Seven principles for governments when using social media to engage citizens and other stakeholders

1. ONLINE
COMMUNITY
ENGAGEMENT
FOR
GOVERNMENT
SINGAPORE, HONG KONG | April 2014Charlie Pownall | CPC & Associates Ltd
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2. Social media seduction
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3. Social seduction?
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8. What we’re covering today
WHY HOW PITFALLS
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9. • Skeptical & vocal customers/stakeholders
• Transparency & accountability demands
• Service quality expectations
• Speed & control
• Intermediaries
• Gen Y
Challenging communications environment
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10. • Raise awareness
• Drive/change behaviour
• Drive transactions
• Forge consensus
• Enhance/protect reputation
A wealth of opportunities
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11. Government use of social media
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12. 1. Listen, listen, listen
2. Focus on those that matter
3. Forge long-term relationships
4. Show, don’t tell
5. Provide context
6. Actively solicit feedback
7. Create sense of ownership
7 principles for online engagement
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13. #1–Listen,listen,listen
INSIGHTS & IDEAS
RELATIONSHIPS
& DIALOGUE
RISKS & INCIDENTS
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14. #2–Focusonthosethatmatter
Source: Salter Baxter
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15. #2–Focusonthosethatmatter
RESPOND CO-OPERATE
MONITOR ENGAGE
-WILLINGNESSTOCO-OPERATE+
- INFLUENCE +
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16. #3–Forgelong-termrelationships
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17. #4–Show,don’ttell
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18. #5–Providecontext
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19. #6–Activelysolicitfeedback
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20. #7–Createsenseofownership
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21. Beware the pitfalls
• Rhetoric not matching reality
• Pushing too hard
• Not listening
• Not managing expectations
• Not framing discussions properly
• Poor moderation
• Unprepared for risks
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22. Assessing online reputation risks
MODERATE
High likelihood,
low impact
SEVERE
High likelihood,
high impact
LOW
Low likelihood,
low impact
HIGH
Low likelihood,
high impact
-Likelihoodofissue/risk+
- Impact of issue/risk +
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23. Responding to online comments
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24. Recap
1. Listen, listen, listen
2. Focus on those that matter
3. Show, don’t tell
4. Provide context
5. Actively solicit feedback
6. Create sense of ownership
7. Forge long-term relationships
8. Beware the pitfalls and manage the risks.
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25. QUESTIONS?
COMMENTS?
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THANK YOU
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