1. Social Media for Government:
Understanding, Implementing, &
Managing Social Media Tools
Technical guide
Gohar Feroz Khan, Ph.D.
Assistant Professor, Korea University of Technology & Education
Director, Center for Social Media Technologies
I blog here
Twitter: @gfkhan
Prepare for: APCICT Fifth Academy Partners Meeting (27-29 November, 2013 in Bali, Indonesia)

2. Table of Contents
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Executive Summer
Learning Objectives
Organization
Chapter 1:Introduction to Social Media-Based Government
Chapter 2: Information Socialization through Social Media
Chapter 3: Mass Collaboration through Social Media
Chapter 4: Watching and Measuring Social Media
Social Media for Government-UNAPCICT Technical Guide

3. What is Social Media?

It’s all about making your own icecream
Social Media for GovernmentUNAPCICT Technical Guide

4. Statistics: as of May 2013
Executive Summer

Growth of Social Media is Noteworthy
500 million users
1.11 billion users
500 million accounts
6 billion hours of video are
watched each month
Social Media for Government-UNAPCICT Technical Guide

5. Executive Summer
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This growth and tools also present
unparalleled opportunity for implementing a
transparent, open, and collaborative
government.
However, lack of know-how, skills, and
resources make it hard to leverage the tools
Social Media for Government-UNAPCICT Technical Guide

6. Executive Summer

As a result, governments around the world
ignore or mishandle the opportunities and
threats presented by it.
Social Media for Government-UNAPCICT Technical Guide

7. Purpose and Learning
Objectives

The main purpose of the guide is to help
governments to implement a transparent,
open, and collaborative government by
means of social media tools.
Social Media for GovernmentUNAPCICT Technical Guide

8. Organization
Chapter 1
Introduce social Media-based government
basic concepts.
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Information Socialization
Mass collaboration
Social Transaction, and
Measuring Social Media.
Social Media for GovernmentUNAPCICT Technical Guide

9. Organization
Chapter 2 Information Socialization
Topics covered include understanding,
implementing, and Managing
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An official Twitter account,
An official Facebook Fan page,
An official YouTube Channel,
An official Blog.
Social Media for GovernmentUNAPCICT Technical Guide

10. Organization
Chapter 3 Establish Mass Collaboration
Topics covered include understanding,
implementing, and Managing
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a wiki (e.g., Google wikis);
Google moderator; and
Cloud-based tools (e.g., Google Docs, Dropbox and
SkyDrive)
Social Media for GovernmentUNAPCICT Technical Guide

11. Organization
Chapter 4 Watching and Measuring Social
Media
Topics covered include understanding and
analyzing
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Twitter data;
Facebook data;
Blogs data; and
Google analytics.
Social Media for GovernmentUNAPCICT Technical Guide

12. Chapter 1
Introductory Concepts

13. What is Social Media?

Social media consists of a variety of tools and
technologies that includes:
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Collaborative projects (e.g., Wikipedia and wikispaces),
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Blogs (e.g., WordPress) and microblogs (e.g., Twitter),
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Content communities (e.g., YouTube),
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Social networking sites (e.g., Facebook),
Virtual game worlds (e.g., World of Warcraft),
Virtual social worlds (e.g., Second Life), and
All other Web 2.0 platforms that facilitate the creation &
exchange of UGC.
Content and interactivity is the key
Social Media for Government-UNAPCICT Technical Guide

14. What is Social Media-Based
Government?
Social Media for GovernmentUNAPCICT Technical Guide

15. What is Social Media-Based
Government?
Social Media-based government is a
Social Media-based government is a
governance culture of transparency,
governance culture of transparency,
openness, and collaboration facilitated by
openness, and collaboration facilitated by
social media (Khan, 2013, p. 8).
social media (Khan, 2013, p. 8).
Social Media for GovernmentUNAPCICT Technical Guide

16. What is Social Media-Based
Government?
In other words without a culture of
In other words without a culture of
transparency, openness, and collaboration
transparency, openness, and collaboration
in place…..
in place…..
Social
Social
Media is
Media is
Useless
Useless
Social Media for GovernmentUNAPCICT Technical Guide

17. How social media is used in
public sector?
Social Media for GovernmentUNAPCICT Technical Guide

18. How social media is used in
public sector?
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Information socialization
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Establish mass collaboration
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using social media tools mostly for informational
purposes (Chapter 2)
using the collaborative power of social media to tap
in the collective intelligence of masses (Chapter 3)
Establish social transaction

providing tangible online services through social
media channels
Social Media for GovernmentUNAPCICT Technical Guide

19. Chapter 2: Information
Socialization

20. Chapter 2:
Information Socialization

Topics covered include understanding,
implementing, and Managing




An official Twitter count,
An official Facebook Fan page,
An official YouTube Channel,
An official Blog.
Social Media for GovernmentUNAPCICT Technical Guide

21. Twitter: Keep Citizens
Informed
Twitter is a great way to
keep citizens informed.


Twitter is an online micro-blogging
service that enables users to send and
read short messages commonly known
as "tweets".
140 characters
Social Media for Government-UNAPCICT
Technical Guide

22. 
Does your government/Dept. has a
Twitter Account?
Social Media for GovernmentUNAPCICT Technical Guide

23. Twitter Related Concepts
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Tweets (Retweet)
Direct messages
Followers
Followings
Listed
Favorites
Mentions
More info: https://support.twitter.com/groups/50-welcome-to-twitter
Social Media for Government-UNAPCICT
Technical Guide

24. Facebook Pages:
Network with Citizens

What are Facebook pages?
Facebook Page is a
convenient and
effective way to
network with citizens.
“Pages are for organizations, businesses,
celebrities, and bands to broadcast great
information in an official, public manner
to people who choose to connect with
them.” (source: facebook.com).
Social Media for Government-UNAPCICT Technical Guide

25. Example: Facebook Pages
Social Media for Government-UNAPCICT
Technical Guide

26. YouTube Channel: Educate
Citizens
What is YouTube Channel?
YouTube
Channel is a
create way to
educate citizens.
YouTube channel is a public online space
(or page) over YouTube.
YouTube channel allow you to upload
videos, leave comments, or make playlists.

Social Media for Government-UNAPCICT Technical Guide

27. YouTube Channel: Educate
Citizens

You may use it for posting
training videos
 awareness, and
 educational material etc.

Social Media for Government-UNAPCICT Technical Guide

28. Example: YouTube Channel
Social Media for Government-UNAPCICT
Technical Guide

29. Blogs: Talk to Citizens

Blog (short for web log) is a
type of personal Web site on
which an individual (or
organization) post opinions
and information
Social Media for Government-UNAPCICT
Technical Guide
Blog is a create
way to solicit
expert opinion
and suggestions
on an issue.

30. Blogs: Example
Social Media for Government-UNAPCICT
Technical Guide

31. Who Provides blog systems?
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A lots of companies
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http://wordpress.com/
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TypePade.com
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Blogger.com
Wikispaces.com
Top 40 + Free Blog Hosts

http://mashable.com/2007/08/06/free-blog-hosts/
Social Media for Government-UNAPCICT Technical Guide

32. Chapter 3: Mass Collaboration

33. Chapter 3: Mass Collaboration
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Topics covered include understanding,
implementing, and Managing



a wiki (e.g., Google wikis)
Google moderator
Cloud-based tools (e.g., Google Docs,
Drobbox and SkyDrive)
Social Media for GovernmentUNAPCICT Technical Guide

34. Mass Collaboration: Example
1
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Korean Government Apps for reporting

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Crimes
Illegal car parking
Other improper behavior reporting
Social Media for GovernmentUNAPCICT Technical Guide

35. Mass Collaboration/Crowd
sourcing: Example 2
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Adopt a Fire hydrant
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Where ordinary citizens take responsibility for digging out a fire hydrant after
it snows.
Social Media for GovernmentUNAPCICT Technical Guide

36. Mass Collaboration/Crowd
sourcing: Example 3
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Adopt a Tsunami Siren
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Where ordinary citizens take responsibility for taking care of Tsunami Sirens
installed in Honolulu.
Social Media for GovernmentUNAPCICT Technical Guide

37. Mass Collaboration/Crowd
sourcing: Example 4

Rate my Teacher
Social Media for GovernmentUNAPCICT Technical Guide

38. Wiki: Collaborative Knowledge
Sharing

Literary means “quick”

Wikis are a great
way to
communicate and
collaboratively work
on projects with
other people.
Wiki is a type of website created
collaboratively by a community of
users allowing them to add, modify,
or delete content.


A good example of collaborative wiki is
www.wikipedia.com
This link lists several websites that use
wiki concept/model.
Social Media for Government-UNAPCICT Technical Guide

39. Wiki: Collaborative Knowledge
Sharing
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In this tutorial, we created a project wiki using Google Sites
Social Media for Government-UNAPCICT
Technical Guide

40. Google Moderator:
Crowd source your idea
What is Google
Moderator?
is an online crowd-sourcing
platform which allows you to
solicit opinions, ideas, and
suggestions about anything that
you are interested in discussing
with people.
Google Moderator is
an easy and efficient
way to manage and
solicit opinions, ideas,
and suggestions on an
issue.
Social Media for Government-UNAPCICT Technical Guide

41. What does Google Moderator
do?
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Create a series (topic)
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Broke it into small more manageable topics of discussion called Topics.
 For example, if you create a series of “Social in Government”, topics
could be “Social Media Tools,” “Policy & Strategy,” or ''Privacy &
Security.”
Share it

Series and topics can be shared with everyone over the Internet or only
with the people you choose.
Identify important topics

Questions/suggestions on the Google Moderator page are automatically
ranked based on how many positive votes they have.
Social Media for Government-UNAPCICT Technical Guide

42. Example
Social Media for Government-UNAPCICT Technical Guide

43. Cloud-Based Services

What is Cloud-Based
Service?

Cloud-based service or cloud
computing is concept of using
the Internet servers to store,
manage, and process data
and application (e.g., software,
documents, audio, video, and
multimedia), rather than a
Social Media for
local personal compute GovernmentUNAPCICT Technical Guide
Cloud-based services
can be instrumental in
collaborative projects
that require
transferring, accessing,
and sharing files with
users.

44. Examples: Cloud-Based
Services
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Examples of cloud-based shared
spaces
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Dropbox
SkyDrive
Google Drive (Google docs)
Note: Free versions provide limited space and security
Social Media for Government-UNAPCICT Technical Guide

45. How file sharing Cloud-Based
Services works?
Figure: Dropbox working mechanism
Social Media for Government(source: Dropbox)
UNAPCICT Technical Guide

46. Chapter 4: Watching and
Measuring Social Media

47. Chapter 4: Objectives

Topics covered include understanding
and analyzing




Twitter data;
Facebook data;
Blogs data; and
Google analytics.
Social Media for GovernmentUNAPCICT Technical Guide

48. What to Measure?
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How many people (and from
where) are visiting your blog, or
liked your Facebook status
update?
What your followers talk about?
Who your key influencers are?
Social Media for GovernmentUNAPCICT Technical Guide
If you continuously
monitored, captured, and
analyze social media
data can be valuable
information asset in
decision making.

49. How to Measure?
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Varity of social media analytics
tools are available in the market.
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Some are free and others are
subscription based.
For example, this link provides a
list of 50 Top Tools for Social
Media Monitoring, Analytics, and
Management.
Social Media for GovernmentUNAPCICT Technical Guide
If you continuously
monitored, captured, and
analyze social media
data can be valuable
information asset in
decision making.

50. How to Measure?

In this tutorial, we used
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Google Analytics, and
Hootsuite
Note: Wordpress also have built-in limited analytical
ability
Social Media for GovernmentUNAPCICT Technical Guide

51. Google Analytics
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Google Analytics is a great tool for analyzing
traffic on your website/blog/wiki.
With it you can see,
 Who is visiting your site
 What they're looking for
 How they're getting there
 How long they are staying there, etc.
Social Media for Government-UNAPCICT
Technical Guide

52. Google Analytics

Site Traffic
Social Media for GovernmentUNAPCICT Technical Guide

53. Google Analytics

Engagement: It shows how long a person is on
your website.
Social Media for Government-UNAPCICT
Technical Guide

54. Google Analytics

New VS. Returning Visitor
Social Media for Government-UNAPCICT
Technical Guide

55. Google Analytics

Visitor flow lets you analyze what path traffic takes
when it arrives into your site.
Social Media for Government-UNAPCICT
Technical Guide

56. How to Measure?
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Hootsuite is an ease to use online platform that
enables you to manage your accounts across the
most popular social networks
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The free version support up to five profiles and has limited
analytic information
Social Media for Government-UNAPCICT
Technical Guide

57. Other Analytical Tools to
Consider

Google Alerts is a content detection and
notification service that automatically
notifies users when new content over
the Internet (e.g., social media, web,
blogs, and video and/or discussion
groups) matches a set of search terms
based on user queries. Users are
alerted through email. Help on how to
use Google Alerts.
Social Media for GovernmentUNAPCICT Technical Guide

58. Other Analytical Tools to
Consider
Social Media for Government-UNAPCICT
Technical Guide

59. Other Analytical Tools to
Consider

Social Mention is similar to Google alerts, but it only
concentrates on social media sites, and you can
choose to focus on particular areas, such as blogs.
Social Media for Government-UNAPCICT Technical Guide

60. Other Analytical Tools to
Consider

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TweetBeep is like Google Alerts for
Twitter: Choose some keywords and
receive daily search results via email.
Facebook Insights helps Facebook
page owners to understand and
analyze trends within user growth and
demographics
Social Media for GovernmentUNAPCICT Technical Guide

61. Other Analytical Tools to
Consider

Klout measures your influence across a
range of social media channels based
on how many people interact with your
posts. Klout Score measure influence
on scale from 1-100 number showing
how influential you are
Social Media for GovernmentUNAPCICT Technical Guide

62. One more thing…

The online version of the Guide
Social Media for GovernmentUNAPCICT Technical Guide

63. Final Note…remember that…
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It is more than just “likes” and “tweets”
Once the social media present is established,
ensure that you and/or your organization can
spend time to,
 Sustain it
 Monitor it (e.g., social analytics)

Be responsive
 Built trust
Otherwise, your organization will lose face
Social Media for Government-UNAPCICT Technical Guide

64. Final Note…remember


Setting-up social media tools is the easy part, the
difficult part is managing it effectively.
Plan a head
 Establish a sound social media strategy and
policy

Involve all stakeholders
 Assign dedicated resources

ensure that you and/or your organization have
dedicated resources (e.g., Time, technical,
financial, and human resources)
Social Media for Government-UNAPCICT Technical Guide

65. Conclusion
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
May social media tools are available
 Think how you can leverage based on your
department requirement
 Find where your community is and engage it there
 If the available tools don’t work for you, create
one.
Setting-up is the easy part.
 Managing social media effectively is what matters.


Plan a head: social media policy, strategy, and resources
needed
Sustain it, Monitor it, Be responsive, Built trust.
Social Media for Government-UNAPCICT Technical Guide

66. About the Author

Gohar Feroz Khan is an Assistant Professor
at Korea University of Technology &
Education and founding Director of SMInsight
research center. His research interest
includes, IT adoption, social information
systems, and Social media.
Social Media for GovernmentUNAPCICT Technical Guide