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Explore the strategies, tools, and risks of using web 2.0 technologies in government communication. Includes case studies and insights from the Federal Finance Ministry of Austria.
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8th Training seminar of the OLAF Anti-Fraud Communicators Network (OAFCN), 12 – 14 October Nicosia, CyprusHammerschmid Austria in Cyberspace Getting the government‘s message across
Development • 1998 – online communication starts • Writing team set up • Content defined and structured • Services gradually expanded • Switch to editorial system • Relaunched 3 times, 1 corporate design makeover
How the new media are organised • Outside world -> Internet • In-house -> portal (Intranet) • Writers are specialists in their field and given extra training in a Content Management System (CMS) • Standard software (RedDot) on a workflow basis (writer>editor>managing editor) • Further training (e.g. writing workshop) • Regular editorial meetings
Strategy • One platform for outside world, one for in-house • Ground rule: “one face to the customer“ • Tightly organised writing team • Managing editor ensures compliance with style guide and writing guidelines • Training provided for writing staff • Internal and external coordination in developing new media (e.g.: photo database)
Tools, e-Government, services, feedback Tools, e-Government • “FinanzOnline” – paying taxes with a click of the mouse • “Findok” – the Ministry’s legal and technical information system • Tax assessment programs Services • Press (press releases and photo database) • Downloadable forms (W3C-AAA) • Downloadable publications (e.g. tax guide alone downloaded 120 000 times in September 2008) • Job exchange • Newsletter • FAQ • Glossary • Sign-language videos for those with hearing difficulties Feedback • Query database • Hotlines (customer service, FinanzOnline, tax ombudsman services, Customs Competence Centre)
Applications • Wikipedia-style platform for sharing knowledge among staff • Press review (press cuttings service from the Austrian Press Agency) • News from the Ministry • ESS - employee self services (time management, calculation of expenses) • e-Learning (e.g. for ESS-SAP, ELAK=electronic files) • Testing of videoconferencing software (similar to Skype) • Protected areas for management • Central applications (access via user profile) • Electronic staff card = access to buildings and rooms, access to IT, has “citizen’s card function” (digital signature)
Web 1.0, 2.0 or 3.0? What are Web1.0, 2.0 and 3.0? • ”Web 1.0 was commerce, Web 2.0 is people” (Ross Mayfield, CEO of Social Text) • Web 1.0 – people as consumers • Web 2.0 – architecture of participation; people as producers determining what is communicated • Web 3.0 = Web2.0 +“semantic web” (context with metadata) Opportunities: • Web as a source of inspiration and innovation Risks: • Loss of control over communication, tension between authorities and the public -> mandatory provision of legal information as opposed to informal communication • Mixture of “political” and “official” (legal) content • Social networks are built up – addressing target groups becomes more complex
Social networks - mechanisms • Democratisation of media content is akin to commercialisation • A growing number of participants means: -> satisfying individual needs -> from segmentation to individualisation -> from levelling-out to trivialisation • McQuail paradox 2002 “The future of mass communication is either socially fragmenting or unifying” • “Swarm intelligence”: mass and quality of content is determined using collaborative filters and rankings • Even non-profit organisations such as the Federal Finance Ministry are subject to this market mechanism!
Issues raised: • What communication strategy does the Ministry pursue? • Who are our readers and how do we address them? • Which topics and content are suitable for delivery by Web2.0 technologies? • Have we already reached this point as a non-profit organisation? • How do we want to organise it all? • Do we have the right staff for it?
