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SOCIAL MEDIA USE BY PUBLIC INSTITUTIONS Reaching maturity in social media use by public institutions
Barbara Ubaldi Senior Project Manager - Reform of the Public Sector Directorate for Public Governance and Territorial Development OECD
Cycle of ‘Hype’
Source: Gartner
• Communicating
• Engaging
• Serving
What purpose?
Do governments set objectives or
strategies?
Yes, 7
No, 18
Does your government have a dedicated strategy for the use of social media?
Source: OECD Survey on Social Media Use by Governments, 2013
Social media use has to derive from
your institution’s purpose
Good practice: Spanish national police
More information: “@policia: las historias de un éxito” by C. Fernández Guerra (2014)
14 Jan 2014: arrest warrant
15 Jan 2014: arrest
Social media for development
Flow of information, knowledge and transferring innovation
Supporting women entrepreneurs
Social media can support purpose-oriented
engagement… Do governments realise that?
0 1 2 3 4 5 6 7 8 9 10
Expand reach to marginalised or vulnerable parts of the…
Achieve financial benefits
Other
Improve communication and collaboration inside the…
Expand government reach to younger parts of the…
Improve the image of government
Manage crisis or emergency situations
Direct public service demand towards digital channels
Improve public service delivery
Engage stakeholders in public governance processes
Improve public communications
What are your government's main objectives or expectations for the use of social media? Number of countries that selected the objective. Up to 3 possible responses.
Source: 2013 OECD Social Media Survey; 12 OECD countries with specifically stated social media objectives.
Linking web 2.0 opportunities
• What are their preferred platforms?
• How do they use social media? – In Austria, 84% of the young use social media,
but less than 10% use it to discuss civic or political issues
Know your audience!
It took the German government four years on Twitter to get 370k followers. Re-tweet and comment rates are still quite low today. It took only four months on Facebook to get 76k likes. Comments and shares are frequent.
Build capacities!
(Source: OECD survey 2013.)
Yes, 6
No, 14
I don't know, 2
Does your government has a strategy or plan to develop civil servants' capacities for social
media use as part of their task?
Determine clear objectives… and
monitor performance!
Yes, 5
No, 16
I don't know, 4
Does your government use specific metrics or indicators to monitor the impacts of social media
use?
Source: OECD Survey on Social Media Use by Governments, 2013
• Objectives and expectations
• Governance modes & guidelines
• Legal compliance needs
• Skills and resources
• Collaboration and community management
• Managing the risks
• Monitoring and measuring impacts
A checklist to guide public
institutions
Thank you!
hhttp://www.oecd.org/gov/digital-government/
@BarbaraUbaldi