Twitter is quickly becoming the most important social communication platform
on the Web. Although Facebook still dominates the social networking arena,
Twitter is leading the way in communications. It's a social phenomenon. And
although some organizations are still trying to decide if they should allow
employees to engage in tweeting, the British
government has made a decision.
After mulling a 20-page Twitter strategy document written by a UK
civil servant, the British government has decided that allowing workers to
tweet is in its best interest. It claims that Twitter has significant
advantages for those hoping to communicate with the public. And although it's
considered a platform that is rife with discussions of what users had for
dinner last night, that stereotype is not necessarily true. Twitter can
actually be used for some good.
But before that's illustrated, it's important to remember that Facebook and Twitter
have experienced some serious security problems. Both social networks have faced
malware breakouts that hijacked profiles, installed malicious code on
unsuspecting users' computers, and more. Although both companies have tried to
increase the security of their platforms, they haven't been entirely
successful. Furthermore, it's important to realize that some users are not who
they claim to be. There are dozens of Sarah Palin Twitter accounts, for
example.
Tony La Russa, manager of Major League Baseball's St. Louis Cardinals, filed
suit against Twitter in June claiming that a Twitter user created an account
under La Russa's name and posted Tweets that defamed him and damaged his
reputation. La Russa quietly dropped the suit a month later after Twitter shut
down the offending account.
These cases demonstrate that you can't entirely rely on the identities and
motives of anyone you may communicate with on Twitter. That said, Twitter is
still a compelling platform. As long as those caveats are considered, it could
make for a far better social experience in the government sector.
Here's how to make it work:
1. Social matters
Being social counts for something today. The public expects it. More
importantly, they expect it from the government that's working for them. The
public expects those employees to be forthright about what's going on behind
the scenes. Twitter can play a major role in meeting that demand.
2. It's the new press release
Although press releases are still used by governments to disseminate
important information, few people in the public read them. For the most part,
they're ignored. But if that same information is syndicated to a Twitter page,
all that would change. It would create a spirit of openness. And it might help
the public trust the government just a little more.
3. Remember security
Government
IT must always take security into account. Even though tweeting is a great
way to make the government more accessible, it means nothing when workers are
being affected by malware. Tweeting is a communications platform. It shouldn't
provide a back door for data thieves to use to access IT systems and databases.
4. Education is key
When it comes time for workers to start tweeting, IT personnel need to
educate government workers on best practices and on security issues that might
arise. If they allow workers to set out in the world of Twitter with no
guidance, it could spell trouble.
5. Quantity matters
Tweeting once every week won't be enough. Governments looking to start
tweeting need to maintain a regular stream of Twitter updates. At the same time,
they shouldn't go overboard—Twitter users don't want their streams overrun with
government tweets. A good rule of thumb: Stay between three and 10 tweets per
day.
6. Quality matters too
Once workers start tweeting, IT should remind them that users don't want to
read tweets that they don't care about—they want to see tweets that are
on-topic. It's also important to remind staff that they represent the
government, so tweets should be grammatically sound. The public wants to know
that the people working for them are qualified. That should come across in
every tweet.
7. Engage in dialogue
Tweeting will help a government in its PR endeavors, but it can only go so
far if workers don't respond to queries by other users. Did a few followers ask
a question? Are they wondering what the last tweet meant? Simply ignoring those
questions won't do anyone any good. They need to be answered.
8. Ensure relevance
Government agencies need to set guidelines for the topics their workers post
on Twitter. They should be kept relevant to the work of the government. It's a
simple rule, but it's extremely important.
9. It's a work account
Following those lines, it's important to remind workers that the account
they are using isn't a personal Twitter account. It's a work account that
should be handled professionally. Never should personal discourse become part
of the conversation.
10. Some review might be needed
Simply educating employees and giving them some tweeting guidelines
probably won't be enough. From time to time, IT workers will need to review
tweets to ensure staffers are following the rules. IT staff should also check
to make sure tweets are serving the agency's objectives. If they don't, workers
should be reminded to keep focused on the agency's business.
Governments have many ways to communicate with the public. Twitter and the
Internet are latest. Government agencies have to make sure they are using these
new communication channels at least as effectively as they are using the long-established
ones.
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