Using social media – what can Government do?
Examples from our experience in the p pUK
Paul MylreaDirector of CommunicationsDirector of Communications
Department for International Development
Communication revolutionCommunication revolution
W li i th h i ti l ti Di it l h lWe are living through a communication revolution. Digital channels –videos, blogs, social networks and search engines - are reaching more people than ever.
Examples - In March this year, 6.3 billion videos were viewed on YouTube
Facebook has grown from 100 million to 200 million users in less than 8 months. If it were a country, it would be bigger than Brazil.
Twitter currently has 7 million unique monthly visitors. If it keeps growing at this rate, it’ll have nearly 100 million visitors same time next year.
Context for the evolution of interest in social mediaContext for the evolution of interest in social media
“the ability to mix and ‘mash’ data is far more widely available.”
“collect, re-use and distribute public sector information, creating new enterprises and new communities ”enterprises and new communities.
…to explore the role of government in helping to maximise the benefits for citizens from this new pattern of information creation and usefor citizens from this new pattern of information creation and use.
Context for the evolution of interest in social mediaContext for the evolution of interest in social media
F ll d ith T kf h ll b t d id l i bl dFollowed up with a Taskforce who collaborated widely using a blog and wiki version of their draft report
Their report has now become a blueprint for future activityp p y
“15 months ago, Power of Information was yet another document lying in the middle of Whitehall in-trays Now I consider it the blueprint for thethe middle of Whitehall in trays. Now I consider it the blueprint for the core business of government.” Tom Watson, Cabinet office minister
The social media landscape – in government communication
…increasing interest and increasing use, but a greater degree of uncertainty than in th i l hthe commercial sphere.
Recognised potential of social media in government communication
I h ibilit d t tiImprove reach, accessibility and targetingReflect channel preferencesMeet expectations and enhance reputationP t tPromote transparencySupport deeper relationshipsBe responsiveI t ff tiImprove cost-effectiveness
Sources of demand
CommsspecialistsMinistersPolicy
clientsStaffCitizens
Sources of demand…
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders2. Social marketing3. Understanding public opinion
… strategically applied and integrated with other activity
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders
Ministry of JusticeMinistry of Justice
National discussion on a possible Bill of Rights
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders
Department ofDepartment of Health
Review of the NHS
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders
Department forDepartment for International Development
Consultation around a new White Paper
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders
Department forDepartment for International Development
DFID Bloggers –voices from the frontline
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders
Foreign &Foreign & Commonwealth Office
London Summit
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders
including…including youth reporters
Recognised potential of social media in government
1 E t ith th bli d t k h ld
communication
1. Engagement with the public and stakeholders
Foreign &Foreign & Commonwealth Office / DFID
Supported G20 Voice – 50 bloggers accredited to attend the London Summit
Recognised potential of social media in government
2 S i l k ti
communication
2. Social marketing
Number 10Number 10
Using Twitter – 693,662 followers – and growing
Recognised potential of social media in government
2 S i l k ti
communication
2. Social marketing
DefraDefra
Climate change content on Dubit.com
Recognised potential of social media in government
3 U d t di bli i i
communication
3. Understanding public opinion
Number 10Number 10
E-petitions
Perceived risks of social media in government
t ti iti i ti di t
communication
exposure to scrutiny, criticism, negative media comment‘opening the floodgates’demands of managing responsel f t ti l t lloss of reputational controlinappropriate interventions
Barriers to using social media in government
Li it d d t di
communciation
“We do ha e sporadic demands forLimited understanding
Lack of robust metrics/evidence
“We do have sporadic demands for blogs, podcasts and wikis from our policy teams, but without any real understanding of the business benefits to be gained.”
Resource limitations
g
“Policy colleagues’ perceptions of high risk could be overcome if we could provide more convincing insight
Lack of expertise
could provide more convincing insight into public and private sector success.”
IT limitations
Security concerns
“We are contracted to use our IT supplier so we were unable to obtain competitive costs. We were charged a hugely inflated figure to set up a simple discussion forum ’’Security concerns simple discussion forum.
A significant challenge for governmentA significant challenge for government
“Social media is organic, democratic, spontaneous, conversational – it is a challenge to command and control structures and exposes i il t t i k d ”
“Loss of control is an important and recurring argument … in so many initiatives and announcements there is a
civil servants to new risks and pressures.”
initiatives and announcements there is a desire to put out a controlled message rather than stimulate debate.”
Rational, strategic approach Keep pace, experiment, innovate
Moving forwardMoving forward
Moving forwardMoving forward
S i l M di R i dSocial Media Review recommends…‒ Evidence-based, integrated approach‒ Awareness of tools, opportunities and risks‒ Guidelines and ‘how to’ toolkit‒ Code of conduct‒ Tracking social media tools and networksTracking social media tools and networks‒ Making the case for access to tools and sites‒ Participation before replication
Government Communication
Cabinet Office (P&E)
e-comms network
Communication Directorates
The aspirationThe aspiration
A iti h i t i l di i t d bA positive choice to use social media is supported by:‒ strong understanding‒ clear leadership and direction‒ rational, strategic approach‒ solid evidence, analysis and decision-making
The comms – policy – delivery partnership pioneers and proves the use of social media use, for positive audience impact
The e-communicators network takes an active role in promoting and professionalising social media use in government