Government use of Social Media

Social Media is the future of
communication, a countless array of
internet based tools and platforms
that increase and enhance the
sharing of information. This new
form of media makes the transfer of
text, photos, audio, video, and
information in general increasingly
fluid among internet users. Social
Media has relevance not only for
regular internet users, but
Governments and businesses as well.
What is social media2

Traditional Media vs Social Media3
Comparison

• Participation: Social media encourages contributions and feedback from everyone who
is interested. It blurs the line between media and audience.
• Openness: Most social media services are open to feedback and participation. They
encourage voting, comments and the sharing of information.
• Conversation: Whereas traditional media is about “broad cast” (content transmitted or
distributed to an audience) social media is better seen as a two-way conversation.
• Connectedness: Most kinds of social media thrive on their connectedness, making use of
links to other sites, resources and people.
• Community: Social media allows communities to form quickly and communicate
effectively. Communities share common interests, such as a love of photography, a
political issue or a favorite TV show.
Social Media Characteristics5

6
GOVERNMENT AND SOCIAL MEDIA: NOT JUST A PASSING TREND
• Social media isn’t just about being social anymore. Businesses
aren’t the only one taking advantage of social media to
communicate directly with their target audience to boost business.
Government institutions of all sizes are getting in on the act, using
social media tools to communicate important information to
constituents and improve delivery of services.
• Government adoption of social media is on the rise and it’s “not
just a passing trend,” and governments are not doing it just
because other governments are doing it, rather, it’s an important
mechanism for advancing government effectiveness.

Listening: Government institutions and officials can use social
media to pay attention to what people are saying in their
areas. Officials sort through the chatter, looking for relevant
mentions on social media platforms that might help them in
decision making or other issues.
How Government can benefit from Social Media?7
“The government is not a power over people. It is a power to serve the people
Engagement: Now once government institutions are
listening to what’s being said on social media, they can
respond accordingly and address certain users/issues. Other
than that, it can be used as an immediate customer services
channel providing people with assistance regarding
government services or any other related inquiries.

Education: Social media gives governments a tool to share
information in real time, educating constituents about public
safety and even promoting events and achievements. And
social media gives constituents a way to educate the
government as well: They can talk directly to officials about a
wide spectrum of concerns, from situational awareness to
opinions about library hours.
Efficiency: In these times of fiscal tightening,
governments can use social media to spread
messages and information to a large number of
people, with relatively little cost within a short
amount of time.

Improving Trust in Government: Social media can increase
transparency in government and help humanize the
institution. Where appropriate, using an employee’s name on
blogs or Twitter accounts can add a human face to
government agencies

Social Media threats8Social Media is a great opportunity for government institutions in Kuwait and the Arab world because of the
enormous growth rates in the Arab region in the digital and social spectrum, but at the same time, it may
represent a threat to those institutions when it’s not managed correctly
SOCIAL MEDIA THREATS

What are the threats of using
Social Media by Government?

9
• Privacy & Security issues: The most glaring
disadvantage of social media is risk of
identity theft and fraud
• The difficulty of controlling content and
conversations
SOCIAL MEDIA THREATS

Define
Objectives
Monitoring &
Analysis
PlanEngage
Measurement
Social Media Management Strategy for Government Institutions10
Strategy

• Defining Objectives: It’s important to define a clear set of objectives
before start using Social Media – So then your strategy will be guided by
your objectives
• Examples of Social Media Objectives:
– COMMUNICATE key messages
– BUILD an infrastructure for effective crisis & emergency management
– ADDRESS queries & issues online
– LEVERAGE customer service through social media
– CREATE awareness

• Monitoring & Analysis: Before Jumping on Social Media and
engaging with your audience, you need to understand a
couple of things about this audience such as:
– What are the top discussed topics?
– What are the top social media platforms they’re using to
communicate?
– Who influences your audience?
– The demographics of your audience

• Planning:
According to the output of the Monitoring & Analysis phase, you
should now develop a plan to engage the target audience. This
plan usually includes:
– Who will be in charge of managing your social media presence?
Do they need training?
– What is the public policy of interacting with your target
audience? Are there any rules or limitations?
– Workflow and internal coordination between different
departments
– Prepare content plans
– Possible scenarios, how to manage social media crises

• Engagement: Now we have a clear plan, we can start
engaging the mass audience – usually includes:
– Develop relative content
– Online Community Management and moderation
– Launch initiatives and social campaigns
– Reputation Management

• Measurement: Measurement is an essential ongoing process
that needs to be done as long as you’re on social media.
Through measurement you can know:
– Which mentions are related to your organization
– Sentiment analysis, are you being mentioned positively or
negatively?
– What are your strengths and weaknesses from your
audience perceptive
– Which type of content is your audience engaging with

11
1. Incorporate Technology with Social Media
BEST PRACTICES

• Keywords search
Best Practices11

• Filter deeper
Best Practices11

• When is my audience online? Publish content accordingly.
Best Practices11

2. After you listen, engage
Best Practices11

• Listen to what matters – Which Keywords to capture
Best Practices11

3. Humanize your organization on Social Media
BEST PRACTICES

• @CIA Example
Best Practices11

…… And one month later
Best Practices11

@MOFAKuwait
Image
No. of Followers 59,807
Total Tweets 4,393
Avg. tweets/week 53
Languages Arabic
Nature of posts:
Majority of the posts were mainly
news and images of MOFA Kuwait’s
participation at events and
initiatives.
Response time:
Rarely any comments – no replies
Sample links:
https://twitter.com/MOFAKuwait/stat
us/569422092820545536
us/568319382746607616
us/574502520631906305
@MOInformation
Image
No. of Followers 5,241
Total Tweets 2,476
Avg. tweets/week 21
Languages Arabic
Nature of posts:
Most of the posts were mainly
news and images of MOI Kuwait’s
participation at events and
initiatives. Retweets of @newsktv
posts.
Response time:
Sample links:
https://twitter.com/MOInformation/st
atus/572010082231185408
atus/570279565911658496
atus/564741020416360448
MOD
Image NA
No. of Followers NA
Total Tweets NA
Avg.
tweets/week
NA
Languages NA
Nature of posts:
NA
Response time:
NA
Sample links:
NA
Government Units of Kuwait

MOFA Kuwait
Image
No. of Fans 7,043
Avg.
posts/week
55
Languages Arabic
Nature of posts:
participation at events and initiatives.
Response time:
Sample links:
http://on.fb.me/1KVvXDq
http://on.fb.me/1GqWCBu
http://on.fb.me/1Bqjvp0
MOInformation
Image
No. of Fans 1,102
Avg.
posts/week
80
Languages Arabic
Nature of posts:
Most of the posts were political news
related to Kuwait, along with photo
posts and news articles.
Response time:
Sample links:
http://on.fb.me/1C6fybc
http://on.fb.me/1BqlObF
http://on.fb.me/1C6gWea
MOD Kuwait
Image
No. of Fans 10
Avg.
posts/week
NA
Languages NA
Nature of posts:
NA
Response time:
NA
Sample links:
NA

MOFA Kuwait
Image
No. of Fans 7,542
Total posts 2,805
Avg.
posts/week
43
Languages Arabic
Nature of posts:
Response time:
Sample links:
https://instagram.com/p/zuNTlGPQWJ/?m
odal=true
https://instagram.com/p/zO3mBZvQSt/?m
odal=true
https://instagram.com/p/y6bvfhPQSV/?m
odal=true
MOInformation
Image
No. of Fans 471
Total posts 354
Avg.
posts/week
2
Languages Arabic
Nature of posts:
Mostly photo posts of MOI Kuwait's
Response time:
Sample links:
https://instagram.com/p/yj1TrwwKHS/?m
odal=true
https://instagram.com/p/xgwm1oQKJF/?
modal=true
https://instagram.com/p/zP92pTwKMi/?m
odal=true
MOD Kuwait
Image NA
No. of Fans NA
Total posts NA
Avg.
posts/week
NA
Languages NA
Nature of posts:
NA
Response time:
NA
Sample links:
NA

• USAbilAraby’s Facebook page is the newest in the USAbilAraby family.
• USAbilAraby launched its Facebook page on November 3, 2014
USAbilAraby - Facebook

Examples of Content About Countering ISIL

Conclusion
Social media offers a real opportunity for government agencies to not only improve
efficiency, but also to improve their service to constituents,
build trust and collaboration and better handle real-time requirements of crisis
situations.
To achieve these objectives, however, government agencies need to be smart about
how they implement social media. Rather than building individual or isolated groups
of employees to handle limited programs, think of how best to integrate these
efforts with the processes, people and technologies you already have. Where
possible, automate social media processes around business rules that you revisit
regularly.
The agencies that have demonstrated the greatest success are the ones that have
carefully implemented best practices and built processes around social media,
monitored and tracked their efforts, and shared their learning throughout the
agency for continuous process improvement.

Government use of Social Media

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