After a few weeks of unavoidably engrossing myself in work (and family) I have neglected to blog. This is partly because of busy-ness but also because actually there has not been much to say. I tend to use this blog to showcase what I notice happening around government and the digital space, and for a while it was a struggle to keep up, now however, there is a gentle acceptance, adoption and movement in the direction of the future. The door is no longer being kicked at, it is open; the job now is to help everyone working in departments to mind that gap of knowledge.
What has become glaringly apparent is the widening gap between the use of social tools for big ‘P’ Politics and Politicians, and then public service. This took me by surprise, but explains why I was slightly frustrated by the projects at Rewired State that tended to focus on Politics and Politicians rather than public service data mash-ups that would help us in our lives (I was about to say daily but that might be a reach too far).
My focus is on the public service use of social media within the departments and by civil servants. This tends to cover four areas:
- policy consultation – big lesson here is that the current digital environment requires earlier engagement (and more dialogue less monologue by the policy units)
- marketing – obviously the marketing teams are already savvy to the fact that their online audience is collecting in community spaces (and most are supplementing traditional marketing media: TV, radio, print, with targeted online campaigns)
- Press – press officers were probably the first to be baptised by fire and so now they are running with the crowd and monitoring what is happening in the social media space: following blogs, twitter streams and utilising flickr and YouTube (no comment); my dashboard-creating mates are very busy at the moment. I also think they should be the ones who gatekeep on behalf of the departments where they work, the tweeting/blogging areas of their departments should remain under the watchful eye of the Press Office (Although there is inevitably a cross over here with Political use of social tools)
- corporate communication: in this I include information that the department/corporate produce for citizens/business/stakeholders/other departments (so transformational government and website rationalisation puts the onus here on Directgov and businesslink.gov.uk) however it is here that the most controversial arguments happen with departmental responsibility to the tax-payer: see the ‘free our data’/’give us RSS’ campaigns and the like (both of which I staunchly support)
That leaves a glaring gap for us working in central government: local government. Centrally this is the remit of the department for communities and local government, but in reality this is a whole different ballgame and the choice to engage using social media would lie with each council. (Not going there right now, that’s a whole other post).
It also has created an interesting conundrum for the strategy units, who are perhaps not used to working in a communication world that changes society/community in quite the same way or at the same speed as the digital revolution has created. More and more I see strategy units re-checking the future, not only because of the economic crisis, but also because of the communication landscape and technical revolution. This is a very exciting place to be.
So… the update is: this is now not something ‘new’, it fits, in a way that Second Life never did; it is an external catalyst for change within departments for comms teams, marketing and press; it is re-energising strategy units and more importantly, or beautifully, it is re-humanising the public service, assisting (IMHO) democracy – not so much for the world of Politics maybe, but in utilising the democratic idealism for making sure our public services work well for us.
It is a good place to be, and although there are battles to be fought and won, creaking changes to be made and mistakes, the doors are firmly open, we just need information gap monitors (See what I did there? I created a whole new job title).
So, the gaps are:
- Between Political use of social media and public sector/public service use
- Between central and local government
- Between the door being open and the knowledge needed to successfully use social tools