Danielle van Wallinga danielle.vanwallinga@hu.nl

Danielle van Wallinga danielle.vanwallinga@hu.nl

Hogeschool Utrecht, University of Applied Sciences

Research group ‘crossmedia communication in the public domain’ Conference: Using ICT, Social Media and Mobile Technologies to Foster Self-Organisation in Urban and Neighbourhood Governance

16-17th _{of May, 2013}

Research purpose

Question raised in communication

practice:

What lessons can be learned on effective

use of social media?

Relevance

• Changing needs & dynamics in

organizations/society (in interaction)

• Staying ‘connected’ and ‘in tune’ with

(complex) social environment

• The government ≠ Big Brother watching over

citizens

I-visie 2011-2015, Bekkers & Meijer, 2010, van Berlo, 2012, van Woerkum & Aarts, 2007 , I-vision 2011-2015

Challenges

• Meaningful, interactive communication with

citizens

• Realizing long term impact

• Loosening control

• Flexible planning

• Strategy

Research questions

1. To what extent are the potential benefits of social media realized in the public domain?

2. How are networks being used in government communication via social media?

3. What lessons can be learned on effective use of social media?

4. How do organizations face planning challenges? 5. To what degree is the public involved in social

media projects?

Objectives of social media @

governments (1)

• Co-creation of cultural policy (Leiden) or future

vision (Borne)

• Self-organization of a picnic (

Kromme Rijn)

• (Re) building trust in the

Objectives of social media @

governments (2)

• Stimulating prosocial behavior (donor

registration)

• Sharing knowledge (public service

‘Rijkswaterstaat’)

• Strengthening the image of a residential town

(pilot housing in the Hague)

• Informing citizens about police work (Twitter,

Groningen)

Power of networks

• Functions:

– Giving an impulse to citizens’ interaction – Creating internal (organization) or external

(society/target groups) support

– Inspire citizens’ behavioural change

Networks are being used to bring everyday livability issues closer to target groups in an interactive,

Citizens’ active involvement

• Various communication functions occur and

are combined in social media in the public

domain.

I spend a lot of time

travelling

Matching citizens’ needs

Detours affect my daily route I feel connected with my town I want to share my opnion I want to contribute in solving social issues I want to stay

informed

I don’t trust the governments’ (communicative) approach

Lessons learned

• Mix of various communication means

– By combining specific characteristics of various media, maximal impact can be realized.

• Open, but flexible use of social media

– Enabling unexpected results

Organizational challenges

• Flexible and gradual planning

• Evaluating actions constantly

• Based on ‘trial and error’

• Being accountable for decisions and

performances?

For living happily ever after:

1. Be reciprocal and interactive

2. Be flexible and adaptable

3. Be open and transparent

4. Anticipate actively on the (changing) needs

Discussion

• Affords of online and active participation

• Embedding user-generated content

structurally

• Sustainability of social media

• Strategy?