In the current context, of increasingly complex governance and management of public affairs and the problems of contemporary societies , Twitter has become an essential social network in the communication strategy of governments and administrations.For this reason, Twitter and the Generalitat de Cataluna have decided to publish a Manual of governments on Twitter and contribute techniques and ideas to government institutions and public administrations to act in a way consistent and effective in this social network.This guide, which arises from a public administration, can also be used for other institutions and companies who wish to participate in this social network taking advantage of the examples and teachings that are provided in it.
a new way of managing the public
As stated in the guide, «we are facing a new way of managing public issues that is based, on the one hand, on more citizen control over public powers through the opening of data, transparency and accountability and, on the other hand, in the necessary citizen participation and collaboration to guide this new style of governance ».
«From the point of view of institutional and citizen attention-explains-, traditionally unidirectional, Twitter has been a turning point. It has become a tool to return to public policies on a small scale because it does possible the contact between the public powers and the people, helps to reduce the distances and allows a kind of virtual handshake between the Administration and the citizen, by means of the establishment of a conversation made of direct and concrete interactions ».
impact on media
But it is also said in the guide, the content on Twitter impacts other media. In fact, it is the social network that most influences the news today: tweets work as holders of the information.On the one hand, they appear in live television programs as if they were a chatter or another participant, so that a tweet can end up deciding the course of a public debate.On the other, the written press collects from Regular form tweets in the form of highlights.Taking into account this operation, it is essential that governments and administrations express themselves on Twitter and give an effective and inclusive response to the debates raised by citizens.
«The Administration is no longer the only agent in the provision of services and information of public value and, in this context, social networks must be a tool for standardized citizen communication and above all be crucial in the access of citizens to the most collaborative procedures of the Administration, whether of contribution, inclusion, knowledge management, decision, co-creation or co-production ».That is, they can be, in short, an optimal tool at the service of citizen participation and collaboration to help solve the governance problems of increasingly complex contemporary societies.
In the Generalitat, which has been active on Twitter since 2009, the presence of different organizations is prioritized in Twitter, in Facebook and in the corporate blog space when This is more extensive information.And for certain specific cases (such as using them as multimedia repositories), the presence in Slideshare, Youtube, Flickr or Instagram is also promoted.
how to speak and listen
The guide stops in defining guidelines on how to speak but, as it could not be less in social networks, it also stops in how to listen.«Since one of the fundamental objectives of the administrations in the networks is to receive knowledge from of citizenship, it is important to encourage the participation of users and, above all, listen to the debates they generate, ”he explains.
To ensure active listening, the manual establishes a series of guidelines and protocols. Thus, the mentions or allusions are They must respond as soon as possible, and it is recommended that the response time be less than two hours and, in the event that a question needs a more advanced search for information, it is necessary to inform the citizen that they are working on it or send it to the corresponding contact mailbox.In addition, the answers must be understandable and must reach the users through the same channel through which they have formulated the query, provided they do not contain sensitive information.
the future of institutional communication
As for the future of institutional communication with citizens, the Manual advances that instant messaging will end up being inserted in social platforms and will fulfill a new function of customer service or citizen care.The client or the citizen will receive direct communications from the company or the institution in the process of the product or the service itself (for example, purchase of a product or provision of an online service).
In this context of hatching of chats and instant messaging that complement social networks, the chatbots (or bots ), robots that attend to customers and citizens simulating human conversations. "They are very suitable for communication that can be automated, because it has a very repetitive character and in this human action does not provide significant value," he concludes.
Source: Generalitat de Catalunya
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