Describing roles within digital engagement

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A think piece trying to define more clearly the types of activities involved in 'digital engagement'/social media particularly in the public sector, and identifying five key roles

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  • Hello Steph, an excellent piece - I think I can more or less see where I fit in within the web 2.0 world - many thanks. I've just started a new blog: bea-laperuana.blogspot.com and your website is among my favourite links.
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  • Really helpful, thanks for posting and making available for download.

    This gives me a language to help me communicate to others what I can and can't do - and helped me see it clearly for the first time. I am mostly a social reporter with a bit of digital mentor thrown in, but wouldn't claim to be able to fulfill the other 3 roles. Great stuff.
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Describing roles within digital engagement

  1. 1. Digital engagement Defining the roles within digital engagement Steph Gray, Feb ‘09 http://blog.helpfultechnology.com Twitter: @lesteph
  2. 2. Digital engagement activities Defining aims and objectives Formulating requirements Developing a strategy Briefing agencies Assessing alternative strategies Understanding motivation Project management Evaluating impact Refining and optimising Listening to online debate Mapping influencers & online landscape Managing a community Establishing contacts & partnerships Blogger outreach/pitching a proposal Generating and prioritising ideas Commenting and reviewing Collaborative writing & drafting Moderated discussion Deploying simple social tools Structuring and syndicating data Developing new software Mashing up data from different sources Managing servers, databases & domains Designing interfaces Training and coaching Presenting and demonstrating Exploring and suggesting tool options Creating films and audio Interviewing Finding & sharing interesting information Informal writing Real-world networking
  3. 3. Skills profile: Digital engagement skills Campaign Strategist <ul><li>One liner: </li></ul><ul><li>Translates a business goal into a credible plan for using digital tools and techniques, and assess the impact of engagement. </li></ul><ul><li>Typically good at: </li></ul><ul><li>Writing plans, thinking about goals and objectives, integrating with other channels, dealing with agencies and non-technical staff </li></ul><ul><li>Typically less good at: </li></ul><ul><li>Understanding technical staff, assessing technical requirements, creating creative content, training others in the basics </li></ul><ul><li>Person spec: </li></ul><ul><li>Strategic planner with wide communications experience </li></ul><ul><li>Lateral thinker </li></ul><ul><li>Able to lead, inspire and project manage a team </li></ul>Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ Who are we trying to reach with this?” “ What’s our Twitter strategy?” Least likely to say: “ That code doesn’t look very semantic to me”
  4. 4. Digital engagement skills <ul><li>One liner: </li></ul><ul><li>Builds up and draws on in-depth knowledge and relationships with an online community to build a bridge with the brand. </li></ul><ul><li>Typically good at: </li></ul><ul><li>Using search tools, following online discussions, making approaches to potential partners, getting the tone just right, sustaining relationships </li></ul><ul><li>Typically less good at: </li></ul><ul><li>Setting up tools, quick turnaround projects </li></ul><ul><li>Person spec: </li></ul><ul><li>Good listener </li></ul><ul><li>Excellent conversational writing style & tone </li></ul><ul><li>Able to build rapport with diverse audiences </li></ul>Community Manager Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ What’s up guys?” “ Can anybody help me with…” Least likely to say: “ We’ll reach ABC1s with 3.5 OTS” “ I’m having trouble parsing this API”
  5. 5. Digital engagement skills One liner: Turns a digital brief into a user experience, configuring and deploying software tools, mashing up data and developing new software. (n.b. there is a wide range of skill levels within this role) Typically good at: Building shiny new tools, fixing technical problems, taking a logical approach to organising data, solving problems Typically less good at: Conversational writing, moderating discussion, training non-technical colleagues Person spec: Foundation developer: Advanced developer: • Install & configure tools • Code bespoke applications • Customise templates • Optimise servers • Work with RSS feeds • Work with APIs Social Media Developer Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ That’s not accessible” “ Is that API RESTful?” Least likely to say: “ The technology is boring, it’s all about the people now” “ I think Sharepoint is the tool for this job”
  6. 6. Digital engagement skills <ul><li>One liner: </li></ul><ul><li>Helps people understand their requirements and capacities, and coaches them in the use of new tools and techniques. </li></ul><ul><li>Typically good at: </li></ul><ul><li>Humanising technology, explaining new concepts 1-2-1, being patient, writing clear guidance, demonstrating tools </li></ul><ul><li>Typically less good at: </li></ul><ul><li>Building complex tools, developing integrated strategies </li></ul><ul><li>Person spec: </li></ul><ul><li>Good listener </li></ul><ul><li>Approachable and patient </li></ul><ul><li>Clear </li></ul><ul><li>Good presenter </li></ul>Digital Mentor Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ OK, you could try using…” “It’s a bit like…” Least likely to say: “ You need consultancy help with that” “ This is a turnkey solution”
  7. 7. Digital engagement skills <ul><li>One liner: </li></ul><ul><li>Prolific writer, interviewer and conversationalist, able to convey the spirit of an event through digital tools and create an identity and tone of voice for the brand. </li></ul><ul><li>Typically good at: </li></ul><ul><li>Rapid, high quality conversational writing, film-making and interviewing, real-world networking, fast turnaround editing and publishing </li></ul><ul><li>Typically less good at: </li></ul><ul><li>Training others, building tools, developing integrated strategies </li></ul><ul><li>Person spec: </li></ul><ul><li>Inquisitive and approachable </li></ul><ul><li>Good with gadgets, always has a backup plan </li></ul><ul><li>Can tell interesting stories, and gets to the point </li></ul>Social Reporter Skills profile: Devising strategies Creating content Facilitating discussion Developing skills Deploying tools Most likely to say: “ So, tell me your name for the camera” “I was at event X today and spoke to…” Least likely to say: “ Oh, I’ll just take a notepad” “ Everyone’s so boring here”

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