A recent PR Week write up on MHP Communications’ research into the government’s use of social media proclaimed that government departments are making ineffectual use of social media, which is fast becoming a missed opportunity for Whitehall to support its corporate communications. While naming and shaming the lowest performers it heralded the Department for International Development (DFID) as an exemplar in government social media engagement.
Why was DFID so good? Of the three sites MHP looked at (Facebook, Twitter and You Tube) Facebook was touted as the least effectively used by government – and this is where DFID is strongest. The department uses its Facebook page to share updates with strong visual content: photography, video and info-graphics, bringing to life their work in an interesting an engaging way. DFID’s campaign focused content is perfect Facebook material with likes, sharing, and comments leading engagement. Few other government departments utilize Facebook in this way outside of individual campaigns like the recent NHSBT National Transplant Week and current cross government campaign: This is GREAT Britain.
Twitter on the other hand is whole different ballgame with a different set of opportunities and challenges. All the main government departments have twitter feeds but are generally an extension of the press office broadcasting information. Links to events, press notices, ministerial visits etc. are shared with little encouragement for recipients to respond.
It is fundamentally more difficult for government to use Twitter in an engaging way to bring about debate with real time responsiveness.
So why is it such a challenge? If the recent Cabinet Office guidelines on the use of social media are anything to go by, there are a lot of technological issues to overcome; outdated software and overzealous security systems being among the problems. But it’s not just IT that’s holding government back. There will be time and resource implications for cash strapped departments and for some the biggest challenge may be one of education, training and culture change.
Government knows that it must embrace social media to keep pace with its stakeholders. Campaigners and activist groups can mobilize support quickly and effectively. Hugely successful online campaigns this year include challenging the Disability Living Allowance reforms and earlier this month a government forestry report (commissioned following an outcry over a proposed sell-off) found in favour of the campaigners. It may not be possible to prevent all u-turns but if social media is used as a listening tool it can certainly help keep policy makers on the front foot.
Of course for government social media is not just about communicating with the digitally savvy, already engaged, it also has a responsibility to reach out to those not already chatting on-line. Much has been already been done here with the government supported Go ON UK leading the way to bring the internet to every individual and organisation across the UK.
Looking forward, there is little doubt that digital and social media are at the heart of the government’s transparency and efficiency agendas. The good intentions are there, it just remains for infrastructure, resource and culture shift to follow.
