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Social media in government

  1. 1. Social Media in the Ontario government Ministry of Municipal Affairs and Housing September 2012
  2. 2. Social media is exploding MEDI & MOL MRI Wiki & Podcasts join Pinterest, G+ 30+ Twitter channels registered 15+ YouTube channels registered 15+ Facebook pages registered MNRCentral joins Twitter I Heart Greenbelt Facebook Page Premier joins Flickr Mumps Facebook Page FoodlandOnt joins Twitter Youth Connect joins YouTube Digital Ontario opens Second Life Island Finance joins Twitter 8 pilots between 2004-2008 2008 2009 2010 2011 2012 2
  3. 3. Our approach • Social media is still relatively new to government, particularly in areas of audience engagement and customer service • Approach had been to observe and share ministry case studies, provide advice and research emerging trends • Now that social media is maturing, we need to support ministries by providing more concrete, strategic guidance and metrics 3
  4. 4. Social media in the OPS • Some ministries have little involvement in social media while others operate more than a dozen different accounts • Pockets of ministries are working together to share best practices and support each other • Increased interest in more formal guidelines and structure for social media • Increased interest in shifting social media activity towards engagement as opposed to broadcasting Map of social media accounts across government from the OPS Web • MMAH developed employee guidelines were Database developed in August 2011. OPS guidelines are expected to draw clear distinctions between official, professional and personal use 4
  5. 5. How are we using social media? • Lots of enthusiasm for new tools, especially Twitter 100 • Some teams are very successful, usually when 80 they focus on one platform 78 60 • Most platforms have 1-2 popular OPS pilots 40 • Mainly used as a broadcast medium, sharing 20 32 33 updates, links, photos, videos but also 6 21 excellent examples of customer service or campaign alignment • Increased interest in LinkedIn, Pinterest and other niche sharing platforms Number of known ministry accounts across social media platforms 5
  6. 6. New challenges • Standards on French language, accessibility and privacy need to be met • Look and feel varies across channels • Number of posts, timeliness and level of engagement varies • Ministries use different metrics to measure performance, can be difficult to demonstrate success aligned to outcomes • Resources across ministries are stretched as social media channels demand greater attention 6
  7. 7. Rules of engagement Right now • No guidelines on look and feel, each ministry has taken a different approach • Campaign specific Facebook pages (LGW) • Different approaches for handling French, privacy, accessibility and other legal obligations What’s coming • Updated guidelines and toolkits will provide direction on legislative compliance and improved guidance on strategic use of social media • Ministry Facebook page with broader scope • Online Design Program template options for background, masthead and avatar images • Updated central privacy statement and new central terms of use for social media 7
  8. 8. What we’re working towards 1. Clear and simplified approvals process Social media efforts centralized and coordinated through communications 2. Best practices and performance benchmarks KPIs aligned to social media platforms and communications goals 3. Cabinet Office support and guidance Case study sharing, updated toolkits and resources 4. Centralized standards For privacy, French language, visual identity, accessibility 8