New IBM Report: A Manager’s Guide to Assessing the Impact of Government Social Media Interactions

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“.IBM Center for the Business of Government: 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.

 

Media coverage:

 

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Special issue “The Public Manager” on ‘Government Embraces New Social Media Tools’

The Public Manager

“The Public Manager” has just published its Winter 2012 edition. The whole issue focuses on how government embraces new social media tools.

Contributors are among others:

  • Andrew Krzmarzick, who talks about how government embraces social media as new communication tools;
  • Scott Horvath (USGS), who presents an overview of the past, present and future of social media at USGS;
  • Joseph Porcelli, who provides insights into how FEMA drove 23,000 people to join its online community
  • and many more.

I contributed an article on how to design a social media strategy to fulfill government’s mission.

New article: Social media adoption and resulting tactics in the U.S. federal government (GIQ)

Cover by inesmergel
Cover, a photo by inesmergel on Flickr.

Government Information Quarterly just published one of my articles on the adoption decisions of federal departments to use social media and how the decision making processes lead to online tactics.

Abstract:
In 2009, the departments in the executive branch of the U.S. federal government received the presidential marching order to “harness new technologies” in order to become more transparent, collaborative and participatory. Given this mandate, this article sets out to provide insights from qualitative interviews with social media directors to understand the factors that influence internal adoption decisions to use social media applications, such as Facebook, Twitter, or blogs. Three distinct factors influence the adoption decisions of social media directors: information about best practices in their informal network of peers, passive observations of perceived best practices in the public and private sector, and “market-driven” citizen behavior. The resulting adoption tactics include: (1) representation, (2) engagement, and (3) networking. The findings point to the need for higher degrees of formalized knowledge sharing when it comes to disruptive technology innovations such as social media use in highly bureaucratic communication environments. Recommendations based on the lessons learned are provided for practitioners and social media researchers to develop social media tactics for different organizational purposes in government.

Full reference: Mergel, I., Social media adoption and resulting tactics in the U.S. federal government, Government Information Quarterly (2013), http://dx.doi.org/10.1016/j.giq.2012.12.004

Please email me if your library does not have a subscription for the article.

New article out: “Connecting to Congress: The Use of Twitter by Members of Congress

Abstract:

How do political elites, such as the Members of the U.S. Congress, decide to use innovative forms of Information and Communication Technologies, such as social media applications? Communication between elected officials is guides by outdated rules and regulations that are focusing on paper mailings. The apparent lack of formal guidance and outdated rules are not reflecting the changing online landscape and the requirements on Members of Congress to interact with their constituents where they prefer to receive their information. New forms of highly interactive online communication tools, such as the microblogging service Twitter are challenging the existing information paradigm. Using the first year of tweets posted by Members of Congress in combination with qualitative interviews with congressional offices show that the Members are mainly using Twitter to complement their existing push communication style and automatically distribute vetted content via Twitter, using the Microblogging service as an additional communication channel for their individual appearances and issues. The awareness network among tweeting Members specifically shows that the potential for interactive conversations are not harnessed. Finally, Twitter’s potential as an innovative mode for future democratizing interactions is discussed.

Suggested citation:

Mergel, I. (2012): “Connecting to Congress”: Twitter use among Members of Congress, Zeitschrift fuer Politikberatung – Policy Advice and Political Consulting, 3/2012, pp. 108-114.

Link to the open access version on the journal’s homepage.

New book: “Social media in the public sector field guide”

Today, my co-author Bill Greeves and I received our first copies of the “Social media in the public sector field guide” we wrote for all newcomers to the productive and professional use of social media in government. We started to work on this project in 2011 to capture the legal, procedural, and contextual challenges that are waiting for those brave innovators in government who are willing to venture out and make new technologies and the accompanying behavioral changes work. The book includes several case studies written by our colleagues in government who have been innovators for a long time and are providing their insights into the use of social media in their own agencies. They include: Bill Schrier, Dustin Haisler, Steve Ressler, Pam Broviak, Kristy Fifelski, Chris Moore, and Stephanie Slater.

In 2012, my co-author Bill Greeves, CIO Wake County, NC, was named the most social CIO in the U.S. by the Public CIO magazine. Congratulations, Bill!

Here is the blurb and the endorsements we received:

This hands-on practical guide (and companion to the Social Media in the Public Sector) offers a ready-to-use reference to help readers move smoothly through the development and deployment of effective new media strategies and policies within their own organizations. The book is filled with illustrative examples, screenshots, diagrams and graphics. Written to be engaging and accessible, the guide has minimal technical jargon, acronyms or “govspeak”. The guidebook includes case studies in the words of those who have implemented new media strategies and an accompanying community-driven website with links to the authors’ blogs and practitioner social networks.

Endorsements

“As the poet LL Cool J once said, there is a difference between doing it and doing it well. Same is true with the use of social media in government – there can be a stark divide between agencies dabbling in it and those agencies executing well. 10,000 fans/followers vs. 100. 15 comments and RTs vs. an empty ghost town. Driving real mission results vs. being a gimmick. If you ask most senior leaders in government, they understand they need to be in social media but they don’t know how to do it well. Instead they leave it to an intern and end up with an unsuccessful program. Every day on GovLoop.com, our network of 60,000 government leaders, people share best practices and ask questions of social media in government. I’ve often been asked by members of a good reference book to get going for their federal, state, or local government social media programs. I never had an answer – now I do: This field guide is the go-to resource to ensure your social media programs deliver real mission results. Ines and Bill are experts in the field – a blend of research and real-world experience to get you to where you need to go.” — Steve Ressler, Founder and President of GovLoop.com

“In the local government sector there seem to be three schools of thought regarding social media: “I’ve got a Facebook page – let’s jump right in!” – “Not happening on my watch!” and “Who cares?” this field guide is perfect for any of the above, as it provides practical applications and rationale for why local government needs to connect with people where they are – which is on the internet. Our association of nearly 500 innovative local governments knows that Bill Greeves and Ines Mergel are the perfect authors for this must have tutorial. Bill collaborates with us as a top notch trainer and both of these authors know the topic very well.” – Karen Thoreson, President & Chief Operating Officer, Alliance for Innovation

“Bill Greeves and Ines Mergel are expert users of Facebook, Second Life, Twitter and other social media to help local governments better interact with real people. In this book they distill that knowledge into a practical guide for government officials and employees. Twitter and Facebook and Blogs, Oh My! In this bewildering new field of social media, Bill Greeves and Ines Mergel expertly provide practical advice for governments to harness the power of these new online services.” — Bill Schrier, Deputy Director, Center for Digital Government, eRepublic.com; Former CTO (CIO) City of Seattle

“This is simply a must-read book for anyone interested or involved with social media in the public sector. The authors take a refreshing and original approach supported by excellent examples regarding the evolving role social media is playing and can play in government. Having worked and known both Bill and Ines, I cannot think of two better-experienced authors to help guide us through the new realities of social media in government.” – Dr. Alan R. Shark, Executive Director, Public Technology Institute and Assistant Professor Rutgers University School of Public Affairs & Administration

Available online at Amazon or Jossey-Bass/Wiley.

New book published: “Social Media in the Public Sector”

I am excited to announce the release of my first sole-authored book: “Social media in the public sector“. It will be officially introduced to the public at the annual NASPAA conference in Austin, TX, on October 18, 2012.

The book is based on my research that started about three years ago. My initial interest started with the success of  Obama’s Internet strategy to reach audiences via social media who are unlikely to interact with politicians or government in general. As the open government initiative developed in the U.S. federal government, I started to interview public managers to understand how they are (re)organizing their standard operating procedures to use social media for regular governing operations in support of the mission of their organizations. The book provides insights into the strategic, managerial, and administrative aspects of social media adoption in the public sector.

The publisher’s book page includes resources for professors who would like to use the book in their e-government classes, including week-by-week Powerpoint slides and an article published in the Journal of Public Affairs Education that outlines my teaching approach and learning experiences.

The book went through a thorough double-blind peer-review process and I would like to thank the three anonymous reviewers for their invaluable feedback.

Next month an accompanying field guide will be released.

Here is a link to the instructor resources on Jossey-Bass/Wiley’s website.

Blurb:

In today’s networked world, the public sector is tapping into new media applications to increase government organizations’ participation, transparency and collaboration. The book contains a review of the current state of the public administration literature and shows how Government 2.0 activities can potentially challenge or change the existing paradigms. It includes an overview of each of the tools used to increase participation, transparency and collaboration. The book also highlights case examples at the local, state, federal and international levels. The author offers recommendations for the implementation processes at the end of each chapter and includes suggested readings and references.

Endorsements

Comprehensive and compelling, Social Media in the Public Sector makes the case that to achieve Government 2.0, agencies must first adopt Web 2.0 social technologies. Ines Mergel explains both how and why in this contemporary study of traditional institutions adopting and adapting to new technologies.
Beth Simone Noveck, United States Deputy Chief Technology Officer (2009-2011)

Ines Mergel moves beyond the hype with detailed, comprehensive research on social media technologies, use, management and policies in government. This book should be required reading for researchers and public managers alike.
Jane Fountain, Professor and Director, National Center for Digital Government, University of Massachusetts Amherst

Professor Mergel has produced a foundational work that combines the best kind of scholarship with shoe-leather reporting and anthropology that highlights the debates that government agencies are struggling to resolve and the fruits of their efforts as they embrace the social media revolution. Social Media in the Public Sector is a first and sets a high standard against which subsequent analysis will be measured.
Lee Rainie, Director, Pew Research Center’s Internet & American Life Project

Dr. Mergel is an award-winning author who again wields her story skills in this book. She excels in explaining in concrete, practical terms how government managers can use social media to serve the public. Her book puts years of research into one handy guide. It’s practical. It’s readable. And it’s an essential read.
John M. Kamensky, Senior Fellow, IBM Center for The Business of Government

The social media dance around the VP pick

On Friday night the news broke, that the Romney campaign was planning to reveal the vice-president in a live TV covered event at 9:05am the next day. Within a few hours however, all major news-outlets stated “Mitt Romney picks Paul Ryan”. There was no question mark, no speculation. Only these plain statements – quoting sources close to the campaign.

Online, there was however very little indication on 8/9/12 that the information was leaked: The USA Today/Twitter Election meter showed negative sentiments towards both candidates at an all time low (since #Twindex data was revealed to the public): Obama 20; Romney 12. This number was stable until late Saturday evening when the Twitter index was finally updated – which seems to happen only once per day: Obama 32; Romney 39.

As a result, people were buying shares for their favorite veep pick, Paul Ryan on the Intrade prediction market. Ryan was favorited by 95% of the buyers:

On Saturday morning social media came into play. Romney’s Twitter account officially confirmed his pick – even before he went on stage in Norfolk, VA:

An hour later, Paul Ryan’s newly established Twitter account confirmed the news as well:

The account name “@PaulRyanVP” was initially not verified by Twitter and it took the company a few hours to add the blue checkmark to the account. As a result the followers jumped up from a handful to several thousands. Controversy around the account’s name eluded people to the fact that Paul Ryan already labels himself (or let’s say his campaign team labels him) VP = Vice-president. People are asking legitimate questions, as the following tweet by Chris Geidner shows:

Romney campaign aide Beth Myers confirmed in a statement to the press, that Romney had already made his pick earlier in August, after he returned from his first visit abroad. She presented the campaign’s strategy on how they kept the decision under wraps right after the announcement to the press.

@140Elect reports that the @PaulRyanVP Twitter account was created on August 2, 2012 which confirms that the VP decision has already been made weeks ago. It is unclear however why the campaign chose to reveal the candidate two weeks later, on a war ship at a time when only half of the country can watch the news at 9:00am on a Saturday morning.

During the exciting events of the day, other social media tools were ignored by the campaign.  As an example, the iPhone app “America’s Comeback Team” did not inform its users as advertised. Instead, the screen stayed blank even after the world heard the announcement, as this screenshot from Anthony De Rosa shows:

 

 

 

 

 

 

 

 

 

Twitter was also the first place where the campaign’s logo was revealed – on @PaulRyanVP’s account:

 

 

 

 

 

 

 

 

The Romney campaign clearly had their sight set on Twitter and ignored Facebook – the Paul Ryan Vice-President Facebook account was established just an hour before the official announcement.

At the end of the day, the futures markets weren’t impressed by the Vice-President pick. As an example, the Iowa Electronic Market for the 2012 US Presidential Election Vote Share Market still lists a win by the democratic candidate at 60%: