Good model social media guidance from the Communications Council of Australia

The Communications Council of Australia last week released a 'Social Media Code of Conduct' (PDF).

The news was also covered in Mumbrella, who cover detail I won't cover here.


It is quite a sound document and written in plainer English, making it a great model for government agencies seeking to provide social media guidance to staff.


It is really guidance, rather than a 'Code' (which the Council explicitly states), and represents what they believe are the base level requirements in social media guidance for employees and for the use of social media by brands.

The guidance is also beta, developed by volunteers and subject to ongoing revision and improvement - which is probably just as well given they don't take into account the recent ruling of the Advertising Standards Board.

However it's a good starting point and well worth keeping on your radar.

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How has the world changed for the class of 2012?

When things change over time and we live through the changes, we often don't notice their scale or impact on our behaviour or thinking.

It's like growing up - you don't wake up each day thinking 'wow! I'm a millimetre taller' - but your uncles and aunts notice the difference as they see you less frequently.

So too do we sometimes forget the massive technological changes occurring around the world, simply because we're living through them.

However, IBM has created an infographic to help us recognise the extent of these changes, called the Class of 2012 (which I learnt about from GovLoop).

Take a look here.

The world has changed. Have you?

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Reinforcing the thin digital line

One of the benefits of my current role is getting to travel around Australia and meet many of the public servants working in the Government 2.0 and open government areas.

There's some fantastic people doing great work, often hidden in the most unlikely places.

It has also made me aware of how few people there are in government with significant experience in this area, who have designed, launched and managed more than a few social media initiatives, or who have worked in the online sector for many years.

Across all levels of government in Australia I could name less than 40 people working in agencies or councils who have more than three years practical experience with Government 2.0 and online channels, and who are also sharing their expertise beyond their immediate teams.

I worry what would happen if even half of these people left government suddenly. The impact on the capabilities of agencies and the cost, in years and mistakes, in rebuilding expertise.

I call them the 'thin digital line'.  They are the group that stands between government in Australia and the next agency social media disaster.

Many of the people I know in this group are mentally tired. They've worked for years, often in digitally hostile environments, to build business cases and run pilots to demonstrate the value of online channels.

Few have reached senior public service positions, due to their focus and 'troublemaking', often combined with a love of the practical hands-on thrill of seeing their actions result in positive outcomes.

Fortunately there's now a larger pool of people coming up through the ranks who are excited about getting into the digital arena. These people may have a few years professional experience with social media, but are more likely to be digital natives than some of us who have been involved in the online space for more than ten years.

They've internalised digital channels, but their knowledge of how to apply them in government agencies is still developing. They have skills and ideas, but sometimes lack confidence or experience.

If governments in Australia are to continue to embed Government 2.0 in business as usual activities, there needs to be a transfer of knowledge, experience and confidence from the 'thin digital line' and the group now following them.

I engaged in this kind of work last week, spending a day with a Commonwealth agency, meeting with with different teams to provide my experience and knowledge of the digital arena.

The people I spoke with were motivated, enthusiastic and empowered by their agency, with the permission to innovate in the digital space. However they still wanted independent confirmation to verify their good ideas, suggest refinements, risks, broader opportunities and build their confidence.

The day seemed to go very well and I have high hopes that the agency will be able to capitalise and continue to build its talent pool in this area. They'll be doing some awesome things over the next few years.

If you've plenty of digital experience under your belt, I encourage you to do likewise.

Find an agency or team who recognises the importance of online, but wants a sounding board or independent verification of their ideas.

Help them, give them confidence in their own knowledge and abilities, provide that 'expert opinion' that allows them to justify their good strategy to a policy area or senior manager - or gently steers them past strategies that are high risk.

Reinforce our 'thin digital line'. Help it to become a large embedded community of digitally capable and confident public servants, who can meet government online needs cost-effectively and quickly, then those who have done it before must share our experience.

The benefit to you will be that you've helped others to soar, potentially higher than you ever could.

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Adapting to being adaptable

We're starting to see government agencies come to terms with modern digital technologies, with more and more people in agency seeking to use them in their activities.

Agencies are beginning to operationalise social media and, while still working through the process, open licenses and data as well.

Some in digital related-roles in government are starting to feel their hard slog is nearly over, that they've won over management and can begin to focus on planning and doing rather than justifying, defending and educating.

Managers are beginning to resolve governance and risk questions and observe more acceptance of the use of digital channels by Ministers and their peers, making them feel more secure.

However there's a broader change taking place that public services and governments should not ignore.

Embedding Gov 2.0 thinking and technologies into an agency isn't simply a modification in how government engages, a reprioritisation of channels or an evolution of existing processes and procedures.

This change isn't like implementing a new structure or system - or introducing a new tool for staff, such as a fax machine or computer.

Governments and agencies don't just have to adapt to the internet and Gov 2.0.

They need to adapt to be more adaptable.


The web is only twenty years old, Web 2.0 and Gov 2.0 less than ten. In both cases we've seen an enormous flowering of ideas, rapid innovation and experimentation - with hundred-year-old industries already under threat.

This is but the opening gasp of what looks to be a continually changing and evolving digital landscape, a landscape which has already begun reshaped our physical world and calling into question many beliefs and traditions around how people behave, how organisations should operate and how governments should govern.

Public servants and politicians not only need to learn how to embed social media into their workplaces and activities, but how to design, manage and operate organisations and governments in fast changing environments and communities.

The change is as profound as moving entire nations from solid land and placing them on the sea, where unpredictable currents and storms continually challenge how structures are build and people organised.

We're entering an era where virtual states may be more relevant to people than physical ones, where the expertise government needs resides not only within their own staff, but outside the walls of their organisation, where programs succeed or fail based on whether communities wish them to - where governments are no longer the controller of states, but the servants of communities.

This era has only just begun, with self-organising groups only beginning to flex their muscles - often in uncoordinated baby-like ways. However as time passed and people learn how to better organise and design better platforms for doing so, we are likely to see radically different organisations appear and challenge incumbents for dominance at both micro and macro levels.

For governments to remain relevant they will need to learn to be adaptable, not simply to adapt to each new development, otherwise they will share the experience of the French in the opening days of World War II - with their plans, experience and processes for holding off Germany at the Maginot line were defeated by Germany going around the wall, failing to play by the rules of earlier engagements.

Governments seeking to control their citizens, or to set boundaries even for their staff, are already finding that many are going around the walls of process, governance and technology they have erected to define the boundaries of acceptable conduct or behaviour.

People are building, organising, sharing in spaces that agencies don't even recognise, let alone understand or engage in. Governance is lagging further and further behind practice and people are not waiting to let decision-makers catch up.

So how do governments learn to be adaptable, to be agile, to be inclusive, flexible and inclusive without giving up too much ground on areas such as privacy, security and governance?

This is an evolving body of work. However there are principles and similarity that adaptable organisations often share:

• Hire adaptable and resilient people
• Trust and empower your staff
• Foster community and collaboration
• Provide guidance rather than rules
• Respect and reward innovation and achievement
• Be transparent. Develop everything - policies, programs, systems, research, documents - to be accessible and shareable
• Never stop listening and learning

Organisations - even governments - who fail to adapt to being adaptable will keep falling further behind. At some point they may become irrelevant, unnecessary, or be forced to change from outside influences.

So while considering how you may use social media or Gov 2.0 tools and techniques today in an activity, think about the bigger picture. Are you and your organisation learning how to become more adaptable?

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The right way to release a mobile app - Human Services' new student app

I'm pleased to say that with all the apps now being developed by Australian governments, the Department of Human Services' new 'Express Plus Students' App, has managed to address almost all the criticisms I've had previously regarding government mobile apps.

What were these criticisms? And which did the Department fail to address? Read on...

Have a clear purpose

The first criticism I have about government mobile Apps is that sometimes they seem to be created without much thought about whether they actually are needed at all.

It is important to resist any urges to create a mobile App simply because you want to make one (as a shiny toy, for experience or credibility), or a senior manager wants to look good to their peers or Minister.

There are aspects of government business which, frankly, the community just isn't interested about. Apps, particularly in government, need a reason - a good reason - to exist, as well as an audience interested and ready to download and use them.

Don't create an App when you need a mobile site

One of the most costly mistakes governments (or anyone else) can make is in developing a mobile App when a mobile site would have met your needs and be more cost-effective.

If you're mainly providing a wrapper around website content and functionality, or providing textual information with a few images and buttons, it is usually faster and cheaper to build a mobile site than a mobile App.

This is because, well, building websites is simply cheaper, and while a mobile App needs to be recoded for every operating system and screen size, a mobile site will work across all internet-capable mobile devices without the coding overheads.

It is far easier to update as mobile site to suit emerging devices - by creating device specific style sheets, which are automatically applied when someone using a particular device visits.


This saves the money that would otherwise be spent in developing versions of your App for different devices and keeping them all up-to-date.

Mobile sites (should if built well) allow you to update the content easily, quickly and cheaply without potentially requiring development time and a user download. Though note that with clever App design this can also be achieved through having a mobile App that presents content drawn from a website or even a text file online.

The worst case - and I have seen it in practice - is when content is hard coded into an app, then there's a need to update it urgently. Frankly it's not easy to push an App through the iStore in less than two weeks, and this is after development. Apps are bad news for urgent updates.

Where your content is mostly words, mobile download speeds aren't generally an issue. It is when you get to video content and sophisticated functionality, or where your users are likely to operate beyond cost-effective 3G or wi-fi range (such as boat owners, remote communities and foreign travellers) that you may wish to consider a mobile App approach actively.

Design to standards including accessibility

When designing apps it seems that many basic usability and accessibility features can get forgotten, with many apps designed to operate in non-standard and non-intuitive ways. There are standards for a reason and standards-based apps will stand a better chance of feeling easy for regular app users to adopt (just like most Windows and Mac programs follow standards).

This means using the design paradigms for iOS, and Google's design principles for Android.

It also means tapping into the accessibility features built into iOS, and Android.

Use inbuilt controls

Using the inbuilt features and controls in mobile operating systems is also important. For example rather than building a map feature, use the one provided on the device.

I have seen Apps where the developer has built all kinds of nifty features that already existed in the operating system. This is sloppy, expensive and rarely results in a better experience.

Built in a reporting system

While you can find out how many App downloads have occurred from most App stores, tracking actual use of mobile Apps requires a reporting system hooked into the code itself.

This is fairly easy to do today, with Google Analytics supporting App reporting, and a number of custom reporting packages available from other organisations that are simply embedded in your App's code.

Having this reporting information is about more than accountability to the Minister, it is about understanding where, when, how and why people are using your mobile App, and helps you build an understanding of your audience so you can keep improving the App - and build new ones - that are even better.

Too many government apps are released without a reporting system, and it's very hard to reverse-engineer one in after release. People who previously downloaded an App can get mighty sensitive about the information you are suddenly collecting plus you miss the initial burst of activity that helps you identify issues and strengths.

Have an official agency account at App stores

This is one of my biggest frustrations, as seeing an official government App listed in an App store as having been created by 'Silly Mobile App Company' instantly reduces the credibility, trust and the ability to actually find the App by searching on the agency's name.

Also when an agency is making several Apps, often each is with a different Mobile App developer due to tender processes or skills. They then get listed under the name of the developer in the App store, which then cannot list your Apps together in a single place ('see other apps from this organisation'), reducing your agency's ability to cross-promote.

Plus, what happens if you make an App with a company, then have a falling out? It can be tricky, even impossible, to get the App out of the developer's account and move it to a new account on App stores.

It seems a no-brainer to me that agencies should register accounts on the main App stores before they start creating mobile Apps. This allows them to register their Apps under their own name, rather than that of developers and to use their reputation to build interest and trust.

Link to your Apps

Due to the wonders of modern technology it is possible to link from your media release and website to your App, as well as to link from your Apps to your other Apps.

Something that agencies still don't appear to do well is to link their mobile Apps together, with an in-App method of downloading other Apps from the same agency, or even government.

Also media releases still lack basic details such as screenshots of Apps or links to them in the App stores. I know it might come as a surprise to some people, but journalists understand how to use hyperlinks, as does the community - and both groups love pictures as much, if not more, than they love words.

Most media releases are read online, not on fax machines - so links can allow someone to get straight to the mobile App without messing around with a search in an App store.

With many releases now read on mobile devices, it makes sense to allow people to click to download the App straight away. It is inconsiderate to force someone to search when they can click.


And that final point is my only criticism of Human Services' 'Express Plus Students' App.

Go to their media release, which has been widely tweeted, and there is no link to the App in the iStore. Hopefully this is an oversight they will fix. It should not take long!

Note that I can't tell if Human Services' App has a reporting system built in either, but I'll give them the benefit of the doubt!


So how has Human Services' App been received by its audience?

This is a great 'good news' story already - with a number of five-star reviews. Check them out yourself at the App iStore (and note that there's more reviews to read if you can click through to iTunes).

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