Transcript Web Governance

The Web
The World Bank
Social Media at the
World Bank
Jim Rosenberg | @jerotus| Head of Social Media
The World Bank
http://www.worldbank.org | [email protected]
Nov. 2011
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Social media
The Web
is simply a
way for
people to
connect to
each other.
The World Bank
FOR INTERNAL USE ONLY ©World Bank Group 2011 | By Jim Rosenberg, EXTCC | Web Program Office
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The Web
The World Bank
3 levels of social media at the World Bank
 Official, Bank social media channels managed by
or on behalf of the World Bank.
 Use of social media by staff who identify
themselves as World Bank staff.
 Purely personal, private postings, by staff
members who are not discussing Bank business,
and not identifying themselves as Bank Group
staff.
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The Web
The World Bank
Getting better, and could be better
4
The Web
#thinkEQUAL
The World Bank
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The Web
The World Bank
6
Facebook at 727m users; aims for 1b and mostly on mobiles
The Web
The World Bank
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Facebook user base in 2011 =
internet user base in 2004
The Web
The World Bank
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The Web
Twitter: Realtime, Global, Multilingual
The World Bank
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The Web
A TV camera crew in every pocket?
The World Bank
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The Web
New tools = new risks, opportunities
The World Bank
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The Web
Governance, guidance
The
TheWorld
WorldBank
Bank
Neglected or
understaffed channels
= reputational risk
Successful blogging
depends on tone, voice,
headlines, visuals
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The Web
The World Bank
Social Media 101 - Digital Reputation
 Every day you're managing your professional
reputation, but what about your digital
reputation? How do you look online, in search
engines and social media sites? It's important to
understand the most prominent social media
channels, even if you are not inclined to use
them.



Facebook profile (with recommended privacy settings)
Linkedin profile
Twitter account
FOR INTERNAL USE ONLY ©World Bank Group 2011 | By Jim Rosenberg, EXTCC | Web Program Office
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The Web
The World Bank
Staff: Participating in social media
 For use of social media in your personal
capacity, review


Staff Rule AMS 14.20 “Public Statements of Staff
Members”
Social Media engagement guidelines
 To use a social media channel at the World
Bank, contact your comms/web/KM staff.
 To open a social media channel at the World
Bank, contact your VPU web focal point.
FOR INTERNAL USE ONLY ©World Bank Group 2011 | By Jim Rosenberg, EXTCC | Web Program Office
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The Web
The World Bank
Staff: What should I talk about online?
 The social media guidelines and AMS 14.20
are meant to empower staff to engage
through social media about their own work,
not to make statements on behalf of the Bank
that are outside their scope of work or
expertise, or where they may purport to speak
for other departments or for management.
FOR INTERNAL USE ONLY ©World Bank Group 2011 | By Jim Rosenberg, EXTCC | Web Program Office
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The Web
Social Media – Looking ahead
The World Bank
 Propose procedures for opening, maintaining, official
social media channels (and sanctions for noncompliance)
 Create standards, FAQs and a playbook for staff and
communication teams
 Empower staff to become better communicators with
FAQs, training at basic – advanced levels
 Advise on how to best communicate World Bank’s
social media “rules of the road”
FOR INTERNAL USE ONLY ©World Bank Group 2011 | By Jim Rosenberg, EXTCC | Web Program Office
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The Web
The World Bank
@worldbank
facebook.com/worldbank
www.worldbank.org
Slides available
FOR INTERNAL USE ONLY ©World Bank Group 2011 | By Jim Rosenberg, EXTCC | Web Program
Office on demand
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