
In a sign of just how pervasive and increasingly central to everyday life social media are becoming, the Coalition Government has this week issued an extensive
social media guidance document for Civil Servants.
Francis Maude: Social media and the 'hierarchy of contribution'In his introduction, Cabinet Office Minister Francis Maude has the following to say on social media, and what they offer to Civil Servants:
What matters in the world of social media is not so much hierarchy - but hierarchy of contribution. When civil servants, policy makers and service delivery units alike, open themselves to dialogue with the public they can glean a much better understanding of the real needs and concerns of citizens.
The social media guidance document has been put together for "Civil Servants who work in ICT" (information and communication technology). It presents guidance on social media use, and on "overcoming the technical barriers to accessing the internet and social media."
The Government is keen to stress, however, that "this document provides guidance rather than formal policy."
Maude offers the following pointer for when it is appropriate for Civil Servants to use social media:
Social media must be used responsibly and only when it enhances the core work of Civil Servants.
10 top tips for Civil Servants using social mediaThe guidance document presents an interesting selection of 'top tips' for Civil Servants using social media. These are worth quoting in full:
10 tips for using social media
1) Have a clear idea of your objectives in using social media (behaviour change/service delivery/consultation/communication)
2) Learn the rules of each social media space before engaging
3) Abide by the Civil Service Code and ask for advice if you are not sure
4) Remember an official account belongs to the Department not the individual
5) Communicate where your citizens are
6) Build relationships with your stakeholders on and offline - social media is just one of many communication channels
7) Try not to channel shift citizens backwards (move from email to telephone for example)
8) Do not open a channel of communication you cannot maintain
9) Understand when a conversation should be taken offline
10) Do not engage with users who are aggressive/abusive
Social media for Civil Servants: Where does HR come in?The guidance document also includes a role for HR when it comes to social media for Civil Servants.
This primarily involves "updat[ing] HR policies and educate staff about how they should and should not use the internet and social media."
Head to pp. 13 and 14 of the
PDF version of the guidance document for more on this topic.
Dealing with Twitter 'buzz': Government still sees 'traditional' media as keyIt is interesting to note that for all its emphasis on the "hierarchy of contribution" offered by social media, the guidance document suggests that the Government continues to place traditional outlets at the very top of its hierarchy of media.
This can be seen in its observations on dealing with Twitter "buzz."
Buzz generated around communications on Twitter can very quickly escalate. Stories and discussions start on Twitter but are quickly picked up, firstly by amateur bloggers, then by professional bloggers, then via news websites and often make it onto the front pages of newspapers 12-24 hours later. You have a real chance to either reinforce or prevent those front-page headlines with the effective use of social media.
What do you make of the social media guidance for Civil Servants?So what do you make of the social media guidance document for Civil Servants?
Does it hit the nail on the head? Are there additional areas that you would like to have seen covered? Or do you feel that there is no place for social media guidance (or even social media!) in the modern workplace?
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Read more on HR and social media:Social
media and its implications for HR is a widely and keenly debated topic.
Check out the following posts to learn more about the key themes
emerging in this ongoing debate:
- Socialising HR: Ellison Bloomfield's manifesto for HR & social media Australian HR blogger Ellison Bloomfield has written a post which cuts through much of the 'noise' around the topic of HR and social media and - I think - it could almost consitute a manifesto for why HR needs to take social media seriously, and the steps HR should take.
- Doug Shaw: Encouraging HR to participate in social media HR professionals have much to gain from engaging with social media. But what's the best way to encourage the 'social media-curious' in HR to take part in social media? This is the subject of a brilliant mini report from leading UK HR blogger, consultant and social media advocate Doug Shaw.
- Tools, Trust and Toilets, Social media policies are not "stupid". Here's why, and It's All About Trust
A wide-ranging and very lively debate about the need (or otherwise) for
social media policies, taking in posts from Doug Shaw's blog, XpertHR's
Tribunal Watch blog and Neil Morrison's Change-Effect blog.
- Yes, social media are a real threat to employers An extremely interesting post by XpertHR's David Shepherd, which gave rise to a fascinating discussion in the comments field.
- Grant Mason on 'Social HR': Three reasons why HR should be crazy about social media Grant Mason explains why he believes social media can make all the difference to HR.
- How social media can 'humanise' HR
Social media have the potential to play a key role in 'humanising' HR
departments. This is according to leading Australian HR blogger Ellison
Bloomfield.
- Alison Chisnell: What social media can offer HR A video on what social media can offer HR, from UK HR Director Alison Chisnell.
XpertHR FAQs on social media use:XpertHR model policies on social media(XpertHR subscription required)