Social media and the government: living happily ever after?

Danielle van Wallinga [email protected]

Hogeschool Utrecht, University of Applied SciencesResearch group ‘crossmedia communication in the public domain’

Conference: Using ICT, Social Media and Mobile Technologies to Foster Self-Organisation in Urban and Neighbourhood Governance

16-17th of May, 2013

@PubLab

Research purpose

Question raised in communication practice:

What lessons can be learned on effective use of social media?

Relevance

• Changing needs & dynamics in organizations/society (in interaction)

• Staying ‘connected’ and ‘in tune’ with (complex) social environment

• The government ≠ Big Brother watching over citizens

I-visie 2011-2015, Bekkers & Meijer, 2010, van Berlo, 2012, van Woerkum & Aarts, 2007 , I-vision 2011-2015

Social media benefits

Challenges

• Meaningful, interactive communication with citizens

• Realizing long term impact• Loosening control • Flexible planning• Strategy

Ernst & Young, 2011, Kok, 2011, Bekkers & Meijer, 2010

Research questions1. To what extent are the potential benefits of social

media realized in the public domain? 2. How are networks being used in government

communication via social media?3. What lessons can be learned on effective use of

social media?4. How do organizations face planning challenges? 5. To what degree is the public involved in social

media projects?

Method

Phase 1• Selection

cases

Phase 2• Interviews

Phase 3• Comparing &

Analyzing

Local and national governments

Objectives of social media @ governments (1)

• Co-creation of cultural policy (Leiden) or future vision (Borne)

• Self-organization of a picnic (regional community initiative Kromme Rijn)

• (Re) building trust in the (communication) process concerning the construction of the North-South Metro line

Objectives of social media @ governments (2)

• Stimulating prosocial behavior (donor registration)

• Sharing knowledge (public service ‘Rijkswaterstaat’)

• Strengthening the image of a residential town (pilot housing in the Hague)

• Informing citizens about police work (Twitter, Groningen)

• Information about detours (Eindhoven)

Social media benefits

Power of networks

• Functions:– Giving an impulse to citizens’ interaction– Creating internal (organization) or external

(society/target groups) support – Inspire citizens’ behavioural change

Networks are being used to bring everyday livability issues closer to target groups in an interactive,

personal way.

Citizens’ active involvement

• Various communication functions occur and are combined in social media in the public domain.

Informing, consulting, debating, co creating

I spend a lot of time travelling

Matching citizens’ needs

Detours affect my daily route

I feel connected with

my town

I want to share my opnion

I want to contribute in solving social issues

I want to stay informed

I don’t trust the governments’ (communicative) approach

Strategy?

Lessons learned

• Mix of various communication means– By combining specific characteristics of various

media, maximal impact can be realized.• Open, but flexible use of social media– Enabling unexpected results– Speed & amount of information

Organizational challenges

• Flexible and gradual planning• Evaluating actions constantly• Based on ‘trial and error’• Being accountable for decisions and

performances?

Communication method Van Ruler (2013)

For living happily ever after:

1. Be reciprocal and interactive2. Be flexible and adaptable 3. Be open and transparent 4. Anticipate actively on the (changing) needs of

your social environment.

Discussion

• Affords of online and active participation• Embedding user-generated content

structurally• Sustainability of social media• Strategy?

Questions?