Small steps like having a dedicated time slot on online communication in weekly team meetings can help to raise awareness. Good reporting (fact & figures) can provide proof of business benefits. E.g. communicating something online brings down phone queries by XX per cent.

Good luck

I find the classic user-centred design approach applies well to online communications: analysis, design, evaluation. Or, in plain English:

- find out what people want
- develop services to meet the need
- get feedback on how well you have done (and what needs improving)

In an online context, there are so many tools that support the above (iterative) process, particularly on the evaluation side. For example, feedback forms, online surveys, web analytics, page ratings, user polls etc. The inherent measurability of the Web means there are a number of ways to demonstrate value for money.

One invaluable tip I took away from a Will Perrin talk recently was to screenshot online “conversations” that citizens are having about your organisation for Senior Managers to see. I did this and put screenshots in a presentation along with a summary of what we, as a Council, should do about it (similar to Carl Haggerty’s steps) e.g.

Step 1 – Monitor
Step 2 – Listen
Step 3 – Define a strategy
Step 4 – Participate
Step 5 – Take action, feedback

I have found this approach to be a very effective way to communicate a) what social media is, b) how it is used and c) why we, as a Council, need to pay attention to it and use it as a communications and engagement channel.