Show local governments appropriate organizational and strategic responses to successfully adopt social media + critical success indicators. Two aims: • Frame of reference to assist local authorities • Toward a Social Media Readiness Measure

1. Social media for local government
an adoption framework

2. Aim

3. Show local governments appropriate organizational and
strategic responses to successfully adopt social media
 critical success indicators
Two aims:
Frame of reference to assist local authorities
Toward a Social Media Readiness Measure

4. 1.
Social
media?

6. Social software apps

7. Social media values
Open
Social  Challenges classic ways
of knowledge sharing and
User oriented creation, participation and
organization
Participative
Horizontally organized

8. Critical success factor 1:
Cultural
change!
Local governments should know and embrace a
« social media way of thinking and doing »

9. 2.
Strategic
adoption

10. Social media adoption models
Decisions about integrating social media:
1. Strategic decisions: integrating social media
in strategy organization (align objectives)
2. Tactical decisions: which tools?, channels?,…
3. Operational decisions: integrating social
media in organizational structure (includes
training, policy, measuring,…)
Stepwise process: several adoption stages

11. Critical success factor 2:
Integration!
Local governments should integrate social
media in their goals, tactics and structure

12. 2.
Why should
gov take
the leap?

13. From eGov 1.0
to an open and social eGov
social media can
Improve government transparency by making information
available
Improve policy making & citizen empowerment by
stimulating new forms of participation
Improve public services by increasing (cost) effectiveness and quality
(e.g., crowd-sourcing)
Improve government back office working by enhancing
collaboration and knowledge sharing

14. 3.
Jump
but not
blindly!
HOW?

15. General framework

16. Success indicators
Preliminary set of more specific success indicators
Goal for further stage of Opening Up project
= to complete and refine indicators
Input and feedback from you

17. Success indicators
1. Integrate social media: from tool to strategy
• Strategically: create social media strategy, get
insight in users, ….
• Tactically: channel strategy, choose tools,…
• Operationally: adapt organizational
structure, training for civil servants, social media
policy measure impact,…

18. Success indicators
Create a match Gov social media activities
Gov tactics Gov operations
Gov strategy

19. Success indicators
2. Adopt a social media culture:
Be open
Be a
Be social
facilitator
Social
media
culture
Be Be user
interactive oriented

20. Be
Foster an open mentality
open
Front office:
• be transparent
• disclose information about processes and decisions
• be open for ideas from ‘outside’
• …
Back office:
• be transparent within organization
• disclose information to civil servants about processes and decisions
• be open for ideas from everyone in the organization
• …

21. Be
social
Build on the strengths of communities
Front office:
• ty in with existing networks
• Build a relationship of trust based on collaboration and shared responsibilities
• …
Back office:
• allow civil servants to work in networks within the organization and accross
boundaries of government
• …

22. Be user
oriented
Toward a bottom-up culture where
users are central
Front office:
• from supplier driven to choice based
• during development of social media activities the focus should be on user
needs and requirments
• get user feedback
Back office:
• allow civil servants to put together their own working-environment
• …

23. Be
interactive
Create opportunities for users to interact
and actively participate
Front office:
• citizens can participate in decision making
• Source tasks traditionally performed by local gov to a group of people or
community (crowd sourcing)
• …
Back office:
• foster collaborative relationships within government and between civil servants
and ‘outside’
• …

24. Be a
facilitator
Take a supportive and facilitating role
rather than command and control
Front office:
• be prepared to relinquish control
• actively create an open platform and invite people to collaborate and interact
• be in the community on an equal footing, not above the community
• …
Back office:
• create a flat organizational structure
• decentralized decision making process
• support initiatives that lever employee involvement (e.g., trainig)
• …

25. stages of growth
1. Ad hoc/emerging
These local governments are new to social media.
Individual employees use social media in an
uncoordinated way (distributed chaos). There is no
strategy for integrating social media in local government.
distribu
ted

26. stages of growth
2. Experimental
These local governments test, learn and experiment with
social media initiatives (in parts of the local government).
For example, set up social media pilots, study the needs
of users and threats or opportunities of social media
(monitoring).
Monitor,
listen

27. stages of growth
3. Integrated
These local governments see the opportunities and
challenges of social media for government.
Social media use is aligned with government
strategy, tactics and operations
In this stage, borders start to fade within government and
between government and ‘outside’ citizens and
businesses.
Particip
ate &

28. stages of growth
4. Transformative
In this stage local governments focus on optimizing their
social media activities.
Social media have transformed local government: it
results in new approaches to designing and delivering
services, new business models and a cessation of some of
the old ways of thinking and of doing things.
Trans
for

29. challenges
Possibility of privacy infringements
Balance between opening up and control
Challenges of participation & inclusion
Issues of trust and reliability

30. love to get
your
feedback!
Marijke Lemal
marijke.lemal@lessius.eu
@twitter marijkelemal

31. eGovernment
Stages of maturity:
1. Digital presence & internal communication
2. Simple web-based interactions
3. Online transaction services
4. Transformation: open and social eGov
More efficient, transparent and
interactive