A presentation for public sector professionals about the benefits and risks of social media. Explains how rapid growth in technology is impacting on communication with citizens. Outlines a six-point plan for digital engagement. Gives winning tactics to mitigate risk and protect reputation/

1. Six-Point Strategy
Six simple steps to a successful
social media strategy
DARREN WHITELAW

2. Technology has moved rapidly over the
past 50 years
This is a photo of a hard disk-drive back
from 1956... with 5 MB of storage.
In September 1956 IBM launched the 305
RAMAC, the first 'SUPER' computer with a
hard disk drive.
Weighed over a ton and stored a
'whopping' 5 MB of data.
You could only lease this PC. In today’s
dollars a cost of $320,000 a year.
Now think about that 8,000 MB flash stick I
bought for $12 the other day!

3. Augmented reality is now a
reality
Google has developed a wearable
computer that combines the
technology of a smartphone with a
small screen.
Not only does it record everything
the wearer sees, but it also
displays information taken from
various data sources.
There are currently 10,000 people
in the US who are wearing the
devices as part of the testing
program.
Google Glasses will be on
widespread sale from 2014.
© Google 2013

4. Westpac Bank
360 Collins St
Earn 5,000 bonus
points – walk in now
12 Friends Like
Tram 109
32 mins to Kew
Next 7 mins (Tram 62)
Victoria Police Crime Alert
Violent assaults up 15%
past two weeks
Next 500m
An illustration of what a wearer might see when
Google Glass is connected to a range of open
data sources.
Jan Logan Jewellers
90 Collins St
Melbourne VIC 3000
(03) 9650 9099
4.5 Yelp star rating
Council roadworks next
week
142 people reported
this pothole

5. Most trusted sources of info
27%
20%
17%
11%
(ACMA: Trust and Confidence Australia in the Digital Economy, 2009)

6. The digital natives are
taking over
There are now more
people aged under 40
years in the workforce than
aged over 40 years.
ABS data reveals 2013
was the year we reached
this important tipping point.
People under 40 years
always known computers.
They have grown up as the
internet has evolved. They
are hyper-connected.
As this group moves into
management positions
they will begin to question
why the benefits of social
connectivity aren’t utilised
in the workforce.
A generational
shift

7. The business of government
is getting more complex.
Governments around the world are facing increasingly ‘wicked’
problems, megatrends, and complex issues.
An ageing population, shifting revenue base and increased
public demand for large-scale infrastructure projects are making
public administration harder than ever before.
Citizens are also expecting more from their governments.
Image by David Reimer

8. We need to do more with
less. But there are no simple
solutions.
The public sector cannot
keep taking a 19th Century
mindset to deal with 21st
Century problems.
We need to think different.
Something
Image © istock.com
has to give

9. A simple plan to guide
your efforts

10. It’s all about the three Rs… and three Ws
Research
Resources
Why
Risk
Who
Where

11. We start with some
research

18. Who said there’s no such thing as a free lunch?

19. And there’s plenty of paid services too…

20. But it can be a bit like black magic
Image by Arbron

21. Not all products count the same
Social Media Monitoring Tools 2010 Review, Fresh Networks

22. Different tools give different results
Social Media Monitoring Tools 2010 Review, Fresh Networks

23. Really easy for brands…
Image by Terry Johnson

24. …but much harder for issues

25. There is no substitute for humans.

26. Now answer why by setting
some objectives

27. Why
“Let’s start a
Facebook Page”…
WHY?
… “because everyone else is!”

33. Answer who
by identifying the audience

39. Look at where you’ll
focus attention

43. We must also
look at risk

44. Fears with social media
Types of analysis
51%
Lose
Control
Too slow
31
% 18
Staff slack
34.4
%
57.9
%
43.4
%
%
Policies
Monitoring
Policy
5
8.3
Regular monitoring
45.4
None
14
34.8
Occasional/Ad hoc
20.4
46.3
General code
Verbal
Occasional memo
None
22.6
Source: Australian Centre for Public Communication, Sept 2011

45. Give staff permission,
but protect them
(and your reputation)

46. I just found out
the greatest
secret…
Who cares?
I hate my boss
and work sucks
Everyone
around me are
a bunch of
total fools
I wanna kill my
co-workers
How’s this for
a massive
scandal…
I am
surrounded by
incompetence
and insanity!
F%*@! I really
%#+*&^% these
@!&%%$

47. I just found out
the greatest
secret…
I hate my boss
and work sucks
Everyone
around me are
a bunch of
total fools
Hey everyone! I’m
Darren Whitelaw and
I work in the
Victorian Public Sector
How’s this for
a massive
scandal…
I am
surrounded by
incompetence
and insanity!
I wanna kill my
co-workers
F%*@! I really
%#+*&^% these
@!&%%$

48. A different way of introducing a Social Media Policy

49. “What if we can’t
handle the
volume!?!”…
Steve Mann, via Wikicommons

50. What kind
of message?
Positive
Negative
Policy
Breach

51. What did they say?
Bad things
Good things
No action
needed
YES
YES
Unhappy
experience
Can you
add value?
Are the
facts
correct?
NO
NO
NO
YES
Thank
them for
their
post
Take
reasonable
steps to fix
and explain
action’s
been taken
Trying to
be funny
Serial
pest
Are the facts
correct?
YES
Respond
with value
and visibly
share
Does it pose
a legal risk?
Why did
they say it?
Want to
respond?
NO
Policy Breach
Gently
correct the
facts
YES
Let post
stand and
monitor
Remove it.
Explain.
Reply with a
reminder on
social media
rules.
NO
NO
Is the
problem
being fixed?
Explain what YES
is being
done to
correct the
issue
Will doing
something
bring more
attention
than not?
YES
Monitor
NO
Will the
community
police itself?
NO
YES
NO
Has the
community
policed itself
within 24 hours
YES

52. But none of this will happen
without resources

54. And then go back and do it again…
Research
Resources
Why
Risk
Who
Where

55. And finally, those
Six Tips for Success

56. #1
Grow
bigger ears!

57. Link everything back
to
strategy
#2

58. Be patient
#3
Concept @bryonycole
But I want it
NOW!
Establish and build
Engage and grow
following
iStock.com
Activate
audience

59. #4
UNDERSTAND
You are
NOT in
control

60. The Streisand Effect
Image via US Library of Congress
Attempting to ide, remove or
censor a piece of information
online can have the
unintended consequence of
publicising the information
much more widely.

61. Entertainer Barbara Streisand
attempted to suppress aerial photos
of her house.
Only six people had seen the image
before she tried to remove it from the
internet.
The publicity surrounding the case
caused 420,000 people download the
image in the following month.
Image via Panoramio.com

62. There is
#5
no
substitute for
humans.

63. #6

64. To wrap up…
Technology is moving
rapidly. It is having a big
impact on the way we
communicate.
We need to think
differently in order to keep
pace with changing
expectations.
Remember the following
points:
• Start by listening
• Identify the public
value from your social
media
• Protect reputation with
policies and processes
• Don’t rely on robots
• Be patient.