Developing an agency social media infrastructure

Craig Thomler9 September 2011

@craigthomlerhttp://egovau.blogspot.com

http://au.linkedin.com/in/craigthomlerhttp://www.slideshare.net/CraigThomler

Insights so far... Change is accelerating

Younger people integrate technology into life

We trust peers over experts (or government)

Possible to successfully manage social media

Be experimental, evolutionary, authentic and honest

Engage senior management, hire and train right staff, educate on need for speed, integrate comms, don't neglect traditional media

Social media insights so far... 94% of Australians self-report using the internet

Includes all demographics; they use different access devices, different online tools and in different ways

62% self-report using social media

97% use Facebook

Use social media more than anyone else

Only 5% go to government sites

Australian organisations spend around 4.7% of their marketing budget on online – 25% spend zero

This may not be the media environment we'd choose, but it is the one we have (and it isn't going away).(Clay Shirky, Futurist)

If you don't use social media tools personally, how can you effectively use them professionally? (Craig Thomler / Pia Waugh, IT Advisor to Senator Kate Lundy)

Establish your social media channels and build your operational infrastructure before you need it.(James Kleimt, Queensland Police)

To use social media well: Be excellent to each other(Bill S Preston Esq. & Ted 'Theodore' Logan, Bill & Ted's Excellent Adventure)

Insights from elsewhere...

Social media and Gov 2.0

herald a fundamental shift in

the relationship between

citizens and government,

to the benefit of both.

My propositions A fundamental shift in community behaviour is taking

place, from passive audiences to active participants.The media balance has already shifted

Significant mismatch between government communication channel choices and community channel preferences.

Government must modify campaign/program approaches to engage communities continuously

Government communicators that don't adapt their approaches will be unemployable within five years.

Government as media

Government as engager

Government as convenor

Government as platform

Over 275 online consultations in last two years

Over 370 agency Twitter accounts

Over 70 agency blogs

Over 45 agencies using YouTube

Over 50 Facebook pages

At least five data mash-up competitions

99 Federal politicians on Twitter

Government 2.0 in Australia

Government Twitter growth

Social media infrastructure

Campaign /Project practice

Practical guidance

Social media policy

Agency operational policies

Policies and guidance

Legislation

Australia's legal framework Archives Act 1983

Privacy Act 1988

Spam Act 2003

Disability Discrimination Act 1992

Public Service Act 1999

Freedom of Information 1982

Freedom of Information Amendment (Reform) 2010

Other legislation is specific to states/territories

Policies and guidance APS Values and Code of Conduct in Practice has

guidance for online media participation

Gov 2.0 Taskforce Final Report and project reports, accepted by the Australian Government (see response)

MAC Innovation report – Empowering change: Fostering innovation in the APS

Open Government Declaration

State government guidance also may be available (SA, NSW, VIC, Qld, WA, ACT)

Practical guidance General guidelines– Social media policy (educate and guide staff, link to further info)– Moderation approach– Community guidelines– Acceptable terms of use– Privacy policy– Copyright

Processes and procedures for operating– Blogs – Twitter accounts– Facebook pages– Blogger and forum outreach

Social media policy Look at examples of other policies (myregion.gov.au)

(socialmediagovernance.com)

Ask other agencies for copies of their final/draft policies

Identify key clauses your organisation needs

Consult widely within your organisation

Provide supportive guidance around it

Make it available in publicly accessibly places– On your intranet– On your website (tell public your 'code of conduct')

Review annually (the web keeps changing)

Online infrastructure

Your website

Engagement hub Monitoring suite

Forums

Outreach activities

Groups

Social media publishing

URL shortener

File transfer

Survey

Email

Blogs

Blogs Forums

Idea market

Polls

Groups

Web reporting

Social media monitoring

Archiving

Enabling services

Mapping Apps

EmailSocial media presence

Storage (image, video, docs)Facebook Twitter YouTube

LinkedIn FoursquareYammer

Groups

Forums

Start monitoring social media (they're already talking about you!)

Reserve account names Identify needed guidance and policy Develop internal governance (borrow rather than build) Identify and mitigate risks Educate executives and peers Pilot where social media supports your goals (look for

less critical objective) Build operational guidance to support good practice Keep executing!

Building your infrastructure

Provide a ladder of participation

Not all social media channels require a lot of time

Interns don't always make the best social media managers

You are not alone – look for the communities of practice online and in your state

Final words...

Thanks and QuestionsMy presentation: http://slidesha.re/pi0itP

Craig Thomler9 September 2011

@craigthomlerhttp://egovau.blogspot.com

http://au.linkedin.com/in/craigthomlerhttp://www.slideshare.net/CraigThomler