Odai M. MarieSocial Eyez

Social Media is the future of communication, a countless array of internet based tools and platforms

that increase and enhance the

sharing of information. This new form of media makes the transfer of

text, photos, audio, video, and information in general increasingly fluid among internet users. Social Media has relevance not only for

regular internet users, but

Governments and businesses as well.

What is social media2

Traditional Media vs Social Media3

Comparison

4 Facebook Revolution

• Participation: Social media encourages contributions and feedback from everyone who

is interested. It blurs the line between media and audience.

• Openness: Most social media services are open to feedback and participation. They

encourage voting, comments and the sharing of information.

• Conversation: Whereas traditional media is about “broad cast” (content transmitted or

distributed to an audience) social media is better seen as a two-way conversation.

• Connectedness: Most kinds of social media thrive on their connectedness, making use of

links to other sites, resources and people.

• Community: Social media allows communities to form quickly and communicate

effectively. Communities share common interests, such as a love of photography, a

political issue or a favorite TV show.

Social Media Characteristics5

6

GOVERNMENT AND SOCIAL MEDIA: NOT JUST A PASSING TREND

• Social media isn’t just about being social anymore. Businesses

aren’t the only one taking advantage of social media to

communicate directly with their target audience to boost business.

Government institutions of all sizes are getting in on the act, using

social media tools to communicate important information to

constituents and improve delivery of services.

• Government adoption of social media is on the rise and it’s “not

just a passing trend,” and governments are not doing it just

because other governments are doing it, rather, it’s an important

mechanism for advancing government effectiveness.

Listening: Government institutions and officials can use social media to pay attention to what people are saying in their areas. Officials sort through the chatter, looking for relevant mentions on social media platforms that might help them in decision making or other issues.

How Government can benefit from Social Media?7

“The government is not a power over people. It is a power to serve the people

Engagement: Now once government institutions are listening to what’s being said on social media, they can respond accordingly and address certain users/issues. Other than that, it can be used as an immediate customer services channel providing people with assistance regarding government services or any other related inquiries.

Education: Social media gives governments a tool to share information in real time, educating constituents about public safety and even promoting events and achievements. And social media gives constituents a way to educate the government as well: They can talk directly to officials about a wide spectrum of concerns, from situational awareness to opinions about library hours.

How Government can benefit from Social Media?7

Efficiency: In these times of fiscal tightening, governments can use social media to spread messages and information to a large number of people, with relatively little cost within a short amount of time.

Improving Trust in Government: Social media can increase transparency in government and help humanize the institution. Where appropriate, using an employee’s name on blogs or Twitter accounts can add a human face to government agencies

How Government can benefit from Social Media?7

Social Media threats8Social Media is a great opportunity for government institutions in Kuwait and the Arab world because of the enormous growth rates in the Arab region in the digital and social spectrum, but at the same time, it may

represent a threat to those institutions when it’s not managed correctly

SOCIAL MEDIA THREATS

What are the threats of usingSocial Media by Government?

9

• Privacy & Security issues: The most glaring disadvantage of social media is risk of identity theft and fraud

• The difficulty of controlling content and conversations

SOCIAL MEDIA THREATS

Define Objectives

Monitoring & Analysis

PlanEngage

Measurement

Social Media Management Strategy for Government Institutions10

Strategy

• Defining Objectives: It’s important to define a clear set of objectives before start using Social Media – So then your strategy will be guided by your objectives

• Examples of Social Media Objectives:

– COMMUNICATE key messages

– BUILD an infrastructure for effective crisis & emergency management

– ADDRESS queries & issues online

– LEVERAGE customer service through social media

– CREATE awareness

Social Media Management Strategy for Government Institutions10

• Monitoring & Analysis: Before Jumping on Social Media and

engaging with your audience, you need to understand a couple of things about this audience such as:

– What are the top discussed topics?

– What are the top social media platforms they’re using to communicate?

– Who influences your audience?

– The demographics of your audience

Social Media Management Strategy for Government Institutions10

• Planning:

According to the output of the Monitoring & Analysis phase, you should now develop a plan to engage the target audience. This plan usually includes:

– Who will be in charge of managing your social media presence? Do they need training?

– What is the public policy of interacting with your target audience? Are there any rules or limitations?

– Workflow and internal coordination between different departments

– Prepare content plans

– Possible scenarios, how to manage social media crises

Social Media Management Strategy for Government Institutions10

• Engagement: Now we have a clear plan, we can start engaging the mass audience – usually includes:

– Develop relative content– Online Community Management and moderation

– Launch initiatives and social campaigns

– Reputation Management

Social Media Management Strategy for Government Institutions10

Social Media Management Strategy for Government Institutions10

• Measurement: Measurement is an essential ongoing process that needs to be done as long as you’re on social media. Through measurement you can know:

– Which mentions are related to your organization

– Sentiment analysis, are you being mentioned positively or

negatively?

– What are your strengths and weaknesses from your audience perceptive

– Which type of content is your audience engaging with

Social Media Management Strategy for Government Institutions10

11

1. Incorporate Technology with Social Media

BEST PRACTICES

• Keywords search

Best Practices11

• Filter deeper

Best Practices11

• When is my audience online? Publish content accordingly.

Best Practices11

2. After you listen, engage

Best Practices11

• Listen to what matters – Which Keywords to capture

Best Practices11

3. Humanize your organization on Social Media

BEST PRACTICES

• @CIA Example

Best Practices11

…… And one month later

Best Practices11

CIA Example

Best Practices11

Best Practices11

CIA Example

Government of Kuwait Analysis

@MOFAKuwait

Image

No. of Followers 59,807

Total Tweets 4,393

Avg. tweets/week 53

Languages Arabic

Nature of posts:Majority of the posts were mainly news and images of MOFA Kuwait’s participation at events and initiatives.

Response time: Rarely any comments – no replies

Sample links:https://twitter.com/MOFAKuwait/status/569422092820545536https://twitter.com/MOFAKuwait/status/568319382746607616https://twitter.com/MOFAKuwait/status/574502520631906305

@MOInformation

Image

No. of Followers 5,241

Total Tweets 2,476

Avg. tweets/week 21

Languages Arabic

Nature of posts:Most of the posts were mainly news and images of MOI Kuwait’s participation at events and initiatives. Retweets of @newsktvposts.

Response time: Rarely any comments – no replies

Sample links:https://twitter.com/MOInformation/status/572010082231185408https://twitter.com/MOInformation/status/570279565911658496https://twitter.com/MOInformation/status/564741020416360448

MOD

Image NA

No. of Followers NA

Total Tweets NA

Avg. tweets/week

NA

Languages NA

Nature of posts:NA

Response time:

NA

Sample links:NA

Government Units of Kuwait

MOFA Kuwait

Image

No. of Fans 7,043

Avg. posts/week

55

Languages Arabic

Nature of posts:Majority of the posts were mainly news and images of MOFA Kuwait’s participation at events and initiatives.

Response time: Rarely any comments – no replies

Sample links:http://on.fb.me/1KVvXDqhttp://on.fb.me/1GqWCBuhttp://on.fb.me/1Bqjvp0

MOInformation

Image

No. of Fans 1,102

Avg. posts/week

80

Languages Arabic

Nature of posts:Most of the posts were political news related to Kuwait, along with photo posts and news articles.

Response time: Rarely any comments – no replies

Sample links:http://on.fb.me/1C6fybchttp://on.fb.me/1BqlObFhttp://on.fb.me/1C6gWea

MOD Kuwait

Image

No. of Fans 10

Avg. posts/week

NA

Languages NA

Nature of posts:NA

Response time: NA

Sample links:NA

Government Units of Kuwait

MOFA Kuwait

Image

No. of Fans 7,542

Total posts 2,805

Avg. posts/week

43

Languages Arabic

Nature of posts:Majority of the posts were mainly news and images of MOFA Kuwait’s participation at events and initiatives.

Response time: Rarely any comments – no replies

Sample links:https://instagram.com/p/zuNTlGPQWJ/?modal=truehttps://instagram.com/p/zO3mBZvQSt/?modal=truehttps://instagram.com/p/y6bvfhPQSV/?modal=true

MOInformation

Image

No. of Fans 471

Total posts 354

Avg. posts/week

2

Languages Arabic

Nature of posts:Mostly photo posts of MOI Kuwait's participation at events and initiatives.

Response time: Rarely any comments – no replies

Sample links:https://instagram.com/p/yj1TrwwKHS/?modal=truehttps://instagram.com/p/xgwm1oQKJF/?modal=truehttps://instagram.com/p/zP92pTwKMi/?modal=true

MOD Kuwait

Image NA

No. of Fans NA

Total posts NA

Avg. posts/week

NA

Languages NA

Nature of posts:NA

Response time: NA

Sample links:NA

Government Units of Kuwait

• USAbilAraby’s Facebook page is the newest in the USAbilAraby family.

• USAbilAraby launched its Facebook page on November 3, 2014

USAbilAraby - Facebook

USAbilAraby - Facebook

Examples of Content About Countering ISIL

Examples of Content About Countering ISIL

ConclusionSocial media offers a real opportunity for government agencies to not only improve

efficiency, but also to improve their service to constituents,build trust and collaboration and better handle real-time requirements of crisis

situations.To achieve these objectives, however, government agencies need to be smart about how they implement social media. Rather than building individual or isolated groups

of employees to handle limited programs, think of how best to integrate these efforts with the processes, people and technologies you already have. Where

possible, automate social media processes around business rules that you revisit regularly.

The agencies that have demonstrated the greatest success are the ones that have carefully implemented best practices and built processes around social media, monitored and tracked their efforts, and shared their learning throughout the

agency for continuous process improvement.