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Leveraging Social Media Skills
July 26, 2012
#nextgengov
1. The Value of Digital Communications2. The End Result = Meet Key Objectives3. Top Uses and Mega Trends of Social Media in
Government4. 3 Quick Tips to make social media work for you5. 3 More Things to Know6. Discussion: Article title “Should all social media
managers be under 25?”
Agenda
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Population: 140 millionIt would be bigger than Russia, Ukraine and Kazakhstan
If Twitter was a country
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Population: 1 billion active usersIt would be the world’s 3rd largest country
Bigger than North and South America combined
If Facebook was a country
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It Covers ContinentsIt would be an empire: 2.9 Billion users
If Email Was a Country
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Improved communication can have an incredible impact on a public sector organization’s ability to achieve its mission.
To be successful, most organizations must be able to reach large and relevant audiences quickly with new information.
Digital communication channels create new ways to address the age-old problem of improved communication with the public as well as higher expectations and new complexities.
What is the Value of Digital Communications
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Mission Objectives + Digital Strategy
“I want us to ask ourselves every day, how are we using technology to make a real difference in people’s lives.”
– President Barack Obama: Digital Government Strategy, May 2012.
PURPOSE = Give people useful information to make a difference in their daily life, around topics such as:
• Employment• Housing• Health• Safety• Recreation
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1. Choosing to get a flu shot2. Adopting a pet3. Converting to a digital service4. Applying for a grant5. Commenting on a regulation6. Creating an app from a government dataset
What are we really trying to accomplish?
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Digital Services Innovation Center
• Improve services to the American People through improved Web Services and Mobile Applications
• Goal = Digital services and government information anywhere, anytime and on any device.
• Identify and provide performance and customer service satisfaction measurement tools to improve service delivery
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2010: 55% of respondents said their agencies were blocking access to Social Media channels
2011: 19% of respondents said their agencies were blocking access to Social Media channels
Source:Market Connections 2011 Social Media in the Public Sector Study, Oct. 2011http://www.marketconnectionsinc.com/Reports/social-media-in-the-public-sector-2011.html
Agencies are now allowing access
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Informed Decision Making
Communicate with Citizens and Other Agencies
Internal Collaboration
Research/Information Gathering
Marketing and Promotion
Source:Market Connections 2011 Social Media in the Public Sector Study, Oct. 2011http://www.marketconnectionsinc.com/Reports/social-media-in-the-public-sector-2011.html
Top 5 Federal Uses of Social Media
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5 Mega Trendswith Social Media and
Government*
*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/com
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“This is a terrible time to be a control freak” – Hillary Clinton, U.S. Secretary of State
• Broad recognition that government information belongs to the people • Technology is enabling a new wave of sharing• Best practice: U.S. Government Printing Office site
o volumes of documents now available at visitor finger tips
1. The Cry for Transparency
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“The opportunity of social media and government is not economic or technological. It’s emotional.”
— Aneesh Chopra, Former CTO of the U.S. Government
• Challenge.gov rewards citizens with cash prizes and other non-monetary
incentives for solving government problems• Data hackathons• NASA has a range of programs encouraging active participation in agency
project – customize your own NASA project page
2. Citizen Engagement
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“Social media is not a second website, it’s a community.”
— Tristram Perry, U.S. State Department
• People are people, brands are building an emotional connection• Citizens are expecting government to do the same• NavyForMoms.com • U.S. Embassy, Jakarta = (502,927 likes) more Facebook likes than all embassies
combined
3. Humanizing Government
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4. Crisis Management
While the networks rushed from the big cities and Joplin's local news media found themselves overstretched, local would-be journalists stepped into the lurch.
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*Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç
• In private sector, there are many case studies about companies using social media
as an effective tool to solve problems in real-time• These practices are being adopted by state and city (and federal) governments. • With a tweet or text (or an app) — potholes, broken street lights and other issues
are being reported and fixed. • 311-Twitter service in San Francisco, for example, has answered over 7 million calls
and thousands of more requests online.
Why wouldn’t citizens expect national
governments to do the same?
5. Real-time Response (and Mobile)
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4 Quick TipsTo aid you when implementing social
media in your organization
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1. Aim for an integrated approach
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Test => Learn => Iterate
2. You don’t have to do it all
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3. Leverage existing resources
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4. Learn from GovLoop
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3 Things to Know Want to Create a Facebook page?
Want to learn from others doing social media?Want to start a challenge on Challenge.gov?
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COPE in Action1. Creating a Social Media Account
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Goal: not to say “No” to social media and block access completely, but to say “Yes, following security guidance,” with effective and appropriate information assurance security and privacy controls.
Don’t say “No,” Part 1
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Provide periodic awareness and training of policy, guidance, and best practices:
what information to share, with whom they can share it, and what not to share.
mindful of blurring their personal and professional life - don’t establish relationships with working groups or affiliations that may reveal sensitive information about their job responsibilities.
See what’s available Work with your agency POC Set up an account Put accounts in the Social Media Registry
Don’t say “No,” Part 2
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COPE in ActionHow to Be Successful
• Spark discussion and give people a reason to belong.• Customize your information for your audience.• Develop unique, engaging content.• Post regularly.• Set goals and reassess them periodically.
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COPE in Action Avoid the Pitfalls
• Do NOT unintentionally (or intentionally) violate the Anti-deficiency Act
• Do NOT unintentionally (or intentionally) violate the Hatch Act
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2. Join Communities of Practice
Government social media professionals are encouraged to join one of the HowTo.gov communities of practice especially if you have expertise in a particular area you want to share including:• Social Media • Challenges and Contests• Mobile Gov • Social Media Metrics
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3. Challenge.gov
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3. Facts about Challenge.gov
• Today: 198 Challenges from 46 agencies• 1.5 million+ visits this year• Audience from 194 countries &
territories• Median prize purse: $8,500• 103k supporters• 51 data-focused, 24 apps challenges
• Free to all federal agencies• Full end-to-end platform
Follow @ChallengeGov and Facebook.com/ChallengeGov
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Group Discussion
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COPE in Action Group Discussion
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COPE in Action Group Discussion
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COPE in Action Group Discussion
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COPE in Action Group Discussion
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COPE in ActionGroup Discussion – Things to note
1. The article was written on July 20 (6 days ago)
2. The author has still yet to respond to any comments
regarding the article, or she write a follow-up article
3. She blocked commenters when they reached out to her
on Twitter (even respectful comments)
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COPE in ActionGroup Discussion - Questions
1. Why do you think this article elicited such a huge reaction?
2. What lessons can we learn from this experience?
3. What would you have done differently?
4. If you were faced with a similar public affairs crisis in your
agency, what steps would you take to remediate?
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Want more tips on citizen engagement? Visit www.HowTo.gov or www.ReachThePublic.com
Clients, you can also join the GovDelivery group on GovLoop - - - www.govloop.com/group/thegovdeliveryusergroup
Join GovLoop.com the knowledge network for Government
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Betsy Steele@betsyasteeleCenter for Excellence in Digital [email protected]
Joseph Porcelli, @JosephPorcelliDirector, Engagement [email protected]
Lauren Modeen, @ExilaurenEngagement [email protected]
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