The seminar is intended for public officials and others who wish to increase their practical understanding of and skills in the use of social media for internal and external communication.

Description
Businesses and people of all ages use them everyday: applications such as LinkedIn and Facebook are blending technologies and social interaction, thereby providing an inexpensive and accessible tool for communication.

Social media is no longer a novelty but is already an integral part of the modern media mix. In public administration, social media tools are emerging as an innovative means of fostering two-way communication between citizens and administrations. Recent public sector initiatives have demonstrated the added value of social media for mobilising citizens, developing collaborative content or raising their community’s profile.

However, new technology requires new skills; this is also true for social media use. The use of network platforms raises various regulatory issues regarding privacy and data protection. It also requires the development of new skills such as effective corporate image control, monitoring and maintenance (e.g. updating content, managing customer relations).

Method
The seminar will address a variety of topics related to the successful use of social media tools in public administration, including:
• Appropriate content formats for informal and effective communication;
• Strengths and weaknesses of the specific tools;
• Practical application and good practice examples;
• Lessons from the private sector.

Objectives
Participants will gain concrete skills and knowledge on:
• Social media communication strategies and guidelines;
• Developing online content;
• Do’s and don’ts of social media;
• Effective use of different communication tools such as Twitter, blogs, podcasts and YouTube;
• Cost-efficient interaction.

Thursday 24 May 2012

Welcome and introduction to the seminar
Ms Sylvia Archmann, Seconded National Expert, European Institute of Public Administration (NL)
Mr Morten Meyerhoff Nielsen, Head of Section, Danish National IT and Telecom Agency (DK)
Mr Matt Poelmans, Director Citizenvision, The Netherlands (NL)
Mr Peter Blair, Digital Engagement Manager, businesslink.gov.uk (UK)

Time for the participants to introduce themselves and to express their expectations

Setting the scene: what are Web 2.0 and social media? How are they used?
Sylvia Archmann

How social media is used today: Good practice examples
Morten Meyerhoff Nielsen

Lunch

Legal aspects of social media use in the public sector
Morten Meyerhoff Nielsen and Sylvia Archmann

Practical experience of social media implementation in a public organisation: Insights into Business Link strategy, UK
Peter Blair

Dinner at a restaurant in Maastricht

Friday 25 May 2012

How to manage social media for internal and external communication: designing communication strategies and guidelines for public organisations
Morten Meyerhoff Nielsen, Matt Poelmans, Sylvia Archmann

Practical Exercise: How to identify my target groups? Which 2.0 tools are appropriate? How to use them?
Morten Meyerhoff Nielsen

From Electronic Government to Collaborative Government: Reinventing the Public Sector by Engaging Citizens trough Social Media – Theory and Practise in The Netherlands
Matt Poelmans

Lunch

Not as simple as it seems to be: practical exercise of how to write an effective tweet
Morten Meyerhoff Nielsen, Matt Poelmans, Sylvia Archmann

Added value of collaborative online content and how to measure it: is there a business case?
Morten Meyerhoff Nielsen

Feedback from participants and wrap-up session