A sunday morning tweet from Tom Watson set my mind racing this morning:
Which is a very interesting question, not least for me as I have a considerable interest in loca government’s use of social media, as facilitator of the Social Media and Online Collaboration Community of Practice, the developer of the local government search engine and as the one-time author of a blog about using this stuff in local gov.
I actually think there are tremendous opportunities here, possibly more so than in central government, because at the local level, there is already a connection between the people and the government organisation, even if it is just through the collection of council tax, or the picking up of refuse. Local government doesn’t necessarily need to develop common ground with the people it serves, because the locality already act as a common denominator. Councils have a real opportunity to help develop the use of social media in a grographical area, to take a lead, say, in the definition and promotion of common tags to use so that locally generated content can be easily found and shared. The local authority could act as a convener, helping to draw people together online, including individual bloggers/photo sharers/etc, the local press, community groups and so on. I wrote more about this here.
There is plenty of good stuff going on already, but it is in pockets and I’m not sure how well the great work that is going on is being communicated to other authorities. Dominic Campbell is up to some terrific stuff in Barnet, and Simon Wakeman at Medway. I’ve written before about some of their stuff. Then there is Stratford, whose homepage features their Twitter feed, a flickr badge, and links to Stratford’s presence on various social networks, as well as a rather cool way to find out when your bins will be collected. Other councils are also starting to use Twitter as another channel to communicate their stuff – I’m collecting them here. Carl Haggerty at Devon has produced a plan for an externally facing onine community site for the people of Devon to use to connect, share and talk with each other, which looks great.
Lot’s of ideas were discussed at the workshop held by Simon Berry during his time at CLG earlier this year. I wrote up my thoughts in terms of using the social web to make local government a bit less boring. What was clear from the session was that there was tonnes of stuff that councils could be doing to revitalise their relationship with the people using the web.
So, after all that background, how can a Council dip their toes into social media waters?
First, start listening. Stop relying on Google Alerts and start using RSS. Maybe iGoogle, Pageflakes or Netvibes to start with. Subscribe to searches, but also to feeds for Flickr tags and groups related to your area, to delicious bookmarks that are appropriately tagged, likewise YouTube and other video sites. Start checking the local forums and noting where the Council comes in for criticism or even praise. Look on Facebook to see if there are any groups or pages formed around the area – if they are public then you can see what’s being said without having to join at this stage. Identify the people with an obvious love for the area, with genuine enthusiasm and commitment.
Next, start acknowledging and responding. Respond where appropriate in blog comments and in forums. Make sure that the Council’s message is being heard where people want to hear it, don’t rely on them checking your website for press releases or news items, or reading the local paper cover-to-cover. Make use of creative commons licenced images on flickr on your own website, and make sure you include a crediting link. Link from your site to those containing some good news, related to the local area.
Thirdly, start to engage yourself. Start public blogs for big council projects, so that people can be kept in the know – if they want to be – and can leave comments or ask questions, and then make sure someone responds to them. Maybe senior managers should blog too, to help get messages out that people can read without them first going through the filter of the local press. How about creating a blog to publicise the services that the council provides, by having a different team blog every couple of weeks about what they do. Create video content and make it shareable on YouTube, etc, encouraging others to display council content on their sites. Make the copyright on council content as relaxed as possible so that others can use it however they choose. Put meetings online, even if it isn’t live streamed, make them available as podcasts, put any slides on services like SlideShare.
Where should this all be done? Try and use existing services where you can. Don’t try and recreate existing networks where they are already working. If people are happy uploading to a flickr group, let them, don’t try and force them to use an online photo gallery you have just developed. In fact, rather than developing it, spend the money showing folk who don’t know about flickr how to use it. Likewise with blogs – you need a really good argument, in my opinion, not to just use WordPress.com. It’s just so quick and easy – and free.
Who should be doing this? In terms of listening, everyone in the Council. If that’s unrealistic, then at least someone in each team should be monitoring what’s going on, not just communications departments. In terms of acknowledging and responding, then officers with responsibility for what is being discussed should feel empowered to state the council’s position on relevant issues online – again they shouldn’t feel the need to leave it to the communications officer. As for enagaging, then anyone with an enthusiasm for connecting locally online should be provided with the tools to do so. Nobody should be forced into it, but those with a passion to spread the word about the good work they, and other council officers, do should be empowered to do so.
Another important point to make is that social media doesn’t take the place of other forms of communication and enagagement, and really ought to be considered an “as well as”. You’ll still need to do your newsletters and stuff, bu you might be able to integrate the two – maybe by putting links to your online content in your newsletters, for instance. It also mean that you still need to use face to face means of consulting – whilst online social methods can bring great results, it is vital to blend in the offline too, so as to ensure that you are not excluding anyone, and so that as many different voices can be heard.*
What is clear is that this stuff is not the responsibility of the web team, nor the comms team. It should be in service teams that the ideas should be produced and the comms and web folk should just provide the means for that idea to flourish. You do need to have the boss onside though, which is where notes from Cabinet Office ministers come into play.
* This bit added thanks to Lloyd’s comment below. Thanks Lloyd!
11 thoughts on “How councils can get started with social media”
good stuff dave. To which i’d add the importance of adding to and aligning with existing community engagement work. Make it sing with the most engaged and passionate citizens and see where it takes you. Would write more but the beach beckons!
Hi Dave, saw the same tweet. It appears we were both motivated to blog http://jaycousins.wordpress.com/2008/08/24/organisations-and-social-media-stage-1-the-buy-in/
Some good points here, social media has to complement an overall move towards greater social engagement, online tools are only part of the package and have to be applied as part of an organisational culture change.
Hello Jay, good to connect.
Not sure about an overall culture change. To my mind, people have been talking about this need for some time, and we haven’t got anywhere. Better to get cracking now, in pockets, under the corporate radar if necessary. Hence my emphasis above on using it on distinct projects.
Obviously if you can get the culture changed, and full endorsement from the top, that’s great and the best approach. But how often is that going to happen? It shouldn’t be a barrier. So if the culture isn’t going to change, go for the guerilla approach.
Nice post Dave – your three phases for approaching this make sense and provide risk-averse authorities with a way into social media which shouldn’t be too painful.
Completely agree that we shouldn’t fall into the trap of seeing social media as being the only solution – councils need to choose appropriate tools for engaging with different groups – some will be online and others offline.
As for the organisational change angle, I think to be able to get social media used effectively across an organisation as diverse as a council, fundamental shifts in culture are a must.
The “under the radar” approach can get a council so far, particularly to get started, but in the longer term the organisation needs to be ready to engage in a way it’s probably not that familiar with yet.
All good advice and I’d love to see my local council doing all of them. So far it seems to be some councils do some of them some of the time. Even basic competencies like producing accessible websites all the time seem to be beyond most of them.
One nit-pick: you need the www on the front of stratford.gov.uk – see mistake 6 on my article How To Avoid 6 Common Website Mistakes That Cost Money.