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Up until recently, the idea of encouraging employees to spend time on Facebook or other social media sites was ludicrous. Most managers viewed it as an enormous waste of time. The increasing incorporation of social media in public service websites has therefore been something of a surprise to stodgy managers and a welcome addition by technology advocates. It turns out social media isn’t a timewaster; it’s a place where people from all walks of life can communicate openly.
In the UK, the Westminster City Council currently integrates Facebook, Twitter and YouTube into its public website in an attempt to get out information about its policies. The results are an increasingly informed and engaged public, as well as an energized workforce. Employees find it easier to share documents or updates through the rapid and relatively seamless social media software interface. A video posted on YouTube can be shared within seconds, as opposed to a video buried in an obscure portion of a public sector website.
Naturally, the use of social media does have some potential risks. Sensitive information can more easily be leaked across a wide network in an incredibly rapid period of time. Also, government employees can occasionally present an image that is not in keeping with the desired conduct of a civil servant. To combat these potential problems, many governments have issued or are in the process of issuing official online protocol guidelines. These guidelines help employees choose what they post and how they interact with other social media users.
The benefits of integrated social media ultimately outweigh the risks. A more enthusiastic public makes it easier for committed civil servants to enact policies and help implement projects. By improving community ties, the public sector establishes itself as a trusted figure among local constituents. This trust helps the organization more effectively and efficiently realize its policy goals.
By implementing policies to manage risks and encourage fuller communication, public service websites can save themselves enormous amounts of money and time by integrating social media.
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- The Innovative Properties of Social Media (csedev.com)
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- Chinese Social Media (jhnconnect.com)
- 8 Ways to Leverage Social Media Beyond Social Networks (hubspot.com)
