Online games, polls and contests being used to engage citizens better
By Goh Chin Lian, The Straits Times, 13 Apr 2012
FROM a rock-blasting Facebook game to interactive polls, government agencies are upping their game in an effort to engage Singaporeans better through social networking media.
Some, like the Land Transport Authority (LTA), are trying to draw more netizens to their Facebook pages with contests and attractive prizes. Others are looking to monitor virtual chatter more closely, or get more feedback on government policies.
A check by The Straits Times of government tenders in the last six months shows a number of agencies looking to beef up their online capabilities, with one even getting a consultant to formulate a long-term strategy.
Last October, he noted that while most ministries used Facebook, YouTube, blogs or Twitter, the quality of engagement was important and had to go beyond providing content to taking part in two-way conversations.
One of the latest efforts is by the LTA, which is launching a game to win more Facebook fans. The game gets players to blast away at rocks to create a tunnel - which could be rewarded with prizes such as an iPad 3 and shopping vouchers.
The game is part of the LTA's efforts to market its one-year-old Facebook page, We Keep Your World Moving, which has garnered 2,536 'likes' so far. The agency also uses Twitter to push out traffic news, road announcements and news updates to about 4,000 followers.
'Using social media along with other communication channels helps us to reach more people to keep them current on what is happening, as well as get public feedback,' said a spokesman.
The Ministry of Information, Communications and the Arts (Mica), meanwhile, has engaged software firm Meltwater Singapore to provide a Web-based tool to track Mica-related social media coverage in blogs, and on Twitter and Facebook.
It wants this tool to monitor online chatter and sort postings by their sentiments - into positive, negative and neutral - so that officials can track online discussions about hot or sensitive issues.
The Housing Board is looking into a Facebook application allowing people to vote on ideas for 'better living' in flats, while the Ministry of Community Development, Youth and Sports is looking to run 'fun' Facebook contests to encourage young people to volunteer and engage in philanthropy.
Agencies, however, still face challenges in their foray into social media.
LTA's Facebook postings, for instance, have attracted few comments, while the Singapore Sports Council, in its tender instructions, noted that multiple sites set up by content owners with varying levels of experience had led to a 'disparity in the quality of content across the sites'.
Spring Singapore, which is seeking to liven up its website, admitted in a tender document that the language and presentation style were too complex for the layman. 'Even Spring staff have difficulty understanding standards,' it said.
The chairman of the Government Parliamentary Committee for Information, Communications and the Arts, MP Indranee Rajah, noted that good governance hinges on the Government's emotional connection with citizens.
She also hailed the moves to track social media coverage, saying: 'The marketing arms of companies that sell products do that all the time. You want to know what your customers are thinking, what works, what doesn't. For effective government, you want to know what your people are thinking; and if an initiative is not working, you want to know too.'
Coming your way on Facebook
Ministry of Manpower
Engaged a consultancy to develop a 'holistic social media strategy blueprint' to enhance online engagement with Singaporeans.
Also plans to revamp its contact centres handling public inquiries in the next two years. For instance, officers could be given social media tools to communicate better with the public.
People's Association
Six-month campaign to increase fan base of 10 Facebook pages on a range of topics of interest to professionals, managers, executives and technicians, such as motoring and food. Will engage Facebook fans daily, including replying to inquiries.
Ministry of Community Development, Youth and Sports
Hired a vendor to create content and engage users of its Marriage Central Facebook fan page, including interviewing event participants and fans.
Agri-Food and Veterinary Authority of Singapore
Running workshop for staff on best practices in social media, and hands-on experience to create and update social media sites such as Facebook and Twitter.
Sentosa Development Corporation
Has workshop for staff on using social media to communicate with customers during a crisis.
Public Utilities Board
Engaged a vendor to monitor its Facebook pages at night and on weekends. At least two managers are deployed to handle Facebook replies, and once alerted to flash floods, will trawl online platforms like Stomp and Hardware Zone for more information and upload it to its Facebook page.
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