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 ICT’s including internet and mobile technology becoming pervasive and integral to day- to-day functioning of our lives- whether personal or official. Social Media is synonymous with Social Networking sites such as FaceBook or MicroBlogging sites such as Twitter. However, very broadly social media can be defined as any web or mobile based platform that enables an individual or agency to communicate interactively and enables exchange of user generated content. 3 PPT downloaded from

 “voice to all”  immediate outreach  24*7 engagement  Opportunity to governments to communicate with citizens, businesses & experts in real time to seek inputs for policy making, getting feedback, create community based programmes etc.  At a personal level SM is gaining popularity, but its official purpose remain ambiguous due to-  Authorisation to speak on behalf of department.  Technologies and platform to be used for communication  Scope of engagement  Creating synergies between different channels of communication  Compliance with existing legislations 4 PPT downloaded from

 Why to use social media : It is difficult to define objective to use SM, due to lack of clarity. Govt. Org. often either choose not to use social media or attempt to be present at all platforms.  Which Platforms to use: It is difficult to choose type and no. of platform & how to create inter- linkages between these platforms.  Who will engage:- SM demands a deeper and constant interaction, it becomes difficult to authorise a person to respond on behalf of the Govt. Org.  How to engage: SM is ongoing process and requires long term commitment, hence creation & management an account is a challenge. 5 PPT downloaded from

 Connectedness: 24*7 connectedness through variety of media and access devices including PCs, Laptops, mobiles etc.  Collaboration: Open:-Wikipedia or Closed-GovLoop (Only Experts)  Community: It creates awareness, seeks inputs for policy making or builds goodwill or even seek feedback into delivery of public services. 6 PPT downloaded from

1) Define Objectives:  Seeking feedback from citizens  Re-pronouncement of Public Policy  Issue based as well as Generic interaction  Brand Building or Public Relations  Generating Awareness and education on National Action Plans and implementation strategies 2) Choosing Platforms: Option 1:- Use of existing external platforms, Option 2:-Creating own communication platforms Selection of Option 1 or 2 depends on-  Duration of engagement:- Ongoing or time- bound activity  Type of Consultation:- Open:-Wikipedia or Closed-GovLoop (Only Experts)  Scope of Engagement :- Hourly, Daily, weekly or bi-weekly interaction  Existing Laws:- Whether existing laws permit its use. 7 PPT downloaded from

3) Governance Structure:  Account Governance  Account Creation:  Login and passwords:  Account Status:  Response and Responsiveness  Resource Governance  Allocation of Resources:  Roles & Responsibilities:  Accountability:  Content Governance:  Content Creation  Accessibility:  Moderation:  Records Management:  Legal Provisions:  Data & Information Security Governance:  Identity Management: 8 PPT downloaded from

4) Communication Strategy:  Integration of Social Media into routine  Connection with existing networks  Sharing content across sites  Publicising use of social networking through traditional media. 5) Creating Pilot:  Focussed Objective setting  Begin Small  Multiplicity of access  Content Management  Community Creation 9 PPT downloaded from

6) Engagement Analysis  Limit Scope of Analysis:  Creation of Dashboard:  Connect with responders:  Follow the followers/Leaders: 7) Institutionalise Social Media:  Rules for announcements on policy simultaneously on traditional & SM.  Broadcasting of important occasions.  Posting of Documents seeking public opinion  Website Updates automatically updated on social media sites  Publicity of SM presence through traditional communications 10 PPT downloaded from

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 These guidelines are formulated for Govt. Org. to make use of SM platforms to engage more meaningful interactions with their various stakeholders.  Social media’s characteristics of connectedness, collaboration and community have potential of ensuring broad based consultation which reduces duration of consultation process and receive immediate feedback on services delivered.  For effectively utilisation of SM, its clear objective, selection of platforms, Governance Structure, communication strategy, rules of engagement must be carefully defined.  Both in India as well as across the world, various government departments and agencies at federal, state and local government level are using this media.  This is a dynamic, evolving area & continuous engagement to such an evolving scenario will determine the success of such efforts. 13 PPT downloaded from

 “Framework & Guidelines for Use of Social Media for Government”, April-2012, Department of Electronics and Information Technology, Government of India 14 PPT downloaded from

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