Social Media at Work

Social Media at Work

in Public Sector

Gohar Feroz Khan

Assistant Professor, Korea University of Technology & EducationResearch: http://laton.wikispaces.com/Brief+VitaSMInsight: http://sm-insight.wikispaces.com/Introduction Twitter: @gfkhan

Copyright 2013 Gohar Feroz Khan

Prepare for: Regional Training of Trainers Workshop for Module 11 ‘Social Media for Development’ of the Academy of ICT Essentials for Government Leaders, United Nations Asian and Pacific Training Centre for Information and Communication Technology for Development (UN-APCICT/ESCAP), Incheon, South Korea.

Table of Contents Theoretical Concepts

What is Social Media? E-govt. VS., Government 2.0

Social Media at Work in Public Sector Part 1: Socializing Public Sector Information Through

Facebook Fan page Twitter official account YouTube channel (e.g., for posting training videos, awareness, educational material etc.) A blog Part 2: Establishing Collaboration Through Cloud-based services (e.g., Dropbox, Sky-drive, and Google docs). Google moderator Wikis Part 3: Social Media Analytics Google analytics Social networking analysis tools (e.g., NodeXL)

Group Project

What is Social Media?

It is all about participation, many-to-many communication, interactivity, and UGC.

What is Social Media?

What is Social Media? Social media consists of a variety of tools and

technologies that includes: Collaborative projects (e.g., Wikipedia and wikispaces), Blogs (e.g., WordPress) and microblogs (e.g., Twitter), Content communities (e.g., YouTube), Social networking sites (e.g., Facebook), Virtual game worlds (e.g., World of Warcraft), Virtual social worlds (e.g., Second Life), and All other Web 2.0 platforms that facilitate the creation &

exchange of UGC.

Content and interactivity is the key

Social Media VS., Conventional Media

Social Media-Based Government Is driven by social media/Web 2.0

Also known as, Government 2.0 (Eggers, 2005), Collaborative government (McGuire, 2006), Do-it-yourself government (

Dunleavy & Margetts, 2010), Government as a platform (O'Reilly, 2010), Social Government (Khan, et al., 2012), or We-Government (Linders, 2012)

Government 2.0 V.S. E-Government

Table 1 e-Government V.S. Government 2.0

e-Government Government 2.0

Technology Static enterprise and domain specific technologies;Web 1.0 phenomenon;

Consumer and commoditised technologies; Web 2.0 & Social Media;

Strategy Inside-Out Outside-In

Service Focus

Citizens as Receivers Citizens as Active Participants

Source: Khan (2013)

Government social media Strategies Push Strategy

Push content to users News, provide facts, alerts, etc.

Pull strategy Pull users to govt. websites Incorporate comments, insights, and suggestions

into policy making Networking Strategy

Establish networking relationships with citizens

Source: Mergel (2010) More details: http://www.slideshare.net/ines_mergel/ines-mergel-designing-social-media-strategies-ibm-2012

Social media Strategy matric

Cri

tica

lity/E

ase

of

Engagem

ent

Sensitivity of Engagement High

High

Low

Figure 1. Social Media Strategy Matric in Public Sector

Government 2.0 Full Picture

Figure 2. Conceptual Model of Social Media Use in Public Sector

Source: Khan (2013)

How social media is used in public sector?

Information socialization This presentations covers mostly this

Establish mass collaboration partly this

Establish social transaction and not this

Source: Khan (2013)

But, remember… Setting-up social media tools is the easy part,

the difficult part is managing it effectively. Plan a head

Establish a sound social media strategy and policy

Involve all stakeholders Assign dedicated resources

ensure that you and/or your organization have dedicated resources (e.g., Time, technical, financial, and human resources)

But, remember…

It is more than just “likes” and “tweets” Once the social media present is

established, ensure that you and/or your organization can spend time to,

Sustain it Monitor it (e.g., social analytics) Be responsive Built trust

Otherwise, your organization will lose face


Information socialization You can use social media to socialize

your information i.e., leverage social media as an

informational and participatory channel to increase citizen’s awareness and enable them to monitor and participate in government activities.

How to socialize public sector information?

Information Socialization

One way to achieve Information Socialization is through establishing dedicated social media pages/accounts (e.g., Facebook fan page or Twitter account) to delivery day-to-day information/news to the citizens.

Social Media at Work Part 1: Socializing Public Sector

Information Through Facebook Fan Page Twitter official account YouTube channel (e.g., for posting training

videos, awareness, educational material etc.) A blog

Creating a Facebook Fan Page

A great way to keep citizens informed

Effective in networking and pull strategy

Two Ways Already using Facebook?

Can be done by logging to your Facebook Not using Facebook?

https://www.facebook.com/pages/create/

Why to have a Fan page instead of a Facebook Profile?

Already using Facebook Step 1: Login to your Facebook Step 2: Go to end of your page and look

for create page or advertisement option


Step 3: Select the Company, Organization, or Institution option


Step 4: Select Institution Category (i.e., Government) and Name of your institute (e.g., Ministry of Social Media) and click create.


Step 5: Provide some description, website, and select the right options as shown in the figure below and click save info button


Step 8: Provide a face book web address and click next


Step 9: Enable ads if you want to pay for it, otherwise click skip…


Congratulations! Step 10: Like it, share it, and invite others



Information Through Facebook Fan page Twitter official account YouTube channel (e.g., for posting training


“Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent messages.” (Twitter, 2103).

•Effective in push, pull, and networking strategy

What is Twitter?

Effective medium for breaking news The most important use of Micro-

blogging (e.g., Twitter) is publishing breaking news

You can post or receive breaking news

Countless stories first break on Micro-blogs

E.g., Emergency landing of an airplane was first reported by Twitter

Janis Krums, a ferry commuter, snapped the photo and uploaded to a service called Twitpic- an application allow users to take picture from a mobile and upload it to twitter post.

The most important use of Micro-blogging (e.g., Twitter) is publishing breaking news

You can post or receive breaking news

Countless stories first break on Micro-blogs

E.g., Emergency landing of an airplane was first reported by Twitter

Janis Krums, a ferry commuter, snapped the photo and uploaded to a service called Twitpic- an application allow users to take picture from a mobile and upload it to twitter post.

“There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy,” wrote Krums in a 3:50 p.m.

And sometimes a medium future Breaking news…

Tweets (Retweets)

Direct messages Followers Followings Listed Favorites Mentions

More info: https://support.twitter.com/groups/50-welcome-to-twitter

Twitter Related Concepts

Twitter Related Concepts

Tweet A Tweet is a 140-character

message posted via Twitter.

May include links and pictures.

Retweet (RT) A retweet is a re-posting of

someone else's Tweet. Direct Messages

A direct message is a personal Tweet seen only by the sender and the recipient

Can only be sent to people following you.

Twitter Related Concepts Following

Following someone on Twitter means:You are subscribing to their Tweets as a follower.Their updates will appear in your Home tab.That person is able to send you direct messages.

Followers Followers are people who receive

your Tweets. If someone follows you:

They'll show up in your followers list.They'll see your Tweets in their home timeline whenever they log in to Twitter.You can send them direct messages.

Twitter Related Concepts Mention

When another user includes your username preceded by the @ symbol in a Tweet, we call it a “mention.”

Your Mentions tab collects Tweets that mention you by your username so you can keep track of conversations others are having with you

Setting-up Twitter for Public Sector Use

Let’s watch how to setup a Twitter Business account….

http://www.youtube.com/watch?v=zr4XjGzZ6KM


Information Through Facebook Fan page Twitter official account YouTube channel (e.g., for posting

training videos, awareness, educational material etc.)

A blog

YouTube channel

Effective in Push strategy Step 1: go to www.youtube.com Step 2: Login with your Gmail

account or create dedicated account

YouTube channel

Step 4: Click on your user name and than click on the “My channel” option.

YouTube channel Step 5: For business or other

name, click as shown in the picture below.

YouTube channel Step 5: Write channel name and

check availability and click Create Channel.

Congratulations!

Congratulations!

Click on the About button to provide some meaningful information.

Congratulations! Click on the About button to provide some

meaningful information.

Congratulations! Other things to do

Add a channel icon (i.e., logo or photo) Privacy settings (found in ac settings) Connected accounts (found in ac settings)

Congratulations! Other things to do

Notification settings (found in ac settings)


Information Through Facebook Fan page Twitter official account YouTube channel (e.g., for posting training


What is a Blog?

What is blog?

Is a Website Short for Web log, is a Web page

that serves as a publicly accessible personal journal for an individual/organization.

Effective pull strategy

Is a Website Short for Web log, is a Web page

that serves as a publicly accessible personal journal for an individual/organization.

Effective pull strategy

A lots of companies Blogger.com http://wordpress.com/ TypePade.com Wikispaces.com

Top 40 + Free Blog Hosts http://mashable.com/2007/08/06/free-bl

og-hosts/

Who Provides blog systems?

Focused Comments & feedback feature Archives

Blogs are archives of past blog entries and are in reverse chronological order (most recent appears first

Subscription Receiving new post

Common Features

Why to blog?

Help you in building a community of readers/customers

Help you in testing new ideas Receive early & direct feedback

Publish or broadcast in the timeliest manner possible

Recommended system

Recommend system are blogger.com & worldpress.com Two leading platforms Creating blog is quick and pain less Have demos and videos tutorials to

help you get started Its also FREE!

Worldpress provide more themes whereas, blogger provide flexibility to customize the design without knowing the code

Let’s get started with Bloggers

How to Create a Blog on Bloggers?

Social Media at Work Part 2: Establishing Collaboration Through Cloud-based services (e.g., Dropbox, Sky-

drive, and Google docs). Google Moderator Wikis

What is Cloud computing?

What is Cloud computing?

http://www.youtube.com/watch?v=QJncFirhjPg

Clouding computing for collaboration

Examples of cloud-based shared spaces Dropbox SkyDrive Google Drive (Google docs)

Clouding computing for collaboration

Cloud-Based shared spaces Share documents Collaborative writing Accessibility from anywhere, anytime, any device.


Part 2: Establishing Collaboration Through Cloud-based services (e.g., Dropbox, Sky-


Google Moderator

What is it? Google Moderator allows you to create

a series about anything that you are interested in discussing and open it up for people to submit questions, ideas, or suggestions.

How to use it?


Part 2: Establishing Collaboration Through Cloud-based services (e.g., Dropbox, Sky-


Wikis Literary means “quick”

A Web site developed collaboratively by a community of users, allowing any user to add and edit content.

Many wikis. Wikipedia is just one example

WikiIndex, a wiki about wikis. Wikispaces.com is also very famous

I use it also: http://laton.wikispaces.com/

Social Media at Work Part 3: Social Media Analytics Google analytics Social networking analysis tools (e.g.,

NodeXL)

Google Analytics Google Analytics lets you measure your

advertising ROI as well as track your Flash, video, and social networking sites and applications.

How to Track Tweets, Facebook Likes and More with Google Analytics Follow the above link for step-by-step

guidance My personal blog example

Social Media at work Part 3: Social Media Analytics Google analytics Social networking analysis tools (e.g.,

NodeXL)

Analytics through SNS tolls

Some tools that can be used are NodeXL (covered here) Pajek UCINET Netminer Webometrics Analyst

Free book on SNA: http://faculty.ucr.edu/~hanneman/nettext/

Analytics Example

Source: Khan et al., 2013Figure 3: Follow-following network diagram of Korean and US public sector organizations

Analytics Example

Source: Khan et al., 2013

Figure 4. Visualization: Co-occurrence Words Network of RTed Tweets by Government Institutions.

Legend:

Economic and Welfare related : Triangle and Purple Socio-Political related : Square and Yellow

Etc : Circle and Green

Analytics through NodeXL “NodeXL is a free, open-source template for

Microsoft® Excel® 2007 and 2010 that makes it easy to explore network graphs.”

Can analyze data from a variety of networks, including Twitter network Facebook Fan Page YouTube User’s network Flicker user’s network etc.,

NodeXL Graph Gallery: A collection of social media network visualizations,

descriptions, and data sets for download: http://nodexlgraphgallery.org/Pages/Default.aspx

Analytics through NodeXL

Twitter Network Analysis Practical exercise

http://nodexlgraphgallery.org/Pages/Graph.aspx?graphID=4736

Conclusion May social media tools are available

Think how you can leverage based on your department requirement

Find where your community is and engage it there If the available tools don’t work for you, create one.

Setting is the easy part. Managing social media effectively is what matters.

Plan a head: social media policy, strategy, and resources needed

Sustain it, Monitor it, Be responsive, Built trust.

Conclusion Be mindful about:

Copyright Defamation

A factual statement that harms the reputation of an individual, business, product, group, government, religion, or nation

Libel (written) Slander (spoken)

Privacy Security

Group Project

Create a blog for your department

Work in a team of two or three

Use bloggers platform: Blogger.com

Tasks to be achieved (next slide)

Group Project Tasks

1. Settings: set the following according to your preferences (found in the settings)

Posts and comments Mobile and email Language and

formatting Search preferences

(meta tags only) 3. Post: Create your first blog

post Add Videos and/or

Pictures also.

2. Add Gadget: Using Gadget function (found in layout tab) add the following in proper places:

a Custom Logo a meaningful Description a search box RSS Feeds Polls Google +1 Button Follow by email option Most popular posts Calendar

Thank You In case you want to submit a paper to

A special issue of Social Science Computer Review (SSCR) Journal

Best Practices in Social Media at Non-profit, Public, Education, and Healthcare Organizations

Details: http://sm-insight.wikispaces.com/SSCORE+Special+Issue+on+Social+Media

Also, Please join Social Media for Governments in Developing world (Group):

http://www.linkedin.com/groups/Social-Media-Governments-in-Developing-4772035?trk=myg_ugrp_ovr

About the Author Gohar Feroz Khan is an Assistant

Professor at Korea University of Technology & Education and founding Director of SMInsight research center. His research interest includes, IT adoption, social information systems, and Social media.

References Dunleavy, P., & Margetts, H. Z. (2010). The second wave of digital era governance. APSA 2010 Annual

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Gridlock, and Enhance Democracy. Lanhma, MD: Rowman & Littlefield Publishers. McGuire, M. (2006). Collaborative public management: Assessing what we know and how we know it.

Public Administration Review, 66, 33-43. Mergel, I. (2010). Government 2.0 Revisited: Social Media Strategies in the Public Sector. American

Society for Public Administration, 33(3), 7 & 10. Khan, G. F., Yoon, H. Y., & Park, H. W. (2012). Social Media Use in Public Sector: A comparitive study of

the Korean & US Government Paper presented at the ATHS panel during the 8th International Conference on Webometrics, Informatics and Scientometrics & 13th COLLNET Meeting, 23-26 October 2012, Seoul, Korea.

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Relationships, accepted for presentation at Pre-ECIS (21st European Conference on Information Systems) workshop: E-Government 2.0: Case studies and experience reports June 4, Utrecht, Netherlands.

Linders, D. (2012). From e-government to we-government: Defining a typology for citizen coproduction in the age of social media. Government Information Quarterly, 29(4), 446-454. doi: 10.1016/j.giq.2012.06.003

O'Reilly, T. (2010). Government as a Platform (Chap 2). In D. Lathrop & L. Ruma (Eds.), Open government: Collaboration, transparency, and participation in practice: O'Reilly Media

Patrice, M. (2010). Building open government. Government Information Quarterly, 27(4), 401-413. doi: 10.1016/j.giq.2010.07.002