Lessons from Public Entities’ Use of Social Media

The Auditor General of New Zealand – Audit New Zealand – recently released an excellent examination of the learnings that we can all take from New Zealand public entities’ use of social media.

McLeod Governance concurs with the views of the Auditor General:

In my view, social media has the potential to do more than monitor or seek to improve an entity’s reputation or the public’s understanding of its work. The dialogue that social media allows could enhance policy development or contribute to more widespread improvements in service delivery throughout the public sector.

The summary to the report notes:

The report shares what eight entities (seven public entities and one non-government organisation) have learned from using social media in different ways. It also draws out success factors from the experiences of these eight entities.

The eight success factors that we have identified are:

  • leadership – good leadership means being open to exploring the possibilities of social media and providing a culture for innovation;
  • strategy – social media should be used deliberately and targeted to achieve a clear purpose;
  • implementation – people and time are just as important as technology and money;
  • risk management – risks need to be recognised and managed, but do not need to act as a barrier to participation;
  • integration – the use of social media needs to be nurtured, then slowly and deliberately brought into the entity’s day-to-day operations;
  • adaptation – entities need to be adaptable and learn as they go;
  • measurement – it is not always easy to measure social media’s effect on outcomes, but it is important to know “what success would look like”; and
  • considered communication – public entities need to make their “terms of engagement” in social media clear, and consider how social media might require changes in the way they communicate

Download the Report

View the report here

Subscribe to Receive Our Email Updates

  • This field is for validation purposes and should be left unchanged.