Tag Archives: public information

Nov 5 2009

Social Media Policies: Leading Without Bleeding

As I continue to discuss government 2.0 with peers across the globe, I am happy to report that progress is being made! Specifically, I have noticed that the content of the dialog is changing.  For most of the past year, when I was asked to do a presentation on 2.0 for conferences or webinars, the vast majority of conference organizers asked me to focused on the “what” and the “why” of Web 2.0 in government:

“Please explain Twitter, tell me how to set up a blog,” etc.  I was happy to oblige because in order to understand the value offered by these toolsets, you have to have at least a basic knowledge of their general purpose and capabilities.

But in the last few months, I’ve noticed that the focus has shifted to the bigger picture of governance.  Now the conference/webinar organizers are saying “Okay, everybody gets it – Facebook has some viability for us in government.  But how do you control it? Who manages it? Who can post?” Last week, I participated (remotely via SecondLife) as a guest speaker at a conference organized by the Florida Institute in Government. The conference was focused on the challenges of social media in government. When planning the content of my presentation, the organizer asked me to focus specifically on policy development.  How did we work through the process here in Roanoke County? What were the essential components?  How did I “sell” the value of it to my administration and elected officials? And she was dead-on with this line of thinking: the session ran long with questions from the audience, the majority of which were focused on policy versus the specifics of a given technology. Next week, I am scheduled to speak (remotely via videoconference) to a Public Adminsitration graduate class at Syracuse University. Throughout the planning the content for the session, the professor has asked me to focus on “New media policies in the public sector…hoping that you could walk us through your county’s strategy, main elements, how you came up with the different elements, what potential implementation problems might be and adoption constraints that you might have encountered (security, cultural issues, identity management, public record creation, records management, etc.).”  She asked me to participate not just because of my MuniGov affiliation, but because I am just one example of how government are putting their money where their mouth is…not just talking the 2.0 talk but walking the walk.

Collectively, we’ve moved beyond the “what” and the “why” of govt 2.0 and into the stickier realm of “how”. I call it stickier because how we do this stuff – the controls, the process, the procedures – are a sign that we’ve moved beyond the R&D and into the acceptable use realm.  This means accountability, stakeholders and policies that have to be created and <gulp> approved.

macgyver1

Your Social Media Policy can do it all, just like my man Macgyver!

However, social media policies should not be feared.  Believe it or not, they are not that difficult to construct. I’ll grant you that although it can be an arduous process to get them fully vetted, when they are done, they can be used as a shield, a megaphone and a flashlight! They’re like the MacGyver of policies.

Now, my humble apologies here dear reader, but I am afraid that I won’t be able to tell you exactly how your policy should look.  There are too many variables involved (i.e. state laws, political climate, organizational size and culture, etc.) to develop a foolproof checklist for every organization.  However, I have discovered some common elements that seem to be inherent in the successful social media/2.0 policies that I’ve seen in government organizations. Here are a few tips to help you get started:

  • If you are still in the “justification” mode, don’t start with a policy.  You need to do some controlled experiments and test the waters first.  Policy development before establishing value will be a death knell for 2.0 in your organization.  Start with some hands-on value development.  (See my earlier post “Incorporating Web2.0 in Your Organization Part 1 – MIX IT UP! ” for some suggestions on how to do this).
  • Once you are ready to start on a policy, be sure to think high level. Do not focus your policy on specific technologies or procedures.  One of the biggest values of 2.0 is its nimbleness.  If you tie a document with the weight that a policy holds to a specific tool, you will never be able to keep up with the technology times.  Yes, Youtube might be ideal for your organization now, but you might find something more effective in the future.  Use your policy as a general “big picture” guide to the sanctioned use of 2.0 in general – leave the specifics of use to a separate procedure.  For example, here in Roanoke County we do not mention Twitter at all in our policy.  Yet we have separate procedures that dictate the details like background images, whom we will “Follow”, and our avatar design requirements. Keep it high-level – avoid acronyms, specific technology names or processes used for only a single purpose. Make your policy flexible.  It is not intended to be an engraved headstone but rather a dry-erase board. Expect – heck, plan ahead – to make changes to it on at least an annual basis to keep up with the times and the “organizational acceptance” of it all.
  • From the beginning of policy development, you need to involve your organization’s key players.  At a minimum, every policy should govern a workflow process that includes public information/marketing, information technology and legal counsel.  These are the three legs of the 2.0 stool that have to be rock solid for it all to truly work.  Anything new you want to implement on a permanent basis should be approved by these departments.  I know that my colleagues have at times considered me (IT) to be a bottleneck. But IT, like the others mentioned above are here to support and protect you and your organization from harm. So my advice is to get them on board early.  It may take some gentle cattle-prodding to get them to focus on it. Provide them with information.  Answer their questions promptly.  And I have found that providing doughnuts and/or cookies at meetings often helps to grease the skids as well!
  • The policy itself is simply a document.  Don’t let it sit on a shelf in a dusty binder.  Exercise the policy by developing a cross-departmental workgroup to keep things moving along.  Start with the three legs mentioned above, but add representatives from your departments that have a direct connection to your citizens (Libraries, Parks and Recreation, Public Safety, Human Resources, etc.)  There are typically folks within these departments that get this stuff, that want to be operating in this space.  A policy, coupled with this workgroup will ensure a balance of governance and innovation within your organization…a true key to success and longevity for your govt 2.0 efforts.
  • Next, dress that policy up and take it out on the town!  Don’t let your policy get bored.  Use it as tool of advocacy. By promoting a social media plan that is backed up with the quintessential “big guns” of policy approval, you’ve got a much better chance of making things work across your organization.  The policy is the firm foundation from which you can launch a comprehensive communications plan.  Use it to help you tell your organization, your elected officials and your constituents that “this stuff is here, we are using it (the right way) and it is a good thing!”

I hope these thoughts above give you a jumpstart on your own policy development.  Below are a few examples of social media policies for government organizations that may help even more.  By no means is this a comprehensive list of governments that have policies in place. This is just a sampling to show you that organizations engaged in social media come in all shapes and sizes. Please feel free to shoot me a message and let me know if I’ve missed one you’ve found particularly helpful.

Arlington County, VA Social Media Policy and Guidelines

Arvada, CO Social Media Policy

Chandler AZ Social Media/Social Networking Administrative Regulation

Fairfax County, VA Social Media Policy

Hampton, VA Social Media Policy

Roanoke County, VA Social Media Policy

Suwanee, GA Social Media Policy

State of Delaware Social Media Policy

State of Utah Social Media Guidelines

Virtually Yours,

Greever

Feb 2 2009

Incorporating Web2.0 in Your Organization Part 1 – MIX IT UP!

Recently I’ve talked a lot about the value and definition of Web2.0.  If you’re taking the time to read this stuff, you probably realize that there is some chicken nugget of wisdom out there amongst those of us who are out here talking it up.  So presuming you’ve made that value connection to your own organization, the next obvious step is how to make it happen.   I’ve got some thoughts on that based on personal experience and comparing notes with other Munigovers. 

cheezburger.jpgMaking 2.0 commonplace is a multi-step process that includes getting the right group together, getting a plan and a policy polished up and then selling that plan to the higher-ups and final signer-offers in your workplace.  Think of it as the recipe for grandma’s chocolate cake or her apple pie or her falafels or whatever floats your taste buds’ boat! The point is – although it is not an exact science, it takes the right stuff, mixed together in the right way, with the right presentation for full effect.  For this entry we’ll focus on Step 1 – selecting the right ingredients.

Remember that Web2.0 is not about technology, it is about adopting a cultural change that puts your citizens in closer communication and collaboration with their governing body.  That being said, there is no one department that can successfully implement a Web2.0 strategy.  You definitely need to mix it up!  There are several key players I’d suggest having at the dinner table:

Administration - You must have the participation (or at least the blessing) of your executive management before going live with the 2.0 stuff.  He/she/they will be the one(s) who will ultimately have to answer to your elected body and the general public. Trying to implement this stuff without their involvement or approval is the fastest way to having a reason to polish up the resume. Take the hard road and get some top buy-in or AT LEAST permission to put a proposal/strategy together.

Legal Counsel - Although I do sometimes subscribe to the school of “ask forgiveness rather than permission”, this is NOT one of those times (and again if you insist on this, get yourself on LinkedIn first and start looking for that new career opportunity).  Web2.0 stuff by its very nature can put an organization in a new realm of interaction with the public and this can translate to concerns regarding privacy, eDiscovery, freedom of information, public forums, intellectual property and liability.  You need an ally in your Counsel to address these issues as part of your larger Web2.0 strategy.  Each technology channel you use will likely have its own inherent concerns that need to be addressed, but I advise involving your counsel from the beginning.  Give them a heads up. 

Information Technology – Since I am in IT, I am allowed to say this:  Most traditional IT departments do not like the idea of Web2.0.  Why?  Well, it usually relies on infrastructure that is not under our internal control.  The perception is that it is harder for us to secure that which we cannot touch.  Some 2.0 services also require the opening of non-traditional ports in the firewall.  Typically the sound Information Security practice is to lock everything down first and then open things up on a justifiable case-by-case basis.  To be clear, I am advocate of this practice, but I have had difficulty in finding evidence of how Web2.0 tools in general are potential security risks to desktop machines or the network, provided you are running effective malware protection. I encourage you to check out the Security section of the MuniGov2.0 Web site for more information on our research on the myths and facts related to security and 2.0. I also recently did a column on the essential balancing act we as IT Directors must perform between Information Security and the needs of our business users.  Bottom line – you need IT to make these things work, so invite them to the feast early.

Public Information/Marketing - Much of the value for 2.0 in government focuses on communication and public information.  Much of 2.0 from a PIO perspective is focused on finding new ways to share information that already exists.  The PIO can be a tremendous resource and advocate for 2.0 tools since they are always focused on crafting the message and finding memorable ways to engage the population.  If you are also fortunate enough to have access to some talented design people, they will also come in handy to help you maintain a consistent branding across your different 2.0 branches

Human Resources & Workforce Development - Without question, the make-up of our organizations are changing as older employees reach retirement age and we strive to hire the best and brightest from the available work force.  But believe me, newspaper ads and recruiting fairs are NOT going to cut it.  If you want to draw in the recent college grads or the twenty and even thirty-somethings, you will need to be reaching them on their terms.  Try some experimentation with placing ads on Facebook or posting some recruiting videos on YouTube.  Gen Ys and particularly Millenials are not going to be drawn to the preconception of life in the government cube farm.  If you do not actively work to engage on their terms AND show them that there really is a pulse in our hallowed halls, your organization is going to be passed over like those mediocre store-bought cookies whose very presence taints the sanctity of the dessert table at the office parties.  We’d better make sure we get our Human Resources group involved early and often in how to mold 2.0 opportunities as tools in your shifting organizational culture.

Economic Development & Tourism  – If a picture is worth a thousand words, how much value would you place on a mash-up that puts a picture in context with tagging, feedback and semantic links to other related resources?  Your development groups are focused on one thing – making your locality the most appealing option for people to come to in order to spend their money and or settle down.  Whether it is a relocating business, a family looking to vacation in a new spot or the Steve Urkel Fan Club looking for the best venue to hold their next annual conference, all of these events will lead to revenue for your locality.  Your development groups spend big money and big time carving out the appeal of your locality in the sea of similar sites across the region, the state, the country or even the world.  The mash-up and social media potential of 2.0 offers them creative and dynamic avenues to present the appeal of your jurisdictions demographics, attractions and capabilities. 

Direct Citizen Service Business Units – You also should include one or two of the business units who are in direct, daily contact with your constituents.  Your libraries, parks/recreation departments, youth commissions, community liaisons, etc., serve all the demographics of your community and they generally know how your citizens want to receive and share information.  Many libraries and park systems are well into the use of Social Media to get the message out about their news and events.  They also typically have a marketing savvy honed from years of working directly with the population so they probably already “get” this stuff. I predict that they will likely be an enthusiastic and valuable addition to your mix.

So that’s it in a nutshell – the key ingredients to your 2.0 group.  I welcome any other suggestions you have for inclusion.  This group make-up, like 2.0 in general, is not an exact science and this is by no means a one size fits all approach.  You’ve got to mold it like dough on the countertop to make it fit your needs.  (Okay, I know you are probably begging for a break in the food metaphors by now).  As you put your group together, you will probably have to do a bit of education on some of the technologies you may be thinking of trotting out for a test run.  I highly recommend sharing Pam Broviak’s free online guidebook, Your Social Media Journey Begins Here. It is a brief, well-written, non-techie, primer to some of the most popular Web2.0 tools in use today.

Next time, I’ll focus on the recipe steps – the marching orders for the group and the deliverables they should be focused on for a successful implementation.  But for now, this is where we will conclude, dear reader, because all this talk of food has made me hungry!

Virtually Yours,
Greever