Governments face unique challenges with regards to using social media. What are some of these challenges and how can governments overcome them? This deck addresses these issues and draws up a path to success.
Digital Media Across Asia - Government Uses Of Social Media
1. DIGITAL MEDIA ACROSS ASIA Government Uses of Social Media Ingrid Mak Ng Hui Min Ong Wee Kiat Bob Michelle Sng Suat Li Naresh s/o Vijaykumaran Joseph Wee Yeong Yew 3 March 2010
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3. However, they are not sure how exactly to use social media“I think we've reached the tipping point, when the question is not whether government should embrace social networking technologies, but how most productively to use them.” – Dr. Steve Kelman, Weatherhead Professor of Public Management, Harvard University John F. Kennedy School of Government – “The Singapore government, as a whole, is not averse to using new media. We’re not ruling out the opportunities it presents us. But we’re not completely sure how to use it yet.” – Goh Yam Song, Deputy Director, Emergency Preparedness, Land Transport Authority, Singapore – “We’re still learning. It’s not easy to make this transition (to new media). It’s like going from sea to land… you’re changing your medium and you need to get comfortable with it. But we’re working hard at it.” – Lee Hsien Loong, Prime Minister, Singapore – Learning how to use social media can be tricky because governments face a variety of unique challenges…
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6. For instance, malicious comments about different races and religions posted by netizens can lead to outrage among different segments of society
9. May not have the time to converse with netizensDisastrous outcomes can result when governments use social media if these challenges are not well managed and overcome…
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11. Malaysia’s PM, Najib Razak, uses social media tools such as Facebook and Twitter
12. However Malaysia Information, Communications, and Culture Minister, Dr. Rais Yatim, said that Malaysians, especially Muslims, must avoid being immersed in Facebook and Twitter
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14. Singapore’s Ministry of Education (MOE) launched an online portal that captures and display tweets from the twittersphere with the hashtag #tday09 so that students can dedicate well wishes to their teachers
15. However, most of teachers who were supposed to receive the well wishes did not know about the portal and this led bloggers to question MOE’s objective for the campaign and criticise its execution
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17. One student used vulgarities in his #tday09 tweet and it was displayed on the portalClearly, some things can go wrong when social media is not used wisely. But there certainly also are cases of governments that have successfully used social media…
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19. Recognised that different demographic segments of the population are comfortable with different communication channels
20. Utilised a range of channels including a webpage, a Facebook page, an online forum, and an user generated blog to reach citizens
21. Saw active discussion on the discussion board about issues ranging from transportation to the environment
24. Netizens were “free to comment on any issue they feel strongly about, as long as their comments (were) not deemed inappropriate and / or insensitive to other users, particularly with regard to race and religion.“
25. Allowed people to feedback through the medium they were most comfortable with
26. Gave everyone an opportunity to speak up whether it be through posting a short comment on Facebook, debating on the forum, or writing an entire article on the forum
27. Staff monitored the postings for compilation and sorting and sent all feedback to the relevant ministries for their consideration
50. Speaking the languages of the four main ethnic groups in Singapore and using both traditional and social media, people from all segments of society were able to come into contact with the campaign and understand it
53. People were able to share their views by making a written submission either online or by post, by attending a community roundtable discussion, or by posting a comment onto an online consultation forum
85. Rectify problemsWhere necessary, re-visit Stage 1 and review the analysis and formula
86. Ingrid Mak Ng Hui Min Ong Wee Kiat Bob Michelle Sng Suat Li Naresh s/o Vijaykumaran Joseph Wee Yeong Yew Government Uses of Social Media Bibliography Burrowes, B. (2009). Social Media Proves a Hit for MCYS Campaign [Online exclusive0. Marketing-Interactive. Retrieved February 20, 2010, from http://www.marketing-interactive.com/news/12954 Hicks, R. (2009). Security Officials Ponder Use of Social Media [Online exclusive]. FutureGov. Retrieved February 12, 2010, from http://www.futuregov.net/articles/2009/oct/27/security-officials-muse-social-media-intelligence-/ Hicks, R. (2009). Singapore to Engage New Media at General Elections [Online exclusive]. FutureGov. Retrieved March 2, 2010, from http://www.futuregov.net/articles/2009/feb/24/singapore-engage-new-media-general-elections/ Kelman, S. (2009, September 22). Social Media in Government: Welcome to the Tipping Point. Retrieved March 2, 2010, from http://fcw.com/Blogs/Lectern/2009/09/Social-networking-and-government-the-tipping-point.aspx
87. Ingrid Mak Ng Hui Min Ong Wee Kiat Bob Michelle Sng Suat Li Naresh s/o Vijaykumaran Joseph Wee Yeong Yew Government Uses of Social Media Bibliography Kok, A. (2008). Singapore Govt Experiments with Social Media [Online exclusive]. FutureGov. Retrieved February 12, 2010, from http://www.futuregov.net/articles/2008/sep/17/singapore-experiments-social-media/ Maia, D. (2009, August 31). MOE’s Teachers’ Day Dedication Portal #tday09. Retrieved March 2, 2010, from http://www.daphnemaia.net/moes-teachers-day-dedication-portal-tday09 Malaysians Advised Against Being Immersed in Facebook, Twitter. (2010, January 16). The Star Online. Retrieved February 16, 2010, from http://thestar.com.my/news/story.asp?file=/2010/1/16/nation/20100116175608&sec=nation MCYS’ 2010 Project with LB after Kancil Win! [Online exclusive]. Adoimagazine. Retrieved March 1, 2010, from http://www.adoimagazine.com/newhome/index.php?option=com_content&view=article&id=5082:mycs-2010-project-with-lb-after-kancil-win&catid=1:breaking-news&Itemid=5
88. Ingrid Mak Ng Hui Min Ong Wee Kiat Bob Michelle Sng Suat Li Naresh s/o Vijaykumaran Joseph Wee Yeong Yew Government Uses of Social Media Bibliography Most S’poreans Support Broad Thrust & Objectives of Budget: REACH. (2010, February 24). Channel NewsAsia. Retrieved February 24, 2010, from http://www.channelnewsasia.com/stories/singaporelocalnews/view/1039638/1/.html Tay, D. (2009, August 21). Thoughts on Teachersday.sg and #tday09. Retrieved February 20, 2010 from http://uniquefrequency.com/2009/08/31/thoughts-on-teachersdaysg-and-tday09/ Zestful One. (2009, January 19). Malaysian Twitter Users Put RaisYatim on Trending Topics #yorais. Retrieved February 16, 2010 from http://me.zestful.org/2010/01/malaysian-twitter-users-put-rais-yatim-on-trending-topics-yorais/
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