Transcript Citizen centric solutions - e-cariera

Social Media and
eGovernment
Lasse Berntzen
University College of Southeast Norway
Content
 The information presented here is based on several
years of observation on how social media are used by
Norwegian municipalities.
 We have consulted and helped municipalities on both
strategy and implementation.
Web 2.0
Social media is part of Web 2.0. Web 2.0 focuses on:
 Collaboration
 Sharing content
 Interoperability
 User-centered design
But maybe the most important, Web 2.0 is
 Fun
Web 2.0
 Web 2.0 is primarily tools for individuals
 Tools that allows individuals to create and share with friends
and followers
 Blogs to share opinions and start discussions
 Facebook for sharing thoughts and photos with friends and
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followers, with the possibility for audience to like or react on
postings
LinkedIn to share work-related information with contacts
Pinterest for sharing visual images with text
YouTube for sharing video clips
Twitter to share short comments
 But Web 2.0 is not only for individuals..
Users of Web 2.0
In addition to individuals, Web 2.0 is used by:
 Organizations
 Politicians
 Government
 Business
Point is: Web 2.0 should be of interest for public sector
entities
Why is Web 2.0 interesting?
• Web 2.0 has regular users*
• What web sites have regular users?
• NOT MANY!
• Most web sites have only sporadic users, e.g. municipal
web sites.
• Information on demand (users visit only when they need
some specific information)
* Regular users come back, maybe several times every day. Social media have regular users,
search engines have regular users, and news(paper) websites have regular users.
Web 2.0 mission
 Earlier in this presentation we have seen that Web 2.0
facilitates collaboration and sharing between
individuals, but is also used by politicians, government
entities and businesses.
 Then, what is the potential for government use?
Maturity model
 The following model was made to illustrate the typical
use of social media by public sector entities.
Dialog
Mobilization
Information
Network
expansion
Maturity Model
 Most municipalities that have presence in social media,
uses the social media as a channel for disseminating
information.
 The next level is when the municipality uses social
media to mobilize citizens for causes
 The top level (only a few) engages citizens in dialogs to
improve the daily running of the municipality
 The model is not perfect, but it shows the typical
change in social media use over time
Web 2.0 opportunities
 Innovation
 Customers may take part in product development
 Citizens may take part in policy making
 Web 2.0 may be the facilitator
Norwegian users
Application
Facebook
Biip.no
LinkedIn
Origo
Twitter
Users
3.000.000
447.603
1.171.151
384.483
314.330
Numbers are from Halogen.no
http://www.halogen.no/tjenester/losninger/sosi
ale-medier/norske-brukere-i-sosiale-medier/
(Updated 12.2013)
New groups of users
 In the beginning, social media was used by students
and youths.
 Today, all age groups are embracing social media
Politicians
 More than individuals..
 Politicians have embraced the internet
 Obama campaign, fundraising
 Both previous and current Norwegian prime minister use
social media to stay in touch with their electorate
 What they use:
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Blogs
Facebook
Twitter
YouTube
Government utilization
 Show the value of registering
 Inform them
 Mobilize them
 Interact with the citizens
Municipalities on Facebook
 Three sources:
 Collaboration with City of Larvik, Norway
 Research on uptake by municipalities since February
2009
 Student project 2011
Municipalities on Facebook
 The number of municipalities using Internet as a
communication channel with their citizens is steadily
increasing.
 Data collected by the author in November 2009 showed that
26 Norwegian municipalities were actively using Facebook
to interact with and inform their citizens.
 Alltogether 73 municipalities were present on Facebook, but
the remaining profiles were either established by
third-parties or used for employees.
 In January 2013, 107 municipalities had
pages on Facebook
 In 2016, 184 municipalities have Facebook pages
Case example: City of Larvik,
Norway
• November 2008, discussion and implementation
• Target group: Age 18 to 30
• Targeted information
• First use: To inform about training for young mothers
• Facebook was seen as a good channel to inform about
this offering
Mobilization
Also targeting the same age group:
 Oil spill accident: Asking for volunteers
 Volunteers (they were paid) were needed to help clean
the beaches.
 Success, demand was filled within hours
 Getting volunteers to read for old people
 Success, high school students volunteered to read for old
citizens in nursing homes.
Interaction/Dialog
 Ask what the citizens want
 This is particularly relevant to planning processes
Oops
 If you do not have a strategy, you may find yourself in a
strange position
 Research on Municipalities on Facebook
 Very interesting results
 Some municipalities did not know that some citizens
had established Facebook presense
What’s next
 Wiki has a great potential
 Co-production of knowledge
 Two important issues:
 Make seed-content (some content that can be enhanced)
 Provide support / help line
Use of social media
 Why use social media?
 Effective way of interaction
 Questions and answers are disseminated to all
users, not the one that asked the question
Municipalities on Facebook
 Presence is one thing, interaction is another
story
 Most municipalities use Facebook for news
announcements
 Maturity model:
1. Presence (news)
2. Mobilization (asking citizens to mobilize)
3. Interaction (dialog with citizens)
Municipalities on Facebook
 Best practice: City of Sarpsborg
 Facebook monitored by the same people
handling first-line interactions
 Short response time
Social media
 Social media is also a data source, to be
analyzed and used
 Can provide information on sentiments of
citizens
 And give early warnings when something is
wrong