Am very late in writing about this, but am only just getting round to reading the third report produced by the Digital Dialogues project. This bit, from the Guidance and Recommendations section, is very nicely put:
From our research we have identified four conditions that lead to a higher probability of success with online engagement:
- Engagement is embedded within the processes and culture of the organisation, it does not just happen as an afterthought or on the periphery.
- The choice of engagement tool is driven by the need, not by the technology.
- Engagement works when organisations are prepared to listen – risk aversion and a fear of exposing the organisation to the outside are the biggest inhibitors of good listening and, therefore, of successful online engagement.
- Reflexivity is vital to success and organisations that are adaptable – able to listen, reflect, learn, respond and change – prove better at engagement.