The following is an experiment and is an attempt to summarise the chat which was held today on social media monitoring.
- http://www.guardian.co.uk/society/2011/mar/03/local-government-twitter-walsall-24 – The Guardians article on Walsall Councils experiment on Twitter, tweeting for 24 hours
- /http://carlhaggerty.wordpress.com/2011/03/04/even-more-determined - a response to the comments posted on the Guardian article on Walsall Councils 24 hr tweeting experiment
- http://health.groups.yahoo.com/group/DisasterPIO/ – a discussion on the role of the Disaster Public Information Officer
- http://www.youngfoundation.org/files/images/Listen__Participate__Transform.pdf – Listen, Participate, Transform – A social media framework for local government from The Young Foundation
- http://www.socitm.net/downloads/download/382/better_served_customer_access_efficiency_and_channel_shift – Better Served: customer access, efficiency and channel shift from SOCITM
The over arching theme was not tools as anticipated. The theme instead was – what are we monitoring and why are we monitoring it. Or perhaps more, from @siwhitehouse – why are we reducing something so potentially powerful to numbers.
@bmwelby made a wonderful comment:
reach – how many people see it? credibility – how many people trust it? participation – how much it’s engaged with?
And really, no one beat this for a summary. Something which did emerge was the split attitude to channel shift – on the one hand needed as monetary savings needed, via knowledge transfer as a transaction through to how does ‘engagement’ be classified as a transaction.
Depth not number of engagements was mentioned. Quality of engagements were also mentioned. Lives affected.
Eventually we came to the crux – which was when social media became about comms and comms alone. The idea that in focusing on effective communication we have perhaps missed, as @siwhitehouse pointed out, the potential for collaboration, bringing people together, incubating support networks inside communities and allowing people to have more of a say in democratic decisions – things which are not necessarily measurable.
@kim26stephens commented about measuring behaviour change impact of engagement vs specific things like rise or fall in prescriptions issued (for example as a result of a campaign explaining colds could not be cured by antibiotics?). This led to discussing using citizen panels, exit interviews and online and offline interviews to assess impact and success.
Finally, @reinikainen made the point ‘ measure this, do you know what you citizens expect of your council?
To which personally, I would reply that we are trying to use digital and social media to increase our success and accuracy in finding out.
Summary provided by @loulouk (I’ve tried to be as unbiased as possible)
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