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

2. 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.

3. 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

7. 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.

8. 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

9. Evaluate – for free…

11. 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?

12. 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.

13. 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

14. Questions? 14

15. Keep in touch
Find us on…