!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

USING SOCIAL MEDIA TO INCREASE

CIVIC ENGAGEMENT IN U.S. FEDERAL

AGENCIES

ABRIDGED VERSION

!"#$%"#&'()'*%+,-.'/0&-1'2'3..%'*0"4'

!"#$%&'()'*+,-./'*(-./0'1"23.3"$%#4'!"0'5676'

8"&9"&3':%22%30';/<((-'()'=(9%&2>%2$''

'

'

'

'

'

3"560.'/7.89'35%&#,-5'3&:-+0"'

?(&3'?(+23"$.(2'*&()%##(&'()'@%>(/&"/0'"23'1.$.A%2#<.B4'8"&9"&3':%22%30';/<((-'()'=(9%&2>%2$'

C#<'1%2$%&')(&'@%>(/&"$./'=(9%&2"2/%'

1(D@.&%/$(&4'E&"2#B"&%2/0'*(-./0'*&(F%/$'

'

;%)0"'(-11'!7"5#119'!3<'=#,-.%"'>#%&#"''

G%/$+&%&'.2'*+,-./'*(-./04'8"&9"&3':%22%30';/<((-'()'=(9%&2>%2$'

@.&%/$(&4'H2#$.$+$%'()'*(-.$./#'

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

?@?<ABCD?'=A;;3E*!

!8&9&3! 5'1#15%5'6! &$! #! 3.&6&3#+! 5+5%5'6! )<! )=.! *5%)3.#6&3! >.)35$$;! 76! ?#$!%#'@! >)65'6&#+!

A5'5<&6$!<).!>=A+&3!>)+&3@!>.)<5$$&)'#+$B!&'3+=*&'1C!

! 3.5#6&'1! >=A+&3! 9#+=5! &'! 6?5! <).%! )<! A5665.! >=A+&3! *53&$&)'$! 6?#6! 3#>6=.5! +)3#+!

/')D+5*15B!!

! &'3.5#$&'1! 6?5! 3#>#3&6@! )<! #! $)3&56@! 6)! ='*5.$6#'*! 6?5! *53&$&)'!%#/&'1! >.)35$$! &'!

1)95.'%5'6!6)!?5+>!$)+95!3)%>+5E!).!FD&3/5*G!>)+&3@!>.)A+5%$B!!

! &'3.5#$&'1!$=>>).6!<).!>=A+&3!*53&$&)'!&'!6?5!<).%!)<!&'3.5#$5*!+51&6&%#3@!)<!>)+&3@!

$)+=6&)'$!#'*!*53&$&)'$!>)65'6&#++@!3)'35&95*!#3.)$$!&*5)+)1&3#+!+&'5$;!!

!

H?5!5%5.15'35!)<!$)>?&$6&3#65*!)'+&'5!6))+$!#'*!>+#6<).%$!6?#6!$=>>).6!+#.15I$3#+5B!%=+6&I

>#.6@! *&#+)1=5B! 3)++#A).#6&)'B! *#6#! #%#+1#%#6&)'! #'*! .#'/&'1! $=115$6! #! '5D! +)DI3)$6!

653?'&3#+! 3#>#3&6@! <).! &'3.5#$5*! 3&9&3! 5'1#15%5'6!9&#! 6?5! &'65.'56B!D?&3?!#+$)! +)D5.$! 6?5!

A#..&5.$!6)!>#.6&3&>#6&)'!<).!3&6&J5'$;!!

!

H?5! )>>).6='&6@! >.)9&*5*! A@! 6?5! *595+)>%5'6! )<! 6?5$5! '5D! 6))+$! #$! D5++! #$! 6?5! $6#65*!

3)%%&6%5'6!)<!6?5!KA#%#!-*%&'&$6.#6&)'!6)!&'3.5#$5!3&9&3!5'1#15%5'6!&$!3+5#.;!L)D595.B!

%#'@! )<! 6?5! M*&1&6#+! 5'1#15%5'6N! >.)O536$! &'&6&#65*! #6! 6?5! <5*5.#+! +595+! ?#95! <)3=$5*! )'!

=$&'1! $)3&#+! %5*&#! 6)! 3)%%='&3#65! D&6?! 3&6&J5'$! &'! #! A.)#*3#$6! %)*5;! H?5.5! &$! $6&++!

$&1'&<&3#'6! ='6#>>5*! >)65'6&#+! 6)! =$5! $)3&#+! %5*&#! 6)! 5'1#15! 3&6&J5'$! &'! #! *55>5.!

>#.6&3&>#6).@!>.)35$$;!!

!

!

!

!

!!

!

!!

!!

!

!!

!!

!

!!

!

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

H?5!<&'*&'1$!<.)%!)=.!&'65.9&5D$!#'*!+&65.#6=.5!.59&5D!<#++!&'6)!<)=.!+595+$!)<!#36&9&6@!D?5.5!

#36&)'$!3#'!A5!6#/5'!6)!&'3.5#$5!6?5!+&/5+&?))*!6?#6!*&1&6#+!5'1#15%5'6!5<<).6$!D&++!A))$6!3&9&3!>#.6&3&>#6&)';!

!

P+#3&'1!6?5!3&6&J5'!#6!6?5!35'65.!)<!6?&$!#'#+@$&$B!D5!?#95!*595+)>5*!#!<.#%5D)./!)<!3)'35'6.&3!$>?5.5$!&'!D?&3?!9#+=5!3#'!A5!#**5*!6)!*&1&6#+!5'1#15%5'6!5<<).6$C!!

!

!

'

!

!

!

'!

!

!

!

!

!

!

!

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

Q#$5*!)'!6?&$!<.#%5D)./!6?5.5!#.5!#36&)'$!6?#6!6?5!0;2;!<5*5.#+!1)95.'%5'6!3#'!6#/5!#6!<)=.!

+595+$!6?#6!D&++!?5+>!3.5#65!3)'*&6&)'$!6?#6!<)$65.!&'3.5#$5*!3&9&3!5'1#15%5'6C!!

!

FG =)+H#,-5'50.&-H-0.+'5"#%H#'H6#'50.H#IH'J0"'+755#++J71'#.8%8#,#.H'

!

2@$65%&3! 3)'*&6&)'$! .5<5.! 6)! 6?5! >)+&6&3#+B! >)+&3@! #'*! +51#+! 3)'65E6$! &'! D?&3?! #15'3&5$N!

*&1&6#+!5'1#15%5'6!5<<).6$!6#/5!>+#35;!2@$65%&3!3)'*&6&)'$!#.5!&%>).6#'6!A53#=$5!6?5@!1&95!

#15'3&5$!>5.%&$$&)'!6)!5'1#15!&'!6?&$!D)./B!3.5#65!#!$5'$5!)<!=.15'3@!6)!%)95!<).D#.*B!#'*!

>.)9&*5!#!3)%%)'!3)'65E6!<).!#15'3&5$!6)!D)./!6)156?5.;!!

!

R5@!$@$65%&3!3)'*&6&)'$!&'3+=*5!6?5!&$$=&'1!)<!5E53=6&95!+595+!*&.536&95$B!+)D5.&'1!)<!+51#+B!

$53=.&6@B! #'*! >)+&3@! A#..&5.$B! #'*! 6?5! #>>)&'6%5'6! )<!D?)+5I)<I1)95.'%5'6! 3)).*&'#6).$!

#'*!'56D)./$;!!

!

H?5! 0'&65*! 26#65$! ?#$! %#*5! #! $&1'&<&3#'6! #%)='6! )<! >.)1.5$$! #6! 6?&$! +595+B! $>53&<&3#++@!

6?.)=1?! 6?5! K>5'! S)95.'%5'6! T&.536&95! #'*! 6?5! K>5'! S)95.'%5'6! U)./&'1! S.)=>iV!

?)D595.B!6)!5'?#'35!3#>#3&6@!#6!6?5!$@$65%&3!+595+!#15'3&5$!$?)=+*C!!

! .53)1'&J5! 6?#6! 5E53=6&95! +595+!*&.536&95$!#.5!#!'535$$#.@!A=6! &'$=<<&3&5'6! 3)'*&6&)'!

<).!$=335$$B!

! $=>>).6! 6?5! <=.6?5.! *595+)>%5'6! )<! 6?5! 1)95.'%5'6ID&*5! $=>>).6B! $=3?! #$! 6?#6!

D?&3?!&$!3)).*&'#65*!6?.)=1?!6?5!S5'5.#+!25.9&35$!-*%&'&$6.#6&)'!WS2-XB!

! >=$?! <).! #! >)+&3@Y5'1#15%5'6! 35'65.5*! '56D)./! W>)$$&A+@! 6?.)=1?! 6?5! K>5'!

S)95.'%5'6!U)./&'1!S.)=>X;!

!

KG ?.8%8#,#.H' %+' %' $"%5H-5#' ,7+H' L#' -.H#8"%H#&' -.H0' H6#' %8#.5)M+' 0"8%.-N%H-0.%1'

+H"75H7"#'%.&'571H7"#''

!

-6! 6?5! #15'3@N$! ).1#'&J#6&)'#+! +595+! )<! #'#+@$&$B! )=.! <&'*&'1$! $=115$6! 6?#6! $=>>).6! #6! 6?5!

#15'3@N$! 5E53=6&95! +595+! &$! #! 3.&6&3#+! <#36).! &'! *.&9&'1! =>6#/5! #'*! &%>.)95%5'6! &'! *&1&6#+!

5'1#15%5'6;! 2&%&+#.+@B! 3=+6&9#6&)'! )<! #'*! $=>>).6! <).! 3)%%&665*! &'*&9&*=#+$! #3.)$$! 6?5!

#15'3@!?#$!A55'!.5>).65*!6)!#335+5.#65!1.)D6?!&'!#15'3@!3#>#3&6@;!!

!

(&'#++@B! 6?5! ).1#'&J#6&)'#+! $6.=36=.5! #'*! 3=+6=.5! )<! #'! #15'3@! $?)=+*! .5<+536! 6?5! .)+5! )<!

5'1#15%5'6! &'! $?#>&'1! >)+&3@! <).%#6&)'! #'*! &%>+5%5'6#6&)'B! &'! ).*5.! <).! 3&6&J5'!

>#.6&3&>#6&)'!5<<).6$!6)!A5!$=335$$<=+;!!

!

H?5!0'&65*!26#65$!?#$!%#*5!>.)1.5$$!&'!6?5!.5#+%B!A=6!D?5.5!1#>$!5E&$6!#15'3&5$!$?)=+*C!!

! &*5'6&<@!#'*!$=>>).6!5E53=6&95!+595+!+5#*5.$!ZA)6?!&'$&*5!#'*!)=6$&*5!)<!6?5!#15'3@B!

! >.)9&*5!)>>).6='&6&5$!<).!>5.$)'#+!#335$$B!6.#&'&'1B!#'*!5E>5.&%5'6#6&)'!D&6?!$)3&#+!

%5*&#!6)!$6#<<!6?.)=1?)=6!6?5!#15'3@B!

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

! 3.5#65! 3.)$$I<='36&)'#+! 65#%$! W>=A+&3! #<<#&.$B! +51#+B! 3)%%='&3#6&)'$B! >)+&3@B! 563X! 6)!

%#'#15!)'+&'5!5'1#15%5'6!5<<).6$B!!

! &'95$6!&'!6?5!*595+)>%5'6!)<!5'1#15%5'6!$/&++$!#%)'1!>)+&3@!)<<&35.$B!&'!#**&6&)'!6)!

$=>>).6&'1!653?'&3#+!3#>#3&6@;!!

!

OG P.1-.#'+H"%H#8)'+6071&'L#'&"-:#.'L)'#.8%8#,#.H'80%1+''

!

-6!6?5!+595+!)<!&'*&9&*=#+!5'1#15%5'6!>.)O536$B!D5!?#95!&*5'6&<&5*!<)=.!<#36).$!6?#6!*5<&'5!#!

$=335$$<=+! >.)O536;! (&.$6! 5'1#15%5'6! )AO536&95$! %=$6! A5! D5++! *5<&'5*B! #'*! 1=&*5! 6?5!

$5+536&)'! )<! $)3&#+! %5*&#! 6))+$;! 253)'*B! 6?5$5! ')%&'#65*! )AO536&95$! %=$6! A5! 3+)$5+@!

3)''5365*! 6)!%56.&3$! 6?#6! #.5! #>>.)>.&#65! <).! 1#=1&'1! 6?5! +595+! )<! $=335$$! &'! .5+#6&)'! 6)!

5'1#15%5'6!1)#+$;!!

!

(&'#++@B! 6D)! /&'*$! )<! <55*A#3/! +))>$! %=$6! A5! A=&+6! &'6)! *&1&6#+! 5'1#15%5'6! >.)O536$C! #'!

&'65.'#+! <55*A#3/! +))>! 6?#6! #++)D$! #15'3&5$! 6)! +5#.'! <.)%! #33=%=+#65*! 5E>5.&5'35$!D&6?!

5'1#15%5'6B! #'*!#'!5E65.'#+! +))>! 6?#6! 3)''536$! 3&6&J5'$N! 5'1#15%5'6!5<<).6$! 6)!#15'3&5$N!

>)+&3@!$566&'1$!#'*!&%>+5%5'6#6&)';!!

!

P.)O536$!&'!6?5!0'&65*!26#65$!#.5!>.&%#.&+@!<)3=$5*!)'!3)%%='&3#6&'1!6?.)=1?!$)3&#+!%5*&#;!

7'!).*5.!6)!*55>5'!5'1#15%5'6B!>.)O536!%#'#15.$!$?)=+*C!!

! *5$&1'! >.)O536$! #.)='*! 3+5#.+@! $>53&<&5*! 5'1#15%5'6! 1)#+$B! #'*! 3?))$5! 653?'&3#+!

6))+$!A#$5*!)'!6?5$5!1)#+$B!

! 3.5#65!%56.&3$!6?#6!#+&1'!D&6?!6?5!).1#'&J#6&)'N$!%&$$&)'!#'*!5'1#15%5'6!1)#+$B!

! 5'$=.5! 5#3?! 5'1#15%5'6! >.)O536! &'3+=*5$! #! <55*A#3/! %53?#'&$%! <).! #15'3&5$! 6)!

#A$).A!+5$$)'$!<.)%!6?5!>.)O536!59#+=#6&)'B!

! A5!>.5>#.5*!6)!#>>.)>.&#65+@!.5$>)'*!6)!3&6&J5'!&'>=6!A5<).5!5'1#15%5'6!A51&'$;!!

!

QG /0+H#"-.8' "#1%H-0.+6-$+' L%+#&' 0.' -.H#"#+H' %.&' H"7+H' -.5"#%+#+' H6#' 1-4#1-600&'

5-H-N#.+'R-11'-.:#+H'-.'&##$#"'#.8%8#,#.H''

!

H#/&'1! 6?5! &'65.5$6$!)<! /5@! 3)'$6&6=5'6! 1.)=>$! &'6)!#33)='6!D?5'!*5$&1'&'1!>.)O536$! #'*!

<)$65.&'1!#'!)'I1)&'1!.5+#6&)'$?&>!A56D55'!&'*&9&*=#+$!#'*!1.)=>$!3#'!<#3&+&6#65!#335$$!6)!

5E&$6&'1!3)%%='&6&5$!D&++&'1!6)!5'1#15!#'*!3#'!*55>5'!6?5!+595+!)<!5'1#15%5'6;!!

!

7'!).*5.!6)!3.5#65!6?5!3)'*&6&)'$!'535$$#.@!<).!$=335$$!#6!6?5!3&6&J5'!+595+!#15'3&5$!$?)=+*C!!

! &'95$6!&'!6?5!*595+)>%5'6!#'*!%#&'65'#'35!)<!#'!)'I1)&'1!.5+#6&)'$?&>!D&6?!)'+&'5!

3)%%='&6&5$!)<!&'65.5$6B!!

! .5$5#.3?!6?5!&'65.5$6$!#'*!3#>#3&6&5$!)<!3)%%='&6&5$!6#.1565*!<).!5'1#15%5'6B!#'*!

='*5.$6#'*!D?5.5!/5@!3)'$6&6=5'6!1.)=>$!#.5!+&/5+@!6)!5'1#15!)'+&'5;!!

!

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

8&9&3!5'1#15%5'6!&$!#'!&%>).6#'6!5+5%5'6!)<!)=.!*5%)3.#6&3!>.)35$$B!#'*!)'+&'5!6))+$!%#@!

>.)9&*5! #!='&[=5!)>>).6='&6@! 6)! 5'1#15;!L)D595.B! &6! &$! &%>).6#'6! 6?#6! #15'3&5$!')6! )'+@!

<)3=$! )'! =$&'1! 6))+$! A53#=$5! 6?5@! 5E&$6V! 6?5@! '55*! 6)! 6?&'/! 6?.)=1?! ?)D! 6?5$5! 6))+$! 3#'!

$=>>).6! *55>! 5'1#15%5'6B! #'*! 3.5#65! 3)'*&6&)'$! 6?#6! #++)D! 3&6&J5'$! 6)! >#.6&3&>#65! &'! #!

%5#'&'1<=+!#'*!&%>#36<=+!D#@;!().!%).5!$=>>).6!>+5#$5!3)'$=+6!6?5!S07T-\8:!A5+)D!<).!#!

$56! )<! 6))+$! D5! ?#95! 3.5#65*! 6)! #$$&$6! #15'3&5$! &'! 6?5! &%>+5%5'6#6&)'! )<! 6?5$5!

.53)%%5'*#6&)'$;!

!

!

!

!!

!

!

!

!

!

!

!

!

!

!!

!

!

!

!

!

!

!!

!!

!

!!

'

'

'

'

'

'

'

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

SACT3U<?'!

H?.)=1?!)=.!.5$5#.3?B!&6!?#$!A53)%5!59&*5'6!6?#6!6?5.5!&$!#!1#>!A56D55'!6?5!D#@!#!3&6&J5'I35'65.5*! 5'1#15%5'6! M53)$@$65%N! $?)=+*! D)./! #'*! ?)D! *&1&6#+! 5'1#15%5'6! &$! )<65'!

D)./&'1!&'!>.#36&35;!

!U5!?#95!3.5#65*!#!$56!)<! $&%>+5! 6))+$! 6)!?5+>!#15'3&5$! &%>+5%5'6!)=.!.53)%%5'*#6&)'$B!

D?&3?!#.5!#&%5*!#6!?5+>&'1!6?5%!&'3.5#$5!#'*!*55>5'!3&9&3!>#.6&3&>#6&)'!6?.)=1?!6?5&.!=$5!)<!$)3&#+!%5*&#;!

!

H?5! 6))+$!D5!?#95!*595+)>5*! 6#/5! 6?5! <).%!)'! $&'1+5!>#15!D)./$?556$B! *5$&1'5*! 6)!?5+>!@)=! 6?&'/! 6?.)=1?! 6?5! $6.#651&3! #'*! 653?'&3#+! [=5$6&)'$! @)=! D&++! <#35! #$! @)=! >+#'! @)=.!

)'+&'5!5'1#15%5'6;!!

H?5!D)./$?556$!&'3+=*5C!

!• T-8-H%1' ?.8%8#,#.H' E#%&-.#++' S7-&#! I! H?&$! D)./$?556! &$! *5$&1'5*! 6)! ?5+>!

#15'3&5$!6#/5!$6)3/!)<!?)D!.5#*@!6?5@!#.5!6)!&%>+5%5'6!#'!5'1#15%5'6!>.)O536;!H?5!

[=5$6&)'$! )'! 6?&$! &'95'6).@! D5.5! *5$&1'5*! A#$5*! )'! #! $5.&5$! )<! &'65.9&5D$! D&6?!

5E>5.6$! &'! 6?5! 02! #'*! 6?5! 0R;! H?&$!D)./$?556! >.)9&*5$! 6?5! <)++)D&'1! A5'5<&6$C! ]X!

#++)D$! 5E53=6&95$B! #15'3@! ?5#*$B! >.)O536!%#'#15.$B! #'*! 3&6&J5'$! ='*5.$6#'*!D?#6!.)+5$!6?5@!3#'!5#3?!>+#@!&'!*55>5'&'1!)'+&'5!5'1#15%5'6!^X!?5+>$!#15'3&5$!&*5'6&<@!

D?5.5! #$$56$! #+.5#*@! 5E&$6! &'! ).*5.! 6)! 6#/5! #*9#'6#15! )<! 6?5%! _X! ?5+>! #15'3&5$!

='*5.$6#'*!D?5.5!6?5.5!#.5!.5$)=.35!).!3#>#3&6@!1#>$!#'*!D)./!6)D#.*!<&++&'1!6?5%!!!

• T-8-H%1' ?.8%8#,#.H' =H"%H#8)' !1%..#"! I! H?&$! D)./$?556! &$! *5$&1'5*! 6)! ?5+>!

#15'3&5$! &*5'6&<@!6?5!5'1#15%5'6!1)#+$!$>53&<&3! 6)!6?5!>.)O536! 6?5@!#.5!>+#''&'1!6)!

='*5.6#/5;!

!• A+-.8'=05-%1';#&-%'B001+'H0'?.6%.5#'<-:-5'!%"H-5-$%H-0.!I!0'+&/5!#!$6#6&3!D5A$&65B!

$)3&#+! %5*&#! >+#6<).%$! #++)D! =$5.$! 6)! 3)I3.5#65! #'*! >=A+&$?! 3)'65'6! &'! #+)'1$&*5!

@)=.! )D'!*#6#;! H?5! +595+! )<! &'65.#36&9&6@! ).! 5'1#15%5'6! 5'#A+5*!A@! 6?5$5! 6))+$! &$!

*565.%&'5*!A@!?)D!@)=.!#15'3@!=$5$!6?5%;!H?5!<)++)D&'1!6#A+5!&++=$6.#65$!D#@$!6)!

=$5!3)%%)'!$)3&#+!%5*&#!6))+$!&'!#!MA.)#*3#$6N!).!M];`N!%#''5.!9$!#!%).5!&'65.#36&95!

).!M^;`N!$6@+5;!!

!

• E01#+'Z!H?&$!*)3=%5'6!>.)9&*5$!#!A.&5<!)95.9&5D!)<!6?5!*&<<5.5'6!O)A!.)+5$!&'!)'+&'5!5'1#15%5'6!>.)O536$!

!

!!

'

'

'

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

TCSCB3>'?US3S?;?UB'E?3TCU?=='SACT?'

'

EXECUTIVE LEVEL OFFICIALS: How is your system structured to support enhanced civic participation?

What executive level directives exist that support engaging citizens

online?

Are there any legal and access barriers hindering this work?

What procurement guidelines exist around using social media tools

for engagement?

What government-wide coordinators and organizations exist that

can support agencies in this work?

What security guidelines exist to help deal with vulnerabilities in

using tools?

AGENCY LEADERS: How is engagement integrated into your organizations structure and culture?

To what extent is this a priority in your organization?

Who are the most committed individuals towards civic engagement

through social media in your agency?

How have they expressed their commitment?

To what extent do people throughout the organization have personal

experience with using social media?

PROJECT LEADERS: How is your online strategy driven by your engagement goals?

What are your engagement objectives?

How will you know if you are successful, and what metrics will you

use to measure your objectives?

How do they further your organizations mission?

How do your available tools follow and support your engagement

objectives?

How will you develop lessons learned from this project, and apply

them to other projects?

How will you integrate the results of this engagement into your

organization?

How will you respond to and incorporate citizen feedback?

How will this project be staffed? Do you have the right skills and

capacities at the table to meet your objectives? Do you have

existing staff working on this, or will you have new resources to put

towards it?

CITIZENS: How ready, willing, and able are your constituents to engage with your agency?

What data and records do your constituents have available to them

to prepare for this work? - OPEN GOV

What evidence to you have as to the capacity of your constituents to

engage in this work?

What are the rules of engagement?

What is your targeted groups interest in/investment in this issue?

What are their priorities in general?

Does your agency have a pre-existing relationship with this group?

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

!

TCSCB3>'?US3S?;?UB'=BE3B?S*'!>3UU?E'

'

STEP I: ISOLATE A PROBLEM OR QUESTION

What problem are you trying to solve through digital engagement?

STEP II: SET YOUR ENGAGEMENT GOALS

Some examples include:

1. All/most/many of my constituents will have the information

they need

2. We will get useful feedback on our policy that will lead to a

higher quality product and will result in support from the

community

3. Citizens will have the opportunity to interact with an inform

policy, deepening the democratic process

4. Tapping into a low-cost and high quality source of information

and creating a high quality product

5. Delegating the task of making decisions to the people that it

will impact most

6. Experimenting with a new form of policy making

STEP III: DETERMINE YOUR TARGET AUDIENCE

Do you need experts in a particular field or general citizens?

Do they have access to data and records?

Are they interested in/impacted by the issue?

Is there a pre-existing relationship between the agency and constituent

group?

STEP IV: ARTICULATE YOUR CAPACITY

What are your staffing and funding resources? (i.e. one full time

person vs a part time person)

How long are your resources available for? Does this period coincide

with the period of planned engagement?

Is this a long term engagement or a short term engagement?

STEP V: SELECT YOUR TOOL

Use a blog, twitter, or facebook to share information over a long

period of time

Create a blog and ask people to comment on your posts

Set up an ideascale project to allow citizens to deliberate over a

particular policy or course of action.

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

A=CUS'=P<C3>';?TC3'BPP>='BP'?UV3U<?'<CDC<''

!3EBC<C!3BCPU'

'

'

TOOL 1.0 use of tool (Sharing

Information)

2.0 use of tool (Feedback, collaboration, deliberation, decision-

making)

Blogs

Using blogs to share information,

without any opportunities for

readers to provide comments or

feedback

Enabling comments on blogs

Discussing confusing policies, and giving constituents

opportunities to provide feedback

Wikis

Using wikis without the opportunity

for people to participate

Creating structured assignments and projects for people to

participate in. People are either invited specifically based on their

expertise, or the project is open to all, with clearly defined

timelines and deliverables, a mechanism to vote, and an outline of

how decisions will be made.

Micro-

blogging

(Twitter)

Using twitter to post press releases

or other bits of information without

retweeting or having conversations

with people

Keeping up with relevant keywords and individuals and

communicating with them via retweets or @ replies

Responding to @ replies

Social

networking

(Facebook)

Using facebook to share messages

and information without the

opportunity for people to comment

Enabling comments on posts

Enabling wall comments

Data

mashups

Releasing data in a non-machine

readable format (i.e. as a PDF, etc)

Releasing relavent information in a machiene-readable format that

anyone can use and analyze, creating additional value from the

information

Media-

sharing

(video,

photos,

podcasts)

Releasing rich media on social

media sites (youtube, flickr, itunes,

etc) without the opportunity to

comment on them

Releasing rich media while giving people the opportunity to

comment.

Allowing citizens to create content in collaboration with or for the

agency, and publishing it on social media sites.

!

"#$%&'!()*&+!,!-''#!")./!

0$&'1!2)3&#+!45*&#!6)!7'3.5#$5!8&9&3!:'1#15%5'6!&'!0;2;!(5*5.#+!-15'3&5$!

EP>?='CU'TCSCB3>'?US3S?;?UB'!EPW?<B=ii'

Engagement leader - Translates engagement goal into concrete strategy using digital tools and

platforms. Develops metrics to assess the impact of engagement efforts.

Community manager - Researches relevant online communities and builds bridges between

agency and constituencies by developing on-going communications

Social media developer - Turns engagement goals into a user experience by configuring and

deploying social media tools, providing usable data and (where necessary) developing new

software

Digital mentor - Helps non-technical officers understand how to use online tools and platforms

for the achievement of engagement goals

Community communicator - Provides new content for the project’s online platforms including

updates, reports, interviews and blog posts in order to create a unique ‘tone of voice’ for the

project

!

!!

!

!

!

!