How to use Social Media to fine tune your communication plan (Pierre-Paul Fares)
BIS social media week
1. On slides 7 – 19, click on pictures to go to sites ….
Introduction to Social Media
Watch Social Media Revolution 2012
Marilyn Booth & Tim Lloyd
2. Why does any of this matter for Government?
• Drivers – Cost and cultural changes
• Civil Service Reform Plan & Digital by Default
– New Digital Strategy will look at online policy making
• Increases & diversifies our reach
• People want to share, collaborate and communicate in real
time
• Levels of digital engagement – from listening, to monitoring,
to active engagement and participation in social media
activity
• Can take place in consultations, policy campaigns and beyond
• BIS stakeholder groups all active online
Marilyn Booth 20th June 2012
3. It’s about…
• Interactivity
• Listening
• Engaging
• Sharing
• Communicating in real time
• Breaking down traditional boundaries & hierarchies
4. BIS & Social Media
• We use main social media channels
– Twitter, YouTube, Flickr, Pinterest (pilot)
• Some lesser known channels
– Soundcloud, Audioboo
• Interactive sites
– Community Buying, Focus on Enforcement, Consultations
• BIS blogs
– Ministers, Guests & policy makers
• Going where the conversations are
5. How are individuals already using social
media?
• Monitoring conversations about a policy or
programme intervention at any stage
• Finding relevant research
• Building relationships with stakeholders – both
personal and corporate
• Promoting awareness of programmes & projects
• Mobilising online communities at consultation stage
• Generate conversations round strategies and
campaigns
• Reaching out beyond “usual suspects”
20. What the social media guidelines say…
• Communicate with citizens in the places they already
are
• Use social media to consult and engage
• Use social media to be more transparent and
accountable
• Be part of the conversation with all the benefits that
brings
• Understand that government cannot do everything
alone, or in isolation
• Expect civil servants to adhere to the Civil Service Code
(online as well as offline)
21. So this means…
• Decide what your objectives are
• Who are your audiences?
• What messages do they need to hear?
• Where are they already (so don’t ignore
bulletin boards)
• Then pick the most appropriate channel
22. Personal (External) Accounts
• Takes time to build relationships
• How public do you want to be
• You should stick to civil service code
• Personal vs professional boundaries
• How active can you be?
23. Useful Resources
• BIS Digital
• Read the Social Media Guidelines
• Mashable a good source of hints & tips
• See The Digital Engagement Guide for more
examples across Government