Recently I've talked a lot about the value and definition of Web2.0. If you're taking the time to read this stuff, you probably realize that there is some chicken nugget of wisdom out there amongst those of us who are out here talking it up. So presuming you've made that value connection to your own organization, the next obvious step is how to make it happen. I've got some thoughts on that based on personal experience and comparing notes with other Munigovers.
Making 2.0 commonplace is a multi-step process that includes getting the right group together, getting a plan and a policy polished up and then selling that plan to the higher-ups and final signer-offers in your workplace. Think of it as the recipe for grandma's chocolate cake or her apple pie or her falafels or whatever floats your taste buds' boat! The point is - although it is not an exact science, it takes the right stuff, mixed together in the right way, with the right presentation for full effect. For this entry we'll focus on Step 1 - selecting the right ingredients.
Remember that Web2.0 is not about technology, it is about adopting a cultural change that puts your citizens in closer communication and collaboration with their governing body. That being said, there is no one department that can successfully implement a Web2.0 strategy. You definitely need to mix it up! There are several key players I'd suggest having at the dinner table:
Administration - You must have the participation (or at least the blessing) of your executive management before going live with the 2.0 stuff. He/she/they will be the one(s) who will ultimately have to answer to your elected body and the general public. Trying to implement this stuff without their involvement or approval is the fastest way to having a reason to polish up the resume. Take the hard road and get some top buy-in or AT LEAST permission to put a proposal/strategy together.
Legal Counsel - Although I do sometimes subscribe to the school of "ask forgiveness rather than permission", this is NOT one of those times (and again if you insist on this, get yourself on LinkedIn first and start looking for that new career opportunity). Web2.0 stuff by its very nature can put an organization in a new realm of interaction with the public and this can translate to concerns regarding privacy, eDiscovery, freedom of information, public forums, intellectual property and liability. You need an ally in your Counsel to address these issues as part of your larger Web2.0 strategy. Each technology channel you use will likely have its own inherent concerns that need to be addressed, but I advise involving your counsel from the beginning. Give them a heads up.
Information Technology - Since I am in IT, I am allowed to say this: Most traditional IT departments do not like the idea of Web2.0. Why? Well, it usually relies on infrastructure that is not under our internal control. The perception is that it is harder for us to secure that which we cannot touch. Some 2.0 services also require the opening of non-traditional ports in the firewall. Typically the sound Information Security practice is to lock everything down first and then open things up on a justifiable case-by-case basis. To be clear, I am advocate of this practice, but I have had difficulty in finding evidence of how Web2.0 tools in general are potential security risks to desktop machines or the network, provided you are running effective malware protection. I encourage you to check out the Security section of the MuniGov2.0 Web site for more information on our research on the myths and facts related to security and 2.0. I also recently did a column on the essential balancing act we as IT Directors must perform between Information Security and the needs of our business users. Bottom line - you need IT to make these things work, so invite them to the feast early.
Public Information/Marketing - Much of the value for 2.0 in government focuses on communication and public information. Much of 2.0 from a PIO perspective is focused on finding new ways to share information that already exists. The PIO can be a tremendous resource and advocate for 2.0 tools since they are always focused on crafting the message and finding memorable ways to engage the population. If you are also fortunate enough to have access to some talented design people, they will also come in handy to help you maintain a consistent branding across your different 2.0 branches
Human Resources & Workforce Development - Without question, the make-up of our organizations are changing as older employees reach retirement age and we strive to hire the best and brightest from the available work force. But believe me, newspaper ads and recruiting fairs are NOT going to cut it. If you want to draw in the recent college grads or the twenty and even thirty-somethings, you will need to be reaching them on their terms. Try some experimentation with placing ads on Facebook or posting some recruiting videos on YouTube. Gen Ys and particularly Millenials are not going to be drawn to the preconception of life in the government cube farm. If you do not actively work to engage on their terms AND show them that there really is a pulse in our hallowed halls, your organization is going to be passed over like those mediocre store-bought cookies whose very presence taints the sanctity of the dessert table at the office parties. We'd better make sure we get our Human Resources group involved early and often in how to mold 2.0 opportunities as tools in your shifting organizational culture.
Economic Development & Tourism - If a picture is worth a thousand words, how much value would you place on a mash-up that puts a picture in context with tagging, feedback and semantic links to other related resources? Your development groups are focused on one thing - making your locality the most appealing option for people to come to in order to spend their money and or settle down. Whether it is a relocating business, a family looking to vacation in a new spot or the Steve Urkel Fan Club looking for the best venue to hold their next annual conference, all of these events will lead to revenue for your locality. Your development groups spend big money and big time carving out the appeal of your locality in the sea of similar sites across the region, the state, the country or even the world. The mash-up and social media potential of 2.0 offers them creative and dynamic avenues to present the appeal of your jurisdictions demographics, attractions and capabilities.
Direct Citizen Service Business Units - You also should include one or two of the business units who are in direct, daily contact with your constituents. Your libraries, parks/recreation departments, youth commissions, community liaisons, etc., serve all the demographics of your community and they generally know how your citizens want to receive and share information. Many libraries and park systems are well into the use of Social Media to get the message out about their news and events. They also typically have a marketing savvy honed from years of working directly with the population so they probably already "get" this stuff. I predict that they will likely be an enthusiastic and valuable addition to your mix.
So that's it in a nutshell - the key ingredients to your 2.0 group. I welcome any other suggestions you have for inclusion. This group make-up, like 2.0 in general, is not an exact science and this is by no means a one size fits all approach. You've got to mold it like dough on the countertop to make it fit your needs. (Okay, I know you are probably begging for a break in the food metaphors by now). As you put your group together, you will probably have to do a bit of education on some of the technologies you may be thinking of trotting out for a test run. I highly recommend sharing Pam Broviak's free online guidebook, Your Social Media Journey Begins Here. It is a brief, well-written, non-techie, primer to some of the most popular Web2.0 tools in use today.
Next time, I'll focus on the recipe steps - the marching orders for the group and the deliverables they should be focused on for a successful implementation. But for now, this is where we will conclude, dear reader, because all this talk of food has made me hungry!
Virtually Yours,
Greever
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