For the latest C-suite podcast, I was joined in the studios of markettiers4dc by:

And via ISDN by:

This was show 14 of the series that I produce for the CIPR’s Social Media Panel and the topic of discussion this time was social media’s role in Public Services and the ‘Influence for Impact’ report that the CIPRLPS Group had just launched.

There were a number of key themes from the report and aspects of social media’s impact on Public Services communications that we discussed including:

  1. Digital Transformation
  2. Budget Cuts
  3. Reputation Management
  4. Evaluation
  5. Training

The consistent message throughout: while the corporate communications team had traditionally run all mass communications, as Bridget explained, that can’t continue when it comes to social media tools as — in her team’s case — they don’t have the resource to do so, especially in the face of budget cuts.  Therefore, while they are using social channels to be a part of the conversation as well as listening to what is being said, she sees her team’s role as becoming more strategic in terms of advising and influencing others throughout the organization of what channels to use and how to share information through them.

Amanda had a similar experience, saying that they have had to train over 500 Police Officers and staff on how to use Twitter to a very local level.  When it comes to influencing others within the organization, she said that you have to make sure that senior people are prepared to accept some of the risks, particularly if you are empowering people to use social media on the front line, and accept that there will be times that things don’t work out, but as long as it’s something you can deal with and mitigate as best you can, then it shouldn’t lead to someone being disciplined.

Where things get difficult, however, are in live situations — for example, if an incident happens, it will be on social media before any traditional local media have even been in contact with the emergency services.

Amanda’s team are therefore constantly monitoring social channels, but this also adds to their communications role as this means they are taking on operational responsibility, finding information and intelligence on social media, which will help support the intelligence teams.

This is where I found it particularly interesting, when Amanda started explaining ‘predictive policing’ using Social Media, where she explained that studies have shown that you can look at social media postings and overlay them with hotspot areas for crime and particular crime types, which is important for her in how she can build audience and look at what that audience is telling them.  For her, this will help demonstrate her team’s value to the organisation in helping to prevent and detect crime.

If you are interested in getting involved in this series, whether as a guest or as a sponsor, please do get in touch with me directly.

You can also keep the conversation going on twitter around these podcasts using #ciprcsuite.


About Russell Goldsmith

Russell Goldsmith is Founder of marketing consultancy, Audere Communications, and is Director of Conversis Corporate, a translation and localisation agency. He had previously spent 16 years as Digital & Social Media Director of broadcast communications specialists, markettiers4dc before leaving in April 2014 to become an independent consultant and trainer. An active member of the Chartered Institute of Public Relations' Social Media Panel (CIPRSM) and a Public Relations Consultants Association trainer, he regularly presents at conferences and contributes to industry books and blogs as well as regularly judging industry awards too.

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