BAPETEN Social Media Initiative: An Age-based Segmentation Service to Communicate with Public

Mohammad Ridwan

Division for Public Communication and Media Relations

Nuclear Energy Regulatory Agency of Indonesia (BAPETEN)

ABSTRACT

PURPOSE

Next: Go Social Media, Create Larger Audience (2/4)

Next: Go Social Media, Create Larger Audience

Summary and Future Works

REFERENCES1. BUETTNER, R., (2016), “Getting a Job via Career-oriented Social Networking Sites:

The Weakness of Ties”, The 49th Annual Hawaii International Conference on System

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opportunities of social media". Business Horizons 53 (1). p. 61, (2010).

3. KARIPPACHERIL, T.G., et.al., “Public Service Delivery in the Era of Digital

Governance: Case Studies from Indonesia”, Article in The World Bank Global Expert

Team (2013).

4. KUSUMA, H., 2015 Indonesia Digital Lanscape (2015),

http://www.slideshare.net/hermawankusuma/2015-indonesia-digital-landscape.

5. OECD-NEA, Working Group on Public Communication of Nuclear Regulatory

Organisations (WGPC), Nuclear Regulatory Organisations, the Internet and Social

Media: The What, How and Why of Their Use as Communication Tools, Nuclear

Regulation, NEA/CNRA/R(2014)6 (July 2014).

6. SADAT, D.R., M-Government Implementation Evaluation in Encouraging Citizen

Participation In Indonesia: a Case Study of LAPOR!, A Dissertation Submitted to the

University of Manchester for the Degree of Master of Science Faculty of Humanities

(2014).

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The paper proposes a shifting method to communicate with public using

age segmentation. It utilize the power of social media as an additional

way to disseminate information along with the existing classic web site.

Empower by the legal basis to provide simple and effective mechanism

to share public information and driven by social media popularity in

Indonesia, BAPETEN finds a new direction to better understand its

audience.

As a starting point, it uses third party RSS (Really Simple Syndication)

feed mechanism that allows BAPETEN to syndicate material across the

web (from one to many). As long as the system works, the information

created in the web will be automatically posted to the social media

platforms.

To demonstrate the power of social media using RSS feed mechanism

with no additional efforts in segmenting service to the public

3

Regulatory Requirements for Public Communication

BAPETEN and E-government Establishment (1/2) 4

BAPETEN and E-government Establishment (2/2)

Social Media is ….

• Computer-mediated tools that allow

people or companies to create, share, or

exchange information, career interests,

ideas, and pictures/videos in virtual

communities and networks. Buettner [1]

• A group of internet-based applications

that build on the ideological and

technological foundations of Web 2.0,

and that allow the creation and exchange

of user-generated content. Kaplan and

Michael [2]

Next: Go Social Media, Create Larger Audience (3/4)

• Various activities that integrate technology, social interaction and content creation. It is

fast, cheap to the consumer, easily available and part of the fabric of people’s lives.

Social media also brings attention as it enables conversation that everyone can

participate in. Working Group on Public Communication of Nuclear Regulatory

Organisations (WGPC) [5]

• Public relations practitioners around the world have been paying attention to social

media as an important communication tool.

• Research done in 2010 by the public relations firm Burston-arsteller found that eight of

10 Fortune Global 100 companies used at least one of the most popular social media

platforms i.e. Twitter, Facebook, YouTube or corporate blogging. Furthermore, a post-

Fukushima informal poll indicated many nations’ nuclear regulators are looking at

broadening their social media use, although some may not know how to proceed, and

everyone can benefit from the “lessons learned” by others.

• Relevant IAEA Safety Standards have stated the responsibility of government to set up

appropriate means of informing and consulting interested parties and the public parties

about the possible radiation risks associated with facilities and activities, as well as the

processes and decisions of the regulatory body. In particular, such communication

shall be conducted in an open and inclusive process.

• At national level, Act Number 14/2008 regarding Public Information Disclosure is a key

regulatory framework that mandated all government institutions to provide public

information in plain language and easy to understand through any effective and

efficient means.

• Following Act Number 14/2008, Government of Republic of Indonesia implemented

Government Regulation Number 61/2010 on the Implementation of the Act Number

14/2008. As practical implementation of the above regulation, BAPETEN has issued

BAPETEN Chairman Regulation Number 9/2012 on Service Standard for Information

Disclosure to Public.

• E-government is argued as an essential component in overall reform agendas since it

can be used as a tool to reform and renew interest in public management, and points

out the commitment to good governance objectives (OECD 2003) [5]. It can improve

efficiency; provide greater opportunities for citizens to participate in government

activities and decisions democratically; and build trust between government and

citizens. In view of this, it is well-acknowledged fact that many countries, including

developing countries, have implemented e-government initiatives to replace the

functions performed by traditional government.

• Along with that fast emerging of internet technology and so e-government, the

penetration of mobile technologies is also increasing even faster, especially in

developing countries, which causes people to be more inclined to mobile usage than

landline connections. International Telecommunication Union in 2014 predicts by the

end of 2014 the mobile cellular subscriptions worldwide will reach about 7 billion, two

times greater than internet users. In developing countries, these numbers have been

massively increasing in five years, from 3.3 billion to 5.4 billion for mobile cellular

subscriptions and from 974 million to 1.9 billion for internet users.

• In Indonesia, the significant changes in political system has led to the implementation

of e-government and m-government. A study by Sadat [6] shows that m-government in

Indonesia’s LAPOR! has the potential to increase citizens’ participation in government

activities. The available policies and regulations, mobile infrastructure and

technologies, and applications and content development can support participation by

using m-government. Its success rate and positive impacts/benefits also indicates its

potential in encouraging more participation, particularly by addressing some identified

challenges.

• Accordingly, as stipulated in The ICT Master Plan 2015-2019, a number of IT projects

within BAPETEN have been established to improve and simplify regulatory functions.

• A major project was initiated in 2012 as a part of the Indonesian National Single

Window (INSW) Project. Being the first government agency to be fully integrated with

the INSW, BAPETEN has offered substantial changes in licensing process to its

customers. Within this scheme, the approval process that took several days can now

be reduced to a single day. Once approved, customers can go directly to the clearance

process in the airports and seaports customs.

Regulatory bodies have been aware of the significance of social media as an

important communication tool, and many regulatory bodies have been using them or

considering their usage. However, many regulatory bodies are unclear about how to

proceed with developing social media content, and how to integrate the platforms

into existing public communication programs.

After many years of delivering classic website and learning from the above fact,

BAPETEN needs to integrate social media engagement into existing public

communication program. Technically, we should create a public communication

service based on age differentiation. The option is to use major social media

platforms (e.g. WhatsApp, Twitter and LinkedIn).

Next: Go Social Media, Create Larger Audience (1/4)

Public Engagement (1/2)

Using respective built-in analytics and

metrics, our record shows slow but increase

activities from those social media platforms,

including post reach and engagement (likes,

comments, and shares). Analytics from

Facebook (Fig. 2), for example, shows that

66% engagement rate coming from age 18

to 34, while Fig. 3 tells us that the most

commented news is achieved in October

2015, when we post a TV talk show

regarding medical patient dose.

Reviewing the complete social media

analytics brings a new understanding

on how to perform a better way to

communicate with parties. This is in

turn will satisfy the requirement to

establish and maintain the confidence

and trust of interested parties in order

to be identified as an independent,

transparent, reliable and competent

regulatory body.

Public Engagement (2/2)

• Despite of lack in man power, the demand for involving social media in public

communication remains high in BAPETEN

• A simple yet effective mechanism has been introduced to overcome challenges in

social media engagement

• Although there is a slow response at the initial stage, built-in Facebook analytics show

an increase trend in the public engagement (likes, comments, and shares)

• Future works include how to have rich-content social media, personal engagements,

etc.