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Government 2.0 Its a Mandate (Part III Contd.)

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DQI Bureau
New Update

Part III

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Uphill Task- Challenges Ahead

From government bureaucrats to lawyers to social media experts to citizens, all echo the same opinion and sound hopeful over this initiative by the Government of India. The real challenge lies in finally drafting the policy to address not only the age old or present issues but also the future risks associated in a country where the internet, privacy, and cyber laws are weak and population is huge as compared to other countries, says Pradeep Chopra.

Although Singh comments on this and says, In India, very miniscule percentage of population (10%) is using social media so it is quite manageable at present. He cites the example of Common Services Center (CSC); in his capacity, CSCs portal has been doing well from last one year and is not facing any problem in handling the online traffic there. But from this fact, another challenge emerges for the Indian government that is to provide the basic internet facility to the masses to enable sizeable population to benefit from this platform.

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And on further introspection and comparison with other countries, Prateek Shah, independent social media consultant and trainer, cites that education is a big differentiation factor. In India with 74% literacy (as per 2011 census), the challenge is not only to educate rest of the 26% of the population but also to educate those bureaucratic leaders who are unaware of this mediums benefits who are expected to promote the use of this medium for addressing the queries of their respective domain/area. So, training and education is very important at each stage of this framework from the development stage to implementation to maintenance and monitoring the success of this framework. 

The Government of India also need to understand the importance of social media intelligence to bring out the actionable social media data for further decision making, says Gaurav Mishra, project manager, global analytics, social media campaign performance, web analytics and digital strategy, HP India. 

India, as a developing nation, can improve its strategies and policies through social intelligence by making informed marketing and business decisions with insights found in social media data. Technology and analytics can turn social media to deliver actionable insights.

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The social media initiativewithout knowing in advance how one will track the success of that initiativeis a failure. Defining metrics for this planning process can help the government to focus on finding a successful strategy which will ensure the tracking methods in the framework from the day one.

Mishra futher explained that as per Forrester research, most social media initiatives target one of the five objectives listening, talking, energizing, supporting, or embracing. The right option is to pick one and go with it because it helps in defining the social media success metrics.

Consensus:

It is also very important for social media experts to find out the major key performance indicators for the success of every event/conversation/discussion and understand the efficacy (tonality/persuasiveness) of each social media activity by any department/agency. A few important KPIs can beshare of voice on different earned/paid media, audiences demographic segmentation, active advocates participation, level of influence, virality, buzz trends, campaign/event specific buzz trends, top influencer metrics, listening metrics like sentiment analysis, and conversation volume to measure the effectiveness of this medium.

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