The Socially Savvy Public Administrator

The socially savvy public administrator is the most effective voice in shaping the perception surrounding their organization. Whether focused on internal audiences like employees, managers, and contractors, or external audiences such as suppliers, partners, and the general public, the social public administrator is the most effective communicator of the organizational narrative.

Additional benefits derived by being a social public administrator include:

  • a stronger relationship with the news media,

  • a streamlined means of information delivery to the public,

  • employees who feel more informed,

  • increased engagement by citizens on public matters,

  • a perception that you are approachable and accessible, and

  • a sense of transparency that has a positive impact on morale and eventually organizational results.

"No leader can afford to lead as they did in the Industrial Age. This is a new era with new rules. All around us, the entire world is flattening, democratizing, and socializing. It’s quite possible that as the social age matures, there will be only two types of business leaders: social … and retired." (The 7 Attributes of CEOs Who Get Social Media, HBR)

Statistics

The data evidences an increase in adoption and the value derived from organizational leadership by a social public administrator. 

  • 87% of the largest 75 cities in the United States actively use Facebook and Twitter.

  • The U.S. Department of State's YouTube channel has over 55,000 subscribers and 13 million views.

  • The Transportation Security Administration (TSA)'s Instagram account has over 650,000 followers.

  • NASA's campaign about Orion's flight test in December of 2014 #JourneytoMars received over 20,000 retweets.

Insights

  1. Social public administrators are perceived as innovative and have a positive impact on their organization's information sharing and reputation.

  2. Social public administrators put a face on and create a voice for the organization.

  3. Social public administrators with trepidation about social should start with internal communications, but quickly find their external voice.