Government Ambassadors For Citizen Engagement

by Mark Drapeau | @cheeky_geeky | comments: 6

To the average person, government is represented by an anonymous person on the other end of the phone, a pile of mandatory paperwork, and perhaps at best a friendly neighborhood postal carrier. If you ask the average American not living inside the Beltway to name a single individual who works in the federal government, how would they reply? My guess is that the broad majority of them couldn’t give you the first and last name of a federal government employee; In reality they would find it much easier to name their local pharmacist, garage owner, or supermarket manager. And from the perspective of the government, this is a shame. How might emerging social technologies help to bridge that gap, in combination with a modification in thinking about government public relations?

The ideal end state when a citizen is asked to name a government employee would be that a person working in a micro-niche of interest to them - finance, farming, foot-and-mouth disease - immediately comes to mind. Unfortunately though, interesting and talented people working at Treasury, USDA, NIH and other places are not well-known to the public, despite the great effects their work has on everyday life in America. Why is this? Partly, it is a vestige from the days when communications were controlled by professionally trained public relations staff and mainstream journalism teams. This was understandable - equipment was expensive, channels were few, and citizens trusted authenticated, official sources for their information. But this media structure that worked well for 40 years is now outdated.

In the Web 2.0 world, every individual is empowered to be not only a consumer of information, but a producer of it. Writing is searchable, discoverable, sharable, usable, and yes, even alterable. The proverbial “pajama mafia” of bloggers has morphed into a powerful society class of listeners, questioners, writers, editors, publishers, and distributors. And in some outlying examples from the federal government, such as the TSA’s blog, we see this same power being harnessed by individual employees (with their agency’s approval, naturally) - Individuals from the TSA not only blog, but interact with citizens who comment on the articles. But this form of government-citizen interaction is, honestly, a primitive version of how social technologies can empower citizen engagement with government.

The modern citizen is not a vessel waiting to receive press releases and government website updates. Even a sophisticated government website like the White House’s new blog can only expect to attract a subset of citizens a subset of the time. Why? Simply, there are simply too many avenues of information flowing towards these people formerly known as a captive audience. No matter how compelling your government information, they are not waiting to hear from you about it. Nor are they necessarily waiting to hear from the New York Times, MSNBC, or any other mainstream organization.

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O'Reilly Media on Twitter

by Tim O'Reilly | @timoreilly | comments: 11

Laurel Ruma (@laurelatoreilly) just did a quick census of the number of O'Reilly employees on twitter. She came up with 74 twitter accounts out of about 300 employees worldwide, plus five people who were controlling departmental or project-based O'Reilly twitter accounts like the following:

Official O'Reilly account: @oreillymedia: The top level O'Reilly Media site.
@oreilly_verlag: O'Reilly Germany

Number of O'Reilly products or divisions on Twitter: 8
@make: Make: Magazine and makezine blog
@craft: Craft: Magazine and craftzine blog
@hacks: Hacks book series and hackszine blog
@insideria: Our Inside RIA microsite sponsored by Adobe.
@missingmanuals: The Missing Manuals
@headfirstlabs: Head First book series
@tocTools of Change for Publishing conference and blog
@radar: The O'Reilly Radar blog

Number of O'Reilly conferences on Twitter: 12
@oscon: The O'Reilly Open Source Convention
@etech: The O'Reilly Emerging Technology Conference
@moneytech: Money:Tech
@foundconf: Found: The Search Acquisition and Architecture Conference
@where20: Where 2.0
@railsconf: RailsConf
@MySQLconf: The MySQL User Conference
@web2summit: The Web 2.0 Summit
@RailsConfEU: RailsConf EU
@w2esf09: Web 2.0 Expo SF
@w2e09: Web 2.0 Expo NY
@velocityconf: Velocity

Many of you have probably seen some or all of these accounts in my retweet stream. For better or worse, my personal account (@timoreilly) has garnered the most followers, and so I've become a switchboard for passing on the best of the news from others in the company.

I do find this to be an interesting exercise in managing corporate social media. I don't follow every O'Reilly employee, as we have no formal method for tracking them, but often, people who have posted something they want to bring to my attention send me an email requesting a retweet. (So do lots of outsiders. My habit of retweeting has ended up building a great extended information network!)

The fact that I don't automatically pass on company propaganda, but require it to be interesting, makes for a great teaching opportunity with employees. As I explain to them what I consider retweetable and why, and how to write tweets that make me want to share them, we improve the overall social media marketing IQ of the company.