Sitra is an independent public fund in Finland that is guided by the Finnish Parliament. It has a mission to reformulate thinking around well-being, search for sustainable solutions, and enable sustainable business. Sitra takes a subject-based approach to its web presence rather than being organization-centered. It uses a variety of community tools like Facebook, Twitter, and LinkedIn to engage in dialogue around its projects and initiatives. These tools help facilitate discussion, share ideas and information, and involve both citizens and experts. Sitra coordinates its various online presences and activities through communication professionals and sometimes outsources facilitation of larger initiatives.

1. Web work in Sitra the Finnish
Innovation Fund
12/03/2012 Karoliina Luoto

2. About the speaker
Karoliina Luoto
• Involved in Sitra’s
information society
development work
• In charge of Sitra’s web
presence and web site
development
• Background in web
consulting, publishing and
media
Twitter: @totoroki
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3. Case Sitra - mission and goals
Vision: Finland will succeed
as a pioneer of sustainable
wellbeing.
Sitra
• reformulates thinking of good
life
• searches for human-centered
procedures which renew
society
• enables business which aims
to sustainable wellbeing
1967 founded independent fund guided by the Finnish Parliament.
Approximately 100 employees, mostly experts.
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4. Sitra’s web strategy
(concluded 06/09)
1. Sitra’s presence in the web varies according to the objectives of the
projects
2. Sitra is open, transparent an uptodate in the web
3. Anyone can understand the basics of our work in the web
4. We let our people talk in the web
5. We encourage collaboration in the web
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5. How Sitra uses web community tools?
Dialogue and
Storage Big picture
”marketing”
ra.fi .fi
big picture + Expert dialogue
Presentations
aggregation tools
Separately Citizens /
branded enthusiasts
Videos
Citizens .fi
tool-based
Pros
Separately International
branded pioneers
Photos
Sitra internal
Intern. big picture

6. Volume: happening at the moment
• 8 Facebook pages / groups (~ 43 000 members)
• 6 active subject-level Twitter accounts (~ 2000 followers)
• 1 subject-level LinkedIn group (1200 members)
+ employee activities
Organizing:
• Comms people most typically coordinating
• In most massive initiatives, coordinating/fasilitation outsourced
• Experts providing content and growingly becoming active in taking
process ownership
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7. We have chosen a subject-based, not
organisation-centered approach
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8. Instead of…
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9. …we get more of…
(Case: municipal service
voucher in Facebook)
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10. Case Service Voucher
New ideas for
development
work
Citizen
discussion in
Facebook
Political decision-
making
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11. …or of…
(Case: new democracy
forum in Facebook,
Twitter and Etherpad)
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14. Case New Democracy Forum
Workshop / Outcome of the forum
idea tweets on
Twitter
Forum
participants Ideas / comments
and from people outside
Workshop/idea materials on Documentation the forum
status posts Sitra.fi work in
in Facebook Etherpad
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15. Future?
x Twitter
Ideas for the
IRL operations
…
X
in Facebook
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16. Collecting the big picture
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