social media in the government
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Paper presented by Anthony Clark, Director Customer Contact, Smart Service Queensland, at the Serve You Right Conference, Melbourne, September 2011.TRANSCRIPT
Your front door to Queensland Government 13 13 04 www.qld.gov.au
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Anthony ClarkDirector, Customer Contact
Social Media in the Government
Web 2.0Gov 2.0
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Dilbert take on Social Media
Is this the traditional view of Government?
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Policy and Governance
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Get Involved
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
The rise and rise of Get Involved
• 7 years
• 349 consultations
• Over 200,000 responses
• 200% growth pa on average
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Linked InClosed Internal Group
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Listening and Reporting
Social Media at Smart Service Qld
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Still to come
Social Media to compliment Service Delivery. How best do we achieve this?
Smart Service Queensland does not have a public brand. How do we identify service delivery issues?
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Social Media in Queensland Government
Queensland PoliceLeading the way!
‘The Queensland Police are world leaders now in the use of social media in disasters’
Queensland Information Commissioner, Julie Kinross in an interview with Madonna King on 612 ABC Brisbane (February 26, 2011)
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Social Media in Queensland Government
Benefits of Social Media in Disaster
• It is immediate and allowed Police Media to proactively push out large volumes of information to large numbers of people, ensuring no vacuum of official information
• The QPS Facebook page became the trusted, authoritative hub for the dissemination of information and facts for the community and media
• Large amounts of specific information could be directed straight to communities without them having to rely on mainstream media coverage to access relevant details
• The QPS quickly killed rumour and misreporting before it became ‘fact’ in the mainstream media, mainly through the #mythbuster hastag in Twitter
• It provides access to immediate feedback and information from the public at scenes
• The mainstream media embraced it and found it to be a valuable and immediate source of information
• It provided situational awareness for QPS members in disaster affected locations who otherwise had no means of communication
Disaster Management and Social Media – A case studySource QPS
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Social Media in Queensland Government
Why Did it work?
• Police Media had high-level organisational support, including from the Commissioner and Deputy Commissioner
• Social media had a champion in the Executive Director of the Media and Public Affairs branch, who championed its benefits from within the QPS Senior Executive and set the direction for the media and public affairs team
• Police Media was fortunate enough to have the benefit of a seven month trial in which the team was able to become comfortable with its use and imbed it as part of its daily process prior to the disaster occurring
• Through circumstances Police Media was able to quickly prove the worth of social media during two major disasters
Disaster Management and Social Media – A case studySource QPS
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Social Media in Queensland Government
Department of Employment, Economic Development and Innovation
DEEDI
DEEDI launched their first social media channel just over a year ago……
Originally launched to compliment the communication strategy around snapper restriction policy
DEEDI
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Social Media in Queensland Government
• DEEDI have seen a continual growth in their community
• An increase in participation and active users
Break into Groups
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Social Media in other Jurisdictions
Time to break into groups to talk about Social Media in your area. Citizen @ Centre.
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
What are our Challenges
Challenges are numerous
Getting buy-in How do we get buy in from Leadership and Ministers? How do we show ROI? Is it even relevant?
How to communicate to Citizens What is the best way to communicate to Citizens? Are we
serious? Do we use Humour? With so much content, what do we decide to respond to?
Government Message Vs Customer Driven How do we balance the need to publish information via
Social Networks with the need to listen to Citizens? This is a vehicle for customers to drive the agenda for
service delivery. Can we respond?
Current Position
Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au
Contact Details
Thank You
@ACSSQ | @consultqld | @QGWeb
http://au.linkedin.com/in/aclark