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David RingroseHead of Communication, DG INFSOEuropCom, Brussels, 19th October 2011
European Commission, Information Society & Media DG
Creating & managing our online presence
Core social media presence on
Neelie Kroes• Politician / human face
• Public
Digital Agenda• Portfolio / technical face
• Stakeholders
Core social media presence on
Metrics include part of subjectivity
1. Public perception & credibility = see the feedback
2. Quality = participants + interactions3. Quantity = participants + interactions + web
traffic4. Consultation & crowd-sourcing
web 2.0 engagement
Core social media presence on
Case study
Digital Agenda Assembly, June 2011
Blog posts
Trigger online discussions
1 plenary / 24 workshopsFeedback off- & on-line
Archiving
Monitoring
Pointer to blog & key topics
hashtags
Case study Digital Agenda Assembly, June 2011
27 blog posts + 16,000 views + 115 messages fromDAE twitter + 10,000 tweets with tags + other web2.0activities from contractor…
To be continued: Going local 2011 & others
• We relay other’s stories
• We reply to questions
Explore new tools – open gov.DAE video contributions Crowd-sourcing
Getting colleagues involved
Our management approach
1. A light governance structure, since this is still a professional task= internal network of colleagues
2. Procedures for workflow and engagement & feedback= same as for web & traditional media
3. Instil a culture of learning – informal meetings, exchange best practice..= internal workshops + encouragement to experiment
4. A scalable formation with a central hub= a dedicated team in the Comms unit working with all other units.
Online reputation
= same principle as offline reputation= a matter that concerns everybody= an opportunity, not a problem
Questions?David.Ringrose@ec.europa.eu
blogs.ec.europa.eu/neelie-kroestwitter.com/NeelieKroesEUfacebook.com/NeelieKroes
blogs.ec.europa.eu/digital-agenda twitter.com/DigitalAgendaEU facebook.com/DigitalAgenda
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