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Governments love big announcements. Billions of dollars in spending, bold new projects and initiatives, launches and major events.
These types of announcements are believed to be the best way to cut through the media storm, attract journalist interest and public attention.
These big announcements appear to work well for traditional media channels, that are always chasing the next big story. However the approach does not work as well in social media channels.
The first difference to consider is that when launching a new initiative a government department can reach out to existing traditional media channels with existing audiences. However in many cases a government department may not yet have aggregated their audience online, making it much less effective.
The big launch tweeted to a dozen followers, or posted on a Facebook page that has only been liked by the families and friends of departmental staff, won't create the type of stir intended and may even send an incorrect signal that it isn't worth engaging via social media channels.
Secondly big announcements tend to require much preparation, approval and timing. This makes them annoyingly difficult to release online at precisely the same time as a Minister steps up to a podium to deliver his speech. Even if you release the online announcement at precisely the right moment, it may take minutes, hours or even days (for web domains or searchable information) to become available to the audience.
Thirdly, big announcements are usually rare and there's large gaps between them. While in traditional media the news will be filled up by all kinds of other announcements and events, on a department's social media channels there is no other news to release, leaving them looking sporadic and disinclining audiences to follow them closely.
What I advocate governments departments do is to by all means make the big announcements, particularly via traditional media to create interest and drive people to an online channel, but also use social media channels to make series of regular small announcements through the life of a campaign or program to sustain and grow online interest.
If you're managing an information campaign then you have a range of information available and approved for release. Whether you're releasing videos, publications, factsheets and FAQs or rolling out and completing many small projects within a bigger one, break up your information into 'bite sized' (usually single themed) chunks and distribute them, a few at a time, through your social media channels.
Some people say they have nothing to say, or get concerned that their information may be 'old' because it is already in their website. However it is important to realise that while they might be very familiar with their web content as they visit and think about the website all the time, their audience does not. Every useful, practical, challenging and interesting snippet of information can form the basis for a tweet, a blog post or a Facebook announcement. In some mediums each snippet of information can be published several times through a month - such as on Twitter, where people are not watching your every tweet.
By feeding your social media channel with these small and regular snippets of information (but not too often - no more than a few tweets or one or two posts or Facebook announcements each day) you give your audience a reason to sign-up, to revisit, to share your messages with their friends and to engage with you.
These small announcements can lead into important conversations, giving you even more opportunities to engage in meaningful dialogue and to listen to the views of your audience as they reflect on the information you have provided.
Even more important, when you do have a big announcement, you'll have a pre-prepared, engaged and interested social media audience ready to listen, reflect, share and engage, improving your reach and cut-through and demonstrating how effective social media can be to reach audiences directly without relying on journalists to cover your big announcement.
Thursday, June 03, 2010
The art of leveraging small announcements to drive Government social media engagement | Tweet |
Monday, May 31, 2010
Should public servants comment online on the operations of other departments? | Tweet |
A matter I've been mulling over for some time has been whether Australian public servants should comment on the operations of other government departments - at whatever jurisdictional level.
I am aware of several cases where individual public servants have commented on a difficult personal situation they experienced with another agency and received an informal complaint, via their own senior management, from the senior management of the other agency (who had used social media monitoring to track them down). Generally the complaint was that by commenting in a less than positive manner they were calling the integrity and reputation of another agency into question.
This raises major considerations for public servants as they engage online personally or professionally. While it is very clear from the Australian Public Service Code that public servants should uphold the integrity and reputation of the public service, there is less clarity around whether public servants should comment on operational matters that affect them personally.
It also raises questions about the role and rights of public servants - can they possess all the rights of other citizens as well as act responsibly as employees of the government? Are they entitled to raise valid concerns about government operated services based on their and their family and friends' personal experiences?
Here's some examples to clarify the type of situations that I see may emerge:
- If a public servant is organising a passport for a family member and the process goes badly astray, can they comment online about the issues they experienced with the Department of Immigration?
- If a public servant finds traffic is slowed to a stand-still due to road works during peak hour, can they complain online about the Roads Authority?
- Finally, if a public servant is inappropriately treated by counter staff at a government shopfront, can they discuss their poor customer service experience online?
However as more public servants take to social media (and more social media users are employed by government), the frequency of these types of incidents is likely to grow.
I wonder how our systems will need to adapt.
Tuesday, May 25, 2010
CEBIT eGovernment Forum liveblog | Tweet |
I'm a little late starting, due to a late plane and sourcing power and wi-fi, but hope to liveblog the eGovernment Forum throughout today.
Here's the eGovernment Forum event program for today.
I am starting a little late - Minister Tanner has already provided his keynote via video, stating that there he will be giving a Gov 2.0 declaration, per the Gov 2.0 Taskforce recommendation in their final report, in the next few weeks.
Glenn Archer of DEEWR is giving a presentation on behalf of the Government CIO, Ann Stewart providing an introduction to Gov 2.0, the outcomes of the Gov 2.0 Taskforce, and the steps taken since.
This includes the Department of Finance and Deregulation's opening up of social media tools for staff, the Department of Immigration's social media policy and AGIMO's blog (which is post-moderated).
He has announced that the government plans to redevelop and relaunch the beta Australia.gov.au open data site into a fully fledged site.
He's also spoken about the Coordinated ICT Procurement plan, which will streamline ICT procurement across the Australian Government, and the ICT Workforce plan and career structure to help attract and retain skilled ICT staff.
And now on to the liveblog....
Monday, May 24, 2010
Watch for the eGovernment forum and Gov 2.0 innovator awards at CEBIT on Tuesday | Tweet |
On Tuesday CEBIT is hosting the eGovernment Forum, with the involvement of the Australian Government Information Management Office (AGIMO) in the Department of Finance and Deregulation.
I am attending the Forum as a guest of AGIMO to receive a Gov 2.0 Innovator Award, alongside Mosman Council and ABC Pool (per the Gov 2.0 Taskforce's Innovators contest).
Keep an eye on Twitter for my impressions of the Forum through the day (using the #gov2au and #egovforum tags).
I also aim to liveblog the Forum, or post my impressions of the day shortly afterwards in this blog.
Infallability, government and Web 2.0 | Tweet |
Many rulers, from the Pharaohs of ancient Egypt to the Czars of Russia, were seen as almost infallible leaders - divinely selected and empowered to lead their people. To question their wisdom, strength or decisions was often an offence that could be punished by imprisonment or death.
Most modern states are more lenient, however governments still place a high value on being seen to be authoritative, knowledgeable and, on occasion, infallible.
So what is the impact of new media on a government's aura of infallibility?
For a long time traditional media has been keeping governments honest. However it has relied on a relative few number of reporters providing information through an even smaller number of distribution channels. Commercial interests, limited access to information and various other restrictions have, on occasion, left many government decisions and policies with little scrutiny.
Now, with Web 2.0, almost every citizen is also a journalist and publisher. This makes it possible for almost the entire population of a modern state to keep its government under constant 24-hour scrutiny and analysis, covering almost every decision and policy.
How have governments responded to this?
Some have taken a censorship and imprisonment route, attempting to limit debate and scrutiny by imprisoning, or worse, the most vocal citizen critics.
However this isn't a route that many democratic states could (or would) choose.
Instead democratically elected governments can choose to embrace public scrutiny and, rather than attempting to maintain an illusion of infallibility, become learning organisations who acknowledge that they can continually improve their performance.
This is a huge mindset change for those in governments used to the limited scrutiny of traditional media. The change can take some time to embrace.
At the moment while some governments and their agencies have embraced scrutiny as an opportunity to improve their service delivery, policy and operations, others are still conflicted. There are still situations where some individuals in various governments attempt to control and close down public discussions or limit internal transparency through self-censorship and restricted internal communications channels.
These conflicted agencies are, in many cases, doing more harm to themselves than good. When it is publicly visible that the Emperor has no clothes, that a particular topic is of community interest or facts about a situation (potentially including videos, financial analysis and/or expert opinions) are freely distributed online, attempts to limit statements to an agency line can backfire.
In other words, attempts to protect an agency or Minister through controlling information can, instead, create greater risks to them. This activity can damage reputations, expose them as out-of-step or, in extreme cases, result in rolling heads.
Government agencies increasingly need to resist the need to control all flows of information and focus on ensuring that accurate information is available wherever people are having a discussion. They need to ensure that the community has access to the facts - both when government is right and when they are wrong.
This limits the damage of false claims and myths - when government has indeed made the most correct decisions. Equally it limits the damage and distress when government has made mistakes. This approach allows government to retain the respect and trust of the community, particularly when errors are quickly detected and corrected.
Possibly the greatest challenge for public servants related to this shift to open disclosure and less massaging of messages is that it is happening right now.
The Australian Government's Freedom of Information reform law was passed on 13 May this year, Victoria has begun adopting Creative Commons licensing in a proactive disclosure approach for public sector data and NSW's government recently appointed an Information Commissioner and the NSW Premier has directed Ministers and Departments to set "an example of unprecedented openness".
This makes it imperative for agencies to recognise that their environment has changed and adjust their internal processes as quickly as possible.
