Sonya Madeira, Managing Partner, Rice Communications

Social media offers governments the chance to engage with the populace at a grassroots level, by creating online cyberplaces where citizens can talk to the government and one another. For effective engagement, governments need to adapt to the nature of these new, level playing fields, and demonstrate their ability and willingness to start a dialogue with their constituents.

Success will depend on constant, active participation as well as the ability to respond openly to the queries and questions that will no doubt appear once these forums are created. Social media allows its participants some measure of anonymity, and this can be used to place an unwelcome spotlight and unwanted scrutiny upon policy and other decisions. Traditional responses can be seen as propaganda, or overly defensive, so a lighthanded approach is preferable.

Read more in June 2010 – Vol 7.3 of FutureGov Asia Pacific magazine.