IBM’s Center for the Business of Government has published a new report: “A Manager’s Guide to Assessing the Impact of Government Social Media Interactions“.
This new report addresses the key question of how government should measure the impact of its social media use.
Social media data – as part of the big data landscape – has important signaling function for government organizations. Public managers can quickly assess what citizens think about draft policies, understand the impact they will have on citizens or actively pull citizens ideas into the government innovation process. However, big data collection and analysis are for many government organizations still a barrier and it is important to understand how to make sense of the massive amount of data that is produced on social media every day.
This report guides public managers step-by-step through the process of slicing and dicing big data into small data sets that provide important mission-relevant insights to public managers.
First, I offer a survey of the social media measurement landscape showing what free tools are used and the type of insights they can quickly provide through constant monitoring and for reporting purposes. Then I review the White House’s digital services measurement framework which is part of the overall Digital Government Strategy. Next, I discuss the design steps for a social media strategy which will be basis for all social media efforts and should include the mission and goals which can then be operationalized and measured. Finally, I provide insights how the social media metrics can be aligned with the social media strategic goals and how these numbers and other qualitative insights can be reported to make a business case for the impact of social media interactions in government.
I interviewed social media managers in the federal government, observed their online discussions about social media metrics, and reviewed GSA’s best practices recommendations and practitioner videos to understand what the current measurement practices are. Based on these insights, I put together a comprehensive report that guides managers through the process of setting up a mission-driven social media strategy and policy as the basis for all future measurement activities, and provided insights on how they can build a business with insights derived from both quantitative and qualitative social media data.
IBM – Center for the Business of Government just published a new report in their collaborative governance series on “Implementing Cross-Agency Collaboration”. Based on Professor Fountain’s in-depth analysis of collaboration projects in the U.S. federal government, the report provides insights into two main factors that support effective collaboration in government:
- people skills to develop trust, norms, and connections, and
- organizational processes that allow cross-agency actions to be sustained over time.
Much of the existing research, either focuses on specific roles that are needed or the resulting inter-organizational structures. What is largely ignored are the resources and processes needed as well as informal networking and governance mechanisms that need to be allowed outside the existing formal hierarchies to allow cross-agency collaboration.
This is a timely report, that is helpful for public managers to understand that even in a bureaucratic hierarchy, innovations, knowledge and resources to fulfill broad mandates, need to involve new roles in government, such as the recently established Government Innovation Officers. These new GIOs need to be boundary spanning individuals who tap into the resources they can get access to from their own networks, but also have the freedom to connect with other public managers across organizational boundaries.
As the new Open Government paradigm is spreading around the world, this report can also help open government activists to understand, build, and evaluate the processes and roles needed to successfully collaborate with all stakeholders: activists, nonprofits, public sector organizations on all levels of government as well as contractors to implement innovative platforms.
Here is the executive summary of the report:
Twitter—a microblogging service that allows for short updates of 140 characters—has grown to over 540 million registered accounts as of early 2012.News organizations, corporations, and the U.S. government have adopted this new practice as an innovative form of interaction with their stakeholders. Many government agencies maintain at least one Twitter account, and even multiple accounts, based on their operational needs and their diverse audiences .It can be unclear to government Twitter users what the best strategies are for interacting with the public on Twitter, and how an agency can use Twitter in a meaningful way to support its organizational mission.
Twitter updates are seen as public conversations and are increasing not only transparency and potentially accountability, but can also—when used appropriately—lead to increased inclusion of public opinion in policy formulation through information aggregation processes. Twitter can be used effectively to involve a large number of citizens and create conversations with an engaged, networked public. The outcome of these conversations can be new insights and even innovations in the public sector including suggestions on how to make government more effective, or rapidly accelerating emergency responses that help to improve public safety.
This report is based on insights gained from discussions with social media directors in U.S. federal government agencies and observations of their daily Twitter tactics. Part I provides an overview of current strategies for using Twitter to interact with citizens. Four main strategies are identified:
• Customer service
In addition, hands-on best practices are presented for both public managers and social media administrators.
Twitter is still a relatively new tool. The platform frequently changes and features are added or moved, so government organizations need to be flexible and react to the changes. Suggestions on how to overcome both the technological and behavioral challenges are provided, and examples of best practices show how agencies have overcome these hurdles.
It will be important for the future use of social media in the public sector to show how investments in content curating and online interactions affect a government organization. Current measurement techniques are provided to help social media managers create a business case for the effective use of social media.