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I think the emphasis is a) taking the central approach – eg how departments might use twitter, and b) more on the “its OK to explore, but first think about what you are trying to say, who you are trying to talk to, and then, if you decide this is a good method, here are some guidelines”.
Its funny, but from some newspapers over here, you would tink we had all been told we MUST spend an hour a day on it…..
Julia, thanks for commenting. I think “its OK to explore, but first think about what you are trying to say, who you are trying to talk to, and then, if you decide this is a good method, here are some guidelines” is a terrific approach for everybody.
I wonder if we could get access to that document. Over the next few weeks I need to put together something for the use of Twitter by those working in public works and this would be a good reference for that project.
I was looking for the document. I found this, which was written by Neil Williams, head of corporate digital channels at Lord Mandelson’s Department for Business, Innovation and Skills (BIS).
You have the document exactly. And this is the authors blog where he talks about it : http://neilojwilliams.net/missioncreep/
Thanks for the links John and Julia! What a great resource.