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© Copyright IBM Corporation 2011 April, 2012 The Long View: The Role of Social Media in the Next Administration(s) Gadi Ben-Yehuda, Social Media Director IBM Center for the Business of Government
© Copyright IBM Corporation The Necessary Quote “The spread of information networks is forming a new nervous system for our planet. When something happens in Haiti or Hunan, the rest of us learn about it in real time—from real people. And we can respond in real time as well.” - Secretary of State Hillary Rodham Clinton
© Copyright IBM Corporation Toward a More Participatory Governance Three big changes auger for an overhaul in our systems of governance both at work and in society Technological economic social/cultural
© Copyright IBM Corporation Technological: greater fluidity and control of information: Collect, group, sort, filter, analyze data
© Copyright IBM Corporation Economic: New Cost/Benefit Rules Greater risks for closed systems, greater rewards for open systems, less room for stasis
© Copyright IBM Corporation 2011 Social/Cultural Leadership expects everyone to be engaged, rank-and-file expect to be not only consulted, but involved in all stages of activity, from policy development through implementation “No one ever lobbies less” – Marci Harris, CEO, POPVox
© Copyright IBM Corporation What does it mean to be a "social media expert" or a "social media professional"? 1. Environment 2. Tasks 3. Capabilities of the vehicle
© Copyright IBM Corporation 2011 Three Key Questions: Who, How, What? Who are the people who need to be involved? Determines the environment How do they need to be involved? Determines the tasks What are the tools at my disposal? Requires constant re-education
© Copyright IBM Corporation 2011 Community Managers Bridge Stakeholders and Leaders Employee/management Citizen/agency Noncitizen/country Stakeholders of various levels of power / management with power seeking legitimacy, input, compliance, cooperation
© Copyright IBM Corporation 2011 The Words that Circumscribe Us What effective social media professionals need is a vocabulary both specific enough to identify the needs of the program, and flexible enough to encompass most foreseeable tasks.
© Copyright IBM Corporation 2011 Contagion, Nodes, Media, and What Success Looks Like Each task requires moving a different kind of contagion across the network, which of course requires different types of network media and recruiting various kinds of nodes within each network. Those activities form the tasks that you will be asked to do. This bears repeating, so I will say it again: people expect to have an ever-greater role in determining and then implementing the policies to which they are subjected.
© Copyright IBM Corporation 2011 Social is Salt and Pepper–the Indispensable Condiments The more successful you are at incorporating social media into both the routine and the special activities of your office, the more you will be able to push for ever-greater roles for social media. Success, in short, will beget more success.
© Copyright IBM Corporation 2011 Managing Up and Down Your job will be first to ascertain what level of involvement is appropriate and attainable, then to translate that into language first for your office, and then for the front-line executives who will be implementing the social media strategies that you devise.
© Copyright IBM Corporation 2011 Managing Out So you understand your environment, you understand your tasks, and now you have to ask: how do I do it? How do I engage people’s desire to participate and overcome their inertia (at best) or cynicism (at worst)? This is where an understanding of social aspect of social media is critical.
© Copyright IBM Corporation Managing In and Around Finally, you’ll need to keep constantly abreast of the tools at your disposal: knowledge platforms like Wikis, ideation platforms, instant feed-back platforms, social networks, and of course analytics packages that determine what we can and cannot count. And don’t forget the developers who are making new tools and apps all the time.
© Copyright IBM Corporation 2011 Your Job Description as Five Directives So this is your job, to understand and execute upon: 1. The rules pertaining to social media in government generally, and the needs of your office, specifically 2. The functioning of social networks, including how they enable and inhibit the transmission of certain kinds of contagion; and the psychology of motivation 3. How to subdivide and parcel out tasks, and how to integrate the results back into the parlance of your office 4. The ever-changing landscape of digital and analogue social media 5. The human ecosystems of stakeholders and leaders and developers and entrepreneurs
© Copyright IBM Corporation Questions? Gadi Ben-Yehuda G+: GPlus.to/GBYehuda
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