The government benefits from the use of social media in several key ways. The first and most obvious benefit is the direct line of communication it opens up with constituents. The second and perhaps less obvious benefit is that social media creates much higher employee engagement due in part to its excellent organizational structure. Conversations, shared information and the development of ideas are much easier to track on a social media site than they would be with any other form of communication. This eliminates a great deal of stress and strain for government employees.
Social media like Twitter and YouTube have become favored tools of the government because they are extremely efficient at disseminating information. Those who master the art of communicating in short bursts or in tightly edited media reap the benefits of a more engaged public and a more motivated work force.
An engaged public makes it easier for governments to move policies forward or advance initiatives. Canadian government officials like Minister Tony Clement have been publicly experimenting with Twitter as a means of involving the public in problem solving. While some of his tweets have attracted controversy for their blunt and at times mildly inappropriate tenor, he believes in social media as a positive force for change. Governments in other parts of the world have been able to solve community issues through social media far more rapidly and efficiently than they would using only a traditional meeting hall.
An engaged work force, on the other hand, is invaluable in terms of both productivity and innovation. Studies have shown that social media bolsters employee engagement by making it much easier for employees to find much needed information and work collaboratively. A government employee in Vancouver can communicate with a government employee in Ottawa over an in-house network in real-time without inconveniencing anyone or racking up enormous costs. The more an employee is able to accomplish, the more that employee feels like an important part of the organization.
Quite simply, government needs social media in the same way that a business needs a telephone. It is an invaluable tool that helps governments communicate both with their constituents and their employees.
Related Articles
5 Ways Government Works Better With Social Media (mashable.com)
Social Media & Canadian Government (slideshare.net)
Social Media Pushes Government (itworldcanada.com)
Government 2.0 – Why Social Media Makes Sense (fleishman.ca)
