Using Social Media in Government

Communications or

Who let the dogs out?

International Association of Business Communicators Ottawa, February 16, 2011

Jeff Braybrook

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Outline

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About me

This is not your father’s IT

Social media in action

A Web of rules?

Plan of attack

Providing guidance

Closing thoughts

About me 34 years in information and technology

management – both private and public sectors

University of Waterloo grad

Former Deputy Chief Technology Officer for Canada (2006-2010) with responsibility for…

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Government of Canada policy on the management of IT

Annual departmental assessments of effectiveness of IT management (Management Accountability Framework)

Common Look and Feel Standards for the Internet (CLF)

Guidelines on use of Web 2.0 / Social Media

This is not your father’s IT

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Trends

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Mobility

Cloud Computing

Pervasiveness:

Always connected

Millennials

Consumerization of technology

The power of the Web

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Share something, be relevant and compelling, then engage

Opportunities and challenges

Consultations Crisis communications Outreach Social marketing Demographic changes, private sector usage,

digitalization, mobility

Policy compliance Acceptance of change and of external views – both

positive and negative Communications paradigm (push versus pull)

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Social media in action

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CBSA Border wait times on Twitter

Public Health Agency

H1N1

Up-to-the-minute updates on H1N1 pandemic

Facebook, Twitter, YouTube drive traffic to PHAC site

50,000 Facebook referrals to PHAC site

35,000 mobile devices have accessed PHAC site

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Veterans Affairs

Canada Remembers

249,000 Facebook “fans”

Discussion on Canada’s military history and our veterans

Fans can share messages, photos and videos

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Canadian Embassy, Washington D.C.

Connect2Canada Connect2Canada, Canada’s

Web 2.0 communication tool in the United States

Develop a greater understanding of Canada-U.S. relationship

Debunking myths - A network of “virtual ambassadors”

47,000 members

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Service Canada and Citizenship and Immigration

Working in Canada

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Privacy Commissioner of Canada

Privacy Blog

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Engaging on Privacy

issues through blog

and other social

Media presence

A Web of rules?

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Policy instruments Common Look and Feel Standards

Communications Policy of the Government of

Canada

Contracting Policy

Directive on Privacy Impact Assessment

Directive on Privacy Practices

Federal Identity Program Policy

Official Languages Policy Framework

Policy Framework for Information and Technology

Policy on Access to Information

Policy on Government Security

Policy on Information Management

Policy on Privacy Protection

Policy on the Management of Information Technology

Policy on the Use of Electronic Networks

Policy on the Use of Official Languages for

Communications with and Services to the Public

Values and Ethics Code for the Public Service

Legislation Access to Information Act

Canadian Charter of Rights and Freedoms

Canadian Human Rights Act

Library and Archives Act

Official Languages (Communications with and

Services to the Public) Regulations

Official Languages Act

Privacy Act

Making common sense common practice

1. Be respectful and professional

2. Share in both languages

3. Be accessible and inclusive

4. Be transparent and accountable

5. Don’t share personal information

6. Maintain records of your advice

7. Be careful what you click on

8. Respect copyright and intellectual property

9. Respect your brand and stay on message

10. Set expectations and rules of engagement

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Privacy strategies

Social media default settings should err on the side of greater privacy.

Education is needed on implications of sharing online

Regulators and the law will lag behind, but the laws are there when the rules are broken

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Michael Geist, UofO excerpt from

Ottawa Citizen, November 2010

Plan of attack

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Have a plan

Business drivers

Alignment with overall communications objectives

Communications plan with expectations and guidelines on engagement

Roles and responsibilities

Knowledge of target audiences (internet behaviours, language profile, use of assistive devices or mobile technologies)

Resources (human and financial)

Evaluation (metrics, timelines, continuous improvement)

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Governance

Should be clear, succinct, well communicated

All personnel are made aware of their responsibilities and how decisions are made

Integrate with organizational governance to help reduce duplication and ensure consistency

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Co-ordination

Create or be a centre of social media expertise Use and execution of social media projects

Liaison for Information Management, Accessibility, Official Languages, Communications, Federal Identify Program, Legal, Access to Information and Privacy, Security, Values and Ethics, Programs and Services, and the user community

Creation and management of social media accounts and profiles

Use customized terms and conditions wherever possible

Actively contribute to best practices and procedures

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Rules of engagement

Clearly post on social media site at appropriate location (eg: account profile, blog main navigation)

Dialogue moderation criteria Topical posts or comments

Personal information

Political posts

Advertising, solicitation or spam

Profanity

Attacks

Discrimination (race, national or ethnic origin, colour, religion, sex, age, etc.)

Response time expectations

Notices: copyright, intellectual property, privacy, official languages

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Risk mitigation

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Risk Mitigation

Criticism of inability to meet the demands of users to join conversations/answer enquiries, due to resource and clearance issues

Criticism arising from perceptions that the use is out of keeping with the platform (too formal/corporate, self-promoting or ‘dry’)

Criticism of wasting public money/lack of return on investment/pointless content

Inappropriate content being published in error, such as: News releases under embargo Information about Ministerial whereabouts that could risk security Protectively marked, commercially or politically sensitive

information

Technical security of the account and potential for hacking and vandalism of content

Changes to the platform (to add or change features, or to charge users for accessing the service)

Squatters/spoofers

Unanticipated amount of direct communication due to following (Twitter)

Providing Guidance

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Employee guidance objectives Provide guidance for use of social media, whether

participation is on behalf of the organization or personal

Address expected behaviours, benefits, risks and consequences

Make clear that when using social media as part of official duty then acting as a designated spokesperson

Have a process to ensure that proper authorities are involved for creating and managing departmental social media accounts

Personal use - people may know or ascertain you are a public servant. Encourage and train employees to be able to adhere to any values codes and terms of employment

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Employee guidance content Implications of political neutrality

“Voice” of departmental social media interactions (e.g. helpful, impartial, non-confrontational)

How to handle public and media enquiries

Use of corporate symbols

Use of business email addresses and networks on social media platforms

Explain employment consequences when contravening guidance

Training materials to assist employees to meet expected outcomes

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Industry Canada

Twitter interaction protocol

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U.S. Environmental Protection Agency

Online using social media

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U.S. Centres for Disease Control Social media toolkit

Communications worksheet SMART terms:

Specific

Measurable

Attainable/Achievable

Relevant/Realistic

Time‐bound

Evaluation worksheet

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http://www.cdc.gov/socialmedia/

Skills and capacity

Listen

Moderate

Respond

Engage

Communicate

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Closing thoughts

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The world is online now

Go where people are

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Have a plan, governance and

training

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Engage (even when it becomes work)

Always be exemplary

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Evaluate, learn, adapt

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Remember: the goal is to improve strategic outcomes

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Social Media Revolution 2 http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Thank you!

jeff.braybrook@gmail.com

(613) 299-7555

Twitter: @jeff_braybrook

Blog: www.jeffbraybrook.com

39 19 Lorne Avenue, Ottawa Canada K1R7G6

JD