social media for local government an adoption framework
DESCRIPTION
Show local governments appropriate organizational and strategic responses to successfully adopt social media + critical success indicators. Two aims: • Frame of reference to assist local authorities • Toward a Social Media Readiness MeasureTRANSCRIPT
Social media for local governmentan adoption framework
Aim
Show local governments appropriate organizational and strategic responses to successfully adopt social media critical success indicators
Two aims: Frame of reference to assist local authorities Toward a Social Media Readiness Measure
1. Social
media?
Values
Social software apps
Digital technologies
Social software apps
Social media values
Open Social User oriented Participative Horizontally organized
Challenges classic ways of knowledge sharing and creation, participation and organization
Critical success factor 1:
Cultural change!
Local governments should know and embrace a « social media way of thinking and doing »
2. Strategicadoption
Social media adoption models
Decisions about integrating social media:1. Strategic decisions: integrating social media in
strategy organization (align objectives)2. Tactical decisions: which tools?, channels?,…3. Operational decisions: integrating social media
in organizational structure (includes training, policy, measuring,…)
Stepwise process: several adoption stages
Critical success factor 2:
Integration! Local governments should integrate social media in their goals, tactics and structure
2. Why should
gov take the leap?
From eGov 1.0 to an open and social eGov
social media can Improve government transparency by making information
available
Improve policy making & citizen empowerment by stimulating new forms of participation
Improve public services by increasing (cost) effectiveness and quality (e.g., crowd-sourcing)
Improve government back office working by enhancing collaboration and knowledge sharing
3. Jump
but not blindly!
HOW?
General framework
Success indicators
Preliminary set of more specific success indicators
Goal for further stage of Opening Up project= to complete and refine indicators
Input and feedback from you
Success indicators
1. Integrate social media: from tool to strategy• Strategically: create social media strategy, get
insight in users, ….• Tactically: channel strategy, choose tools,…• Operationally: adapt organizational structure,
training for civil servants, social media policy measure impact,…
Gov social media activities
Gov operations
Gov strategy
Gov tactics
Create a match
Success indicators
Success indicators2. Adopt a social media culture:
Social media culture
Be open
Be social
Be user orientedBe interactive
Be a facilitator
Be open
Foster an open mentality
Front office:• be transparent• disclose information about processes and decisions• be open for ideas from ‘outside’• …
Back office:• be transparent within organization• disclose information to civil servants about processes and decisions• be open for ideas from everyone in the organization• …
Be social
Build on the strengths of communities
Front office:• ty in with existing networks• Build a relationship of trust based on collaboration and shared responsibilities• …
Back office:• allow civil servants to work in networks within the organization and accross boundaries of government• …
Be user oriented
Toward a bottom-up culture where users are central
Front office:• from supplier driven to choice based• during development of social media activities the focus should be on user needs and requirments• get user feedback
Back office:• allow civil servants to put together their own working-environment• …
Be interactive
Create opportunities for users to interact and actively participate
Front office:• citizens can participate in decision making• Source tasks traditionally performed by local gov to a group of people or community (crowd sourcing)• …
Back office:• foster collaborative relationships within government and between civil servants and ‘outside’• …
Be a facilitator
Take a supportive and facilitating role rather than command and control
Front office:• be prepared to relinquish control• actively create an open platform and invite people to collaborate and interact • be in the community on an equal footing, not above the community• …
Back office:• create a flat organizational structure• decentralized decision making process• support initiatives that lever employee involvement (e.g., trainig)• …
stages of growth
1. Ad hoc/emerging
These local governments are new to social media. Individual employees use social media in an uncoordinated way (distributed chaos). There is no strategy for integrating social media in local government.
distributed chaos
stages of growth
2. Experimental
These local governments test, learn and experiment with social media initiatives (in parts of the local government). For example, set up social media pilots, study the needs of users and threats or opportunities of social media (monitoring).
Monitor, listen &
set the stage
stages of growth
3. Integrated
These local governments see the opportunities and challenges of social media for government. Social media use is aligned with government strategy, tactics and operationsIn this stage, borders start to fade within government and between government and ‘outside’ citizens and businesses.
Participate & facilitate
stages of growth
4. Transformative
In this stage local governments focus on optimizing their social media activities.
Social media have transformed local government: it results in new approaches to designing and delivering services, new business models and a cessation of some of the old ways of thinking and of doing things.
Transform & innovate
challenges
Possibility of privacy infringements Balance between opening up and control Challenges of participation & inclusion Issues of trust and reliability
eGovernment
Stages of maturity:1. Digital presence & internal communication2. Simple web-based interactions3. Online transaction services4. Transformation: open and social eGov
More efficient, transparent and interactive
