Social media for government

Social Media for Government:Understanding, Implementing, & Managing Social Media Tools

Technical guide

Gohar Feroz Khan, Ph.D.

Assistant Professor, Korea University of Technology & EducationDirector, Center for Social Media Technologies I blog hereTwitter: @gfkhan

Prepare for: APCICT Fifth Academy Partners Meeting (27-29 November, 2013 in Bali, Indonesia)

Table of Contents

Executive Summer Learning Objectives Organization Chapter 1:Introduction to Social Media-Based Government Chapter 2: Information Socialization through Social Media Chapter 3: Mass Collaboration through Social Media Chapter 4: Watching and Measuring Social Media

Social Media for Government-UNAPCICT Technical Guide

What is Social Media?

It’s all about making your own ice-cream


Executive Summer

Growth of Social Media is Noteworthy

1.11 billion users

500 million users

500 million accounts

6 billion hours of video are watched each month

Statistics: as of May 2013


Executive Summer

This growth and tools also present unparalleled opportunity for implementing a transparent, open, and collaborative government.

However, lack of know-how, skills, and resources make it hard to leverage the tools


Executive Summer

As a result, governments around the world ignore or mishandle the opportunities and threats presented by it.


Purpose and Learning Objectives

The main purpose of the guide is to help governments to implement a transparent, open, and collaborative government by means of social media tools.


Organization

Chapter 1Introduce social Media-based government basic concepts.

Information Socialization Mass collaboration Social Transaction, and Measuring Social Media.


Organization

Chapter 2 Information SocializationTopics covered include understanding, implementing, and Managing

An official Twitter account, An official Facebook Fan page, An official YouTube Channel, An official Blog.


Organization

Chapter 3 Establish Mass CollaborationTopics covered include understanding, implementing, and Managing

a wiki (e.g., Google wikis); Google moderator; and Cloud-based tools (e.g., Google Docs, Dropbox

and SkyDrive)

Social Media for Government-

UNAPCICT Technical Guide

Organization

Chapter 4 Watching and Measuring Social Media

Topics covered include understanding and analyzing

Twitter data; Facebook data; Blogs data; and Google analytics.

Social Media for Government-


Chapter 1

Introductory Concepts

What is Social Media? Social media consists of a variety of tools and

technologies that includes: Collaborative projects (e.g., Wikipedia and wikispaces), Blogs (e.g., WordPress) and microblogs (e.g., Twitter), Content communities (e.g., YouTube), Social networking sites (e.g., Facebook), Virtual game worlds (e.g., World of Warcraft), Virtual social worlds (e.g., Second Life), and All other Web 2.0 platforms that facilitate the creation &

exchange of UGC.

Content and interactivity is the key


What is Social Media-Based Government?



Social Media-based government is a governance culture of transparency, openness, and collaboration facilitated by social media (Khan, 2013, p. 8).

Social Media-based government is a governance culture of transparency, openness, and collaboration facilitated by social media (Khan, 2013, p. 8).



In other words without a culture of transparency, openness, and collaboration in place…..

In other words without a culture of transparency, openness, and collaboration in place…..


Social Media

is Useless

Social Media

is Useless

How social media is used in public sector?


How social media is used in public sector?

Information socialization using social media tools mostly for informational

purposes (Chapter 2)

Establish mass collaboration using the collaborative power of social media to

tap in the collective intelligence of masses (Chapter 3)

Establish social transaction providing tangible online services through social

media channelsSocial Media for Government-


Chapter 2: Information Socialization

Chapter 2:Information Socialization

Topics covered include understanding, implementing, and Managing An official Twitter count, An official Facebook Fan page, An official YouTube Channel, An official Blog.


Twitter: Keep Citizens Informed

Twitter is an online micro-blogging service that enables users to send and read short messages commonly known as "tweets".

140 characters

Twitter is a great way to keep citizens informed.


Does your government/Dept. has a Twitter Account?


Tweets (Retweet)

Direct messages Followers Followings Listed Favorites Mentions

More info: https://support.twitter.com/groups/50-welcome-to-twitter

Twitter Related Concepts


Facebook Pages: Network with Citizens

What are Facebook pages?

“Pages are for organizations, businesses, celebrities, and bands to broadcast great information in an official, public manner to people who choose to connect with them.” (source: facebook.com).

Facebook Page is a convenient and effective way to network with citizens.


Example: Facebook Pages


YouTube Channel: Educate Citizens

What is YouTube Channel?

YouTube channel is a public online space (or page) over YouTube. YouTube channel allow you to upload videos, leave comments, or make playlists.

YouTube Channel is a create way to educate citizens.


YouTube Channel: Educate Citizens

You may use it for posting training videos awareness, and educational material etc.


Example: YouTube Channel


Blogs: Talk to Citizens

Blog (short for web log) is a type of personal Web site on which an individual (or organization) post opinions and information

Blog is a create way to solicit expert opinion and suggestions on an issue.


Blogs: Example


A lots of companies Blogger.com http://wordpress.com/ TypePade.com Wikispaces.com

Top 40 + Free Blog Hosts http://mashable.com/2007/08/06/free-bl

og-hosts/

Who Provides blog systems?


Chapter 3: Mass Collaboration

Chapter 3: Mass Collaboration

Topics covered include understanding, implementing, and Managing a wiki (e.g., Google wikis) Google moderator Cloud-based tools (e.g., Google Docs,

Drobbox and SkyDrive)


Mass Collaboration: Example 1

Korean Government Apps for reporting Crimes Illegal car parking Other improper behavior reporting


Mass Collaboration/Crowd sourcing: Example 2 Adopt a Fire hydrant

Where ordinary citizens take responsibility for digging out a fire hydrant after it snows.


Mass Collaboration/Crowd sourcing: Example 3 Adopt a Tsunami Siren

Where ordinary citizens take responsibility for taking care of Tsunami Sirens installed in Honolulu.


Mass Collaboration/Crowd sourcing: Example 4 Rate my Teacher


Wiki: Collaborative Knowledge Sharing

Literary means “quick” Wiki is a type of website created

collaboratively by a community of users allowing them to add, modify, or delete content.

A good example of collaborative wiki is www.wikipedia.com

This link lists several websites that use wiki concept/model.

Wikis are a great way to communicate and collaboratively work on projects with other people.


Wiki: Collaborative Knowledge Sharing

In this tutorial, we created a project wiki using Google Sites


Google Moderator: Crowd source your idea

What is Google Moderator? is an online crowd-sourcing platform which allows you to solicit opinions, ideas, and suggestions about anything that you are interested in discussing with people.

Google Moderator is an easy and efficient way to manage and solicit opinions, ideas, and suggestions on an issue.


What does Google Moderator do?

Create a series (topic) Broke it into small more manageable topics of discussion called

Topics. For example, if you create a series of “Social in Government”,

topics could be “Social Media Tools,” “Policy & Strategy,” or ''Privacy & Security.”

Share it Series and topics can be shared with everyone over the Internet or

only with the people you choose.

Identify important topics Questions/suggestions on the Google Moderator page are

automatically ranked based on how many positive votes they have.


Example


Cloud-Based Services

What is Cloud-Based Service? Cloud-based service or cloud

computing is concept of using the Internet servers to store, manage, and process data and application (e.g., software, documents, audio, video, and multimedia), rather than a local personal compute

Cloud-based services can be instrumental in collaborative projects that require transferring, accessing, and sharing files with users.


Examples: Cloud-Based Services

Examples of cloud-based shared spaces Dropbox SkyDrive Google Drive (Google docs)

Note: Free versions provide limited space and security Social Media for Government-UNAPCICT Technical

Guide

How file sharing Cloud-Based Services works?

Figure: Dropbox working mechanism (source: Dropbox) Social Media for Government-


Chapter 4: Watching and Measuring Social Media

Chapter 4: Objectives

Topics covered include understanding and analyzing Twitter data; Facebook data; Blogs data; and Google analytics.


What to Measure?

How many people (and from where) are visiting your blog, or

liked your Facebook status update?

What your followers talk about?

Who your key influencers are?

If you continuously monitored, captured, and analyze social media data can be valuable information asset in decision making.


How to Measure?

Varity of social media analytics tools are available in the market. Some are free and others are

subscription based. For example, this link

provides a list of 50 Top Tools for Social Media Monitoring, Analytics, and Management.

If you continuously monitored, captured, and analyze social media data can be valuable information asset in decision making.


How to Measure?

In this tutorial, we used Google Analytics, and Hootsuite

Note: Wordpress also have built-in limited analytical ability


Google Analytics

Google Analytics is a great tool for analyzing traffic on your website/blog/wiki.

With it you can see, Who is visiting your site What they're looking for How they're getting there How long they are staying there, etc.


Google Analytics

Site Traffic


Google Analytics Engagement: It shows how long a person is

on your website.


Google Analytics New VS. Returning Visitor


Google Analytics Visitor flow lets you analyze what path traffic

takes when it arrives into your site.


How to Measure? Hootsuite is an ease to use online platform

that enables you to manage your accounts across the most popular social networks

The free version support up to five profiles and has limited analytic information


Other Analytical Tools to Consider

Google Alerts is a content detection and notification service that automatically notifies users when new content over the Internet (e.g., social media, web, blogs, and video and/or discussion groups) matches a set of search terms based on user queries. Users are alerted through email. Help on how to use Google Alerts.




Other Analytical Tools to Consider Social Mention is similar to Google alerts, but it

only concentrates on social media sites, and you can choose to focus on particular areas, such as blogs.



TweetBeep is like Google Alerts for Twitter: Choose some keywords and receive daily search results via email.

Facebook Insights helps Facebook page owners to understand and analyze trends within user growth and demographics



Klout measures your influence across a range of social media channels based on how many people interact with your posts. Klout Score measure influence on scale from 1-100 number showing how influential you are


One more thing…

The online version of the Guide


Final Note…remember that…

It is more than just “likes” and “tweets” Once the social media present is

established, ensure that you and/or your organization can spend time to,

Sustain it Monitor it (e.g., social analytics) Be responsive Built trust

Otherwise, your organization will lose faceSocial Media for Government-UNAPCICT Technical Guide

Final Note…remember Setting-up social media tools is the easy part,

the difficult part is managing it effectively. Plan a head

Establish a sound social media strategy and policy

Involve all stakeholders Assign dedicated resources

ensure that you and/or your organization have dedicated resources (e.g., Time, technical, financial, and human resources)


Conclusion May social media tools are available

Think how you can leverage based on your department requirement

Find where your community is and engage it there If the available tools don’t work for you, create one.

Setting-up is the easy part. Managing social media effectively is what matters.

Plan a head: social media policy, strategy, and resources needed

Sustain it, Monitor it, Be responsive, Built trust.


About the Author Gohar Feroz Khan is an Assistant

Professor at Korea University of Technology & Education and founding Director of SMInsight research center. His research interest includes, IT adoption, social information systems, and Social media.
