Column: Measuring the Value of Social Media in Government

The more time I spend examining the use of social media within government, the more I think that measuring the value it brings is a near impossible task.

I didn't think that way at first, rather, I thought that its value simply defied quantification. But the more I reflect on the situation the more I realize that we can’t quantify the value because we still rely heavily on traditional empirical standards. Don’t get me wrong I am not advocating doing away with empirical approaches but rather simply stating that social media is still so new to government that it would be premature to expect to accurately capture its value in a spreadsheet.

I am not really sure how to approach this line of reasoning, so please bear with me while I think a couple of examples through out loud.

For example, how does one measure the value that the single Government of Canada-wide wiki (GCPEDIA) created when I switched departments? Two important things happened while I was in that awkward position of awaiting transfer papers to be completed – you probably know the spot, the place where your new boss is anxious to get you rolling and your old boss is either trying to squeeze every last drop out of you or is otherwise ignoring you completely. First, since I had already fully integrated the wiki into how I was working, I was able to seamlessly carry over all of my ongoing research. This was incredibly valuable to both myself and my new department because I was working on similar issues (e.g. use of collaborative technologies in government). Second, I was able to physically start pulling the pieces together for my new role given that my predecessor had also fully integrated his work into the wiki.

So here is the dilemma: how does one articulate the value created by GCPEDIA in this example? It can never be a line item on a spreadsheet because, first, there is no easy way to attribute a dollar value to it, and second, because there is confusion over whose spreadsheet it should go on. Do we assign it to my previous employer who realized the benefits of me not having to spend as much time managing my departure and thus was able to continue to work right up until my last day? Do we assign it to my new department? Do we assign it to Treasury Board, who provided the tool that facilitated the creation of this value? All, in my opinion, very good questions.

A second (related) example: How do we measure the value of the National Inventory for Bridgeable Students, in the last 30 days, the most popular landing page within GCPEDIA? Again, this is something that simply could not have happened without GCPEDIA. So who does this inventory generate value for? Students? Hiring managers? In what department? Is it quantifiable?


I’ve got a little scheme, I hope you are interested

Like I said above, I am simply not comfortable with trying to quantify the value of social media within government yet, that being said, I am willing to qualify it. So in the spirit of purposeful story telling I would like to pull together as many of our stories as possible into a small package (which I will make available on GCPEDIA) that we can share with others so that they might better understand what we have accomplished and what we hope to continue to accomplish in the future. Moreover, if you have tried to use social media within the government and have found your effort fall flat, I would like to hear about that experience as well because there may be an opportunity there to do some learning.

I am looking forward to hearing form you.

Cheers.

Column: Enabling the Web 2.0 Worker

I am working on a presentation that, among other things, provides managers with strategic advice on how to enable Web 2.0 workers. I would like to share some of those thoughts with you. I would also like you to leave me your comments, given that you are Web 2.0 workers, around what would better enable you to do your job that I didn’t outline below?

Trust your employees with your IT resources

Provide your employees with unfiltered access to the Internet. If you want them to take full advantage of the richness of information available to them on the web, they need to be able to immerse themselves in the content. Nothing is more frustrating than trying to access something for work, only to be blocked by the firewall.

Once you have opened the door though, don’t let them wander the halls aimlessly. Have conversations about how we can make better use of the Internet, and in doing so, build a common understanding of what is appropriate and inappropriate use. Whatever you do, don’t misunderstand “common understanding” to mean “your understanding,” the learning here should flow both ways. Challenge them, and allow yourself to be challenged, because things are changing.

For example, think about the implications of this interesting statistic:

• 21.4% of Canadians smoke (via Statistics Canada)
• 56.5% of Canadians use web based social networks (combined stat via Internet World Stats and Web 2.0 Secondary Analysis - note the second link is to GCPEDIA)
  

No one would dare tell someone they can’t go for a smoke, but people are told daily not to participate in social networking. Yes the two are different activities, but they can share certain social elements. Now I don’t want to get bogged down into an odd discussion about smoking versus social networking, but in my mind if you are allowing one and banning the other, you need to be able to articulate the differences because the truth of the matter is that social networking is far more popular (not to mention healthier!) than smoking


Make time to learn about social media / web 2.0 (and everything else that gets pulled in) with your employees

Social media offers new ways of working collaboratively, and that will take some getting used to. These types of tools are still new in the government and there is a lot of learning ahead.

You may initially feel that figuring out exactly how to interact with others and manage relationships in a virtual environment is challenging. Be open with one another and discuss issues with your colleagues as they arise. Remember that these tools offer tremendous opportunities to share with each other, break down silos, better engage our colleagues and to change our work culture for the better.

Moreover, unless you work specifically in the area, most of us likely don’t have a thorough understanding of Access to Information and Privacy (ATIP), Official Languages (OL), Public Service Values and Ethics, Accessibility, etc. So why are we so quick to point our fingers at new collaborative technologies and declare that they will never work under these frameworks? I think that it is unfair to place the burden for that lack of understanding on the tools themselves because the tools don’t cause the problems; they only bring the problems to the forefront where they become considerably more prevalent. So discuss the implications of all of these frameworks when considering, designing, implementing and using new collaborative technologies, and be open to the idea that maybe, just maybe, if there isn’t a zone of agreement between the two, that perhaps it is the frameworks that need modernizing not the tools that need antiquing (Oh and then don’t be afraid to step up and start working on updating whatever you have found to be in need of an update).


Give them the tools internally where it is safe to experiment

Behind the firewall is a lot safer than outside it. Inside there is coaching, learning and room to wiggle whereas outside there is media, public perception, and little room to maneuver. My advice to you is wherever possible, create conditions which are more likely to foster successful outcomes because if space behind the firewall isn’t provided people will ultimately venture outside it.

So provide the tools internally and encourage colleagues to learn how to use and appropriate the technologies to their work within the work context, and encourage them to be open and innovative in their approaches. Furthermore, don't punish them for failed attempts. There was probably a great deal of learning that lead to that failure, learning that may help you avoid mistakes in the future, and more importantly avoid them outside the firewall.

If someone in your organization proposes to implement a new or complimentary tool, encourage them to articulate their argument, to document it and champion it. This does a couple of things. The first is that it teaches the proponents about the processes involved in seeing something through while also (hopefully) building up their tenacity and resilience. It also provides everything you need when approaching senior managers for support. But in so doing make sure you take care in your approach because you want to be a virtuous schemer not a block in the system.

Finally when implementing, try to find a way to deploy quickly and at low cost, don't make them wait and don't spend millions, the technology changes too fast.

The truth of the matter is that what I am suggesting is by no means a novel approach, but simply taking full advantage of the opportunity that lies in using an established process to try to bring in something new.

If you make this a war, it will be a war of attrition, one where everyone loses

Focus on the attitudes you want to foster within the workplace without getting caught up in generalizations based on generations or you risk alienating people. The last thing the public service needs is more alienation.


Your Thoughts?

Again, please leave me your thoughts; they will ultimately help me provide better advice to others. Thanks in advance.

Update: Come Check Me Out August 26 in the NCR (Part II)

Hey Everyone,

For those of you who got in contact with me about the Scheming Virtuously presentation on Aug 26 in the NCR thanks for your interest. The presentation will be going ahead, it is taking place at 11:00 am at Place du Portage in Gatineau. Only one small problem, the room only accommodates 10 people, and I have more than 10 RSVPs.

Conundrum.

I will contact you each individually to let you know if you will be able to attend or not. For those of you whom I have to say no to I apologize and would encourage you to keep your eyes on the blog for a second opportunity. I have also arranged to get a video recording of the presentation, so if everything goes well you will be able to view it (and share it) right here on the blog.

Cheers.