Image courtesy Flickr user jasonahowie
Social media is a big world of “do’s,” “don’ts,” and “definitely don’ts.” However, it is also one of the best things that has happened to governments when it comes to citizen engagement and communication.
According to research from a Pew Internet Project, 74 percent of online adults use social networking sites. It’s no secret that citizens are out there actively engaging with others on social networking sites and that government organizations are joining them.
However, before taking the leap, it’s best for government agencies to understand and prepare for some of the less obvious ways in which social media works:
Social media is immediate and reactionary. The New York Police Department started using the hashtag #myNYPD in order to encourage citizens to post pictures of NYPD’s police officers in action. This action was supposed to be good things, but with little control over what is actually posted, they ended up getting photos of NYPD’s finest doing the less than finer things their job requires.
Remember that anything you post on a social channel is open for interpretation and can be taken in a much different way from person to person. Consider what you’re posting and who it’s intended for. Ask yourself how the desired audience might react, whether they will find it helpful, and if it will benefit your organization.
Social media requires a crisis plan. Based on unintended outcomes like #myNYPD, a crisis plan is necessary when you’re active on social media. The fast-paced nature of social media requires you to plan for different levels of crisis.
Together with your team, you need to determine lower risks that can be quickly addressed by one person in a matter of minutes. This could be something like a tweet gone bad that has begun to cause commotion within the Twittersphere. In this case, it needs to be taken down immediately and an apology should be posted if necessary.
Higher risks, such as an information leak over social media, could require an entire team to meet and discuss the best plan of action. You may already have something like this set up, just make sure you make any necessary tweaks to ensure it encompasses the fast response time that social media requires.
Social media can increase citizen engagement and transparency. The ability to bypass the press and other roadblocks and directly engage and communicate with your citizens is powerful. Asking questions, polling the public, and engaging in lively discussion is all a very exciting possibility on social media.
It is the ultimate in government transparency, but it is also to be used with caution. Remember that tone is lost in social media, so if you begin engaging in discussion with citizens, be mindful of when it may be time to bring it offline and in-person.
It’s also best to centralize your efforts so that everyone within the organization is on the same page. The City of Rutherford recently shared their experience using Measured Voice in the Granicus AppStore in order to streamline and centralize their social media efforts. Using an app like this can increase your efficiency and pace of response on social media.
Social media can give an “insider’s” look. What you can control is key in social media. Creative and engaging strategies that will show citizens a behind-the-scenes look into their government is a great approach.
Consider posting photos of officials out and about with citizens, share updates on projects that are happening, and be open and honest about things that may not be progressing as planned. This is your chance to show citizens exactly what’s going on in their government without having to go through any other source.
Social media is your ticket to increased citizen engagement and transparency. It’s just a matter of knowing what you’re doing and aligning your efforts based on what is working and what is not, while being prepared for any unexpected outcomes. So get out there and start communicating with your citizens today!
Do you have any social media stories to share? Please add in the comments!