Engagement vs broadcasting
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At a Diplo Foundation webinar Pete Cranston made the case that public institutions in general and in Diplomatic institutions in particular are constraining the engagement that is the essence of social media communication by not liberating their staff to operate as themselves, albeit openly members of organisations.
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PRINTED BY: [email protected] Printing is for personal, private use only. No part of this book may
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Engagement vs broadcasting
- 1. Broadcasting vs Engagement Geneva e-diplomacy day May 21st 2013
- 2. The proposition is simple Engagement with audiences and networks is the goal of using social media Engagement requires personalised communication, generally between people, but also, on occasion, between people and institutions The majority of institutions do not allow their staff sufficient freedom to enable them to engage personally – With the exception of campaigning and some brand marketing campaigns
- 3. This is what engagement looks like
- 4. Clip from twitter edip & dd Poss also FCO blogs – no comments? This is what broadcasting looks like
- 5. This is what broadcasting looks like
- 6. There are exceptions… FaceBook for consular services….. “High tolerance of risk”
- 7. The issue is cultural …. But not many leaders are tolerant of risk Diplomatic institutions, like many others are hierarchical and resistant to change (until it is forced on them!) ….. and epochal In Slaughters „Lego World‟ institutional boundaries no longer define the nature of relationships or the central zone of activity
- 8. To move from broadcasting to engagement…..? How can those with authority be enabled to understand how fast and how deeply communication is changing, and to relax about it! „How can naturally risk-averse bureaucrats be encouraged to experiment?‟ (Claudia Ruiz Massieu, Minister of Tourism, Mexico)
- 9. Broadcasting vs Engagement Geneva e-diplomacy day May 21st 2013