Get a spot on a meeting agenda, and make the most out of the time you have, by focusing on what you can achieve. Don’t go into detail about how to set up a blog, or how to tag a link in Delicious. Instead, focus your energy on whipping up some enthusiasm, and inspiring a bit of curiosity.
Also, focus on what the benefits are for them, and for their organisation. Don’t make the mistake of putting all this stuff into a box marked ‘web’ or ‘communications’. Make it clear that this is less about marketing and a whole lot more about forging a new relationship between the organisation and citizens, or customers.
In other words, before you even mention technology, make sure you have some idea of what the point of all this is. For local government, this is about opening councils to conversations between authorities and the people, businesses and organisations it serves. It’s about bringing together communications, customer service and service design into one iterative process, each one informing the other. It’s about local government choosing the right delivery method for each service it provides, whether doing it itself, getting a social enterprise involved or handing it over to the private sector. It’s about government at all levels taking a more forward thinking attitude to its information assets and making them available to those who can do useful things with them.
The web, and social media, is just a means to an end, after all. Anyone who tells any organisation that they are golden if they just start a blog, or twitter account, is doing that organisation a massive disservice. At best the web, social or otherwise, is an enabler to a bigger change and one that benefits everyone.
Because, of course, websites don’t change the world, people do.
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