Government Engaging Ethnic Communities Through Social Media

Canada, like America and the UK are cultural melting pots. Personally I think that makes for a richer tapestry of interweaving cultures that defines a better democracy and a diverse environment which can only enrich ones life. For governments (local through federal) it represents a number of serious challenges from by-laws to legislation on everything from health care and education through to municipal planning and human resources policies. Increasingly, government departments at all levels are looking to increase their communications with various ethnic communities. Naturally, social media channels are becoming a part of the discussion on how to engage these communities.

The challenge for governments or IGO‘s looking to engage however, is where, how and to what extent. And once engaged, how does that conversation continue? Who is going to manage it and how will feedback be incorporated into policy making and insights that are helpful to senior staff and policy makers?

From our research work, we’ve seen the same behaviour patterns in Canada, America and the UK when it comes to ethnic communities active in social media channels. They may partake in Facebook, perhaps even creating a Facebook page for their cultural community group. Primary communications however, often take place in more “closed” social network services such as a Ning group or similar tool. To participate in those groups means the target community must let you in and be open to a government or IGO having some small part in the conversation in that group.

This means trust has to be developed before-hand and then subsequently once engaged. This is a challenge in and of itself; ensuring the community your engagement as an organization is sincere and meant to be a positive action. There will also be an awareness by the community that an outside organization is engaged. There are strategies and processes for handling this (part of our consulting) but research up front can be critical.

Finding where these groups are talking is key, then listening to their public commentary and layering that over empirical research and current understanding can ensure a safer path to engagement. A more popular approach we’ve seen work is for an organization to find a champion or two within the target community and have them bring members into an online environment run by the organization. This approach means the organization can focus the feedback and the community feels their privacy is respected.