For Kokoda Foundation - Social media in australian government
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Social media use by government
Craig Thomler19 November 2011
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Australia’s internet use
Source: Sensis Social Media Report May 2011
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Australia’s internet use
Source: Sensis Social Media Report May 2011
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Australia’s social media use
Source: Sensis Social Media Report May 2011
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Social media channels used
Source: Sensis Social Media Report May 2011
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Level of social media usage
Source: Sensis Social Media Report May 2011
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Australians and social media
Nielsen's Social Media Report for Q3 2011 stated that Australians spent 7 hours and 17 minutes per month visiting social networks and blogs.
Melanie Ingrey, Research Director for Nielsen’s online business said in 2010:“Incredibly, nearly nine in 10 (86%) of Australian’s online are looking to their fellow Internet users for opinions and information about products, services and brands” [over official sources]
Source: Nielsen - 2010-11
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What about Australian governments?
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Use across Aus. governmentOver 275 online consultations in last two years
Over 380 Departmental Twitter accounts
Over 80 agency mobile apps
Over 70 agency blogs (all levels of government)
Over 45 Facebook pages
Over 40 agency YouTube channels
At least 5 data competitions
At least 100 Federal politicians using Twitter
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Growth in Twitter use
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How Twitter is used
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Guidance from government
• Gov 2.0 Taskforce Final Report
• Report largely accepted by the Australian Government in their response
• APSC Circular 2009/6: Protocols for online media participation (now integrated into the APSC code of conduct in practice)
• Open Government Declaration
• Government 2.0 Primer
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Government 2.0 represents a fundamental shift
in the relationship between
citizens and government,
to the benefit of both.
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Using tools and techniques enabled by digital technologies to bring citizens 'inside the tent'.
Empowering citizens to be active participants in government decision-making processes and supporting them to do for themselves.
Opening up public data for public reuse to inform and enable new insights, better decisions and more effective policy.
Initiatives from individuals and non-government organisations as well as government.
Government 2.0 includes...
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Gov 1.0 to 2.0
Magna Carta – 1215 AD Internet – 2010 AD
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Government as media
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Government as engager
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Government as convenor
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Government as platform
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Implementing Gov 2.0
• The challenges are largely internal• Most of the Australian community are already online
(more regularly go online than read newspapers)
• Web 2.0 technologies are readily and cheaply available(don’t invest in a Rolls Royce if you only need a Yaris)
• ‘How to’ knowledge and examples are widely accessible(Search online – and network with peers)
• Experienced people are out there (though we need more ‘in here’)
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Build awareness & experienceStart personally – begin a blog, get on Twitter & Facebook,
join a forum or community (OzLoop, GovLoop and Gov 2.0 Australia)
Build a corporate library of information & case studies (share it via a social bookmarking site, i.e. Delicious)(See Victoria’s eGov Resource Centre and the eGovAU blogroll)
Launch a regular Gov 2.0 / Web 2.0 internal (email) newsletter
Identify a senior management champion in your department
Identify value propositions for specific Web 2.0 uses
Trial Web 2.0 approaches (internally and externally) in non-critical areas, using approved external and internal systems (i.e. GovDex)
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Run internal Gov 2.0 briefing events for legal, HR, procurement, communications, IT and management
Arrange briefings with more experienced Departments
Hold a screening / distribute CDs of Us Now (CC BY licensed)
Survey staff on their use of social networks (refer to the questions asked in AGIMO’s Interacting with Government report)
Encourage HR to develop a Departmental social media policy to clarify acceptable online conduct for all staff - can be based off the APS Commission’s Circular 2008/08: Interim protocols for online media participation, also refer to Social Media Governance’s list of social media policies.
Build engagement
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Build infrastructure
Your website
Engagement hub Monitoring suite
Forums
Outreach activities
Groups
Social media publishing
URL shortener
File transfer
Survey
Blogs
Blogs Forums
Idea market
Polls
Groups
Web reporting
Social media monitoring
Archiving
Enabling services
Mapping Apps
EmailSocial media presence
Storage (image, video, docs)Facebook Twitter YouTube
LinkedIn FoursquareYammer
Groups
Forums
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Generation gap
Political climate
Public service culture
Legislation and policy
Speed of change
Adoption and reach
Limited in-house expertise
Systems (IT, procurement, etc)
Personal versus professional
Security
Challenges remain
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Questions?
Craig Thomler19 November 2011