One Step before the Guidelines: Open Issues for Public Bodies on Social Media
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Giovanni Arata conducted surveys of Italian public bodies on Twitter and Facebook. The surveys found that less than 200 local government Twitter accounts exist, though the number is growing. Most accounts are from smaller municipalities, while many large cities are not present. Most Twitter accounts only broadcast information and do not follow other accounts. Many Facebook accounts from public bodies lack basic identifying information. The document discusses open issues for public bodies in using social media, such as how to increase participation, improve digital literacy, sustain initial momentum, address offline problems online, and develop effective social media guidelines.
![Introduction
Defining organizational Guidelines [and
coping with organizational change] is by
no means desirable for Public Bodies
“going social” but…
…there are several Common Issues to be
dealt with before formalizing Guidelines
and/or redefining organizational
procedures
Giovanni Arata, Bologna, March 6th 2012](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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One Step before the Guidelines: Open Issues for Public Bodies on Social Media
- 1. One step before the GuideLines Open Issues for Public Bodies on Social Media Giovanni Arata Bologna Joint Seminar
- 2. Introduction Defining organizational Guidelines [and coping with organizational change] is by no means desirable for Public Bodies “going social” but… …there are several Common Issues to be dealt with before formalizing Guidelines and/or redefining organizational procedures Giovanni Arata, Bologna, March 6th 2012
- 3. The #socialPA Project Survey aimed at counting and analysing the behaviour of Italian Public Bodies’”Antennas”on Twitter and Facebook Started on Fall 2010- first #twitterPA survey released [Current Status] Analysing field data about Facebook Antennas + updating data about Twitter Giovanni Arata, Bologna, March 6th 2012
- 4. http://www.scribd.com/doc/74875103/Twitter-PA-T3-2011-English-Version Giovanni Arata, Bologna, March 6th 2012
- 5. #twitterPA: Main Findings #1 The accounts ascribable to Local Public Bodies and Governmental Agencies in Italy are less than 200 [counting for >0,01 of the overall national Twittersphere] Athough the number of antennas continues to increase, there’s no evidence for a “Twitter Boom” in the Public Sector The majority of antennas belong to public bodies of limited dimensions,while many large cities are still missing from the list Tweeting Districts are growing around the most active centres Giovanni Arata, Bologna, March 6th 2012
- 6. #twitterPA: Main Findings #2 77% of the examined profiles utilize Twitter exclusively as a broadcast medium; 20% of them don’t follow any external account at all 36% of the antennas under observation can be considered sleeping cells [no updates in the 30 days prior to the survey] and yet another 20% of the sample are updated with a nonchalant frequency Twitter is prevalently used as an extension of the physical office Ghost accounts are making their appearance Giovanni Arata, Bologna, March 6th 2012
- 7. #facebookPA: Preliminary Findings #1 1298 Public accounts have been found: Among them 609 Official Pages (47%), 166 Groups (13%) and 523 Profiles (40%) 95% of the counted accounts belong to Municipalities, 4% to Provinces, 1% to Regions The overall number of Municipalities holding a Facebook presence amounts to 1059 units (13% of the national total); As to Provinces, 34,5% of them [38 units] are on Facebook. 8 Regions [40%] have one or more]accounts Giovanni Arata, Bologna, March 6th 2012
- 8. #facebookPA: Preliminary Findings #2 Public Bodies’ accounts on Facebook often lack the basic information [e.g.: description, editors’ names, email and/or physical address] necessary to disambiguate their identity 40% of the counted accounts are Profiles [some of them private profiles] Some 6% of the Municipalities hold multiple accounts belonging to differing branches of the organization [e.g.: Institutional account+Culture Department account]: in most cases such accounts show no link nor operational coordination with one another Institutional accounts are oftentimes appropriated by elected officials who use them to spread their political messages Giovanni Arata, Bologna, March 6th 2012
- 9. Open Issue #1 Most Public Bodies in Italy haven’t gone social yet. How can we [should we?] foster their migration to the Social Realm? Giovanni Arata, Bologna, March 6th 2012
- 10. Open Issue #2 Public Bodies online show- in average- a limited understanding of the syntax and behavioral rules of the Social domain. How can their degree of Digital Literacy be improved? Giovanni Arata, Bologna, March 6th 2012
- 11. Open Issue #3 Once the “Wow effect” fades away, most accounts are quickly abandoned. How can the initial momentum be preserved and fostered? Giovanni Arata, Bologna, March 6th 2012
- 12. Open Issue #4 Offline problems [e.g.: lack of coordination among Departments, rivalries] usually go online together with their parent organization. Can social platforms help work them out? Giovanni Arata, Bologna, March 6th 2012
- 13. Open Issue #5 Are Social Media GuideLines a workable solution for Public Administrations? Giovanni Arata, Bologna, March 6th 2012
- 14. Giovanni Arata, Bologna, March 6th 2012
- 15. Giovanni Arata giovanni.arata@gmail.com twitter.com/giovanni_arata www.linkedin.com/in/giovanniarata3 Slideshare: http://www.slideshare.net/nessuno2001/ Giovanni Arata, Bologna, March 6th 2012