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Paper presented by Mark Cutfield, Manager customer Engagement, Business Victoria, Department of Business and Innovation, Victorian Government, at the Serve You Right Conference, Melbourne, September 15 and 16 2011. Discusses the 3 pillars - build fundamentals; develop networks and implement activity/ / campaign. Critical success factors are: engage, monitor, respond and measure. Social media needs a strategy - put the citizen at the centre to improve service delivery.