Twitter for Govt - concise comms?
Late last week a link went round on Twitter to the ‘Template Twitter Strategy for Govt Departments’, this has now been more widely circulated and commented on by everybody from The Guardian to Radio 4. 20 pages to instruct on the use of 140 characters? Was this really necessary? Is Twitter not just a way of monitoring what people are having for breakfast or which train they are on?
With so many people still sceptical about Twitter and its benefits to Tweeter and followers (as evidenced by James Naughtie discussing the report with MP Tom Watson on the Radio 4 Today programme this morning), is it overkill to put out a strategy?
DC10plus network (http://www.twitter.com/dc10plusnetwork or more simply put @dc10plusnetwork) has been active on Twitter since January 09 (CLG and No 10 started early too) … we have been a learning curve but understanding of the protocols and etiquettes of this ‘micro-blogging’ have grown steadily and the DC10plusnetwork is now followed by Local Authorities, the public, journalists and digital engagment specialists, as has the realisation of the tremendous benefits to the public sector.
Local Govt particularly benefit from being able to both pick up news or information before it breaks more widely, and to seek opinion, promote web links and engage with citizens. Also being used to recruit, to publicise events and to research with local communities. Connecting Bristol used Twitter as a means of promoting their Next Generation Broadband workshop live stream which allowed literally thousands of people to benefit from a very useful event.
@digibrum
@connectednotts
@ConnectBristol
@norfolkCC
@StevetheFlemming
@SunderlandUK
@mdda
@stratfordDC
are just some of the @DC10plusnetwork members and local authorities on Twitter.
Local Councillors are using TweetyHall (@tweetyhall) and whilst the LGA has been fairly quiet with their Twitter page the National Association of Local Councils (@JustinGriggs) have been very proactive in learning how social media can benefit the most local level of Govermnet and as a result there are now many Parish and Town Councils across the country Twittering about local issues (which may well help with their drive to involve younger people in Parish and Town Councils).
MPs are also turning to Twitter to raise their profile and reach out to the electorate (and to comment) - Jim Knight provided an interesting insight into the Speaker Selection process live from Westminster (@JimKnightMP) and the Independent published a list of the Top 10 influential Twittering MPs including @JohnPrescott, @sadiqkhan and @joswinson,@sionsimon and of course @tom_watson
To ignore Twitter now means to ignore a very widely used, immediate and opinionated platform on which your brand, your local authority, or your project is likely to feature and be commented on - and to ignore a free and very easy to engage with ‘route to market’.
With COI now one of the highest spenders in online advertsing in the UK surely it is time to look to the ‘free’ medium of social media as a key channel - hence this timely draft Strategy document.
The 20 page epic (written by Neil Williams head of corporate digital channels at the Department for Business, Innovation and Skills or @neilyneil on Twitter) has much helpful guidance and is a good place to start.
You can read the full draft template - and indeed make it your own - see below. There are some helpful journalist links and links to central Govt depts on Twitter.
The document will evolve as the ways people use and monitor Twitter do - indeed the Citizenship Foundation have already published a draft update to it. Look back here over coming weeks for links to updates.
Template Twitter Strategy for Government Departments
We would also like to know how you have used Twitter in campaigns, local engagment and any pitfalls to look out for or huge success stories.