Relationship between Social Media and Governance

1. By Joel Isabirye
Assist.Professor of Communication
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2. REVISITING THE CONCEPTS
“Communication” and “Governance”
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3. COMMUNICATION
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5.  Communication plays important role in
governance
 Communication=process of sending
information via medium to receiver who
sends feedback on information received.
 Communication Types:
 1.Mass (large segment of receivers)
 2.Interpersonal (small segment of receivers)
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6.  Objectives of communication :
 1.Inform
 2.Persuade
 3.Resolve
 4.Clarify
 5.Influence
 Objectives are two way (Sender/Receiver)
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7. GOVERNANCE
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9.  Good governance widely contested term
 Provisionally=process & structure of decision-
making & implementation in organizations,
states or communities.
 Good governance includes management of
resources for effectiveness and equitable
distribution.
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10.  Good governance indicators:
 1.Voice & Accountability (Democracy,
Participation)
 2.Political/Organizational/Community Stability
and Absence of Violence/Disruption/Resistance
 3.Government/Organizational/Community
Effectiveness (Service Delivery)
 4.Regulatory Quality (Service Delivery)
 5.Rule of Law
 6.Control of Corruption
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11.  Communication in Good governance
 1.Creates flow of information between the
governors and the governed
 2.Promotes dialogue between the governors
and the governed
 3.Enables the governors to influence
opinions, attitudes and behavioral change of
the governed
 4.A voice for the governed to be heard by the
governors
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12. THE MEDIA
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14.  Media and Good governance
 Media is most influential institution today
 222 radios, 18 npapers & 50 tv stations in
Uganda, over 5.4 million Ugandans online
 1.Creates accountability and transparency
 2.Watchdog over abuse of power & resources
 3.Enables debate on issues of governance
 4.Enables public participation in agenda
 5.Sets agenda for policy makers
 6.Marketing ideas, products and services
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15. SOCIAL MEDIA
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17.  Social Media and Governance
 SM=media created by new info technologies
 Social because helps people relate
 Share personal and official information
 Covers distance, space, time and people
 Can be measured more effectively
 Has feedback: comments,replies,shares,likes
 Most important: Facebook, Skype, Twitter,
LinkedIn, YouTube, Email, Website
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18.  Benefits of Social Media
 Increase customers
 Create awareness of products/services
 Test perception of products and services
 Grow loyalty (retention) of client base
 Clarify existing information/misinformation
 Receive feedback on products and services
 Convert potential customers (on inquiries)
 Promote image of the organization
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19.  Social Media Ethics/Principles
 1.Work with a plan (usually three months)
 2.Consistence (message and schedule)
 3.Be reliable (offline action same as on-line
communication)
 4.Keep messages short and effective
 5.Use images
 6.Share/Multiply/Recruit
 7.Time-Space (allow posts to be internalized)
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20.  Effective Communication for good
governance
 1. Is planned
 2. Achieves objectives
 2. In language understood by receivers
 3. Use appropriate medium for receivers
 4. Enable feedback and evaluation
 5. Be integrated (mix communication
channels)
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21. THANK YOU
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