Social Media

ReadWriteGov

There are plenty of events you can go to to find out about the social web, and how it can help public sector organisations, but they can be rather expensive, and pretty formal too. Another issue is that they are invariably in London, or one of the other major cities. What about those people who are a bit unsure about this stuff, and who don’t feel they can justify a £450 for a conference, or who don’t want to spend two days out of the office just to attend a one day event?

ReadWriteGov is an attempt to get around this issue by organising informal, half-day long events around the country at a very affordable price. The first event is being held at Peterborough City Council, where I have been helped out by Fran Paterson in organising things. I met Fran through the Social Media Community of Practice, which shows the value of this kind of networking. It’s happening on the 29th October between 1.30 and 4.30pm and is open to anyone who is interested, though I would seriously encourage people from local government to attend, along with folk from other parts of government and the public sector. You can sign up for the event at the Eventbrite page – it’s £25 for public sector folk and £50 for others.

It’s going to be a fun afternoon – I’ve lined up pals such as Dom Campbell and Steph Gray to come and talk about the exciting stuff they are doing with Barnet Council and DIUS, respectively. In addition to these luminaries, I’ll be running a social media game style workshop, which will hopefully help attendees identify how they can use social media in their organisations.

Of course, this is just the first of what will hopefully be many such events, which could be held all over the country. So if anyone is reading who fancies hosting a ReadWriteGov event, please do drop me a line.

One last note about the Peterborough event. Because Fran is heavily involved with the British Computer Society, especially the women‘s wing of the organisation, we are holding another event in the evening, again at the City Council, for BCS members and other interested people, such as the local college, to raise awareness of the tools that are out there and how they might be used. Booking for this event, which will run between 6 and 9pm, will, I believe, be through the BCS website in due course.

How councils can get started with social media

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!

Levels of social web engagement

I have been reading Li and Bernhoff’s Groundswell just recently, and I came across an interesting division of levels of interaction with the social web. I’ll type it out here for your edification.

  • Creators
    • Publish a blog
    • Publish your own web pages
    • Upload video you created
    • Upload audio/music you created
    • Write articles or stories and publish them
  • Critics
    • Post ratings/reviews of products or services
    • Comment on someone else’s blog
    • Contribute to online forums
    • Contribute to/edit articles in a wiki
  • Collectors
    • Use RSS feeds
    • Add tags to websites or photos
    • ‘Vote’ for websites online
  • Joiners
    • Maintain profile on a social networking site
    • Visit social networking sites
  • Spectators
    • Read blogs
    • Watch video from other users
    • Listen to podcasts
    • Read online forums
    • Read consumer ratings/reviews
  • Inactives
    • None of these activities

Whilst we may want to pick away at the odd thing on the list, I think it is broadly right in terms of the degrees of participation. The key thing is to understand both what it is that these groups want out of their web ‘experience’ and making sure the tools you use can meet that need. The other thing to consider might be how, if at all, you can encourage people to move up into the next category: to try and get some inactives spectating; and some critics creating.

I suppose it goes without saying, really, but if you were to visualise the list above in terms of the numbers within each group, it would be a pyramid, with lots of inactives and spectators but very few creators at the top. Perhaps this is how it should be, else we really would get drowned in the resultant noise.

What do you make of these levels of participation, and how could they be used in planning a social media project?

What do people want to know?

I am planning a series of posts on this blog that will go right back to basics on a number of social web topics, partially just to be helpful but also to help develop the documentation for some workshops I am planning.

What I would like to know is what sort of topics people would like covered in terms of social media tools and services. Which services could be of most use in your organisation, but are really hard to explain?

Some ideas I had were for simple stuff like RSS, tagging and social bookmarking.

What would you like to see me write about here?

Selling social media

Chris Brogan‘s blog is full of great stuff on social media. He has just published a list of 12 ways you can sell social media to your boss. Here’s the first six as a taster:

  1. Social media tools like blogging, social networks, and social bookmarking are more effective in reaching the millions online than a traditional website.
  2. Blogging can act as a way to reduce customer service calls (if there’s helpful how-to information on the blog).
  3. Cost of implementing a blog is free or cheap. No more than $100 for a year of hosting. And most software is free. (There are some benefits from professional blogging software, but for most people, free is plenty fine).
  4. Social networks are now used frequently by your customers, your prospects, and your competitors. Connect with people, learn their business needs, and respond more simply and flexibly.
  5. Social media provides robust tools for listening, ranging in price from free to inexpensive, to reasonably expensive. Even the free tools help an organization find out who’s talking about them, so they can choose to respond.
  6. First steps can be simple, like establishing a blogger relations process to go along with your press relations process. You might find bloggers who will want updates on your space, and even this is a good first step.

Head over to Chris’ blog to read the rest, and remember to hit the subscribe button while you are over there.

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