Post on 06-Dec-2014
description
Using Social Media in Government
Communications or
Who let the dogs out?
International Association of Business Communicators Ottawa, February 16, 2011
Jeff Braybrook
1
Outline
2
About me
This is not your father’s IT
Social media in action
A Web of rules?
Plan of attack
Providing guidance
Closing thoughts
About me 34 years in information and technology
management – both private and public sectors
University of Waterloo grad
Former Deputy Chief Technology Officer for Canada (2006-2010) with responsibility for…
3
Government of Canada policy on the management of IT
Annual departmental assessments of effectiveness of IT management (Management Accountability Framework)
Common Look and Feel Standards for the Internet (CLF)
Guidelines on use of Web 2.0 / Social Media
This is not your father’s IT
4
Trends
5
Mobility
Cloud Computing
Pervasiveness:
Always connected
Millennials
Consumerization of technology
The power of the Web
6
Share something, be relevant and compelling, then engage
Opportunities and challenges
Consultations Crisis communications Outreach Social marketing Demographic changes, private sector usage,
digitalization, mobility
Policy compliance Acceptance of change and of external views – both
positive and negative Communications paradigm (push versus pull)
7
Social media in action
8
CBSA Border wait times on Twitter
Public Health Agency
H1N1
Up-to-the-minute updates on H1N1 pandemic
Facebook, Twitter, YouTube drive traffic to PHAC site
50,000 Facebook referrals to PHAC site
35,000 mobile devices have accessed PHAC site
9
Veterans Affairs
Canada Remembers
249,000 Facebook “fans”
Discussion on Canada’s military history and our veterans
Fans can share messages, photos and videos
10
Canadian Embassy, Washington D.C.
Connect2Canada Connect2Canada, Canada’s
Web 2.0 communication tool in the United States
Develop a greater understanding of Canada-U.S. relationship
Debunking myths - A network of “virtual ambassadors”
47,000 members
11
Service Canada and Citizenship and Immigration
Working in Canada
12
Privacy Commissioner of Canada
Privacy Blog
13
Engaging on Privacy
issues through blog
and other social
Media presence
A Web of rules?
14
Policy instruments Common Look and Feel Standards
Communications Policy of the Government of
Canada
Contracting Policy
Directive on Privacy Impact Assessment
Directive on Privacy Practices
Federal Identity Program Policy
Official Languages Policy Framework
Policy Framework for Information and Technology
Policy on Access to Information
Policy on Government Security
Policy on Information Management
Policy on Privacy Protection
Policy on the Management of Information Technology
Policy on the Use of Electronic Networks
Policy on the Use of Official Languages for
Communications with and Services to the Public
Values and Ethics Code for the Public Service
Legislation Access to Information Act
Canadian Charter of Rights and Freedoms
Canadian Human Rights Act
Library and Archives Act
Official Languages (Communications with and
Services to the Public) Regulations
Official Languages Act
Privacy Act
Making common sense common practice
1. Be respectful and professional
2. Share in both languages
3. Be accessible and inclusive
4. Be transparent and accountable
5. Don’t share personal information
6. Maintain records of your advice
7. Be careful what you click on
8. Respect copyright and intellectual property
9. Respect your brand and stay on message
10. Set expectations and rules of engagement
15
Privacy strategies
Social media default settings should err on the side of greater privacy.
Education is needed on implications of sharing online
Regulators and the law will lag behind, but the laws are there when the rules are broken
16
Michael Geist, UofO excerpt from
Ottawa Citizen, November 2010
Plan of attack
17
Have a plan
Business drivers
Alignment with overall communications objectives
Communications plan with expectations and guidelines on engagement
Roles and responsibilities
Knowledge of target audiences (internet behaviours, language profile, use of assistive devices or mobile technologies)
Resources (human and financial)
Evaluation (metrics, timelines, continuous improvement)
18
Governance
Should be clear, succinct, well communicated
All personnel are made aware of their responsibilities and how decisions are made
Integrate with organizational governance to help reduce duplication and ensure consistency
19
Co-ordination
Create or be a centre of social media expertise Use and execution of social media projects
Liaison for Information Management, Accessibility, Official Languages, Communications, Federal Identify Program, Legal, Access to Information and Privacy, Security, Values and Ethics, Programs and Services, and the user community
Creation and management of social media accounts and profiles
Use customized terms and conditions wherever possible
Actively contribute to best practices and procedures
20
Rules of engagement
Clearly post on social media site at appropriate location (eg: account profile, blog main navigation)
Dialogue moderation criteria Topical posts or comments
Personal information
Political posts
Advertising, solicitation or spam
Profanity
Attacks
Discrimination (race, national or ethnic origin, colour, religion, sex, age, etc.)
Response time expectations
Notices: copyright, intellectual property, privacy, official languages
21
Risk mitigation
22
Risk Mitigation
Criticism of inability to meet the demands of users to join conversations/answer enquiries, due to resource and clearance issues
Criticism arising from perceptions that the use is out of keeping with the platform (too formal/corporate, self-promoting or ‘dry’)
Criticism of wasting public money/lack of return on investment/pointless content
Inappropriate content being published in error, such as: News releases under embargo Information about Ministerial whereabouts that could risk security Protectively marked, commercially or politically sensitive
information
Technical security of the account and potential for hacking and vandalism of content
Changes to the platform (to add or change features, or to charge users for accessing the service)
Squatters/spoofers
Unanticipated amount of direct communication due to following (Twitter)
Providing Guidance
23
Employee guidance objectives Provide guidance for use of social media, whether
participation is on behalf of the organization or personal
Address expected behaviours, benefits, risks and consequences
Make clear that when using social media as part of official duty then acting as a designated spokesperson
Have a process to ensure that proper authorities are involved for creating and managing departmental social media accounts
Personal use - people may know or ascertain you are a public servant. Encourage and train employees to be able to adhere to any values codes and terms of employment
24
Employee guidance content Implications of political neutrality
“Voice” of departmental social media interactions (e.g. helpful, impartial, non-confrontational)
How to handle public and media enquiries
Use of corporate symbols
Use of business email addresses and networks on social media platforms
Explain employment consequences when contravening guidance
Training materials to assist employees to meet expected outcomes
25
Industry Canada
Twitter interaction protocol
26
U.S. Environmental Protection Agency
Online using social media
27
U.S. Centres for Disease Control Social media toolkit
Communications worksheet SMART terms:
Specific
Measurable
Attainable/Achievable
Relevant/Realistic
Time‐bound
Evaluation worksheet
28
http://www.cdc.gov/socialmedia/
Skills and capacity
Listen
Moderate
Respond
Engage
Communicate
29
Closing thoughts
30
31
The world is online now
Go where people are
32
Have a plan, governance and
training
33
34
Engage (even when it becomes work)
Always be exemplary
35
Evaluate, learn, adapt
36
Remember: the goal is to improve strategic outcomes
37
38
Social Media Revolution 2 http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Thank you!
jeff.braybrook@gmail.com
(613) 299-7555
Twitter: @jeff_braybrook
Blog: www.jeffbraybrook.com
39 19 Lorne Avenue, Ottawa Canada K1R7G6
JD