Engagement Tools: Using Social Media

In contrast with broadcast or mass media, social media is a category of communication practices and technologies characterised by decentralised and open publishing that creates spaces for dialogue, knowledge exchange, participation and interaction. It is primarily made possible through internet and mobile-based tools which allow for enhanced sharing of information and content created by individuals and organisations using inexpensive (and often free), accessible and scalable publishing technologies and practices.

05-communication-of-science As an umbrella term, social media refers to the collection of tools and online applications that are available to assist in both the dissemination of and interaction with multi-media content.

Advocates of social media frequently identify its potential as a means for enhancing the democratisation of information, and for the transformation of citizens from passive consumers to active producers of knowledge and information. It is also frequently observed that social media platforms provide the potential for the formation of relationships and online communities. There is potential in the use of social media as a tool of engagement for water planning, but there does need to be careful consideration of its strengths and shortcomings. Two points are particularly worth noting:

Social media will not be suited to every planning process. Establishing and implementing a social media strategy is time, resource and energy consuming, and make take considerable commitment before any substantial result is observed. Clarity around what you want to achieve through the use of social media, and how it complements other aspects of the planning and engagement process is the difference between successful outcomes, and wasted energy.
Social media is a means, not an ends. Social media can be used to build awareness, establish dialogue and create a community of practice which is motivated to be involved in a planning process. But it is one engagement tool of many, and like any other communication and engagement tool or strategy, use of social media must be driven by the desired planning outcomes, who you want to communicate with and their needs.

Example of New Media: Youtube

One example of the use of social media is provided by the Murray Darling Basin Authority. The Murray Darling Basin Authority held two forums in Canberra in December 2009 as part of the stakeholder engagement process to support the preparation of the proposed Basin Plan. The objectives of the forums were:

to increase stakeholder understanding of the Basin planning issues
to provide an opportunity for interaction between stakeholders and MDBA technical staff
to receive feedback from stakeholders about concerns and issues related to the Basin Plan

During the Peak Bodies forum, held in Canberra on 14-15 December 2009, a short video entitled "Peak Speak" was produced. The video was shown during the Science and Government forum to assist communication between the two forums. The reporter asked attendees what they thought of the event, the Basin Plan and what the Murray-Darling Basin Authority needs to consider throughout developing the plan.