Open Government and Social Media
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Dr Gege Gatt & Alex Grech
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Deck of slides that underpinned a talk I gave on Open Government and Social Media to COMNET (Commonwealth Network of Information Technology for Development)
Transcript of Open Government and Social Media
Dr Gege Gatt & Alex Grech
Where did it begin?
dēmokratía
Popular Participation
Equal access to
power
Knowledge is power
Internet is knowledge
Public Policy
It refers not merely to the end result of government
decisions, but more broadly to the decision-making and analysis of
such decisions.
Participation?
Access?
Public Policy
Public Policy
So what’s social
media?
“SOCIAL MEDIA describes a new set of internet tools that enable shared community experiences, both online and in person.”
Source: http://walksquawk.blogs.com
“Social media is people having conversations
online.”
Primary Social Media Tools
Key Social Media
Platforms
Blogs
Wikis
Photo Sharing
Micro-BlogsSlide
SharingRSSSocial NetworksPodcasts
Video Sharing
Instant Messaging
Who uses it?
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Who uses social media?
Varying strategies for varying patterns of usage
Source: Groundswell, Forrester Research, 2008.
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Who uses social media?
Source: Groundswell, Forrester Research, 2008.
Publish a blogPublish your own web pagesUpload video you createdUpload audio/music you created
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd ‘tags’ to web pages or photos‘Vote’ for websites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Why bother?
Why bother?
1. It’s HUGE
2. It’s TRUSTED
3. It moulds PERCEPTION
4. It’s NOT GOING AWAY
5. It’s on most lobbyists’ AGENDA
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
1. It’s HUGE
1. It’s HUGE
83% have watched movies online
45% of teens spend time on the internet and 28% in front of TVSource: Universal McCann Comparative Study on Social Media Trends, April 2008
1. It’s HUGE
73% of active online users have read a blog
45% have started their own blog
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
1. It’s HUGE
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
57%joined a social network
1. It’s HUGE
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
1. It’s HUGE
53% uploaded a photo
Source: Universal McCann Comparative Study on Social Media Trends,April 2008
“IN 2009, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE,
YOU’RE NOT ON THE INTERNET.”
1. It’s HUGE
2. It’s TRUSTED
78%OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS.
2. It’s TRUSTED
The old communication model was a MONOLOGUE.
ADVERTISING
14% OF PEOPLE TRUST ADVERTISING
2. It’s TRUSTED
3. It moulds perception
Source: Universal McCann Comparative Study on Social Media Trends,April 2008
32%OF PEOPLE TRUST BLOGGERS’ OPINIONS ON PRODUCTS AND SERVICES
3. It moulds perception
People• Depend more
on each other than Corporations
• Rebel against institutional power
Technology
• Nearly everyone’s online
• Faster, ubiquitous connections
• Web 2.0• Convergence
Economics
• Traffic = money• Numerous new
online business models
• Social media is measurable
3. It moulds perception
4. It’s not going away
4. It’s not going away
4. It’s not going away
http://tweetminster.co.uk/
4. It’s not going away
4. It’s not going away
www.fixmystreet.com
5. It’s on the lobbyists’ agenda
www.guardian.co.uk
5. It’s on the lobbyists’ agenda
www.senatoronline.org.au
A more participatory democracy
The new democracy
More accessible process
More participative public policy
Broader influence in policy outcomes
Government closer to governed
Increased political legitimacy
The new democracy
Governments
LeadersCorporates Followers
CitizensConsumers
The new democracy
?
The new democracy
Governance will become more
engaging, participative, democratic and
transparent.
Sharing power, opening up the decision-making
process, forging new relationships are the foundations of 21st-century government.
What are the barriers?
Barriers to overcome
1. Language of Engagement
2. Technology
3. Bureaucracy
4. ICT Skills & Training
5. Digital Divide
6. Political Regimes
7. Fluff
1. Language of Engagement
Listening (NOT
Preaching)
Right TONE
Right ACTIONS
ENGAGEMENT vs
Bullying
PERSONAL vs
OFFICIOUS
1. Language of Engagement
2. Technology
3. Bureaucracy
4. ICT Skills & Training
Is your team comfortable with dabbling with social technologies without panicking about: protocols, security, copy-writing, policy and more??
5. Digital Divide
DAI• Infrastructure•Affordability•Knowledge•Quality•Usage http://wireless.ictp.it/simulator/
6. Political Regimes
7. Perception = fluff
Still perceived to be ‘a big waste of time’ by many decision-makers
Needs proper ownership and buy-in within senior government officials to seed
How do you move from ‘Big Brother’ to ‘Engagement at a par?’
Making it happen
Five-Step Planning Process
People•Profile target ‘customer’ groups•Understand target groups social activities•Identify inner champions (senior policy officers, IT, Communications people)
Objectives •Set clear policies and goals Choose from: listening, talking, energising, supporting, embracing
Strategy•How do you want relationships with target groups to change?•How can you ‘curate’ conversations?•How can you secure internal and external buy-in?
Technology •Select appropriate social media tools to support strategy
Metrics•Benchmark Tools•ROI•Customer Participation tools
1
2
3
4
5
1. People
Behind every press release, web page, and social networking account is a PERSON
Hiding behind organisational brands and protocol reduces the authenticity and transparency associated with new groundswell.
Start by looking for INFLUENCERS
Who are the influencers?Category Who they are Channels of influence What they
are called
Formal position of authority
Political/Government leaders/ staff business leaders
Laws & RegulationsDecision & Spending AuthorityTop-down directives
Opinion LeadersDecision makersC-suite
Institutional/subject matter experts
Academics/scientistsIndustry analystsNGO leadersConsumer activists
Academic journalsTraditional mediaNew mediaSocial media
ExpertsMavensAnalystsCritics
Media elite JournalistsCommentatorsTalk show hosts
Traditional mediaNew mediaSocial media
Talking headsColumnistsPoliticos
Cultural elite CelebritiesDesignersArtistsMusicians
Traditional mediaNew mediaNew styles/productsSocial media
TrendsettersTaste makersCreatorsStarters
Socially connected
Neighbourhood leadersCommunity group membersOnline networkersBusiness networkers
Personal relationshipsEmail listsSocial gatheringsSocial networking websitesSocial media
MavensStartersConnectorsSpreadersHubsAlphas
1. People
WOMMA, 2009 – Influencer handbook
Get ready to engage with C3
1. People
“Collaborative creative class“
People from all generations.
Embrace the spirit of creativity & trial-and-error of the social software community
Address information on security risks inherent in using social media tools.
Create policy and human resources incentives to encourage the use of social media tools.
PR Directors
Web Masters
Communication ManagersPolicy Officers
Others
1. People
1. People
Consider engaging brand AMBASSADORS
Ambassador 1 Ambassador 2 Ambassador 3
2. Objectives
3. Strategy
3. Strategy
It’s about CURATING CONVERSATIONS
Develop the right messages, on time, in the right tone, to
the right people
Do not jump into social streams without having anything to say.
It's not about the technology.. more
about the way that it's used
Governments can put social media to strategic use
Share real voices and stories to bring the mission to life
Demonstrate widespread public support for an issue
Be findable by staff who are the first point of research for any policy or legislation
Activate the most passionate voices internally and externally to promote an agency's mission
Own Google search results to manage negative comments or content on a particular issue or policy
3. Strategy
Decision-makers cannot make informed choices about the use of social media until they or their staffs have personally had experience with this technology
4. Technology
Everything can be measured.. But measure the right stuff!
Quantitative Metrics
•Polls•Satisfaction Indexes•New Followers•New Subscribers•And more…
Qualitative Metrics
•Satisfaction•Loyalty•Authority•Interaction•Influence•Signal•Generosity•Velocity•Clout
5. Metrics
Google Analytics
Pea Shoot
Insights
Google Analytics
Twitalyzer
Metric Tools
5. Metrics
End thoughts
Simplifies networking and ENGAGEMENT
Accelerates RESEARCH
Identifies INFLUENCERS in useful niches
Provides MECHANISMS for combating negative publicity and PR
MEASURES public sentiment to help inform public policy
Provides live broadcast coverage of niche events
Can be measured for ROI purposes
Can save money
Social media…
This is the new way of the world
Governments will benefit by adopting progressive new approaches to social media and the indirect, intimate influence it has on various publics..
