Web 2.0 hits critical mass in government

Web 2.0, a hot topic these days in local government, is used to define ever-changing group of Web-based tools designed to increase the flow of information between 1) government and its citizens, and 2) government staffers and other employees. In 2009, Twitter hit the big-time in both the public and private sectors.

On the plus side, Twitter is used pretty effectively by some local governments to:
- Broadcast public safety and emergency notifications.
- Extend the reach of existing government messages by providing or linking to bulletins, news, speeches, web updates, YouTube videos) by building relationships with relevant audiences including citizens, local businesses, and key influencers such as journalists and bloggers.
- Provide a informed, user-friendly voice of the government to promote understanding and interest in the business of government.
- Demonstrate thoughtful leadership and credibility by increasing visibility as attentive, knowledgeable officials.
- Demonstrate to businesses that the city is technically astute and progressive.
- Augment their intranet to provide instant, concise internal announcements and breaking news.

But Twitter isn’t the only Web 2.0 phenomenon. Facebook and YouTube have achieved critical mass as well. But the “everybody in the pool!” rush into social media raises questions, such as what happens when employees and employers are Facebook "friends." Organizational leaders now have to decide if this emerging social dynamic poses a threat to internal relationships or if it's just a new way for workers and bosses to communicate.

In the end, it’s somewhat out of the control of the powers-that-be because ready or not, Web 2.0 has made its way into every government organization. And how these tools are being used is evolving at a rapid rate. For example, text messaging began replacing water cooler gossiping a few years ago, especially among younger employees. Blogs, wikis, and Facebook walls are popping up as faster and easier ways for government to connect with their constituents, at least with those citizens who favor the web way of staying informed. The control of information is being loosened from the grasp of the few to the place where anybody who knows anything has the capability of instantly spreading the word. For some agencies, this ubiquitous empowerment has its benefits – the word gets out fast to those who need it. It has its downside as well – misinformation can spread at the pace of a virus as well.

Some agencies have done their homework and are using Web 2.0 tools to improve internal processes and help make the public and their employees more aware of important issues, decisions, and situations. Others are using Web 2.0 but don’t know why or how to leverage its power, and that’s where trouble begins.

For local governments, the right approach involves developing a real understanding of these tools and how they’re being used. Then, apply the understanding to answer the question of “How can we use them to improve our processes and communication avenues?” Finally, strategically deploy these tools…quickly. The days of denying their use are gone.