Alberta.ca vs. flu.gov
Let’s do a fast analysis of the Government of Alberta’s (GOA) online communications strategy. To understand this better I’ve been looking for a comparison and thus have been researching the approach of Obama’s US government.
US Department of Health and Human Services
The US Department of Health and Human Services is the department responsible for communicating information about the H1N1 flu virus. The department has recognized the need to communicate within the social web so they have their own dedicated social web team.
Beyond that, they’re listening and taking action as required.
Yesterday on twitter I mentioned that I appreciated the positioning of information and the URL of “flu.gov.” Today Andrew Wilson, a member of the HHS new media team responded and thanked me for spreading the word. Please keep in mind this all happened on a Halloween weekend.
Clearly it’s one thing to monitor online discussion and another to have a dedicated team of responders who are community building and socially managing relationships. President Obama has put his trust in his administration to communicate necessary information and those decision-makers are in turn putting their trust in front-line communicators with a “funded mandate” to communicate directly and in this case “internationally.” Pretty cool if you ask me and there is evidence of this model deployed throughout the US government. The HHS site is listed below.
http://www.newmedia.hhs.gov/about.html
Here’s a short list related to the US H1N1 online infrastructure:
http://www.facebook.com/H1N1flu
The facebook fan page listed above was updated on this past Friday with up-to-date flu vaccine supply status information. I would consider this a positive example of a government agency working and operating effectively within the real-time web. Could they do more? Sure but clearly there’s a willingness and a plan.
The GOA is by enlarge, sticking with a standard broadcast model to mass-communications.
Especially but not solely surrounding the delivery of H1N1 related information. There is definitely a segment of any jurisdiction’s population that responds to the approach of traditional media and mail out brochures.
Back in Alberta, yesterday we were provided a press conference by Alberta Health Services on Halloween. One hour prior to broadcast as per Simon Ostler of Global Edmonton TV on Twitter to inform us of the clinics being shut-down and a refocusing of resources towards high-risk patients. No other official approach online within the real-time web directly from the government could be found. (If you find something let me know here so we can get the word out.)
Evidence suggests that the premier’s office ensures that whenever possible Mr. Stelmach is not in a position to personally interact with the general public in any way online unless it’s a one-way broadcast approach. That is the prudent approach used to limit exposure, limit interaction and allow a team who’s experience clearly resides outside of the real-time web to remain in control.
Top of mind penetration
Yesterday I posed an informal challenge on Twitter:
Quick test – without using google can someone tell me the URL for GOA #h1n1 info in #AB off the top of your head? No cheating. #ableg
The result: Not one person was able to come up with the GOA’s website address for H1N1 information off the top of their head. The process of effectively and regularly informing Albertans via a multi-channel process probably isn’t getting through. I’m focusing in on the open dialogue and communication that should be happening in-between press conferences? In the most recent 5 posts there’s nothing H1N1 related on the “Your Alberta” blog for example.
The GOA might suggest that the basic information Albertans need is already provided by them and they would be right. Here it is: http://www.health.alberta.ca/
Something I like is that if you look around the site, it’s fairly easy to navigate and there is some great information there and some direct commentary by Alberta’s Chief Medical Officer.
I cannot directly attribute the facebook group listed below to the GOA, I believe it is an Alberta Health Services effort and I know Todd Herron from his work related to Alberta Wellnet so I believe this group to be credible. Despite that, Herron hasn’t updated the group since Oct 28th and we’ve had a fair amount change since then.
Ultimately what I’m finding and others may agree or disagree, is that there’s a fragmented approach, a continued lack of social strategy, that in itself is a basic flaw in the overall GOA communications strategy.
My recommendation
The GOA should have a dedicated and top-notch social web enabled communications team distributing this important information in real-time via multiple channels supporting all key stakeholders through their efforts.
Here’s the problem, governments operate with all sorts of political agendas. Certain folks are threatened and want to justify and protect their jobs. This is often done by controlling the message internally and keeping activity within the limits of their skill-sets. This is rampant throughout all levels of government bureaucracies. IT departments want control, consistency and get territorial over their particular area. Many get bogged down in auditing processes that act as barriers to progress. Public relations wants to direct and control messaging via their department and the social web represents a chaotic eco-system. Ministers want control over the message and activities of their portfolio which can directly conflict with government effectiveness and its ability to deliver services to you and I.
A shift in thinking is required
This quick and dirty comparison is really talking about the difference between the US government’s online strategy involving a recognized need to manage the online relationship with the general public in a social web context. That compared to the GOA’s less socially inspired approach which has a near zero commitment in this area when compared to what is possible across the entire government. The US has a sustainable social web relationship management strategy for communicating in the real-time web. The GOA is content to continue to leverage the traditional public relations model with a couple of isolated efforts on behalf of brave insiders.
Frankly, it’s not much of a stretch to think that this blog post might not sit well with Mr. Stelmach, Ron Glen, Tom Olsen and the rest of his team within the premier’s office. Despite that fact I want to be very clear, my team and I are here to help this province and our fellow Albertans by leveraging our skills in this area. Some will attempt to twist these words as adversarial or negative – that’s not my intent. Rather the point is to simply communicate information that could be of help.
