In 2010 the fourth most blocked type of website on the Internet in the United States was Social Media and only surpassed by weapon-related webpages, pornographic webpages and hate-crime webpages. For some reason businesses decided that their employees should not be allowed to utilize social networking platforms professionally as part of their job, but only as a private activity off work. However, over the past 5 years social networking has shown to be one of the key drivers of innovation, as more and more of the digital generations – or digital natives – have grown up and reached working-age.
These generations are used to having twitter, facebook, snap-chat, skype, linkedin and other social networking platforms available as communication channels, just as naturally as we have had email and a telephone available to us at work for decades. For the businesses to attract the digital generations in order to be be competitive and grow, this restriction on social media had to go. For governments, increasingly, it is no different.
Nevertheless numerous governments agencies across the world still restrict their employees’ professional use access to social media and social networking platforms – only to experience more problems with their young generations of workers, and their citizens and businesses, who increasingly expect government to be present on and make use of social media.
Over the past 10-15 years European governments have learned that the way forward is to meet the citizens where they are – which includes the social networking platforms. In the Nordic countries, in particular, adoption of new social media practices, first by citizens and then by government, has been rapid and successful.
Our senior consultants have vast experience in analysing social media potentials, devising social media strategies, supporting the implementation of strategies, and coaching on the long-term use of social media.
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