Debates continue to swirl around the ‘ownership’ of social media. In government, we tend to equate ownership with resources (human and financial) but not necessarily with the appropriate insight, expertise or authority.
The ‘ownership’ of the execution of social media activities is quite simple – it involves horizontal collaboration based on the issue at hand, not which group you are a part of or to whom you report.
This became more clear to me during a social media pilot about online issues management and corrective blogging. Stakeholders working on the pilot (policy, communications, advocacy, media relations and web communications) emerged from their respective offices to participate. Who ‘owned’ it? We all did. From planning, training and online responding, we all played a part.
I recently spoke about the methodology and outcomes of this pilot at a Social Media for Government event in Ottawa. The speakers represented all levels of government and spoke on a variety of issues which provided diversity and balance in both experience and insight.
What wasn’t balanced was the audience. “How many of you are communicators or work in that field?” All but one hand shot into the air.
“How many of you are policy or program officers?” Tucked against the side wall was a lone hand reaching above the crowd.
Meet Gordon. Gordon was a policy officer working on a key file for his department. As someone from the “business side,” Gordon felt it was important for him to learn about possible uses and applications of social media.
I called on, or made reference to Gordon numerous times throughout my presentation and have continued to do so since. I was thrilled to have a policy officer in the room for it is the policy (file, service etc.) that our social media efforts support. We need to have regular contact with the people who are closest to the heart of an issue and its messages, challenges and audience in order to best know how social media might help.
Social media for, or in government needs to be about more than ownership and include discussions amongst more than communicators.
What’s your next step? Find your Gordon!
Onward.
M.
Disclosure: Gordon confided in me after my presentation that he actually wore two hats – policy and communications! If only we could all be so lucky Gordon ;)
December 1, 2010 at 6:09 pm
Martha,
Great post! So glad to have your voice contributing about what really goes on in governments and most large organizations. It is indeed a huge culture shift for us to move from stovepipes of fiefdoms and owners of information to flatter more open organizations that share information freely and collaborates in more organic ways. Keep up the great work!
December 1, 2010 at 8:24 pm
Thanks Lovisa,
There are so many exciting avenues to take in the gov/web 2.0 worlds that it’s often hard to decide which voice to use!
Our community work is energizing and that culture shift is gaining momentum. Many thanks for you support and kind words.
M.
May 2, 2011 at 5:20 pm
Nice post MJM. We must get more people representing SM at the policy table from the beginning…
May 4, 2011 at 12:43 pm
Thanks Walter! I’m certainly sensing a shift in this area and the policy/subject matter folks are getting more and more involved. Find them, encourage them, support them!
Thanks for stopping by!
M.