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We are now starting to see government departments advertising social media roles - although the titles vary, including 'New Media Adviser', 'Community Manager' and even 'Online Media Coordinator'.
In Australia it is difficult to recruit people with substantial experience for these roles. I am seeing many filled by media specialists or website managers, who are qualified in their professions, but can be new to the social media space.
This shortage of experienced people also reflect competition from the private sector. Corporate social media roles are now advertised at entry levels around $50,000, mid-range around $90 and at senior levels at $130,000 or more. Government agencies are not always able to offer similar levels of compensation, although attempt to compensate through conditions and superannuation contributions.
Some agencies are taking the route of having graduates lead social media initiatives in the belief that their youth gives them greater familiarity with the medium.
While graduates do come with enthusiasm, innovation and fresh ideas, they haven't always had time to build experience in the public sector, to understand the governance processes or political considerations or build networks of influence. They need support from mentors and sponsors to overcome these challenges.
Graduates may also not be the most experienced users of social media - the types of social media used by a graduate can be quite different from those used by a professional communicator with five or more years experience, simply due to the different professional needs they have in their lives.
Introducing social media into an organisation is a complex and delicate endeavour. When was the last time organisations added a major new communications channel? What type of cultural, procedural and technical changes were required? How major was the change program - and how well resourced?
Traditionally government employs specialist teams for policy development, program management and service delivery - yet in the social media space a single person or small team is often required to have all these skills in ample measure.
This means agencies need to think seriously about the experience and expertise they need in the people they employ to lead their social media initiatives. The experience and expertise required to navigate the cultural and change considerations, work within the governance and processes and appreciate the public communications and political sensitivities around social media adoption.
To aid in this challenge the post 12 Steps To Hiring A Social Media Manager from SocialMediaToday provides many useful tips and considerations that organisations need to take on board when making a social media manager hire.
Monday, September 13, 2010
Tips for hiring a public sector social media manager | Tweet |
Friday, September 10, 2010
Online video ads more effective than TV ads | Tweet |
This week a colleague made me aware of a study conducted by Nielsen in April which found that online video ads were significantly more effective than TV ads amongst US viewers.
Reported at ClickZ (but for some reason not widely reported by traditional media), the article states that,
The research company conducted over 14,000 surveys evaluating 238 brands, 412 products, and 951 ad executions, and collected data on general recall, brand recall, message recall, and likeability. The results suggest that for each metric, consumers reacted better to ads delivered via online video than they did through traditional TV.
Nielsen says the increased impact could be attributed to the nature of the viewing experiences offered between the two platforms, with online video viewers often more "engaged and attentive" to the content they are consuming.
This wasn't a small impact either - online ads were on average more than 30% more effective per the chart below.
To learn more about how people are watching video, I recommend reading Nielsen's report, How People Watch: A Global Nielsen Consumer Report.
Tuesday, September 07, 2010
An open government renaissance in Australia? | Tweet |
With the election over, Prime Minister Gillard has promised to throw open the curtains and let in the sunlight, a more open government than ever before.
With a government consisting of 72 Labor MPs, a Green MP and three Independents, media commentators are saying that more negotiation and consultation will be required than ever before.
This may prove to be Australia's open government renaissance - with corresponding growth in Gov 2.0.
What do people think?
Monday, September 06, 2010
Understanding internet memes and the language of the net | Tweet |
The other day I came across a couple of experienced communications professionals who were unaware of Lolcats and several other well-known internet memes.
I believe it is quite important to understand the language, trends and traditions of a medium that you wish to use to communicate with and engage your audiences, so in the interests of spreading knowledge, here's a couple of good sources of information.
It is particularly useful for those who are newer to the internet (less than 10 years of use) or who are on the mature side of 40.
And in case you think all this meme stuff is some freaky internet phenomenon - many similar memes exist in traditional media as well - and you probably know them...
Such as Whatcha talkin bout Willis and Jumping the shark.
Know your meme - A great collection of short videos, each explaining a different popular internet meme. Yes there are lots of them. It's very useful for looking up those strange words used by your resident internet junkie, or when they send you to the last page on the internet.
Memesfactory - an entertaining, yet sometimes confronting, journey through the internet's wild west. Gives a great overview of the main internet memes and key terminology. This is designed as entertainment and is best suited to those with some familiarity with memes but little idea of where they come from.
Thursday, September 02, 2010
Innovation's Social Media in Government Seminar - presentations and videos | Tweet |
Last month I gave a presentation to around 100 people at the Department of Innovation regarding the use of social media in Australian government, alongside Todd Wright of Threesides.
With permission Innovation have published the presentations and video over at their Innovation Blog to share the seminar with others across the public service.
I'd love to see other Departments sharing material of this kind (on a variety of topics) on a regular basis, where there's no confidentiality or commercial concerns. It reduces duplication of effort, spreads knowledge and can lead to money savings for the government.
