Social media and digital engagement in the public sector Helena Szehidewicz External Communications Manager

Digital engagement in practice A new type of influencer is emerging online. Influence is not just about popularity. It’s about credibility, expertise and relationships. It’s about knowing when to engage, and how to respond.

Task Raise awareness of the work of the ICO, consolidating our reputation and positioning as the authoritative arbiter of information rights. Be responsive and outward looking, engaging creatively with user-led communities in order to inform, generate insight and consult. Raise awareness of information rights and obligations

Maintenance and engagement As conversations develop, when should you step in? Responding quickly when conversations are incorrect or untrue is important. As is responding in the right tone. In other circumstances it may be beneficial to allow a conversation to play out, choosing your moment to respond (or, in an ideal world, allowing your audience to self-regulate). And at other times you should step back completely.

State of play Develop active listening Avoid ‘dad dancing’ / inappropriate language or behaviour Listen (don’t be tempted to respond every time) Avoid the mindset that it is all about rebuttal, grow non- defensive communications where possible Write in a style appropriate for a non-specialist audience Correct errors of fact and carry out helpful signposting, but be very careful when dealing with issues of opinion

Evaluate – for free…

Measure What does success look like? What are you trying to achieve? Demonstrate ROI based on metrics of success. Crisis management? Brand building? Customer service? Ideas generation? SEO?

Value The digital conversation is already happening. Our stakeholders are highly engaged and they are vocal about what they do (and don’t) like. It’s about more than just numbers: social media builds insight, trust and relationships. Social media = transparency.

What next? Listen Engage Measure Write a new rule book - Ask questions - Active participation - Be visible in dialogue Measure Set objectives Plan evaluation Write a new rule book

Questions? 14

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