Jeff Braybrook gave a presentation on using social media in government communications. He discussed how social media has changed communications and provides new opportunities for government outreach and engagement with citizens. However, it also presents challenges related to policy compliance and managing external views. Braybrook provided examples of how different government departments and agencies have successfully used social media. He stressed the importance of having a clear plan, governance, employee guidance, and evaluation when using social media to improve strategic outcomes while maintaining exemplary online behavior.

1. Using Social Media in
Government
Communications
or
Who let the dogs out?
International Association of Business Communicators
Ottawa, February 16, 2011
Jeff Braybrook
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2. Outline
 About me
 This is not your father’s IT
 Social media in action
 A Web of rules?
 Plan of attack
 Providing guidance
 Closing thoughts
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3. About me
 34 years in information and technology
management – both private and public sectors
 University of Waterloo grad
 Former Deputy Chief Technology Officer for
Canada (2006-2010) with responsibility for…
 Government of Canada policy on the management of IT
 Annual departmental assessments of effectiveness of IT
management (Management Accountability Framework)
 Common Look and Feel Standards for the Internet (CLF)
 Guidelines on use of Web 2.0 / Social Media
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4. This is not your
father’s IT
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5. Trends
Mobility
Pervasiveness:
Always connected
Millennials
Cloud Computing
Consumerization of technology
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6. The power of the Web
Share something, be
relevant and compelling,
then engage
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7. Opportunities and challenges
Consultations
Crisis communications
Outreach
Social marketing
Demographic changes, private sector usage,
digitalization, mobility
Policy compliance
Acceptance of change and of external views – both
positive and negative
Communications paradigm (push versus pull)
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8. Social media in
action
CBSA Border wait times on Twitter
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9. Public Health Agency
H1N1
Up-to-the-minute updates on
H1N1 pandemic
Facebook, Twitter, YouTube
drive traffic to PHAC site
50,000 Facebook referrals to
PHAC site
35,000 mobile devices have
accessed PHAC site
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10. Veterans Affairs
Canada Remembers
249,000 Facebook “fans”
Discussion on Canada’s
military history and our
veterans
Fans can share messages,
photos and videos
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11. Canadian Embassy, Washington D.C.
Connect2Canada
 Connect2Canada, Canada’s
Web 2.0 communication
tool in the United States
 Develop a greater
understanding of Canada-
U.S. relationship
 Debunking myths - A
network of “virtual
ambassadors”
 47,000 members
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12. Service Canada and Citizenship and Immigration
Working in Canada
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13. Privacy Commissioner of Canada
Privacy Blog
Engaging on Privacy
issues through blog
and other social
Media presence
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14. A Web of rules?
Legislation Policy instruments
Access to Information Act Common Look and Feel Standards
Canadian Charter of Rights and Freedoms Communications Policy of the Government of
Canadian Human Rights Act Canada
Library and Archives Act Contracting Policy
Official Languages (Communications with and Directive on Privacy Impact Assessment
Services to the Public) Regulations Directive on Privacy Practices
Official Languages Act Federal Identity Program Policy
Privacy Act Official Languages Policy Framework
Policy Framework for Information and Technology
Policy on Access to Information
Policy on Government Security
Policy on Information Management
Policy on Privacy Protection
Policy on the Management of Information Technology
Policy on the Use of Electronic Networks
Policy on the Use of Official Languages for
Communications with and Services to the Public
Values and Ethics Code for the Public Service
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15. Making common sense
common practice
1. Be respectful and professional
2. Share in both languages
3. Be accessible and inclusive
4. Be transparent and accountable
5. Don’t share personal information
6. Maintain records of your advice
7. Be careful what you click on
8. Respect copyright and intellectual property
9. Respect your brand and stay on message
10. Set expectations and rules of engagement
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16. Privacy strategies
Social media default settings should err on the
side of greater privacy.
Education is needed on implications of sharing
online
Regulators and the law will lag behind, but the
laws are there when the rules are broken
Michael Geist, UofO excerpt from
Ottawa Citizen, November 2010
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17. Plan of attack
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18. Have a plan
 Business drivers
 Alignment with overall communications objectives
 Communications plan with expectations and guidelines on
engagement
 Roles and responsibilities
 Knowledge of target audiences (internet behaviours, language
profile, use of assistive devices or mobile technologies)
 Resources (human and financial)
 Evaluation (metrics, timelines, continuous improvement)
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19. Governance
Should be clear, succinct, well communicated
All personnel are made aware of their
responsibilities and how decisions are made
Integrate with organizational governance to
help reduce duplication and ensure
consistency
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20. Co-ordination
Create or be a centre of social media expertise
 Use and execution of social media projects
 Liaison for Information Management, Accessibility, Official Languages,
Communications, Federal Identify Program, Legal, Access to
Information and Privacy, Security, Values and Ethics, Programs and
Services, and the user community
 Creation and management of social media accounts and profiles
 Use customized terms and conditions wherever possible
Actively contribute to best practices and procedures
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21. Rules of engagement
 Clearly post on social media site at appropriate location
(eg: account profile, blog main navigation)
 Dialogue moderation criteria
 Topical posts or comments
 Personal information
 Political posts
 Advertising, solicitation or spam
 Profanity
 Attacks
 Discrimination (race, national or ethnic origin, colour, religion, sex, age, etc.)
 Response time expectations
 Notices: copyright, intellectual property, privacy, official
languages
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22. Risk mitigation
Risk Mitigation
Criticism of inability to meet the demands of users to join
conversations/answer enquiries, due to resource and clearance issues
Criticism arising from perceptions that the use is out of keeping with the
platform (too formal/corporate, self-promoting or ‘dry’)
Criticism of wasting public money/lack of return on investment/pointless
content
Inappropriate content being published in error, such as:
 News releases under embargo
 Information about Ministerial whereabouts that could risk security
 Protectively marked, commercially or politically sensitive
information
Technical security of the account and potential for hacking and vandalism of
content
Changes to the platform (to add or change features, or to charge users for
accessing the service)
Squatters/spoofers
Unanticipated amount of direct communication due to following (Twitter)
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23. Providing Guidance
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24. Employee guidance objectives
 Provide guidance for use of social media, whether
participation is on behalf of the organization or personal
 Address expected behaviours, benefits, risks and
consequences
 Make clear that when using social media as part of official
duty then acting as a designated spokesperson
 Have a process to ensure that proper authorities are involved
for creating and managing departmental social media
accounts
 Personal use - people may know or ascertain you are a public
servant. Encourage and train employees to be able to adhere
to any values codes and terms of employment
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25. Employee guidance content
 Implications of political neutrality
 “Voice” of departmental social media interactions (e.g.
helpful, impartial, non-confrontational)
 How to handle public and media enquiries
 Use of corporate symbols
 Use of business email addresses and networks on social
media platforms
 Explain employment consequences when contravening
guidance
 Training materials to assist employees to meet expected
outcomes
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26. Industry Canada
Twitter interaction protocol
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27. U.S. Environmental Protection Agency
Online using social media
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28. U.S. Centres for Disease Control
Social media toolkit
Communications worksheet
SMART terms:
Specific
Measurable
Attainable/Achievable
Relevant/Realistic
Time‐bound
Evaluation worksheet
http://www.cdc.gov/socialmedia/
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29. Skills and capacity
Listen
Moderate
Respond
Engage
Communicate
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30. Closing thoughts
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31. The world is online now
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32. Go where people are
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33. Have a plan,
governance and
training
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34. Engage
(even when it becomes work)
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35. Always be exemplary
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36. Evaluate, learn, adapt
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37. Remember: the goal is to
improve strategic outcomes
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38. Social Media Revolution 2
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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39. Thank you!
jeff.braybrook@gmail.com
(613) 299-7555
JD Twitter: @jeff_braybrook
Blog: www.jeffbraybrook.com
19 Lorne Avenue, Ottawa Canada K1R7G6
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