Social Networking and The Public Sector:

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Social Networking and The Public Sector Issues,
Barriers and Opportunities Session Web 2.0 and
Government Georgia Digital Government Summit
Tuesday, September 29 Atlanta, GA 30303 Paul
M.A. Baker, Ph.D, Center for Advanced
Communications Policy (CACP) Georgia Institute of
technology
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Social Media and the Public Sector

• Increased participation/engagement/openness/transp
  arency made possible by information and
  communication technologies (ICT)
• Ranges from 2D interactive Web sites to fully
  immersive 3D platforms (e.g. Second Life)
• Scalable horizontally (e.g. citizencitizen,
  citizengovernment, unitunit) or vertically
  (between levels of government)
• Increased accessibility to governmental process,
  especially important for the more than 54 million
  Americans with disabilities
• New opportunities for communication between
  constituents rather than just constituents to
  government
• Most efficacious if implemented within an overall
  communication/services plan, proactively

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Background

• Top 10 Small Digital Cities1
• (30,000 74,999 population)

1Center for Digital Government and Digital
Communities magazine
2Manchester was omitted from search because of
number of non-related results during search
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Search Results
Avg. 29.6
Avg. 14.9
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Results
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Opportunities

• Information capability of ICT allows for
  innovative practices
• Innovative activities (Web 2.0) signals concern
  of government for outreach and interest in
  participation
• Metrics of engagement - small N but large
  impact
• Civic multiplier effect (engage the engagers)
• Increased potential for accessibility for people
  with disabilities (e.g. reduces transportation
  load)
• Additional channel for critical communications
• Organization/business services (economic
  development)
• Potential human capital impacts

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Barriers and Considerations

• Increased connectivity and accessibility of ICTs
  not universal
• Rationale Who is the target audience?/What is
  the message?
• Sensitivity of data (especially in cloud
  computing context)
• Sustainability of effort (management/editorial)
• Resources (ICT/staff)
• Legal issues/accountability (e.g. Santa Monica)

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Design/Implementation Approach

• Technology ahead of carefully defined need and
  supporting policy structures can lead to problems
  (i.e. lock-in)
• Importance of stakeholder participation
• Initial design analysis should address key issues
  including
• Functionality
• Organizational and sustainability
• Legal
• Technology and design
• Management of content/process
• Outcome measurement

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Functional Considerations

• Typical Key Areas (Municipal)
• Community networking
• Civic engagement
• Economic development
• Education
• Services
• Determination of technical parameters
• Align with city needs and goals
• Cost-effective/sustainability objectives
• Accessibility

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Organizational Considerations

• Organizational and operational plan issues
• Relevance/responsiveness to municipal goals
• Pertinent legal issues
• Sustainability of
• Funding
• Content
• Community
• Platform

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Legal/Policy Considerations

• Advanced Web 2.0 applications generates new and
  unique legal issues
• Identity/representation/verification
• Ownership/access of information
• Accessibility for marginalized populations
• Interaction of previously separated groups
• Regulation of unwanted content/speech

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Technological Considerations

• To briefly mention, in as much as they have
  policy aspects
• Hardware
• Network infrastructure
• Assumed baseline computer capability
• Mobile device support
• Software (Engines)
• 2D vs. 3D
• Point of view
• Delivery web browser vs. standalone
• Database integration
• Content (Functions implemented)

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Example Stakeholder Analysis
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Policy Implications

• While challenging, the engagement of a wide range
  of stakeholder group can enhance the probability
  of success
• Alternative provision for access (library, etc.)
• Balance between participation, appropriateness
  and responsiveness
• Dog/car problem youve got the participation,
  now what are you going to do with it?
• Who runs this thing? Collaboration and
  management, horizontally and vertically
• Technological issues (data protection, privacy)
• Legal issues (citizens vs. non citizens, minors,
  censorship, accountability, geography,
  responsiveness)

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Final Thoughts

• The Devil is in the Details implementation
  for the sake of implementation is
  counterproductive at best and potentially risky
• Match potential audience to mode of communication
  (Twitter/Facebook/LinkedIn, etc.)
• Establish goals and objectives to avoid mission
  creep
• Formative evaluation be willing to tweak
  efforts as needed
• Sustainability dont start something you cant
  keep up
• Web 2.0 is already used by broad swaths of the
  public, is generally cost effective, and is
  inherent sustainable as a medium already embedded
  into peoples' communication routines

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Wrap-up

• Further information
• CACP www.cacp.gatech.edu
• The authors wish to acknowledge the research and
  editorial assistance of Nathan W. Moon, and the
  support provided by the University of Central
  Florida, Center for Advanced Communications
  Policy (CACP), Georgia Tech Research Institute
  (GTRI), and the Wireless Rehabilitation
  Engineering Research Center (RERC), sponsored by
  the National Institute on Disability and
  Rehabilitation Research (NIDRR), U.S. Department
  of Education under grant number H133E060061. The
  opinions contained in this paper are those of the
  author and do not necessarily reflect those of
  the U.S. DOE or NIDRR.

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Policy Caveat
Die ich rief, die Geister werd ich nun nicht los
From the spirits I have called I now cannot
rid myself Goethe "The Sorcerer's Apprentice"