Targeting for Open GovernmentBuilding a social media strategy for APCMCOE

Stephen Collins

We had a problem

“...improve Australia’s effectiveness in civil-military collaboration for conflict and disaster management overseas.”

???

{

training

research

collaboration

strategic WoG guidance

relationships

Internationalequivalents

Foreigngovernments

Culture mix

herding cats

Cats that Webchick is herdingfrom muir.ceardach

But not in the open...

What did we need?

Information outwards

Knowledge sharing

21st Century comms

Change

But not radical or too much

Who to influence and why?

Gaps?

“known unknowns”

What did we do?

Set some goals

Identities

Wrote staff guidance (and published it on

the public web)

Listening plus outbound social media (talking back where we

can)

New site (and still only public commentable

blog in Defence)

CC-BY everything

A better newsletter

Radical, huh?

NOT

What can you do?

Know your audience

For us it’s...

stakeholder agencies

other governments

foreign equivalents

academia

think tanks

latent groups

Measure

Site andsocial media traffic

Mood and conversation

Awareness

Get confident

Take on opportunities to learn

Staff permission

Staff involvement

Authorship and identity

JFDI

Where are we now?

12 months in we have a long way to go

But we’re a long way ahead of where we

were

Thanks!

Stephen Collinstwitter: @trib

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