The Template Strategy, it must be said, is an excellent idea. The plethora of information available on the web is of variable quality and there isn’t much specific to government. I imagine that this document will be welcomed across Whitehall and in many other jurisdictions.

There are many things to commend the document. It addresses the objectives and metrics that agencies should consider when they think about starting a Twitter account. There is a section on risks and mitigations that should start a healthy discussion among managers who enjoy that sort of thing. But mostly there is a lot of good, practical advice about how government agencies should consider integrating Twitter into their overall communications program.

Naturally, there are also a couple of points that I would make regarding the suitability of the document for the New Zealand context.

My primary concern is around the notion that corporate communications people need to approve all posts:

5.6 All other tweets will be cleared by staff at Information Officer grade and above in the digital media team, consulting relevant colleagues in comms and private offices as necessary. (p. 7)

The State Services Commission has issued guidelines for State servants using social media, together with the Code of Conduct there exits sufficient guidance for State servants to use their judgement when engaging with these tools.

My view is that with some training, some guidance and the trust of their organizations, New Zealand State servants should be able to blog and tweet responsibly and with an authenticity that would not be possible if their posts had to go past corporate communications.

This would also eliminate the risk of

criticism arising from the perceptions that our use of Twitter is out of keeping with the ethos of the platform (such as too formal/corporate, self-promoting or ‘dry’). (p.3)

The second area where I would encourage New Zealand practitioners to adopt a different approach is regarding followers. The template recommends that:

We will however, follow back anyone who follows our account, using an automated service…
(p.9) emphasis in original

I can not urge agencies strongly enough to disregard this advice. Forget about trying to follow people; follower counts are irrelevant. Focus on responding to those people who choose to interact with your agency via the service. Similarly the number of followers that you have is not a metric that has any value to a government agency — and trying to spend any time determining the relevance of those followers would be a criminal waste of taxpayer funds…

Those two reservations aside, I think this document is an excellent tool for agencies to start thinking about how they expand their social media presence.