Blogger and social media outreach code for government?
This week, I’ve had some opportunity to experiment with blogger relations in reaction to a fast-moving story. How do government spokespeople and representatives “engage” with bloggers, especially if your online conversation begins to outstrip your internal policy development process?
That’s the basic problem: program and policy decisions are rarely made quickly, especially in a government organization with responsibility to administrators and politicians.
There’s been some discussion lately of a blogger outreach code of ethics - particularly at Ogilvy. What would a blogger outreach code for government look like?
First, a caveat. Blogger outreach, in many cases, has involved a freebie of some sort. Unless you work in a tourism promotion program, you probably don’t have freebies.
Instead, blogger and social media outreach in a civil service context revolves largely around ideas, issues and public affairs.
With that in mind, I suggest some social media outreach maxims for civil servants:
- Know your strategy - your strategy for policy development as well as communications. Your contact and discussion with bloggers and social media must fit into your overall strategy for outreach, consultation and legislative action.
- Build a detailed outreach list. Make sure you’re speaking to influencers and bloggers well-versed in your issues and concerns.
- What does it take to win? Agree on your organization’s goals for your outreach.
- Explain how your outreach program can go wrong. Map out for others how a comment stream can go negative.
- Be thoroughly aware of the “state of play” in your issue or program. What are you trying to say? What are the limits to what you can say?
- What is the logical next step? Be ready to continue the conversation or debate.
- Be straightforward about your limitations. Don’t just drop a conversation or comment thread - explain your reasons for disengaging and identify how your organization may pursue the subject in other ways.
- ALWAYS be clear about your identity and level of authority. Communications staff shouldn’t wade knee deep into a technical conversation.
- Link and Point - don’t just restrict the conversation to your own knowledge. Point to other sources of information and commentary, especially if its buried deep inside the site map of your own organization, partners or international organizations.
Any thoughts?
UPDATE: Kaye points out in her response (linked in the comments) that quite good codes already exist, including that developed by WOMMA. I still feel that some work needs to be done to help bridge between the existing and traditional policy development process and the new world of social networks, honest conversation and frank discussion.
Technorati Tags: blogger outreach code, blogger outreach, government communications, social media code
September 15th, 2007 14:05
[…] As someone who has written and integrated several social media plans for government public affairs, this is a topic near & dear to me. Colin McKay over at So Said the Organization just posted about a blogger outreach code for government. […]
September 16th, 2007 09:32
Colin - Thanks for starting this conversation about blogger outreach by government folks. I would think that the same general “code” persists as far as respect for the individual with whom you are engaging, but you’re right that the fact that policy is the topic at hand — and not power mops — you’ve got other issues to face.
I’m not sure that it’s the lack of freebies that’s the problem. As a government employee, you’re trying to engage a blogger — who either sees themselves as a member of the media or as a citizen — and by engaging them on an issue that is relevant to themselves and/or their readers, you’re sending a great message about government transparency and a willingness to listen.
I do think that the fact that what you say could be construed as policy (even if you’re “just” a communications person) is an enormous issue. You’re speaking on behalf of a government or an administration or an elected leader or an agency every time you step out there.
I really like the last three items on your list, with the first — being clear about your limitations — being relevant to my point above.
Again, thanks for starting this conversation. As far as other folks already getting around to developing a code of ethics before my team at Ogilvy (specifically Kaitlyn Wilkins, who took the initiative to get this thing started) got around to it, we’re aware but agree with you that more work needs to be done and we need to remind ourselves from time to time.
September 16th, 2007 15:28
Terrific post, Colin.
All I would add (to point 3, really) is to ensure that you have a report back mechanism in place prior to launch that allows senior management to track progress.
September 20th, 2007 15:04
[…] While you’re there, be sure to read his thoughts on blogger outreach for government agencies. […]
September 22nd, 2007 13:29
[…] So Said The Organization descubro un interesante artículo sobre cuales tendrían que ser los máximos que tendría que […]
October 7th, 2007 00:11
[…] them. Don’t underestimate how much time this involves. Colin at SoSaidThe.Organization has an excellent post on public sector blogger outreach that captures the complexity of this part of your […]
October 15th, 2007 06:39
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January 17th, 2008 18:24
[…] them. Don’t underestimate how much time this involves. Colin at SoSaidThe.Organization has an excellent post on public sector blogger outreach that captures the complexity of this part of your […]