Download pdf - Digital Engagement: Leading-edge Ideas From Across the Atlantic

Using social media – what can Government do?

Examples from our experience in the p pUK

Paul MylreaDirector of CommunicationsDirector of Communications

Department for International Development

Communication revolutionCommunication revolution

W li i th h i ti l ti Di it l h lWe are living through a communication revolution. Digital channels –videos, blogs, social networks and search engines - are reaching more people than ever.

Examples - In March this year, 6.3 billion videos were viewed on YouTube

Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil.

Twitter currently has 7 million unique monthly visitors. If it keeps growing at this rate, it’ll have nearly 100 million visitors same time next year.

Context for the evolution of interest in social mediaContext for the evolution of interest in social media

“the ability to mix and ‘mash’ data is far more widely available.”

“collect, re-use and distribute public sector information, creating new enterprises and new communities ”enterprises and new communities.

…to explore the role of government in helping to maximise the benefits for citizens from this new pattern of information creation and usefor citizens from this new pattern of information creation and use.

Context for the evolution of interest in social mediaContext for the evolution of interest in social media

F ll d ith T kf h ll b t d id l i bl dFollowed up with a Taskforce who collaborated widely using a blog and wiki version of their draft report

Their report has now become a blueprint for future activityp p y

“15 months ago, Power of Information was yet another document lying in the middle of Whitehall in-trays Now I consider it the blueprint for thethe middle of Whitehall in trays. Now I consider it the blueprint for the core business of government.” Tom Watson, Cabinet office minister

The social media landscape – in government communication

…increasing interest and increasing use, but a greater degree of uncertainty than in th i l hthe commercial sphere.

Recognised potential of social media in government communication

I h ibilit d t tiImprove reach, accessibility and targetingReflect channel preferencesMeet expectations and enhance reputationP t tPromote transparencySupport deeper relationshipsBe responsiveI t ff tiImprove cost-effectiveness

Sources of demand

CommsspecialistsMinistersPolicy

clientsStaffCitizens

Sources of demand…

Recognised potential of social media in government

1 E t ith th bli d t k h ld

communication

1. Engagement with the public and stakeholders2. Social marketing3. Understanding public opinion

… strategically applied and integrated with other activity



communication

1. Engagement with the public and stakeholders

Ministry of JusticeMinistry of Justice

National discussion on a possible Bill of Rights



communication


Department ofDepartment of Health

Review of the NHS



communication


Department forDepartment for International Development

Consultation around a new White Paper



communication


Department forDepartment for International Development

DFID Bloggers –voices from the frontline



communication


Foreign &Foreign & Commonwealth Office

London Summit



communication


including…including youth reporters



communication


Foreign &Foreign & Commonwealth Office / DFID

Supported G20 Voice – 50 bloggers accredited to attend the London Summit


2 S i l k ti

communication

2. Social marketing

Number 10Number 10

Using Twitter – 693,662 followers – and growing


2 S i l k ti

communication

2. Social marketing

DefraDefra

Climate change content on Dubit.com


3 U d t di bli i i

communication

3. Understanding public opinion

Number 10Number 10

E-petitions

Perceived risks of social media in government

t ti iti i ti di t

communication

exposure to scrutiny, criticism, negative media comment‘opening the floodgates’demands of managing responsel f t ti l t lloss of reputational controlinappropriate interventions

Barriers to using social media in government

Li it d d t di

communciation

“We do ha e sporadic demands forLimited understanding

Lack of robust metrics/evidence

“We do have sporadic demands for blogs, podcasts and wikis from our policy teams, but without any real understanding of the business benefits to be gained.”

Resource limitations

g

“Policy colleagues’ perceptions of high risk could be overcome if we could provide more convincing insight

Lack of expertise

could provide more convincing insight into public and private sector success.”

IT limitations

Security concerns

“We are contracted to use our IT supplier so we were unable to obtain competitive costs. We were charged a hugely inflated figure to set up a simple discussion forum ’’Security concerns simple discussion forum.

A significant challenge for governmentA significant challenge for government

“Social media is organic, democratic, spontaneous, conversational – it is a challenge to command and control structures and exposes i il t t i k d ”

“Loss of control is an important and recurring argument … in so many initiatives and announcements there is a

civil servants to new risks and pressures.”

initiatives and announcements there is a desire to put out a controlled message rather than stimulate debate.”

Rational, strategic approach Keep pace, experiment, innovate

Moving forwardMoving forward

Moving forwardMoving forward

S i l M di R i dSocial Media Review recommends…‒ Evidence-based, integrated approach‒ Awareness of tools, opportunities and risks‒ Guidelines and ‘how to’ toolkit‒ Code of conduct‒ Tracking social media tools and networksTracking social media tools and networks‒ Making the case for access to tools and sites‒ Participation before replication

Government Communication

Cabinet Office (P&E)

e-comms network

Communication Directorates

The aspirationThe aspiration

A iti h i t i l di i t d bA positive choice to use social media is supported by:‒ strong understanding‒ clear leadership and direction‒ rational, strategic approach‒ solid evidence, analysis and decision-making

The comms – policy – delivery partnership pioneers and proves the use of social media use, for positive audience impact

The e-communicators network takes an active role in promoting and professionalising social media use in government