Page 12 - Approved Social Media Framework and Guidelines

5.1.1 Define Objectives:

The objective for the use of social media is not just to disseminate information but also to
undertake public engagement for a meaningful public participation for formulation of public
policy. Government organisations are exploring the use of social media for public

engagements for disseminating information, policy making, recruitment, generating
awareness, education etc. about public services. Therefore, Social Media may be used for:

· Seeking feedback from citizens

· Re-pronouncement of Public Policy
· Issue based as well as Generic interaction

· Brand Building or Public Relations
· Generating Awareness and education on National Action Plans and implementation

strategies
In the Indian context, care must be taken so that people can communicate in their own
language, and due cognizance of the views expressed in local languages is taken.

5.1.2 Choosing Platforms:

Having defined the objectives, the next step is to identify platforms and phases in which such
an engagement shall be undertaken at these platforms. While social networks currently
seem to be the face of social media, they are not the only platform. Some of the other forms
of social media include, Social bookmarking site – stumble upon; transaction based
platforms – Amazon & eBay; self publishing media – You Tube, Picasa; Business management
etc. Since the choices are many, it is essential to identify one or two key platforms from
which the department may begin interaction. Based on objective and response, the basket
of platforms may be enhanced.

Government departments and agencies can engage social media in any of the following
manner:

· By making use of any of the existing external platforms, or

· By creating their own communication platforms

· The choice of the platform – whether owned or externally leveraged should be made
based on the following factors:

· Duration of engagement - whether the engagement sought is to be an ongoing
activity or created for a specific time-bound purpose

· Type of Consultation – whether the consultation is open to public or confined to a

particular group of stakeholders e.g. experts

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