools I wanna kill my co-workers I amHow’s this for surrounded by F%*@! I really a massive incompetence %#+*&^% these scandal… and insanity! @!&%%$ 14
    15. 15. I just found out I hate my boss the greatest and work sucks secret… Everyone around me are a bunch of total fools Hey everyone! I’m I wanna kill my Darren Whitelaw co-workers and I work for the Victorian Public Service. I amHow’s this for surrounded by F%*@! I really a massive incompetence %#+*&^% these scandal… and insanity! @!&%%$ 15
    16. 16. Yes, there isa darksideImage © Lucas Films 16
    17. 17. 17
    18. 18. 18
    19. 19. 25 March 2011“Smith apologises for racism scandal” 19
    20. 20. 20
    21. 21. 21
    22. 22. 22
    23. 23. 23
    24. 24. 24
    25. 25. OK, so I guess we needto do something! 25
    26. 26. Image © New Line Cinema 26
    27. 27. Six steps to a social mediapolicy that works Listen to social media 27
    28. 28. Computers are no match for the human touch 28
    29. 29. Who said there’s no such thing as a free lunch?
    30. 30. And there’s plenty of paid tools too 30
    31. 31. Six steps to a social mediapolicy that works Ask around Listen to social media 31
    32. 32. Public ServiceCommission 32
    33. 33. 33
    34. 34. 34
    35. 35. Six steps to a social mediapolicy that works Supplement existing policies Ask around Listen to social media 35
    36. 36. Don’t reinvent the wheel  Reinforce Code of Conduct  News media  Confidential, personal or classified info  Harassment and bullying  Official representation  Privacy. 36
    37. 37. Six steps to a social mediapolicy that works Engage with others Supplement existing policies Ask around Listen to social media 37
    38. 38. Involve staff 38
    39. 39. Identify champions 39 Image by Tooleya
    40. 40. Six steps to a social mediapolicy that works Ratify HR/Legal/C-suite Engage with others Supplement existing policies Ask around Listen to social media 40
    41. 41. Six steps to a social mediapolicy that works Share with staff Ratify HR/Legal/C-suite Engage with others Supplement existing policies Ask around Listen to social media 41
    42. 42. 42
    43. 43. justice.vic.gov.au/socialmedia 43
    44. 44. Six steps to a social mediapolicy that works Share with staff Ratify HR/Legal/C-suite Engage with others Supplement existing policies Ask around Listen to social media 44
    45. 45. Listento social media Image © New Line CinemaAskaroundSupplementexisting policiesEngagewith othersRatifyHR/Legal/C-suiteSharewith staff 45
    46. 46. 46
    47. 47. Remind people it’s just liketalkback radio • You’re probably already used to dealing with negative conversations • Social media policy in line with news media policy • Listen, and know when it’s time to wade in • Helps avoid media responses being filtered • Can then use social media to tell your side of the story. 47
    48. 48. A policy not only protects you,it protects your staff as well  Give staff permission to participate, and they’ll take ownership  Explain what TO do online, not what NOT to do  Your eyes and ears  Permission to take work home, and bring their life to work  Extends the reach of your messages  Passionate and engaged staff will help stick up for your brand. 48
    49. 49. Image © Edward Mallia /via Flickr Can’t rely on the Goverati alone 49
    50. 50. 50
    51. 51. 51
    52. 52. Image by Angus Wurth Follow me: @DarrenWhitelaw 12 52
    53. 53. 53

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