Social media in government - presentation to NSW Health

Social media in government

Craig ThomlerManaging Director

Delib Australia18 March 2013

What issocial media?

About.com – Media is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication

Affilorama - Social media is content created and shared by individuals on the web using freely available websites that allow users to create and post their own images, video and text information and then share that with either the entire internet or just a select group of friends

BlackBox Social Media – Social media is any online media platform that provides content for users and also allows users to participate in the creation or development of the content in some way

CubixDev - Social Media is the new term for socialising online. It allows people to freely interact with each other online where-ever they are and whenever they want

Fresh Networks – Social media is people having conversations online. These conversations can take a variety of forms; for example, blogs and comments or photo sharing

Health is Social – Social Media is the meeting place between people and technology

Get a Social Boost – Digital word of mouth

Michelle Digital – Social media is life online

Optimize Your Web Presence – Social media are online venues, such as social networking sites, blogs and wikis that enable people to store and share information called content, such as text, pictures, video and links

ProPR – Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests

Relationship Economy – Social media is communications

The Financial Brand – Social media isn’t about the media, it’s about being social

Webgeekly - Social Media is generally any website or service that uses Web 2.0 techniques and concepts

Wikipedia - Social media are media for social interaction, using highly accessible and scalable publishing techniques

Many definitions for social media…

Facilitates user-generated content Facilitated by social connections Distribution is zero or low cost Supports flowing discussions (low barriers to

participation) Allows the community to ‘do’ for themselves Use open frameworks that support integration &

extension

Social media has in common…

Blogs (Over 50 government blogs at Govspace)

Groups and Forums (Whirlpool, Google Groups)

Wikis (Wikipedia, Wikispaces)

Social networking (Facebook, MySpace, LinkedIn, Google+)

Social bookmarking (Delicious)

Social news (Digg, Reddit)

Micro-blogs (Twitter, Yammer)

Community Q&A (Yahoo Answers)

Multimedia sharing (YouTube, Slideshare, Scribd)

Ideas markets (Dialogue App, Ideascale, GetSuggestion)

Collaborative budgeting (Budget Simulator)

Product and service reviews (Epinions, Yelp)

Emerging tools (Group buying, Pinterest, Crowd funding)

Each has different uses

Social media includes…

Just for teenagers and young adults 50+ age group is the fastest growing on Facebook and Twitter 30% of Facebook users are aged 35-49 Average age of Twitter users is 31, of LinkedIn users 39 years old.

All low quality content An independent study in 2005 by Nature Magazine found Wikipedia and

Encyclopedia Britannica had about the same rate of errors Since then, reviews in 2007, 2008 & 2012 have found Wikipedia is at least as,

if not more, reliable than commercial encyclopedias in a range of topics.

Unproductive “People who surf the Internet for fun at work - within a reasonable limit of

less than 20% of their total time in the office - are more productive by about 9% than those who don’t”. Dr Brent Coker, Dept of Management & Marketing, University of Melbourne

Going away

What social media is not…

What about Australia?

Source: Sensis Social Media Report May 2012

NSW

65+ yrs

50-64yrs

40-49yrs

14-39yrs

Female

Male

Total

0.98

0.93

0.99

0.99

1

0.97

0.99

0.98

Australia’s internet use


Australia’s social media use

Never

Use social media

38%

62%

38%

62%

2011 2012


Australia’s social media use

Never

Less than weekly

Weekly

Everyday

38%

6%

19%

36%

38%

9%

24%

30%

2011 2012

Source: Facebook March 2013 / ABS Census 2012

Facebook in NSWBased on residents aged 15+

NSW

Sydney

2,109,315

1,020,701

3,599,380

2,620,620

Use Facebook Don't use Facebook

(72%)

(63%)

What about Australian governments?

In mid-2012:

73% of Australian Government agencies reported using social media for official purposes

The social media majority

What the Australian Government is using social media for..Answer choice Response Share

For stakeholder engagement or collaboration 32 54.24%

Operating an information campaign 25 42.37%

Responding to customer enquiries/comments/complaints 25 42.37%

For engaging with journalists and media outlets 24 40.68%

For engagement or collaboration with other government agencies

24 40.68%

Monitoring citizen, stakeholder and/or lobbyist views and activities

17 28.81%

For a public consultation process 16 27.12%

For a stakeholder or other restricted access consultation 13 22.03%

Other type of activity (i.e. recruitment, crowdsourcing, staff) 11 18.64%

For policy or services co-design 7 11.86%

At least:

• 173 Twitter accounts

• 75 Facebook pages

• 50 YouTube accounts

• 21 Flickr accounts

• 9 Google+ accounts

NSW government has…

Selecting the right tools for the job

Rule 1: Don’t start with the tools!

People

Objectives

Strategy

Technology

Start with - POST

Inform

Consult

Involve

Collaborate

Empower

Source: IAP2.org

What are you trying to achieve?

Announce

Inform

ConsultInvolv

eCollaborate Empower

Information dissemination tools

Basic website

Document sharing

Online video

Podcasts

Presentations

Photo sharing

Key:

Online engagement spectrum

Optional Recommended Essential

Announce

Inform

ConsultInvolv


Information collection tools

Feedback form

Polls

Surveys

Events planning

Feedback form

Key:



Announce

Inform

ConsultInvolv


Interaction tools

Blogs

Forum

Document editing/annotation

Wikis

Social networks

Geospatial location

Mashups

Key:



Announce

Inform

ConsultInvolv


Announcement tools

Email newsletters

Micro-blogs

Newsfeeds

Widgets

Key:



Announce

Inform

ConsultInvolv


Engagement in 3rd party online properties

Blogs

Forums

Newsletters

Social networks

Websites

Key:



Building a future-proof social media structure

Don’t build on feet of clay

Engagement/project practice

Guidance and training

Strategy and framework

Social media policy

Agency instructions and policies

Government policies and guidelines

Legislation and international agreements

Online infrastructure

Engagement/project practice

Guidance and training

Strategy and framework

Social media policy

Agency instructions and policies

Government policies and guidelines

Legislation and international agreements

Whole of

agency

Branch/Team

Whole of Government

Online infrastructure

Your website

Forums

Outreach activities

Groups

Blogs

Engagement hub

Blogs Forum

Idea market

Polls

Groups

Monitoring suiteWeb reporting

Social media monitoring

Archiving

Social media publishing

URL shortener

File transfer

Survey

Email

Enabling services

Mapping Apps

Email

Storage (image, video, docs)

Social media presenceFacebook Twitter YouTube

LinkedIn FoursquareYammer

Groups

Forums

Support systems

Managing risks…

We’ve considered every potential risk except the risks of avoiding all

risks.”

Social media risk

What’s the risk to your organisation of NOT engaging via social media?

Social media risk

The biggest risk for agencies assessing social media risks is when the people assessing the risks don’t understand and/or use the social mediums involved.

Awareness threshold or risk level?

Avoid confusing awareness with risk.

Becoming aware of something doesn’t necessarily mean the level of risk associated with it has increased.

Aware

Unaware

Top areas of social media risk

Recommend: http://www.egov.vic.gov.au/pdfs/vmia-risk-insight-12-11-2010.pdf

• Conversational – what people say

• Reputational – how agency is seen

• Privacy/security – what information exposed

• Administrative – How policies are followed

• Technological – how systems operate

Risks should be ‘owned’ by the business owner with advice and support with Communication, Legal & IT groups – depending on approach.

Risk varies by audience, goals and content

Risk area Likelihood Consequence

Conversational High - very high Low - very high

Reputational Low – very high Low - very high

Privacy/Security Low – very high Low - very high

Administrative Low – high Low – very high

Technological Low – very high Low – very high

There’s no standard risk level – plus levels vary as an online channel matures

For example….an online community

Time

Size/engagement

Reputational

Technological

Conversational

Administrative

Technological

Conversational

Security

Privacy

Technological

Reputational

So how to mitigate?• Assess versus comparable existing social media

channels

• Have risk assessments done by people who understand the social mediums AND organisational context

• Review risk plan regularly over time and when environment/context changes

• Develop agency and project social media guidance documents and review them regularly as well!

• Test your risk mitigation strategies

Social media strategy – how your organisation will use social media to help it meet its goals (including risk mitigation)

Social media guidelines/policy – how your staff are expected to engage officially via social media and advice for personal use to help staff avoid issues

Escalation plan – How you will escalate incidents, including decision trees

Moderation policy – how you will moderate user comments via appropriate social media

Key documents to develop

Source: http://www.intel.com.au/content/www/us/en/legal/intel-social-media-guidelines.html

Intel’s social media guidelines:

Source: http://www.flickr.com/photos/43118383@N00/4668895145/sizes/l/in/photostream/

YMCA Chicago escalation plan

Areas to pay attention to• Negative comments & misinformation

(workflow, context, moderate, engage)

• Inappropriate comments(set context, limit rich content, moderate, block & report)

• Overwhelming level of responses(employ management tools, resourcing, broaden responses)

• Hacking & spamming(integrate spam control, complex passwords, moderate)

• Privacy (users AND staff)(Strong policies and clear guidelines to users, test tools first)

• Inappropriate use by staff(social media guidance and training)

Such as: Twitter (for real-time news distribution)

Blog hosted externally (for long-form updates)

Facebook page (for community building)

Flickr group (for photo capture)

Ushahidi instance (for geomapped incident reports)

Youtube (for video footage and reports)

Provide context and user guidance for all, set right settings per channel (ie: no commenting on YouTube)

Prepare your social media channels before you need them

Such as: Hootsuite/Measured Voice

(for social channel management, approvals and auditing)

Backupify (for archival/storage)

A social media monitoring service (for tracking externally reported incidents/issues/sentiment)

Use appropriate social media management tools

Best practice examples

http://www.police.act.gov.au/crime-and-safety/crime-statistics.aspx

http://www.hm-treasury.gov.uk/spend_spendingchallenge.htm

http://www.challenge.gov/

Inform http://www.police.act.gov.au/crime-and-safety/crime-statistics.aspx

http://www.police.act.gov.au/crime-and-safety/crime-statistics.aspx

Inform https://www.facebook.com/theline

Consult http://www.hm-treasury.gov.uk/spend_spendingchallenge.htm



Involve http://www.challenge.gov

http://www.challenge.gov/

Collaborate http://transcribe.naa.gov.au/

Empower http://stjornlagarad.is/english/

100% correct information delivered too late or in the wrong context is worthless(and causes more issues!)

Craig [email protected]@CraigThomler

http://eGovAU.blogspot.com

www.delib.net/australia/@Delibaunz

mailto:[email protected]

Social media in government - presentation to NSW Health

Documents

Transcript of Social media in government - presentation to NSW Health