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1 Social Media 101 Social Media for Government Advanced Learning Institute March 23, 2009 Presented by Maxine Teller Principal
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1
Social Media 101Social Media for Government
Advanced Learning Institute
March 23, 2009
Presented by
Maxine TellerPrincipal
This morning’s agenda
• Introductions
• What is social media and why does it matter?
• Applying social media to government
• Demystifying the social media toolbox
• Information of the greatest use
March 23, 2009
March 23, 2009
Social media is not about tools & technologies
March 23, 2009
It’s about human interaction & communication
March 23, 2009
19th Century: transparency, participation, collaboration
March 23, 2009
Late 19th Century – Early 20th Century: people distributed
March 23, 2009
20th Century:Broadcast Era
March 23, 2009
Late 20th Century:Internet increased communication access
March 23, 2009
21st Century: social media tools & Web 2.0 technologies
March 23, 2009
We are products of the Broadcast Era
March 23, 2009
Social media is, at its core, a cultural shift
Blogs
March 23, 2009
Digital Natives’ brains are wired differently.
93% use the Internet 97% game online, on consoles, on handhelds
75% use social networks
75% text message
41% send pictures from their phones
28% have their own blogs
March 23, 2009
Why is it so hard?
March 23, 2009
Catch-22: social media and collaboration
social media
March 23, 2009
use
understand
Catch-22: social media and collaboration
social media collaboration
March 23, 2009
use
understand
use
understand
Catch-22: social media and collaboration
social media collaboration
March 23, 2009
use
understand
use
understand
Social Media Adoption Curve
education
observation
broadcast
participation
relationships
collaboration
social media experience
March 23, 2009
Social Media Adoption Curve
education
observation
broadcast
participation
relationships
collaboration
1-way → 2-way
social media experience
March 23, 2009
Social Media Adoption Curve
education
observation
broadcast
participation
relationships
collaboration
1-way → 2-way
take value → add value
social media experience
March 23, 2009
Collaboration Principle:collaboration increases efficiency & effectiveness
Trust
trust creates a virtuous cycle
Share
share that which is most valuable
Engage
reach people where they are
Participate
people support what they help
to create
Collaboration
March 23, 2009
trust
Trust creates a virtuous cycle
March 23, 2009
Share that which is most valuable
March 23, 2009
Share that which is most valuable
Broadcast Era
• Size = Power
• Information = Power
• Size + Information = lots of power!
March 23, 2009
Share that which is most valuable
Broadcast Era
• Size = Power
• Information = Power
• Size + Information = lots of power!
Collaboration Era
• Size ≠ Power
• Information ≠ Power
• Information SHARING = Power
• Information sharing MULTIPLIES value
March 23, 2009
Engage: reach people where they are
March 23, 2009
Participate:people support what they help to create
March 23, 2009
Collaboration Principle:collaboration increases efficiency & effectiveness
Trust
trust creates a virtuous cycle
Share
share that which is most valuable
Engage
reach people where they are
Participate
people support what they help
to create
Collaboration
March 23, 2009
Collaboration requires a leap of faith…
March 23, 2009
… or a Presidential memorandum
March 23, 2009
BARACK OBAMA
MEMORANDUM FOR THE HEADS OF EXECUTIVE DEPARTMENTS AND AGENCIES
SUBJECT: Transparency and Open Government
My Administration is committed to creating an unprecedented level of openness in Government. We will work together to ensure the public trust and establish a system of transparency, public participation, and collaboration. Openness will strengthen our democracy and promote efficiency and effectiveness in Government.
Government should be transparent. Transparency promotes accountability and provides information for citizens about what their Government is doing. Information maintained by the Federal Government is a national asset. My Administration will take appropriate action, consistent with law and policy, to disclose information rapidly in forms that the public can readily find and use. Executive departments and agencies should harness new technologies to put information about their operations and decisions online and readily available to the public. Executive departments and
Government agencies’ uniquechallenges with using social media
Technology
• Access
• Security risks
• Bandwidth
• Legacy systems
• 508 compliance
Policy
• Terms of service: indemnification & state jurisdiction
• Advertising & endorsement
• Procurement: free tools, gratuitous
• Privacy
• Persistent cookies
• Surveys
Culture
• Explorative
• Information sharing
• Size
• Agency silos
• Top-down
• Complex, hierarchical organizational structures
March 23, 2009
Social media enables solutions for achieving our government’s objectives
Transparency Participation Collaboration
Employees & Enterprise
Customers & Citizens
Suppliers
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
2. Let policy guide, but not paralyze you
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
2. Let policy guide, but not paralyze you
3. Know the environment
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
2. Let policy guide, but not paralyze you
3. Know the environment
4. Consider a pilot as a proof-of-concept
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
2. Let policy guide, but not paralyze you
3. Know the environment
4. Consider a pilot as a proof-of-concept
5. Secure support of senior leaders
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
2. Let policy guide, but not paralyze you
3. Know the environment
4. Consider a pilot as a proof-of-concept
5. Secure support of senior leaders
6. Create internal cross-functional alignment
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
2. Let policy guide, but not paralyze you
3. Know the environment
4. Consider a pilot as a proof-of-concept
5. Secure support of senior leaders
6. Create internal cross-functional alignment
7. Roll out, don’t launch
March 23, 2009
Social Media in Government: 8 Best Practices Based on Lessons Learned
1. Mission drives everything: clarity is crucial
2. Let policy guide, but not paralyze you
3. Know the environment
4. Consider a pilot as a proof-of-concept
5. Secure support of senior leaders
6. Create internal cross-functional alignment
7. Roll out, don’t launch
8. Keep listening & let what you hear inform your participation
March 23, 2009
Online social media & government 2.0 resources
Government 2.0 Best Practices Wiki http://government20bestpractices.pbwiki.com/
Government Web Content Managers’ Social Media Subcouncil http://govsocmed.pbwiki.com/Services_Tools_Agencies
social network for government http://www.govloop.com/
http://www.government20club.org/
http://www.socialmediaclub.org/
http://thecollaborationproject.org
March 23, 2009
http://govcollab.wikispaces.com
Offline social media & government 2.0 resources
Government 2.0 Camp unconference March 27-28, 2009
Advanced Learning Institute’s Social Media for Government Conference: July 13-16, 2009
DoD & 1105’s Transparent & Open Government Conference: July 22-23, 2009
O’Reilly’s Government 2.0 Summit:September 9-10, 2009
March 23, 2009
Contact
Maxine TellerPrincipal
http://mixtmediastrategies.com
202-258-4605
Twitter: @mixtmedia
