Target group
The seminar is intended for public officials and others who wish to increase their practical understanding of and skills in the use of social media for internal and external communication.
Description
Businesses and people of all ages use them everyday: applications such as LinkedIn and Facebook are blending technologies and social interaction, thereby providing an inexpensive and accessible tool for communication. Social media is no longer a novelty but is already an integral part of the modern media mix. In public administration, social media tools are emerging as an innovative means of fostering two-way communication between citizens and administrations. Recent public sector initiatives have demonstrated the added value of social media for mobilising citizens, developing collaborative content or raising their community’s profile.
However, new technology requires new skills; this is also true for social media use. The use of network platforms raises various regulatory issues regarding privacy and data protection. It also requires the development of new skills such as effective corporate image control, monitoring and maintenance (e.g. updating content, managing customer relations).
Learning Methodology
The seminar will address a variety of topics related to the successful use of social media tools in public administration, including:
• Appropriate content formats for informal and effective communication;
• Strengths and weaknesses of the specific tools;
• Practical application and good practice examples;
• Lessons from the private sector.
Objectives
Participants will gain concrete skills and knowledge on:
• Social media communication strategies and guidelines;
• Developing online content;
• Do’s and don’ts of social media;
• Effective use of different communication tools such as Twitter, blogs, podcasts and YouTube;
• Cost-efficient interaction.
Please note there are only a limited number of seats available
Thursday 8 November 2012
Welcome and introduction to the seminar
Ms Sylvia Archmann, Seconded National Expert, European Institute of Public Administration (NL)
Mr Morten Meyerhoff Nielsen, Head of Section, Danish National IT- and Telecom Agency (DK)
Mr Matt Poelmans, Director Citizenvision, The Netherlands (NL)
Mr Peter Blair, Digital Engagement Manager, businesslink.gov.uk (UK)
Time for the participants to introduce themselves and to express their expectations
Setting the scene: what are Web 2.0 and social media? How are they used?
Sylvia Archmann
How social media is used today: Good practice examples
Morten Meyerhoff Nielsen
Lunch
Legal aspects of social media use in the public sector
Morten Meyerhoff Nielsen and Sylvia Archmann
Practical experience of social media implementation in a public organisation: Insights into Business Link strategy, UK
Peter Blair
Dinner at a restaurant in Maastricht
Friday 9 November 2012
How to manage social media for internal and external communication: designing communication strategies and guidelines for public organisations
Morten Meyerhoff Nielsen, Matt Poelmans and Sylvia Archmann
Practical Exercise: How to identify my target groups? Which 2.0 tools are appropriate? How to use them?
Morten Meyerhoff Nielsen
From electronic government to collaborative government: Reinventing the Public Sector by engaging citizens through social media – Theory and practise in The Netherlands
Matt Poelmans
Lunch
Not as simple as it seems to be: practical exercise of how to write an effective tweet
Morten Meyerhoff Nielsen, Matt Poelmans and Sylvia Archmann
Added value of collaborative online content and how to measure it: is there a business case?
Morten Meyerhoff Nielsen
End of seminar
Programme
The programme will commence on Thursday 8 November at 09.30 hrs and finish on Friday 9 November at 16.30 hrs.
Seminar venue
The seminar will take place in the Green Conference Room (1.45) at the European Institute of Public Administration, O.L. Vrouweplein 22, NL-6211 HE Maastricht, tel.: +31 43 32 96 222, fax: +31 43 32 96 296.
Working language
The seminar will be conducted in English.
Fee
The participation fee is €790 and includes documentation, 1 dinner, 2 lunches and refreshments. Accommodation and travel costs are at the expense of the participants or their administration. EIPA offers its members a reduction of 10% of the registration fee. For details, please click here.
Hotel reservations
The European Institute of Public Administration will be pleased to make reservations for you at a hotel in Maastricht. We have made a block booking at Townhouse Hotel Maastricht **** (www.townhousehotels.nl), at a rate of €85,99 p.p.p.n. (incl. breakfast and city tax). Should you wish to make use of this possibility, please indicate the dates of arrival and departure on the registration form. Payment is to be made directly and personally to the hotel on checking out. Please note that if you register after the closing date, hotel reservations cannot be guaranteed.
Meals
The lunches will be served at the Institute’s restaurant and dinner in the evening will be at a restaurant in town. Should you require a special menu (e.g. vegetarian, diabetic), please inform the Programme Organiser so that this can be arranged.
Registration
Kindly complete the online registration form before 1 November 2012.
Confirmation
Confirmation of registration will be forwarded to participants on receipt of the completed registration form.
Payment
Prior payment is a condition for participation. Please indicate the method of payment on the registration form. In any case, the participant or his/her administration will receive an invoice for the payment of the registration fee. For cancellations received after the date indicated on the registration form we will have to charge an administration fee of € 150 unless a replacement participant is found.
Cancellation policy
EIPA reserves the right to cancel the seminar up to two weeks before the starting date. EIPA accepts no responsibility for any costs incurred (travel, hotel, etc.). For EIPA's cancellation policy, please visit our website.
Seminars
eipa.eu
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