1. The document discusses the potential benefits and risks of using social media in government communication, such as engagement with the public, social marketing, and understanding public opinion. 2. Some perceived risks include exposure to scrutiny, loss of reputational control, and inappropriate interventions. Barriers include a lack of understanding, metrics, expertise, and security concerns. 3. Moving forward, the document recommends taking a rational, strategic approach to social media that is evidence-based and integrated, provides guidelines and training, and allows participation before full replication across government.

1. Using social media – what can
Government do?
Examples from our experience in the
p p
UK
Paul Mylrea
Director of Communications
Department for International Development

2. Communication revolution
We
W are living th
li i through a communication revolution. Di it l channels –
h i ti l ti Digital h l
videos, blogs, social networks and search engines - are reaching
more people than ever.
Examples - In March this year, 6.3 billion videos were viewed on
YouTube
Facebook has grown from 100 million to 200 million users in less
than 8 months. If it were a country, it would be bigger than Brazil.
Twitter currently has 7 million unique monthly visitors. If it keeps
growing at this rate, it’ll have nearly 100 million visitors same time
next year.

3. Context for the evolution of interest in social media
“the ability to mix and ‘mash’ data is far more widely available.”
“collect, re-use and distribute public sector information, creating new
enterprises and new communities ”
communities.
…to explore the role of government in helping to maximise the benefits
for citizens from this new pattern of information creation and use
use.

4. Context for the evolution of interest in social media
Followed up with a Taskforce who collaborated widely using a bl and
F ll d ith T kf h ll b t d id l i blog d
wiki version of their draft report
Their report has now become a blueprint for future activity
p p y
“15 months ago, Power of Information was yet another document lying in
the middle of Whitehall in-trays Now I consider it the blueprint for the
in trays.
core business of government.” Tom Watson, Cabinet office minister

6. The social media landscape – in government
communication
…increasing interest and
increasing use, but a greater
degree of uncertainty than in
the
th commercial sphere.
i l h

7. Recognised potential of social media in government
communication
Improve reach, accessibility and t
I h ibilit d targeting
ti
Reflect channel preferences
Meet expectations and enhance reputation
Promote transparency
P t t
Support deeper relationships
Be responsive
Improve cost-effectiveness
I t ff ti
Sources of demand
demand…
Policy Comms
Citizens Staff Ministers
clients specialists

8. Recognised potential of social media in government
communication
1. Engagement with the public and stakeholders
1 E t ith th bli d t k h ld
2. Social marketing
3. Understanding public opinion
… strategically applied and integrated with other activity

9. Recognised potential of social media in government
communication
1. Engagement with th public and stakeholders
1 E t ith the bli d t k h ld
Ministry of Justice
National discussion on
a possible Bill of Rights

10. Recognised potential of social media in government
communication
1. Engagement with th public and stakeholders
1 E t ith the bli d t k h ld
Department of
Health
Review of the NHS

11. Recognised potential of social media in government
communication
1. Engagement with th public and stakeholders
1 E t ith the bli d t k h ld
Department for
International
Development
Consultation
around a new
White Paper

12. Recognised potential of social media in government
communication
1. Engagement with th public and stakeholders
1 E t ith the bli d t k h ld
Department for
International
Development
DFID Bloggers –
voices from the
frontline

13. Recognised potential of social media in government
communication
1. Engagement with th public and stakeholders
1 E t ith the bli d t k h ld
Foreign &
Commonwealth
Office
London Summit

14. Recognised potential of social media in government
communication
1. Engagement with th public and stakeholders
1 E t ith the bli d t k h ld
…including
including
youth
reporters

15. Recognised potential of social media in government
communication
1. Engagement with th public and stakeholders
1 E t ith the bli d t k h ld
Foreign &
Commonwealth
Office / DFID
Supported G20
Voice – 50
bloggers
accredited to
attend the London
Summit

16. Recognised potential of social media in government
communication
2. Social
2 S i l marketing
k ti
Number 10
Using Twitter – 693,662
followers – and growing

17. Recognised potential of social media in government
communication
2. Social
2 S i l marketing
k ti
Defra
Climate change
content on
Dubit.com

18. Recognised potential of social media in government
communication
3. Understanding public opinion
3 U d t di bli i i
Number 10
E-petitions

19. Perceived risks of social media in government
communication
exposure t scrutiny, criticism, negative media comment
to ti iti i ti di t
‘opening the floodgates’
demands of managing response
loss of reputational control
l f t ti l t l
inappropriate interventions

20. Barriers to using social media in government
communciation
Limited d t di
Li it d understanding “We do ha e sporadic demands for
have
blogs, podcasts and wikis from our
policy teams, but without any real
understanding of the business
Lack of robust metrics/evidence benefits to be gained.”
g
Resource limitations “Policy colleagues’ perceptions of
high risk could be overcome if we
could provide more convincing insight
into public and private sector
Lack of expertise success.”
IT limitations “We are contracted to use our IT
supplier so we were unable to obtain
competitive costs. We were charged a
hugely inflated figure to set up a
Security concerns simple discussion forum ’’
forum.

21. A significant challenge for government
“Social media is organic, democratic, spontaneous, conversational
– it is a challenge to command and control structures and exposes
civil servants t new risks and pressures.”
i il t to i k d ”
“Loss of control is an important and
recurring argument … in so many
initiatives and announcements there is a
desire to put out a controlled message
rather than stimulate debate.”
Rational, strategic approach Keep pace, experiment, innovate

22. Moving forward

23. Moving forward
Social Media Review recommends…
S i l M di R i d
‒ Evidence-based, integrated approach
‒ Awareness of tools, opportunities and risks
‒ Guidelines and ‘how to’ toolkit
‒ Code of conduct
‒ Tracking social media tools and networks
‒ Making the case for access to tools and sites
‒ Participation before replication
Government e-comms Cabinet Communication
Communication network Office (P&E) Directorates

24. The aspiration
A positive choice t use social media i supported b
iti h i to i l di is t d by:
‒ strong understanding
‒ clear leadership and direction
‒ rational, strategic approach
‒ solid evidence, analysis and decision-making
The comms – policy – delivery partnership pioneers and proves
the use of social media use, for positive audience impact
The e-communicators network takes an active role in promoting
and professionalising social media use in government