2013 update Would you mandate that your staff must have a social media presence?

Would you mandate that all your staff must use social media, at least to give it a try?

That's what one company in the US, Domo (a business intelligence startup), has done.

The CEO, Josh James, has mandated that all 130 of Domo's staff complete 20 social media and online tasks over eight weeks, from creating three Google+ circles to creating a playlist on a online music service.

Called "the #domosocial experiment", as staff complete tasks they receive badges and there's rewards for individual staff who have met the full target, plus a bonus day off if the entire company achieves the goals.

If uncomfortable with the concept, they can create 'disposable' accounts - simply so that they understand how various online services work - rather than using their existing personal accounts or creating an ongoing online presence.

As reported in TechCrunch, the experiment is already delivering results,

James says he can see a difference in the way the team operates. He recalls tweeting out some company news, then seeing it retweeted by more than 50 percent of the workforce. Another time, he says he tweeted about a feature that he was really impressed by see in another product. James didn’t mention it again, but two weeks later an engineer proudly demonstrated a way to add that functionality to Domo’s product. And it’s not just about watching the boss’ Twitter account and keeping him happy. James also says that when he walks through the company’s cubicles, he’s more likely to see (or hear) consumer apps like Pandora or Rdio in action.

“It’s given us a common language,” he adds.

The company's progress is being published online at www.domo.com/what-we-do/social-status

Should other organisations take this step - mandating their staff to at least trial the use of various social media and online tools?

I think there's merit in the concept.

Staff don't need to be taught how to use television, radio or newspapers because they universally grew up exposed to them.

However the generations that grew up with social media are only at the cusp of hitting the workforce, so there's a lot of people in your organisation who are extremely familiar with traditional media but potentially lack experience in online.

While it may not be practicable to mandate that all staff must use social media, teams that deal with public and stakeholder engagement, communication, customer service and business intelligence should all be well equipped to use online channels to meet the goals of the organisation.

Using a reward based process, as Domo has done, provides a better canvass than a penalty based approach and, I think, is well worth considering.

I have begun to hear of communications teams in the private sector who will not hire staff who are not conversant with the major social media channels, and courses for senior managers - both within and outside the public service - which require as 'home work' that they establish Twitter or other accounts.

If we want to foster a 21st Century workforce then we do need to take steps to create it, not just sit back and wait.

A strategy encouraging people to use online tools, which costs little to implement, might be a good start.

2012 Why do agencies struggle with FOI and open data so much?

The linked email conversation (in a blog post), Freedom of Information Request for Classification Data, provides an interesting insight into the struggles government agencies are having with FOI and open data and with the difficulties applicants are having accessing data which should be available in reusable formats.

In this case information which is publicly available and searchable has been made less accessible by an agency in their site (breaking a site scraper). Then after the developer asks the agency for access to the data under FOI the agency (after several delays) offers to make it available for $4,000.

As far as can be determined from the information provided, the process for releasing the data - which is already in a database - simply requires a single SQL command.

The appearance is that the agency is being badly let down by its IT systems or staff - or that it is unwilling to provide the data.

Either situation is a sad reflection on the agency and on the commitment of the government to openness.

I'll keep tracking this request - as are also a number of people in the open data space - to see how it is resolved, and how long it takes to do so.

Sharing and comparing political party policies - developing an XML schema for party policies

Something I've had on the backburner for awhile has been the development of a better way to share and compare political party policies.

If you've ever looked at the policy platforms of different political parties in the same election campaign, you'd recognise that each writes their policy in a different format, including different information and a different flow.

For example, compare the way the policies are presented by the three main parties in the ACT election:

• Labor policies: www.actlabor.org.au/policy/policy-announcements
• Liberal policies: www.canberraliberals.org.au/html/s02_article/article_view.asp?art_id=2281&nav_cat_id=141&nav_top_id=58
• Green policies: http://act.greens.org.au/policies/act

The differences in how policies are constructed and presented leads to four critical problems:

• It is hard for average voters to quickly understand policies from different parties (as they are formatted and written in different ways)
• It is very hard for average voters to compare policies on the same topic across parties (as they don't contain the same types of information)
• Sharing policies with constituents through third party sites is very hard. Parties rely on their own sites and have no effective way for supporters or media to rapidly embed their policies into other websites for promotion, comparison or discussion purposes.
• Accessibility of many party policies is poor. They are often presented as PDFs only (and not accessible ones), or in other inaccessible formats.

A solution must address the four problems:

• Make it easy for average voters to quickly understand policies from different parties - supporting a common format and approach
• Make it easy for average voters to compare policies from different parties - containing a standard set of information
• Allow policies to be easily shared with third party websites, mobile apps and other digital services but keeping a single point of truth
• Support accessibility by separating content from format

What's the best approach to achieve these four things?

An open XML schema for policies! 

Why is this the best approach?

• Because this allows political parties to provide their policy information in an easily reusable and comparable manner, without sacrificing their ability to provide unique information important to their own policy position.
• It preserves the party as the 'source of truth' for their policy, they can update it whenever they wish and anyone who has embedded a copy of their policies will have them automatically update (drawing on the updated XML), ensuring there's no confusion as to what a party's current policy may be. 
• It improves openness and transparency for the party, supporting an open government agenda and helping voters and the media quickly understand what the party is communicating. 
• It also promotes sharing, meaning that parties can enlist their supporters to communicate their policies - increasing reach and cut through across the community

To explore this idea I've created the Policy XML Schema wiki and invite others to participate in discussing and shaping this approach.

Comment - and edit at: http://policyxmlschema.wikispaces.com/home

What are Australian Government agencies using social media to achieve?

I'm still collecting responses to my FOI request, however felt it worth providing some interim data on what Australian Government agencies are telling me that they are using social media to achieve.

Of the 166 FOI requests I sent out, I have, so far, received 59 legitimate responses in survey format (35%), another 10-20 in other formats (not analysed below) and 6 refusals to respond.

(I also received a survey response from the 'Dept of Silly Walks and Frilly Pants' that I've disregarded in this analysis. However I am pleased that FOI officers have healthy senses of humour!)

Of the 59 legitimate responses, 43 agencies indicated in Question 8 of my survey that they used social media channels for some purpose.

That is, 73% of Australian Government agencies in my sample are using social media.

This demonstrates how far the public service has come in embedding social media into their activities. However what do they say they are using social media to achieve?

Question 8 of my survey asked agencies:

Has your agency used social media services in the following activities?
(Please indicate all that apply and name each of the specific social media services used, ie: agency operated blogs or forums, third party blogs or forums, social networks such as Facebook or Twitter, social sharing sites such as YouTube, SlideShare or Flickr, etc)

The responses (so far) are as follows, listed from most to least popular uses of social media:

Answer choice	Responses	Share
For stakeholder engagement or collaboration	32	54.24%
Operating an information campaign	25	42.37%
Responding to customer enquiries/comments/complaints	25	42.37%
For engaging with journalists and media outlets	24	40.68%
For engagement or collaboration with other government agencies	24	40.68%
Monitoring citizen, stakeholder and/or lobbyist views and activities	17	28.81%
For a public consultation process	16	27.12%
For a stakeholder or other restricted access consultation process	13	22.03%
Other type of activity	11	18.64%
For policy or services co-design	7	11.86%

The 'Other' category was broken into the following 11 responses:

• cartoon competition - Flickr
• day to day information for subscribers and stakeholders
• Youtube
• No, but use of social media to advertise Gov Jobs is being assessed.
• YouTube
• LinkedIn (recruitment activity)
• Internal communication
• Yes
• Crowdsourcing
• Yes. Facebook (Promote Aboriginal Studies [ED: followed by two unreadable words])
• Facebook, Twitter

So, what are my conclusions from this data?

Firstly, there is a high use of social media for official purposes throughout the Australian Government. Almost three-quarters of agencies (73%) reported using at least one (and more commonly two or more) social media tools.

The most popular use for these tools is for stakeholder engagement or collaboration (53.24%) - well ahead of operating an information campaign (42.37%), indicating that social media use is expanding beyond Communication teams into broader agency use for two-way dialogues.

Responding to customer enquiries/comments/complaints was also quite high (42.37%), indicating that many agencies are serious about the use of social media channels for engaging.

Monitoring citizen, stakeholder and/or lobbyist views and activities was lower than I would have expected (28.81%). This is potentially the most cost-effective use for social media as it doesn't require engagement by an agency and can often be accomplished with free tools and limited time. I hope more agencies take this up in the future as it can provide deeper insights into their stakeholders and clients and help head-off issues.

Consultation was also lower than I had expected, with only a quarter of agencies respectively using social media for a public consultation process (27.12%) or for a stakeholder or other restricted access consultation process (22.03%). This is an area with significant potential to add value to policy deliberations and to provide a cost-effective extension or replacement of physical consultation events (particularly when budgets are tight). I hope more agencies take this up in the future as well.

The lowest rating answer was for policy or services co-design (11.86%), an emerging area which has a potentially bright future ahead of it. I can understand this being low as it is a new area for many agencies, but hope it grows as they realise the efficiencies of online co-design processes (alongside offline processes).

Finally, the other type of activity answer provided some interesting food for future thought. The answers provided by agencies, excluding the naming of specific social media tools and general use, fell into several significant categories; recruitment, internal communication and crowdsourcing.

These are all emerging areas where social media can make a significant difference and I hope we see a lot more of them in the future.

There is more analysis I will do down the track - which social media tools are most often used for each type of activity, what are the average number (and types) of tools used by agencies), however I'll wait for all responses to be received before putting this time in.

All in all the interim responses are very positive (at least from my position as a Gov 2.0 Advocate), with Australian Government agencies making strong use of social media across many different types of activities.

There's many who are testing, piloting and practicing different approaches to social media use, which will provide an ever-growing source of useful social media examples, case studies and expertise for all agencies to draw on and thereby build their capabilities and effectiveness online.

Popular 2013 Emergency management with Gov 2.0

The internet has proven itself time and time again to be one of the fastest platforms of disseminating information during emergencies.

The latest example has been in the Deepwater Horizon oil spill in the Gulf of Mexico.

One of the largest spills off the US coast in history (though far from being the largest in the world), the spill is now threatening the marine life and economic survival of sea-based industries in four US states.

To inform people about the unfolding emergency and share news as it happens, a group of companies involved with the spill and US government agencies has been operating a website and social media presence.

According to the article Oil Spill Social Media in Read Write Web, the group includes British Petroleum, who own the oil; Transocean, who own the rig; the U.S. Coast Guard, the National Atmospheric and Oceanic Administration, the U.S. Department of Homeland Security and the U.S. Department of the Interior.

The social media presence includes a Facebook page for conversations, Twitter for announcements, Flickr for images and YouTube for videos - all linked off the main site, Deep Water Horizon Response.

This type of presence can be put together very quickly when an emergency occurs. There is no cost to any of the social media tools, and they can be in place within minutes.

The approach works very well at informing the public in a more reliable and factual way than, sometimes, traditional media allows.

Provided organisations are attuned and prepared to provide information rapidly, without onerous approval processes, second guessing or political concerns, social media can be a very powerful emergency management tool in the public sector's arsenal.