Like a wild flower seed a good idea can take root in unexpected places, grow and get better.
One such idea is the idea of using Twitter to tweet in real time what local government is up to.
Starting with snow, ice and grit alerts in 2009 the approach went stellar in 2010 when Greater Manchester Police tweeted calls it recieved.
As a local government approach, Walsall 24 saw a 24 hour snapshot of what local government does from crossing patrols, complaints about rats as big as badgers to missing people reported to social care staff at 1am.
As proud as I am to be involved with that project, we always hoped that a little further down the track that idea would be eclipsed by something far more impressive.
Go, Scotland!
With practically the whole of Scottish local government coming together to live tweet what it does that moment looks to arrived. And then some.
A total of 28 of 32 local councils in Scotland are taking part from noon on Tuesday September 27. You can read about it here.
It’s a fantastic achievement just to reach the start line and yet to me this is no surprise. There are some hugely talented people in Scotland. I met some of them on a trip to an LG Comms seminar in Dalkeith near Edinburgh earlier this year.
It’ll be good to see how the Scottish Twitter 24 event develops. That hashtag for that is #whatwedo.
Go, Bracknell!
It’s also brilliant to see Bracknell Forest Council in Southern England look to stage a 24 hour event using 140 character updates. On Monday September 26 using the hashtag #yourbfc for Your Bracknell Forest Council. The single council approach definitely still works and the benefits both internally and for Bracknell residents in knowing more about what their council does will be worth it. You can read more here.
Should real time Twitter only be used on large scale 24 hour events? Hell, no although there’s a place for it. I’m convinced the approach can work on a smaller level and become part of the comms mix routinely. In other words, it can become something that’s part of everyday use.
For example, if you’re looking to explain a new traffic scheme, yes write the press release but also walk the route with the engineers, tweet in real time and take pictures or video footage to help explain the project.
Curating and storing
The one thing I’d always suggest would be to find a way to store and preserve some of the content.
There was some recent research that showed the lifespan of a tweet to be three hours. Something like Storify can preserve what you’ve produced as well as allowing non-Twitter users to see what you’re up to. This is a Storify from Walsall 100.
Some other useful linked social events
Water Aid 24 Saw a water charity span the globe from Australia to Zambia over a 24 hour period to tweet from the frontline as well as from its support centres. It’s something I blogged about before. The press release is here. The piece in Brand Republic is here.
Shropshire 360 Saw Shropshire County Council tweet over the course of a week focussing on different areas of what it does every day. Press release.
Mole Vale District Council during #molevalley15 became the first district council to use the linked social approach and tweeted day-to-day tasks. They reached 3,000 people against a following list of 300: Press release.
RSPCA the animal charity staged a 24 hour Twitter #rspca247 event to highlight the day-to-day tasks it does. Sky News.
It’s quite mad to think that there wasn’t a Flickr group for local government.
Snow ploughs? Yes. There’s two groups. There’s more you can shake a stick at for libraries and museums but there was nothing for the overall umbrella institution of local government.
Amazingly, after two weeks there’s now more than 400 images posted to the new group from several dozen Flickr streams. The excellent US blogger, Gov 20 Radio host, Flickr user and advocate for Nation Builder Adriel Hampton has got behind it too with this blog post which is rather great to see.
What is Flickr?
It’s a social photography website that people, clubs and organisations have been using in growing numbers. Or six billion to be exact. That’s the number of images uploaded so far.
You join and upload images and you can post them to an array of different groups with a common theme.
Yes, local government can be a frustrating institution at times and when it’s done badly it can be as horrid as the little girl in the story. But even it’s fiercest critic must admit that local government does some really good things. It’s by celebrating them that we ensure it’ll be around in the future.
Celebrate the routine stuff…
I’m becoming increasingly interested in the routine things that local government does. We’re hopeless at shouting about the day-to-day things that get taken for granted. That’s the play equipment, the park, the roads we drive on the school bus or 700 other services.
It’s fascinating to look through what’s been posted to the local government Flickr pool so far to see shots of routine tasks being done elsewhere in the world.
Yes, there’s a place for the set piece media ribbon cutting shot. But the routine shots of people just doing everyday things for me are what really stand out. All to often what we think is everyday is actually a really vital service to someone else’s parents.
So, you’re no David Bailey. What can you do?
It would be really fantastic if you could post some too. They really don’t have to be a staggeringly good quality. A camera phone will do.
Just so long as there’s something of local government in them.
It’s the standard question people ask wavering at the side of the social media pool wondering whether or not to dive in on behalf of an organisation.
As they consider putting their toe in they’ll think the water will be populated by sharks.
They’re organisation will be deluged with abuse and it’ll all be their fault for having the temerity to start a Facebook page for a council. Or a museum. Or a park. Or whatever.
Maybe, it’s better just not to take the risk.
Maybe it’s a bigger risk not to dive in and swim a few strokes.
In sweariness, reality is different. Even with the weather at minus nine degrees with schools at the risk of closing the sweary ranters are pretty infrequent. I can recall two in three years looking after a corporate Facebook and Twitter.
There’s not many councils that would tear out all the phones and throw them into a skip because someone rang up and was hostile.
So, why should it be any different with Facebook and Twitter? Particularly when it’s so infrequent.
That’s not to say everyone on the internet using a corporate social media channel is sweetness and light. They’re not. But they are in the minority. It’s important to have something in place to act as a Linus blanket. Especially for the less digitally savvy members of staff who may be called upon to update and monitor a Twitter presence.
Think how your telephone policy works. Or in the front office. At the sharp end most people will be happy to talk to people if they are angry but won’t if the persopn they’re talking to swears.
So, how should you behave? For me, exactly the same as offline. Be polite and don’t get into a blazing row, for a start-off. Having a row in 140 characters is never a good idea.
Criticism is okay
Social media should not be a one way channel where you tell people about the great job you are doing. For it to work it needs to be a two way thing. People tell you if they like something. They’ll be quicker to tell you if they don’t. That’s life. The cracked pavement reported on Twitter should be listened to. The key is how you respond.
Here are two links that may be a starting point.
I’ve been meaning to blog both links for quite literally ages. But maybe that’s the point. Both stand the test of time.
What the Civil Service says:
The Home Office’s code for civil servants was shaped by Tom Watson MP when he was a minister.
Tom crowdsourced what went into the code. In other words, he asked people what should be in it. He stuck up a blog post which you can read here and shaped it after listening to opinions. The finished advice for civil servants is here.
There are five points all of which are common sense. They are:
Be credible
Be accurate, fair, thorough and transparent.
Be consistent
Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times.
Be responsive
When you gain insight, share it where appropriate.
Be integrated
Wherever possible, align online participation with other offline communications.
Be a civil servant
Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.
What the Citizenship Foundation says:
The very excellent Michael Grimes from the Citizenship Foundation drafted an engagement flow chart a while back. It stands the test of time. You can find it here.
Based on a US Air Force template it softens the language and makes it more politely Anglophile.
It follows a flow of advice on what to do and how to respond online.
Point scoring sarcasm can’t really be engaged with meaningfully, Michael says. Criticism broadly can.
If you’re working with social media as a conversational tool it’s well worth a look at and I’ve lost count of the number of people I’ve recommended it to.
Amazingly, there are two and a half times as many people in the UK registered on Facebook than buy a daily paper.
That’s a 29 million versus 12 million split. Even more astonishing is how poor local government is at connecting with its residents and what meagre resources it devotes to it.It’s an after thought when it should be part of what we do.
Absolutely. I’ve blogged before on how to see how many Facebook-registered people there are in your area. You can read it here. Using Facebook is a way of sending relevant contentinto people’s streams. They may not buy a newspaper. A regular Facebook user may check the site two or three times a day to see what’s new.
Why wouldn’t you want to make contact like this?
1. Because lots of people use it.
2. Because Facebook is the world’s 4th largest site in the world.
3. Because if that’s people’s platform of choice then we should stop thinking it’s still 1985 and talk to people right there.
There’s two ways to use it.
One is to build things and hope people come. The other is to go out and talk to people on Facebook pages and groups they’ve created themselves. That’s something that the public sector is astonishingly bad at.
Aside from Al Smith’s poston how he used his own profile to talk to people campaigning to save the Cooperage pub in Newcastle-upon-Tyne there’s not much out there.
How do you get started?
Organisations are generally driven by carrot and stick to take out a Facebook page. You’ll need a personal profile to do this. That’s simple to create. Once you’ve create the page you can invite your friends and colleagues to ‘like’ it. Once they do that you can selectively grant admin rights to other specific individuals. The stick? If you don’t create a page and create a profile instead you run the risk of getting shut down for violating terms and conditions.
That’s never good.
The carrot? As an admin they’ll give you a barrage of stats on how many page impressions you’ll have, how many people you have ‘liking’ it, where they are from. It’s all good stuff. But it’s the easiest thing in the world to take out a Facebook page. It’s much harderto use it constructively. Poor use and you’ll do damage to your reputation.
There are three things you’ll need to remember creating a Facebook page
1. Create several admins so you can share the burden.
2. Update two or three times a day and no more. People get a bit fed-up of lots of noise.
3. If people post a question or a comment, try get back as quickly as possible.Within 24 hours at most. Live with criticism. Don’t delete it but do so if people shout and swear.
But that’s the brass tacks. What about the ways to use Facebook? Should you look outside the public sector for what works? Definitely.
Should there just be one Facebook page in your organisation?
It’s a regular question and often posed by comms people more keen on keeping control of the message than actually communicating.
Please don’t do this. Please.
There are 700 services provided by local government. People are busy. Think about you. Do you want to hear about all of them? Probably not. When you are looking for a leisure event do you google it? Probably. So do so with Facebook. Yes, have a central page. But also have one for a library. Or for a museum too. Or a festival.
TWELVE ways to use Facebook
1. The Tumbleweed Anti-Social Broadcast Page.
You think Facebook is important. You don’t know why. You create something, put the logo on your website and flyers and then every now and then you post a link to a press release. You’ll ignore comments. Then you sit back and wonder why it’s not working. We’ve all seen it. Don’t do it.
Think about how you’ll make it work before you create anything.
2. The Good Corporate Page.
Ally Hook at Coventry City Council wrote the rule book on this. She created a Facebook page called simply ‘Coventry’ with a nice picture of the city. Why? Because people would be happier signing up to the place where they live over the institution that governs it.
It’s the model we shamelessly copied at Walsall Council for Our Walsall which you can see here.
Worcester City Council have 4,000 likes and follow the Coventry model. It’s really rather good.The content is lively too. A picture taken from the Cathedral spire the day before was posted generating 34 comments. That’s good stuff.
The City of Manor, Texas takes a more formal approach but images, warnings, links and the freedom for people to post on the wall makes this an engaging place.
Size does not matter. Shrewsbury Town Council has a Facebook page with regular content.
But let’s not just look at local government. Whatever you may think of global politics, the US Marines have 1.5 million people liking their page. Bite size updates make it work. They make use of YouTube content really well. You can find their page here.
3. The Page Where They Want You To Just Connect
Coca Cola plough massive resources into social media. Their Facebook page is ‘liked’ by 33.6 million people. They don’t bombard people with messages to buy the stuff. They allow people to talk about the stuff. It was actually created by fans and became the official page when Coke woke up to its success.
On the HP Saucepage , the discussion is brown sauce or not on a sausage sandwich. They just want to connect for fun and from that more interesting things can happen .
4. The Page That Consults People
When Iceland decided to re-write their constitution they turned to Facebook. They could have posted a link to a huge downloadable document that only policy wonks would have read. They didn’t. Instead they asked simple bite size questions so people could spare a few minutes to answer. More than 4,400 have signed up to give feedback. In a country of 250,000 that’s good going. You can follow it here. You can read more here.
5. The Page For a Venue
Walsall in the West Midlands has a 200-year-old heritage of leather working. The Queen’s saddles are made there and dozens of companies can still be found that rely on it. There is a community of people who follow We Love Walsall Leather Museum and the Facebook page targets them specifically. Pictures, events and other chatty updates are posted.
The Library of Birmingham from Birmingham City Council have an engaging Facebook presence with YouTube clips and other content. All the more impressive is that it doesn’t open until 2013.
Tintagel Castle, an English Heritage property, shows how a venue can work on Facebook. More than 700 like it and get updates on what is going on. They also ran a Facebook-only competition to allow people to post ideas on what they’d like to do with private access. The most likes won the access.
6. The Page For Countryside
National Parks across Britain are excellent at this. For example, the I Love the Lake District National Parksite sends you updates on what to look out for and user generated shots. It has a human touch and content that appeals. Especially when you’ve just been stuck in commuter traffic.
Stirling Council have adopted this tack too. Their page highlights work they do on their patch
7. The Page For A Service Area
Museums, countryside and libraries can pull this off. Just about. Otherwise the danger can be a watered down thing. There are more than 500 following Derbyshire libraries
In the US in Virginia, Fairfax County’s Public Schools have a whopping 20,000 people liking it. That’s an immense number. This is the equivalent of an education department having a Facebook profile. It works too. There are daily updates and – get this – updates in the holidays too. You can see it here.
8. The Page That’s Actually A Corporate Website
The Mayor of Takeo got fed-up at people leaving anonymous feedback. So fed-up he moved his council’s entire website to Facebook.
Naoyuki Miyaguchi, a city spokesman, said: “There were some doubts at first when we were thinking of changing to Facebook because it could only be accessed by those who had an account. For this reason, there was some opposition as it would limit access to city information for some citizens. But since we were considering the shift, Facebook changed its rules to make pages viewable to anybody, and from that point on it was a go.”
Is that a bit extreme? Darn right. You’re at risk of Facebook taking down your site and losing piles of data. But it’ll be interesting to see how it goes.
9. The Page To Report Stuff
Lothian and Borders police want to use the popularity of Facebook to encourage people to report crime via an ad. Anonymously if they so wish.
In the US, an app is being used in Burleson, Texas where residents can report non-emergency issues. It’ll be interesting to see how this develops.
10. The Page Designed Around the User (Not the Service Area)
Lots of web presences are built around the service area. Not the user. That can be daft. Who wants to ‘like’ Street Scene?
This is the thinking behind Shropshire Family Info from Shropshire County Council. Put updates in the one place for parents and carers. It really is that simple and hats off to them. You can see it here.
As an experiment in this area myself and one of our marketing officers at Walsall Council Ian Morton-Jones have started the page We Love Walsall Children’s Events. This is to be a place for parents to follow to get updates that can help keep their children busy in the holidays. It may be museums, libraries, events or countryside. If there is relevant information it gets posted here. That’s the theory, anyway. It’s here.
11. The Page For An Individual
Walsall Council countryside ranger Morgan Bowers has been updating Facebook alongside Twitter and Flickr for more than six months. It’s a way of putting a human face on a service.
12. The Page For An Event
The one-off event can work well. Stirling Council’s Off The Page Festivalcelebrates their sixth annual event..
An extension of this is a Facebook page for events as a whole. This is what Gedling Borough Council do. They’re from Nottinghamshire.
So what does it all mean?
The good thing about all this is that we’ve only just started and the really useful ways to use Facebook are emerging from bright people within service areas themselves. That’s only something that should be encouraged.
Big thank you to the following who suggested pages for this blog: Corrine Douglas, Kim Stephens, James Hall, Justin Griggs, Kate Bentham, Peter Cruickshank, Steph Thorpe and Asset Transfer Unit.
A rather wonderful thing happened the other day. Someone who I’ve never met recommended my blog as part of a pass it forward sort of project.
Seven links sees bloggers talk about things they’ve learned from what they’ve posted and nominate five bloggers to do the same. The result is some learning and picking up some other blogs you may not have come across before.
Andy Simcox, the blogger who nominated me, works in local government. He writes about things here. He writes with honesty about often personal things. It’s good stuff.
So, to pass it forward here are seven things I’ve learned and five bloggers I’d recommend and like to know what makes them tick too. I could have listed about 15 quite easily from the blogroll on the right but ere are five.
My most beautiful post
Being a news journalist was easy. You asked who, when, where and why and invariably wrote it in the first par. “Two people were taken to hospital when three cars collided on the M6 in West Bromwich today.” Easy. What I found difficult were features that need a different approach. The only feature I wrote in 12 years as a print journalist I could hang my hat on was about my grandfather’s death in the First World War. Not on the glamorous Western Front but of dysentry in Mesopotamia, near Basra in modern day Iraq.
With Remembrance Day approaching I told that tale again as a blog. It’s a desperately sad story that knocked me sideways to write and involved a death in the First World War and the domino consequences that ended with a mother abandoning her children to search bins for food. It’s here.
My most popular post
Showing colleagues Twitter I posted a request to people who followed me for advice. It came back in unexpected numbers and quality. Rather than cast it to the wind I collected it, blogged it and thought no more about it.
Things started to get a little mad when it wa spicked up by @twitter and reposted. Overnight, 8,000 people clicked through to read it and overall 22,000 have. More than 700 people have retweeted it on Twitter. Mad, really.
The moral? Do and share and there’s unexpected consequences.
My most controversial post
Writing about things in local government isn’t actually that controversial. But Andy Mabbett once got quite animated about what we did with opening-up museums to Walsall Flickr group members. The museum service wanted people to sign a quite draconian permissions sheet based on a neighbouring council’s. The hugely talented Steph Jennings worked to draw-up a compromise that left everyone happy. Andy argued that it should have gone further. It’s not exactly the Rumble in the Jungle but you can read it here. What did I learn? People don’t have to agree with everything you say and that’s a good thing. It makes you think.
My most helpful post
There motivation for this blog was to share what we’d done at Walsall Council. The most important step we’d taken was the route we’d taken to secure a green light. This boiled down to eight steps. It was written with someone from Lancashire in mind who at UK Govcamp made a plea for help. What did I learn? It’s good to share.
A post whose success surprises me
The post on helping colleagues understanding Twitter that’s also my most popular. It was a bit surprising was that.
A post I feel didn’t get the attention it deserved
Not for it’s immediate impact. A handful of people read it. But the post wondering aloud a conversation I’d had with Si Whitehouse if we should have a hyperlocalgovcamp led to some good things that I’m hugely proud we did. It’s here. I suppose that’s the point. It’s not the numbers. It’s what a handful of readers can do with it that counts.
Here are five – from lots – that I rate highly and really do urge you explore:
Chie Elliott is brilliant. There is a tonne of good learning on her blog Blaggetty, Blogetty Bragitee. As a publishing person who packed it in to get NCTJ training as a journalist she has a different perspective on news and the media. She’s always bang on the money, always engaging and always thoughtful. That she is job hunting means she is writing a blog of quiet rage at the system she finds herself. Some people sink when hit with the invisible brick walls of the JobCentre. Not Chie. You can read here unemployment blog here.
I’ve probably learned more from Liz Azyan than any other local government blogger. There is more pearls of wisdom per square inch at her blog LGEO Research than almost anywhere else online. The other week I dropped her an email on behalf of a colleague asking her for 100 words on her thoughts on user testing websites. She didn’t just reply to the email, she wrote a blog on it. That one act sums up the generosity of spirit and willingness to share that endlessly inspires me about the local government community online.
When I was starting to get my head around social media there were a few people I badgered for help. I rang them up in the manner of a cold caller. Alastair Smith patiently listened and explained. He was the first person to tell me about Flickr. His work at Newcastle City Council has been trailblazing and his blog on engaging with an angry community on Facebook set a standard. You can read him here and now he’s back in local government I’m kinda hoping he’ll pick up the blogging baton again.
Jim Garrow works in emergency management in Philadelphia. That’s emergency planning in the UK. But wait. It’s not a blog about hi-vis jackets and tabards. It’s big picture stuff. There isn’t a blog like it for stopping me in my tracks and making me think. You can read it here and I urge you to.
Kate Hughes is doing some brilliant stuff quietly in a corner of the Black Country. As a press officer for Wolverhampton Homes she is innovating in an area where you wouldn’t imagine there is the ability to innovate. If it works in Wolvo, it can work anywhere. You can read her blog here.
It’s a few like minded local government people in the West Midlands who want to innovate, share ideas and learn things. We speak nicely to a cafe or bar owner who has wifi to set aside some space for free, set a date, set-up an eventbrite for tickets and then come up with a few topics people want to talk about.
Jan has already carved something of a reputation with his blog. It’s accessible to members of the public as well as staff. It’s a great thing and you can see it here.
Unconferences like Brewcamp are great for sharing ideas and learning things. They’re informal and, heck, they make work fun. You don’t have to be an expert. You just need to turn up.
Previously these things have always been the haunt of the enthusiast willing to give up their time and often pay out of their own pockets to attend.
A running undercurrent debate at them is often that ‘this is great but how do we get the suits here?’
In other words, how do you get senior management?
Three things have made me think this brilliant approach is dangerously close towards making a breakthrough to the mainstream.
First, to have a first local government chief executive like Jan Britton to attend one of them is actually pretty significant. Let’s stop and think. He’s a talented man. He’s also busy. By actually coming to an unconference he’s opened up the door for others in his organisation.
And in other people’s organisations.
Second reason? The media are starting to take notice. Sarah Hartley at The Guardian ran an excellent piece on her time at localgovcamp in Birmingham. The LGC ran a two page spread on what makes things like localgovcamp work. They put some of it up online to non-subscribers. Hats off to it for covering it.
As Ken Eastwood, an assistant executive director at Barnsley, wrote of those who attended:
“In many cases they are frustrated by their lack of influence and by local government’s resistance to change and bottom up innovation. It seems clear to me that this needs to change. We need to be more agile, more adaptive and better able to encourage and nurture grass-roots, low cost creativity.”
A third reason? It’s clear also that the traditional events sector has woken up to the creative side of unconferences too. The PSCF event in Glasgow will have an informal side to it in the afternoon with masterclasses.
The SOLACE conference in October, for senior officers, will also incorporate an element of unconference creativity too.
It would be hopelessly naive to think that we’ve won the war. But we’re slowly winning lots of important battles.
In local government in 2011 it’s clear we need to innovate and encourage new ideas. It’s not if but how.
As the excellent Nick Hill from PCSF says, mainstream is essential otherwise you basically remain like ‘Fight Club.’
This blog has clocked-up more than 50,000 page views in the past 21 months.
Considering it was only ever written for two men and a dog that’s something I’m falling off my chair at.
Mind, that figure is skewed by a single crowd sourced blog post on what I should tell colleagues sceptical about Twitter. That got RT’d by @twitter itself and pinged to its 5.4 million followers.
But what it did do was make me think of why I started blogging in the first place. What has resulted and why I think others should too.
There are 98 million words a day posted to WordPress blogs, 53 per cent of bloggers are aged 25 to 35, according to Mashable.
Why did I start blogging?
Because I was getting a fund of information from them myself and wanted to add to that stream.
Because – most importantly – I bet @jaynehowarth who was similarly dithering that if I didn’t I’d send her cake.
Some of my blogs have been absolute stinkers. Some I’m proud of. One I even wrote in a car park in Solihull. All have been written in my spare time.
What’s been the benefit?
Valuable thinking time. An online notebook to refer back to. Having a voice. Shouting about some of things we’ve done or others have done well.
There’s been the unexpected spin-offs too. A chance to speak on interesting subjects to interesting people at interesting places. I’ve a vague feeling this may be a help to my career at some point down the track.
Why YOU should blog
For all the above reasons. But mostly because we’re all learning. All of us. There are no experts. There’s just shared knowledge. Your view is a just as important. There’s not a blog post I’ve read by someone in local government I’ve not learned something from.
Because with platforms like WordPress it’s pretty straightforward.
Because ‘do stuff then share it’ is a good thing to aspire to.
Because none of us are experts on everything. But we do know about our tiny corner of the allotment and by sharing it we get a sense of the bigger picture.
Okay, so you’re not stupid. You see the landscape is changing. But what the flip do you do about it?
Think about Bob Dylan and the famous cry of ‘Judas!’ from a disgruntled punter when he went electric.
The most lasting effect, as The Guardian’s History of Modern Music rightly points out, was not on Dylan but on folk revivalism which was sidelined as a bit stick in the mud.
That’s the price you pay for trying to stop progress.
But it seems fair pointing out to people they’re sleepwalking to irrelevance to point them in the right direction.
Here are some pointers to equip you as a comms person — or a press officer for the 21st century when there are fewer presses. I’m no expert. Every day is a school day. But what I can say is that the best learning for a comms person isn’t within an organisation or a college that teaches HND in Geek – although Birmingham City University is doing brilliant things – it’s actually to experiment yourself and learn from what others are doing.
Just starting out…
Firstly, don’t panic. You can’t know it all straight away. In fact, you can’t know it all. Learn one thing at a time. One step at a time. There are some useful people who can come in and give you a headstart. Helpful Technology, Nick Booth or Andy Mabett are all good people. Cold calling emails that promise the earth probably aren’t going to always deliver. If you’re doing this as a solo mission there’s plenty of resources.
As a starting point, watch the YouTube clip Shift Happens. It’s a cracking piece that while slightly old is still relevant. It sets out the pace of change. You can see it here.
Watch the Simply Zesty clip on where UK social media is in 2010. There’s some good stats. See the link here.
Read a landmark text. Clay Shirky’s ‘Here Comes Everybody’ is a brilliant book that sets out how social media can work.
Set aside time every week to read blogs. There’s a stack of good learning from innovators across the field. Have a look at those of my blogroll and also at Public Sector Bloggers. It doesn’t matter if they’re not comms people. There’s good learning all over.
Map your media landscape. Work out how many papers get sold on your patch. Then compare that with how many people are on Facebook. There’s an easy-to-follow way you can do that right here. It’s something I bang on about but it’s worth doing.
Sign up for mashable.com. It’s a social media news website that looks for things so you don’t have to. Don’t be put off by the geekiness of some of the headlines. There’ll be things there that are relevant.
Get a Twitter account. Yes, you may have scoffed about it being ‘Twatter’ and it being full of people talking about their breakfast. It’s actually a brilliant way to connect with people. Here’s a piece that helps explain it.
If you’ve got a Twitter account, follow some good people. Ones that share links can be a real help. @pubsecbloggers is one that pulls public sector blogs in one place. Other good ones for comms people include people who aren’t all comms people: @dominiccampbell, @davebriggs, @ingridk, @adrielhampton, @simonwakeman and @pigsonthewing. I’m on Twitter as @danslee. Have a look at who I’m following for some suggestions.
Get a Facebook account. If half the population are on its useful to know how they work.
Start blogging. Do. Then share. It helps other people learn. It’s also a helpful thing to demonstrate what you’ve been up to in these post-CV times. WordPress is a good platform.
But most of all, embrace it. Don’t worry. You’ll not look back and by not standing still you’ll stand a better chance of keeping your job and prospering in your career.
It’s amazing communications people are walking towards irrelevance but have not yet woken up.
In 2011 people get their information through a range of places.
Twitter broke the news of Osama bin Laden’s death. For some peoplem, it was Gary Neville’s Twitter stream that did it.
Closer to home, for the first time I found out the reason for a blocked road near my house via social media. That’s a personal tipping point.
But what of communications units?
They’re tackling the 21st century media landscape with a 20th century set-up. They’re geared to print when the world is turning to digital. It’s still what the local paper says that drives the agenda despite the paper being read by a minority. They’re a voice. But they’re one of several.
It’s now about doing both. Really well and getting to that point really, really quickly.
Here’s a quick history lesson.
Typesetters were once the kings of their craft using hard won skills to play a key role in delivering the news.
Computers came along and soon it was easy to replicate what they did.
Almost overnight generations of hard learned skills were irrelevant.
Once, having the skills to deal with media queries and to shape messages for print were all important.
But the media landscape has changed.
Newspaper sales are collapsing around us. People who read at least one a day fell from 26.7 million to 21.7 million from 1992 to 2006.
Best estimates in 2011 are that 12 million local and national newspapers are sold every day. A further three million like the Metro are given away every day in the UK.
How many people are on Facebook in the UK? There’s 29 million. About half the population.
Facebook is the fourth biggest website in the world for news.
By 2013, smartphones are predicted to be the first point of contact with the internet overtaking PCs.
85 per cent of the UK population in summer 2010 was online.
Of those, 29 million had visited a social site in ther past month.
If you’re starting out there’s a great YouTube clip from Simply Zesty that’s a good starting point. The link is here.
Stop and think.
Where are people getting their information? Where do you get your information?
Then think how much time do traditional communications units and press offices devote to print media.
How much time is spent on digital platforms?
Are we really spending time going out onto Facebook to tackle issues where they arise? Or are we – at best – waiting for them to come to our corporate page? If we have one, that is.
Too many communications units have got the balance wrong putting scarce resources into print with little if any for digital.
But by doing so they’re becoming more irrelevant with every passing day and comms people with them.
This isn’t an argument for stopping writing press releases overnight. It’s more about recalibrating and getting the balance right.
Right now, it’s the press release, the photocall – where news photographers or photography budgets – AND the digital channels too.
My grandpa was a headteacher in the Lake District. He refused to have a telephone in the house because people he didn’t have the time to answer it. Many comms units are backing off from truly embracing digital for the same reason. They think they’ll be inundated, that the world will end and they don’t know where to start.
But digital is the one thing that will keep them relevant.
A couple of times recently I’ve been at events where trad comms people have been in the majority. You could almost touch the fear of change. The digital disasters and ‘what if scenarios’ were being trotted out. You could practically see the wagon train forming a circle.
It’s fine to keep the trad comms skills for the while. But press officers and marketing people need to learn new skills too if they’re not to become the typesetters of their generation.
A transport officer recently asked me if comms people would be irrelevant in 10 years time when we all have Facebook streams and officer Twitter accounts or presences on platforms that have yet to be even start-ups.
It’s a fair question.
As things stand, yes.
But as professionals who can help deliver a message through different channels, not at all if we evolve to meet them. That means new skills but most important of all the time and space to deploy them.
Here are five things a trad comms person needs to know:
Without learning new skills you’re unemployable. Interviewing skills, drawing-up a release, a campaign and dealing with the old media are still good basics to have. But without the digital strings to your bow how are you going to talk to the Facebook generation? Social media is not a silver bullet. But it’s a bullet you’ll need in your next job.
It’s not scary. Honest. The fact that you can deliver a message via print and radio means you are halfway there. Surely, you’d like to reach as many people as possible? Once you grasp the basics the door will open and you’ll find whole new vistas of possibility opening up.
It’s easy to get started. Do things under your own steam first to learn how platforms work. The lessons you’ll learn blogging about cake will come in handy further down the track. There’s also a wealth of learning out there on blogs, at mashable,com and places like the LGiD’s Communities of Practice forum.
There’s no such thing as a social media expert. We’re all learning. All of us. Every day is a school day and chances are the things you’ll do will be pioneering because social media hasn’t been around that long.
It’s web 2.0, baby. It’s a new way of doing things. People expect a two way conversation not someone broadcasting at them.
All these things so many people are already taking for granted.
As Mrs Doyle herself said, didn’t the Lord himself pause for a nice cup of tea?
With a cup of tea comes conversation, learning and sharing.
And cake.
Over the past few months, I’ve been involved with something called Brewcamp.
This is about 20 people meeting up at the end of a working day at a cafe in Birmingham.
How did it come about?
Back in 2010 myself and a team of others – Si Whitehouse, Stuart Harrison, Mike Rawlins and Andy Mabbett – staged the unconference Hyperlocal Govcamp West Midlands.
This was a big shindig. We hired Walsall College with catering, there was 12 sessions and it all cost just over £1,000 to put on.
It dawned on us that the planning meetings were actually a sociable chance to catch-up and bounce ideas.
We looked at the idea of Teacamp in London and quite liked the idea of a meet-up between like minded people with a £0 budget and minimal organisation. All power to the Teacamp people.
A few Warwickshire people Kate Sahota, Sasha Taylor and Kaz Ramsey-Smith have now come along too.
There’s three topics of about 30 minutes, a ban on powerpoint and space for questions and debate.
I’m increasingly struck how this happy accident with milk and one sugar has something more to offer than just a post-work chance to eat Victoria Sponge.
