Executive Post Graduate Programme in e-Governance (EPGP-EG), 2013-14

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Executive Post Graduate Programme in e-Governance (EPGP-EG), 2013-14

Public Policy Technology & Law (PPTL)

GUIDELINES FOR

USE OF SOCIAL MEDIA FOR GOVERNMENT

ORGANIZATIONSPravin Kolhe

Ayan Mukherjee

GROUP-8Naresh Kumar

BairwaOwais Shaikh

PPT downloaded from www.pravinkolhe.com

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CONTENT1)

• Introduction2)

• What is Need for Social Media Guidelines?

3)

• Challenges in Using Social Media

4)

• Characteristics of Social Media

5)

• Guidelines for Using Social Media by Government

6)

• Use of Social Media in Indian Context

7)

• Conclusion


ICT’s including internet and mobile technology becoming pervasive and integral to day-to-day functioning of our lives- whether personal or official.

Social Media is synonymous with Social Networking sites such as FaceBook or MicroBlogging sites such as Twitter.

However, very broadly social media can be defined as any web or mobile based platform that enables an individual or agency to communicate interactively and enables exchange of user generated content.

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1. INTRODUCTION


“voice to all” immediate outreach 24*7 engagement Opportunity to governments to

communicate with citizens, businesses & experts in real time to seek inputs for policy making, getting feedback, create community based programmes etc.

At a personal level SM is gaining popularity, but its official purpose remain ambiguous due to- Authorisation to speak on behalf of

department. Technologies and platform to be used for

communication Scope of engagement Creating synergies between different

channels of communication Compliance with existing legislations

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2. WHAT IS NEED FOR SOCIAL MEDIA GUIDELINES?


Why to use social media: It is difficult to define objective to use SM, due to lack of clarity. Govt. Org. often either choose not to use social media or attempt to be present at all platforms.

Which Platforms to use: It is difficult to choose type and no. of platform & how to create inter-linkages between these platforms.

Who will engage:- SM demands a deeper and constant interaction, it becomes difficult to authorise a person to respond on behalf of the Govt. Org.

How to engage: SM is ongoing process and requires long term commitment, hence creation & management an account is a challenge.

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3. CHALLENGES IN USING SOCIAL MEDIA


Connectedness: 24*7 connectedness through variety of media and access devices including PCs, Laptops, mobiles etc.

Collaboration: Open:-Wikipedia or Closed-GovLoop (Only Experts)

Community: It creates awareness, seeks inputs for policy making or builds goodwill or even seek feedback into delivery of public services.

Connectedness

CommunityCollaboration

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4. CHARACTERISTICS OF SOCIAL MEDIA


1) Define Objectives: Seeking feedback from citizens Re-pronouncement of Public

Policy Issue based as well as Generic

interaction Brand Building or Public Relations Generating Awareness and

education on National Action Plans and implementation strategies

2) Choosing Platforms:Option 1:- Use of existing external platforms,Option 2:-Creating own communication platformsSelection of Option 1 or 2 depends on- Duration of engagement:- Ongoing or time-

bound activity Type of Consultation:- Open:-Wikipedia or

Closed-GovLoop (Only Experts) Scope of Engagement :- Hourly, Daily, weekly or

bi-weekly interaction Existing Laws:- Whether existing laws permit its

use.

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5. GUIDELINES FOR USING SOCIAL MEDIA BY

GOVERNMENT


3) Governance Structure: Account Governance

Account Creation: Login and passwords: Account Status:

Response and Responsiveness Resource Governance

Allocation of Resources: Roles & Responsibilities: Accountability:

Content Governance: Content Creation Accessibility: Moderation:

Records Management: Legal Provisions: Data & Information Security Governance:

Identity Management:

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GOVERNMENT


4) Communication Strategy: Integration of Social Media into routine Connection with existing networks Sharing content across sites Publicising use of social networking

through traditional media.

5) Creating Pilot: Focussed Objective setting Begin Small Multiplicity of access Content Management Community Creation

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GOVERNMENT


6) Engagement Analysis Limit Scope of Analysis: Creation of Dashboard: Connect with responders: Follow the followers/Leaders:

7) Institutionalise Social Media: Rules for announcements on policy

simultaneously on traditional & SM. Broadcasting of important occasions. Posting of Documents seeking public opinion Website Updates automatically updated on

social media sites Publicity of SM presence through traditional

communications

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GOVERNMENT


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6. USE OF SOCIAL MEDIA IN INDIAN CONTEXT

PPT downloaded from www.pravinkolhe.com12


These guidelines are formulated for Govt. Org. to make use of SM platforms to engage more meaningful interactions with their various stakeholders.

Social media’s characteristics of connectedness, collaboration and community have potential of ensuring broad based consultation which reduces duration of consultation process and receive immediate feedback on services delivered.

For effectively utilisation of SM, its clear objective, selection of platforms, Governance Structure, communication strategy, rules of engagement must be carefully defined.

Both in India as well as across the world, various government departments and agencies at federal, state and local government level are using this media.

This is a dynamic, evolving area & continuous engagement to such an evolving scenario will determine the success of such efforts.

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7. CONCLUSION


“Framework & Guidelines for Use of Social Media for Government”, April-2012, Department of Electronics and Information Technology, Government of India

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REFERENCES


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THANK YOU…!ANY QUERIES..?

--------------------------------------------------------------------------------- GROUP 8, EPGP-EG, 2013-14

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CONTACT: -

Pravin Kolhe, Executive Engineer

Water Resources Department, Government of Maharashtra

Email:- [email protected]
