Social Media at Work

Social Media at Work
in Public Sector
Gohar Feroz Khan
Assistant Professor, Korea University of Technology & Education
Research: http://laton.wikispaces.com/Brief+Vita
SMInsight: http://sm-insight.wikispaces.com/Introduction
Twitter: @gfkhan
Copyright 2013 Gohar Feroz Khan
Prepare for: Regional Training of Trainers Workshop for Module 11 ‘Social Media for Development’ of the Academy of ICT Essentials for
Government Leaders, United Nations Asian and Pacific Training Centre for Information and Communication Technology for Development (UN-
APCICT/ESCAP), Incheon, South Korea.

Table of Contents
 Theoretical Concepts
 What is Social Media?
 E-govt. VS., Government 2.0
 Social Media at Work in Public Sector
 Part 1: Socializing Public Sector Information Through

Facebook Fan page

Twitter official account

YouTube channel (e.g., for posting training videos, awareness, educational
material etc.)

A blog
 Part 2: Establishing Collaboration Through

Cloud-based services (e.g., Dropbox, Sky-drive, and Google docs).

Google moderator

Wikis
 Part 3: Social Media Analytics

Google analytics

Social networking analysis tools (e.g., NodeXL)
 Group Project

It is all about participation,
many-to-many
communication, interactivity,
and UGC.
What is Social Media?

What is Social Media?
 Social media consists of a variety of tools and
technologies that includes:
 Collaborative projects (e.g., Wikipedia and wikispaces),
 Blogs (e.g., WordPress) and microblogs (e.g., Twitter),
 Content communities (e.g., YouTube),

Social networking sites (e.g., Facebook),
 Virtual game worlds (e.g., World of Warcraft),
 Virtual social worlds (e.g., Second Life), and

All other Web 2.0 platforms that facilitate the creation &
exchange of UGC.
 Content and interactivity is the key

Social Media VS.,
Conventional Media

Social Media-Based
Government
 Is driven by social media/Web 2.0
 Also known as,
 Government 2.0 (Eggers, 2005),
 Collaborative government (McGuire, 2006),
 Do-it-yourself government (
Dunleavy & Margetts, 2010),
 Government as a platform (O'Reilly, 2010),
 Social Government (Khan, et al., 2012), or
 We-Government (Linders, 2012)

Government 2.0 V.S.
E-Government
Table 1 e-Government V.S. Government 2.0
e-Government Government 2.0
Technology Static enterprise and domain specific
technologies;
Web 1.0 phenomenon;
Consumer and commoditised
technologies;
Web 2.0 & Social Media;
Strategy Inside-Out Outside-In
Service
Focus
Citizens as Receivers Citizens as Active Participants
Source: Khan (2013)

Government social media
Strategies
 Push Strategy
 Push content to users

News, provide facts, alerts, etc.
 Pull strategy
 Pull users to govt. websites
 Incorporate comments, insights, and suggestions into policy
making
 Networking Strategy
 Establish networking relationships with citizens
Source: Mergel (2010)
More details: http://www.slideshare.net/ines_mergel/ines-mergel-designing-social-media-strategies-ibm-2012

Social media Strategy matric
Criticality/Easeo
Sensitivity of Engagement
High
High
Low
Figure 1. Social Media Strategy Matric in Public Sector

Government 2.0 Full Picture
Figure 2. Conceptual Model of Social Media Use in Public Sector
Source: Khan (2013)

 How social media is used in public
sector?

 Information socialization
 This presentations covers mostly this
 Establish mass collaboration
 partly this
 Establish social transaction
 and not this
 Source: Khan (2013)

But, remember…
 Setting-up social media tools is the easy part, the
difficult part is managing it effectively.
 Plan a head
 Establish a sound social media strategy and
policy

Involve all stakeholders
 Assign dedicated resources
 ensure that you and/or your organization have
dedicated resources (e.g., Time, technical,
financial, and human resources)

But, remember…
 It is more than just “likes” and “tweets”
 Once the social media present is established,
ensure that you and/or your organization can
spend time to,

Sustain it

Monitor it (e.g., social analytics)

Be responsive

Built trust
 Otherwise, your organization will lose face

 Information socialization
 You can use social media to socialize your
information

i.e., leverage social media as an informational
and participatory channel to increase citizen’s
awareness and enable them to monitor and
participate in government activities.

 How to socialize public sector
information?

Information Socialization
 One way to achieve Information
Socialization is through establishing
dedicated social media
pages/accounts (e.g., Facebook fan
page or Twitter account) to delivery
day-to-day information/news to the
citizens.

 Part 1: Socializing Public Sector
Information Through

Facebook Fan Page


YouTube channel (e.g., for posting training
videos, awareness, educational material etc.)

A blog

Creating a Facebook Fan Page
 A great way to keep citizens
informed
 Effective in networking and pull
strategy
 Two Ways
 Already using Facebook?

Can be done by logging to your Facebook
 Not using Facebook?
 https://www.facebook.com/pages/create/
 Why to have a Fan page instead of a Facebook
Profile?

 Already using Facebook
 Step 1: Login to your Facebook
 Step 2: Go to end of your page and look for
create page or advertisement option

 Step 3: Select the Company, Organization, or Institution
option

 Step 4: Select Institution Category (i.e., Government) and
Name of your institute (e.g., Ministry of Social Media) and
click create.

 Step 5: Provide some description, website, and select the
right options as shown in the figure below and click save
info button

 Step 8: Provide a face book web address and click next

 Step 9: Enable ads if you want to pay for it, otherwise click
skip…

 Congratulations!
 Step 10: Like it, share it, and invite others

Information Through

Facebook Fan page


YouTube channel (e.g., for posting training
videos, awareness, educational material etc.)

A blog

“Twitter is a service for friends,
family, and co–workers to
communicate and stay connected
through the exchange of quick,
frequent messages.” (Twitter,
2103).
•Effective in push, pull, and
networking strategy
What is Twitter?

Effective medium for breaking news
 The most important use of Micro-
blogging (e.g., Twitter) is publishing
breaking news
 You can post or receive breaking
news
 Countless stories first break on Micro-
blogs
 E.g., Emergency landing of an
airplane was first reported by Twitter
 Janis Krums, a ferry commuter,
snapped the photo and uploaded
to a service called Twitpic- an
application allow users to take
picture from a mobile and upload it
to twitter post.
 The most important use of Micro-
blogging (e.g., Twitter) is publishing
breaking news
 You can post or receive breaking
news
 Countless stories first break on Micro-
blogs
 E.g., Emergency landing of an
airplane was first reported by Twitter
 Janis Krums, a ferry commuter,
snapped the photo and uploaded
to a service called Twitpic- an
application allow users to take
picture from a mobile and upload it
to twitter post.
“There’s a plane in the Hudson. I’m on the ferry going
to pick up the people. Crazy,” wrote Krums in a 3:50
p.m.

And sometimes a medium
future Breaking news…

 Tweets (Retweets)
 Direct messages
 Followers
 Followings
 Listed
 Favorites
 Mentions
More info: https://support.twitter.com/groups/50-welcome-to-twitter
Twitter Related Concepts

 Tweet
 A Tweet is a 140-character
message posted via Twitter.
 May include links and
pictures.
 Retweet (RT)
 A retweet is a re-posting of
someone else's Tweet.
 Direct Messages
 A direct message is a personal
Tweet seen only by the sender
and the recipient
 Can only be sent to people
following you.

 Following
 Following someone on Twitter means:
You are subscribing to their Tweets
as a follower.
Their updates will appear in
your Home tab.
That person is able to send
you direct messages.
 Followers
 Followers are people who receive your
Tweets.
 If someone follows you:
They'll show up in your followers list.
They'll see your Tweets in their home timeline
whenever they log in to Twitter.
You can send them direct messages.

 Mention
 When another user includes
your username preceded by
the @ symbol in a Tweet,
we call it a “mention.”
 Your Mentions tab collects
Tweets that mention you by
your username so you can
keep track of conversations
others are having with you

Setting-up Twitter for Public
Sector Use
Let’s watch how to setup a Twitter Business account….
http://www.youtube.com/watch?v=zr4XjGzZ6KM

Information Through

Facebook Fan page


YouTube channel (e.g., for posting
training videos, awareness, educational
material etc.)

A blog

YouTube channel
 Effective in Push strategy
 Step 1: go to www.youtube.com
 Step 2: Login with your Gmail account
or create dedicated account

YouTube channel
 Step 4: Click on your user name and
than click on the “My channel” option.

YouTube channel
 Step 5: For business or other name, click
as shown in the picture below.

YouTube channel
 Step 5: Write channel name and check
availability and click Create Channel.

Congratulations!
 Click on the About button to provide
some meaningful information.

Congratulations!
 Click on the About button to provide some meaningful
information.

Congratulations!
 Other things to do
 Add a channel icon (i.e., logo or photo)
 Privacy settings (found in ac settings)
 Connected accounts (found in ac settings)

Congratulations!
 Other things to do
 Notification settings (found in ac settings)

What is blog?
 Is a Website
 Short for Web log, is a Web page that
serves as a publicly accessible
personal journal for an
individual/organization.
 Effective pull strategy
 Is a Website
 Short for Web log, is a Web page that
serves as a publicly accessible
personal journal for an
individual/organization.
 Effective pull strategy

 A lots of companies
 Blogger.com
 http://wordpress.com/
 TypePade.com
 Wikispaces.com
 Top 40 + Free Blog Hosts
 http://mashable.com/2007/08/06/free-blog-hosts/
Who Provides blog systems?

 Focused
 Comments & feedback feature
 Archives

Blogs are archives of past blog entries and
are in reverse chronological order (most
recent appears first
 Subscription

Receiving new post
Common Features

Why to blog?
 Help you in building a community of
readers/customers
 Help you in testing new ideas
 Receive early & direct feedback
 Publish or broadcast in the timeliest
manner possible

Recommended system
 Recommend system are blogger.com
& worldpress.com
 Two leading platforms
 Creating blog is quick and pain less
 Have demos and videos tutorials to
help you get started
 Its also FREE!
 Worldpress provide more themes
whereas, blogger provide flexibility to
customize the design without knowing
the code

Let’s get started with Bloggers
How to Create a Blog on Bloggers?

 Part 2: Establishing Collaboration Through

Cloud-based services (e.g., Dropbox, Sky-
drive, and Google docs).

Google Moderator

Wikis

What is Cloud computing?
 http://www.youtube.com/watch?v=QJncFir

Clouding computing for
collaboration
 Examples of cloud-based shared
spaces
 Dropbox
 SkyDrive
 Google Drive (Google docs)

Clouding computing for
collaboration
 Cloud-Based shared spaces
 Share documents
 Collaborative writing
 Accessibility from anywhere,
anytime, any device.

Google Moderator
 What is it?
 Google Moderator allows you to create
a series about anything that you are
interested in discussing and open it up for
people to submit questions, ideas, or
suggestions.
 How to use it?

Wikis
 Literary means “quick”
 A Web site developed collaboratively by a
community of users, allowing any user to
add and edit content.
 Many wikis. Wikipedia is just one example
 WikiIndex, a wiki about wikis.

Wikispaces.com is also very famous
 I use it also: http://laton.wikispaces.com/


Google analytics

Social networking analysis tools (e.g.,
NodeXL)

Google Analytics
 Google Analytics lets you measure your
advertising ROI as well as track your Flash,
video, and social networking sites and
applications.
 How to Track Tweets, Facebook Likes
and More with Google Analytics
 Follow the above link for step-by-step
guidance
 My personal blog example

Social Media at work

Google analytics

Social networking analysis tools (e.g.,
NodeXL)

Analytics through SNS tolls
 Some tools that can be used are
 NodeXL (covered here)
 Pajek
 UCINET
 Netminer
 Webometrics Analyst
 Free book on SNA:
http://faculty.ucr.edu/~hanneman/nettex
t/

Analytics Example
Source: Khan et al., 2013
Figure 3: Follow-following network diagram of Korean and US public sector organizations

Analytics Example
Source: Khan et al., 2013
Figure 4. Visualization: Co-occurrence Words Network of RTed Tweets by Government Institutions.
Legend:
Economic and Welfare related :
Triangle and Purple
Socio-Political related : Square
and Yellow
Etc : Circle and Green

Analytics through NodeXL
 “NodeXL is a free, open-source template for
Microsoft® Excel® 2007 and 2010 that makes it easy
to explore network graphs.”
 Can analyze data from a variety of networks,
including
 Twitter network
 Facebook Fan Page
 YouTube User’s network
 Flicker user’s network etc.,
 NodeXL Graph Gallery: A collection of social media network visualizations,
descriptions, and data sets for download: http://nodexlgraphgallery.org/Pages/Default.aspx

Analytics through NodeXL
 Twitter Network Analysis Practical
exercise
 http://nodexlgraphgallery.org/Pages/Gra
ph.aspx?graphID=4736

Conclusion
 May social media tools are available
 Think how you can leverage based on your
department requirement
 Find where your community is and engage it there
 If the available tools don’t work for you, create
one.
 Setting is the easy part.
 Managing social media effectively is what matters.

Plan a head: social media policy, strategy, and resources
needed

Sustain it, Monitor it, Be responsive, Built trust.

Conclusion
 Be mindful about:
 Copyright
 Defamation

A factual statement that harms the reputation of an
individual, business, product, group, government,
religion, or nation

Libel (written)
 Slander (spoken)
 Privacy
 Security

Group Project
 Create a blog for your department
 Work in a team of two or three
 Use bloggers platform:
Blogger.com
 Tasks to be achieved (next slide)

Group Project Tasks
 1. Settings: set the following
according to your preferences
(found in the settings)
 Posts and comments
 Mobile and email
 Language and formatting
 Search preferences (meta
tags only)
 3. Post: Create your first blog post
 Add Videos and/or
Pictures also.
 2. Add Gadget: Using Gadget
function (found in layout tab) add
the following in proper places:
 a Custom Logo
 a meaningful Description
 a search box
 RSS Feeds
 Polls
 Google +1 Button
 Follow by email option
 Most popular posts
 Calendar

Thank You
 In case you want to submit a paper to
 A special issue of Social Science Computer Review (SSCR)
Journal

Best Practices in Social Media at Non-profit, Public, Education, and Healthcare
Organizations

Details: http://sm-
insight.wikispaces.com/SSCORE+Special+Issue+on+Social+Media
 Also, Please join Social Media for Governments in Developing world
(Group):
 http://www.linkedin.com/groups/Social-Media-Governments-in-
Developing-4772035?trk=myg_ugrp_ovr

About the Author
 Gohar Feroz Khan is an Assistant Professor
at Korea University of Technology &
Education and founding Director of SMInsight
research center. His research interest
includes, IT adoption, social information
systems, and Social media.

References
 Dunleavy, P., & Margetts, H. Z. (2010). The second wave of digital era governance. APSA 2010 Annual
Meeting Papers.
 Eggers, W. D. (2005). Government 2.0: Using Technology to Improve Education, Cut Red Tape, Reduce
Gridlock, and Enhance Democracy. Lanhma, MD: Rowman & Littlefield Publishers.
 McGuire, M. (2006). Collaborative public management: Assessing what we know and how we know it.
Public Administration Review, 66, 33-43.
 Mergel, I. (2010). Government 2.0 Revisited: Social Media Strategies in the Public Sector. American
Society for Public Administration, 33(3), 7 & 10.
 Khan, G. F., Yoon, H. Y., & Park, H. W. (2012). Social Media Use in Public Sector: A comparitive study of
the Korean & US Government Paper presented at the ATHS panel during the 8th International Conference
on Webometrics, Informatics and Scientometrics & 13th COLLNET Meeting, 23-26 October 2012, Seoul,
Korea.
 Khan, G.F., (under review round2). Social Media-Based Government Explained. Abstract
 Khan, G.F. and Swar, B., (2013), Government 2.0: Utilization Model, Implementation Scenarios, and
Relationships, accepted for presentation at Pre-ECIS (21st European Conference on Information Systems)
workshop: E-Government 2.0: Case studies and experience reports June 4, Utrecht, Netherlands.
 Linders, D. (2012). From e-government to we-government: Defining a typology for citizen coproduction in
the age of social media. Government Information Quarterly, 29(4), 446-454. doi: 10.1016/j.giq.2012.06.003
 O'Reilly, T. (2010). Government as a Platform (Chap 2). In D. Lathrop & L. Ruma (Eds.), Open
government: Collaboration, transparency, and participation in practice: O'Reilly Media
 Patrice, M. (2010). Building open government. Government Information Quarterly, 27(4), 401-413. doi:
10.1016/j.giq.2010.07.002

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