Colin McKay gives us a behind the scenes look at Canada's Privacy Commissioner Blog

CanuckflackColin McKay is one smart guy and as experienced as they come in social media. He’s been blogging as Canuckflack since 2003. Earlier this year, he launched a second blog, SoSaidtheOrganization, focusing on government communications and social media.

Colin also has a day job as the Acting Director of Communications at the Office of the Privacy Commissioner of Canada. And he’s used that position to launch what is arguably the most successful example of a government blog so far in Canada – the Privacy Commissioner’s Blog.

Colin was our guest at Third Tuesday Ottawa last month. During his presentation and in a lengthy question and answer session, he offered a candid view of how he managed to obtain the support to initiate the Privacy Commissioner’s blog and how he sustains it.

How has Colin been successful in introducing blogging and other social media tactics into a government environment that has been slow to embrace social media? His Third Tuesday discussion provided some practical tips and observations based on his experience.
Build a business case

“I’d been spending four years slamming my head against a wall bringing up social media and building some sort of conversation within a much larger department. And I think everyone who’s worked in a bureaucracy realizes at some point or another that there are institutional barriers to social media – fairly strong ones. But what I realized coming into a smaller organization like the Privacy Commissioner … if you enter an organization that has at least one or two people who recognize the benefits of social media, if you build a strong business case … something that drives along a business case model that identifies risk and how you will mitigate risk, you can convince … people to try something new…”

Don’t deny risk. Tackle it head on.

“At the Privacy Commissioner, I don’t have a Minister or a Deputy Minister. I have an Agent of Parliament. That means that my description of risk and my expression of the way that I would mitigate that risk and deal with crises as they evolved did not have to reach the same level of sophistication they would with a normal government department, with a department with far more people, far more issues and the possibility of many more things, either on a policy or a program level, going wrong.”

“What you have to be able to do is to say that we’re going to limit our experiment to this environment, to this particular policy, to this particular program and here are the five ways it could go wrong and here are the ways we’re going to kill this experiment if it does go wrong.”

Social media isn’t a stand alone. It’s part of a coherent strategy.

“The first thing I did when I arrived [at the Privacy Commissioner’s Office] was I took a look at what we were doing in terms of communications and marketing and what we doing to reach out to specific audiences and whether we were missing audiences. It seemed to me that we had our stakeholder relations program down pat … and we were speaking to them through our traditional programs. … But we didn’t have any popular aspect and we didn’t have any techniques that would approach people who thought of privacy from a different point of view. …That was my access point to suggest that there are some fairly easy to deploy technologies that will let us communicate with these people in an experimental way.”

Help IT to understand that social software won’t punch holes in security.

“… communicators have to stop taking IT people’s denials and the assertion that the infrastructure needs to remain secure as gospel. … There’s no reason why a department couldn’t host a blog externally and link it to their internally hosted server. There’s no reason why the software can’t be deployed. It’s so easy there are twelve year old Russian boys doing it. If there’s a thirty-five year old man or woman telling you that the IT policies state that you can’t do it because of the integrity of your network, then they’ve got some worries about their network that relate to really poor construction and serious structural weaknesses. In which case, you have to work through your business case with the IT management to make them understand the options available and not depend on your IT people to sell it for you.”

Good things happen.

“I was surprised from the first day we were getting positive comments. We haven’t gotten a lot of comment SPAM. … What has appeared are a lot of supportive messages and a lot of comments like, “I was giving a presentation to my children’s grade school today and I saw your video and I’m going to pass it along to the teacher to show to the class. Which is exactly the sort of ‘home run’ I was hoping for.”

Colin and Third Tuesday host Ian Ketcheson talk about these and other issues in the following highlights audio clip.

Colin McKay looks behind the curtain of government blogging

Third Tuesday Ottawa has a speaker this month who’s been there, done that, and is finding ever better ways to do it.

CanuckflackColin McKay has been one of Canada’s blogging pioneers since he started posting to Canuckflack in 2003. Since then, he has built a loyal following of readers who count on Colin’s eclectic interests to take them on a voyage of discovery through the profound, the whimsical and the offbeat. His inventive posts have driven Canuckflack to #65 on the AdAge Power 150 – the highest rated Canadian blog authored by a single person.

Earlier this year, Colin set up a new blog, SoSaidTheOrganization, to provide him with a space where he could post primarily about “how government organizations communicate and integrate social media.”

With all this experience, it’s not surprising that Colin is the moving force behind what is currently the state of the art Canadian government blog for the Office of the Privacy Commissioner of Canada. Colin has demonstrated that a government blog can deal with issues of real consequence and stimulate broader debate in mainstream media as well as the blogosphere in a way that enhances trust in the blogging government institution.

Third TuesdayIf this isn’t enough to make this event a must-attend for you, I’ll give the final word about Colin to Colin himself. The About section of Canuckflack leads off with the following:

Supremely disappointed that he was neither raised by beavers nor moose, Colin McKay never heard his name being called during the closing “mirror” segment of Romper Room. An owner of Generation “X” in first run hardcover, he feels uncomfortable saying things like “for shizzle” and “peeps.” He’s old enough to remember when advertisers only wanted your cold hard cash, and had no aspirations to move in, become friends with your cat and get invited to Thanksgiving dinner.

How can you resist spending an evening with the author of that passage?

If you’re in Ottawa on November 19, plan to attend Third Tuesday. You’ll meet some smart people and have a chance to talk about the latest developments in social media in Canada. Guaranteed.

Government Blogging and Garth Turner

Garth TurnerThis past week Canadian Member of Parliament Garth Turner was ejected from the Conservative Party Caucus. His expulsion was linked to his blogging. It was suggested that the Prime Minister and his fellow Conservatives were fed up with Turner’s penchant for stating his views on his blog, views which did not always adhere to the Conservative line on key issues.

Some have suggested that this illustrates that blogging is incompatible with government (differentiated from politics.)

I disagree.

I think that the Turner expulsion illustrates that, regardless of medium, people will adhere to rules of membership that they agree with, and that organizations are entitled to withdraw membership from those who fail to live by their group’s rules. In other words, this affair is about the specific approach to control of information adopted by the current Conservative government and the refusal of one independent minded MP to play by those rules.

This same story played out a few years back when the more aggressive supporters of then-Finance Minister Paul Martin would regularly BlackBerry messages to sympathetic reporters with details of secret caucus discussions from inside the room while those very discussions were underway.

In an earlier era (and still today), this story played out in leaks by “unidentified sources” who provided insider information with a large dollop of spin to carefully selected reporters in the hope that the exclusive coverage would tilt strongly to the leaker’s perspective.

What’s different here is that Garth Turner has used his blog to speak openly and forthrightly about his views. He has not used the anonymity of the unidentified leaker to state his positions.

For its part, the Conservative Caucus has responded with the ultimate sanction – banishment. That’s their right. But, unfortunately for them, they’ve tried to spin their move in the traditional command and control way. While Garth Turner appeared on national television facing the cameras straight on with a backdrop of the Canadian flag as he explained his belief that MPs should speak their views clearly and without fear, the most memorable picture of the Conservative Caucus was of a series of hunched backs fleeing the camera and refusing to talk about what had just occurred. From a communications perspective, it was a blow out. Turner wins. (The politicial story, of course, has yet to play out. Turner may ultimately pay a much greater price, perhaps even losing the next election. But that’s for another day…)

Blogging is here to stay. We should recognize that other incidents like this will occur and that the parties will be judged as much by how they react as the blogger will be for what he or she posted. And my money is always on the person who seizes the high ground of honesty, sincerity and transparency.

What do you think?

Ottawa communicators meet to discuss social media

At lunch today, I participated in a panel discussion sponsored by CPRS Ottawa-Gatineau on the theme: Knowing What You Don’t Know: Are Blogs and Social Media Changing the Communications Landscape? My fellow panelists were blogger Ian Ketcheson  and Rob Henderson from CNW Group.

Rob Henderson said that while many of CNW’s clients have been slow to embrace social media, they now are are expressing increasing interest in it. They know something is coming. And they want to be ready for it when it breaks into the mainstream.

Publicly traded companies are concerned about what they don’t know. The unknown lends a random, unpredictable element to the management of their corporate reputation.

Rob suggested that a number of the larger companies are holding back on social media because they want to see some of the early adaopters make the mistakes. Then they will have the “before” picture and be able to engage in social media with a set of established best practices and known conventions.

CNW has been introducing multiple streams of multimedia to match their clients’ appetite as it develops.

Ian Ketcheson talked about the environment for social media in government. He believes that senior executives in government get the significance of social media. It’s seen as one of the most pressing issues that they must deal with. And they are struck by the speed with which the changes driven by social media are occurring.

The breaking of news about the Gomery Committe on the Captains Quarters blog brought home to government communicators that traditional means of controlling news and information have broken down. Garth Turner’s expulsion from the Conservative caucus demonstrated that a public figure can harness the blogosphere to match large organizations in advancing his or her position.

There is much experimentation with social media in various parts of the government. Like social media itself, it reflects the initiative of individuals operating beyond a centrally planned and controlled strategy.

The discussion with the audience touched on a broad range of issues, including the power of social media to conduct consultations with people regardless of their geographic location; the power of blogs behind the firewall to bring organizations together and to provide a channel for genuine and spontaneous feedback; and social media as a tool to enhance collaboration.

The point was also made that many blogging reporters are exploring potential stories first on their blogs. They may then assemble a perspective and body of facts necessary to compete for the limited space in the mainstream media outlet. Finally, communicators must prepare their organizations to surrender the fiction that they control the message and instead understand that the era of social media requires that communicators engage in persuasion, not control.

I ended the session with an invitation to the participants to visit this blog post and get engaged in social media by leaving a comment. So, the success of my contribution will be judged by whether there are any comments here.

Canadian Forces publishes blogging policy: Clear it first

cbc.caCBC News Online reports that Canada’s Chief of Defence Staff, Rick Hillier, has issued a general order restricting publication of information and images to the Internet by members of Canada’s Armed Forces.

The order notes the risks of posting information or images that might provide insight into the deployment and capabilities of Canadian Forces and that such insight might put those forces at risk. The order requires CF personnel to obtain approval before publishing any military information or images to the Internet.

army.ca discussion forumThe complete text of the order is published on a military discussion forum. I am reproducing it in full below because I believe that it is an important reference document for those interested in the development of blogging policies:

R 011318Z SEP 06
FM NDHQ CDS OTTAWA
TO CANFORGEN
BT
UNCLAS CANFORGEN 136/06 CDS 050/06
SIC SAK
BILINGUAL MESSAGE/MESSAGE BILINGUE
SUBJ: GUIDANCE ON BLOGS AND OTHER INTERNET COMMUNICATIONS – CF OPERATIONS AND ACTIVITIES

REFS: A.QR AND O 19.36, 19.37, AND 19.375
B.DAOD 2008-1, 2008-4, AND 2008-6
C.NDSP CHAPTER 30

1. RECENTLY THERE HAS BEEN CONSIDERABLE INFORMATION POSTED TO THE INTERNET DESCRIBING THE EXPERIENCES OF CF MEMBERS, PARTICULARLY THOSE DEPLOYED ON OPERATIONS. THESE POSTINGS HAVE INCLUDED COMMENTARIES ON PERSONAL WEBSITES, WEB-LOGS (BLOGS) AND E-MAILS, AND UPLOADED STILL AND VIDEO IMAGERY. THIS MATERIAL HAS BEEN POSTED BY CF MEMBERS DEPLOYED ON OPERATIONS OR IN GARRISON, FAMILIES AND ACQUAINTANCES OF CF MEMBERS, EMBEDDED JOURNALISTS AND OTHER MEDIA, AND THE GENERAL PUBLIC

2. THIS CANFORGEN IS INTENDED TO ENSURE CF MEMBERS, THE CHAIN OF COMMAND, AND SPECIALIST ADVISORS AT ALL LEVELS ARE AWARE OF THE RISKS INHERENT IN MAKING SOME TYPES OF INFORMATION OR IMAGERY AVAILABLE TO THE WIDE AUDIENCE USING THE INTERNET, AND OF THE MEASURES TO BE TAKEN TO PREVENT SUCH RISKS

3. OPERATIONAL SECURITY IS PARAMOUNT. IT IS INCUMBENT UPON ALL CF MEMBERS TO CONSIDER THE POTENTIAL FOR CREATING RISK TO THEMSELVES, THEIR FAMILIES, THEIR PEERS, AND THE MISSION BY PUBLISHING INFORMATION TO THE INTERNET. SUCH INFORMATION OR IMAGERY MAY, EITHER INDIVIDUALLY OR IN CONJUNCTION WITH OTHER INFORMATION, PROVIDE EXPERT ANALYSTS INSIGHTS INTO CF CURRENT OPERATIONS, EQUIPMENT, CAPABILITIES, TACTICS, AND INTENTIONS, OR MAY PROVIDE INFORMATION THAT PUTS PERSONNEL IN SPECIALIST ROLES OR THEIR FAMILIES AT RISK

4. CF MEMBERS ARE TO CONSULT WITH THEIR CHAIN OF COMMAND BEFORE PUBLISHING CF-RELATED INFORMATION AND IMAGERY TO THE INTERNET, REGARDLESS OF HOW INNOCUOUS THE INFORMATION MAY SEEM. THE CHAIN OF COMMAND HAS ACCESS TO EXPERT ADVISORS, SUCH AS PUBLIC AFFAIRS AND INTELLIGENCE STAFFS, WHO WILL ENSURE THAT SUCH PUBLISHED INFORMATION IS NOT ULTIMATELY PREJUDICIAL TO CF OPERATIONS AND PERSONNEL

5. CF MEMBERS ALSO HAVE A RESPONSIBILITY TO ENSURE THAT ANY INFORMATION OR IMAGERY THEY SHARE WITH A THIRD PARTY WHO MAY NOT SHARE CF OPERATIONAL SECURITY CONCERNS IS NOT OF SUCH A NATURE THAT IT COULD CREATE RISKS IF PUBLISHED

6. COLLECTION OF INFORMATION OR IMAGERY BY EMBEDDED JOURNALISTS OR OTHER MEDIA IS SUBJECT TO AGREEMENTS BETWEEN SUCH MEDIA AND THE RESPONSIBLE PUBLIC AFFAIRS STAFF, WHO WILL ENSURE THE APPROPRIATE MANAGEMENT AND RELEASE OF INFORMATION

7. IT IS NOT THE INTENT OF THE CF TO RESTRICT THE INTERNET ACCESS PROVIDED TO CF MEMBERS AS DESCRIBED IN THE REFERENCES. WITHIN GENERALLY WELL-UNDERSTOOD LIMITS, CF MEMBERS ARE ENTITLED TO COMMUNICATE WITH FRIENDS, FAMILY AND COLLEAGUES, AS ARE ALL CANADIAN CITIZENS

8. THE CF CHAIN OF COMMAND, PARTICULARLY IN A THEATRE OF OPERATIONS, HAS THE AUTHORITY TO RESTRICT ACCESS TO THE INTERNET IF IT IS DEEMED ESSENTIAL TO MAINTAINING OPERATIONAL SECURITY

9. LEGAL ADVICE ON THIS CANFORGEN IS AVAILABLE TO THE CHAIN OF COMMAND FROM THE NATIONAL SECURITY DIRECTORATE OF THE CF LEGAL ADVISOR (CFLA)

canafghan_e.jpgThe CBC report contains this explanation by a CF spokesman:

“This is something that the military has had to deal with since 2002,” when Canada sent troops to Afghanistan, Lieut. Adam Thomson, an Armed Forces spokesman, told CBC News Online.

He noted the policy has “been a long time in the making.

“We realized that blogs are more influential than we knew,” he said.

At least one observer feels that this policy is heavy handed and sends the signal to Canada’s Forces that “We don’t trust you. If we trusted you, we’d remind you of the security issues, make clear to you that you’ll be disciplined for violations of those security issues, and then let you govern yourself accordingly with limited supervision.”

The Torch points out that the U.S. armed services have taken a different approach. “The key elements are registration of the blog with the chain of command, accountability for any information going up on it, and periodic monitoring by the command for compliance.”

Canada's Prime Minister podcasts – kind of

Canada’s federal government is making some tentative moves into social media.

Prime Minister Stephen HarperLast night, the Prime Minister of Canada’s Podcast popped up on iTunes’ Canadian podcast page. The files can also be accessed through a streaming player on the Prime Minister’s website, as can video files. However, the files on the PM’s site cannot be downloaded.

Without doubt, this is a medium that will enable the Prime Minister and his government to reach past the Parliamentary Press Gallery and speak directly to the citizens of Canada. However, the current presentation is nothing more than the raw audio files of the PM’s speech. This is likely to appeal only to the committed partisan or policy wonk.

To attract a larger audience, the Prime Minister’s Office should enhance the production. Definite must dos: a musical intro;  an introduction by a host to estabish the context and provide a summary of the content and maybe even a brief interview with the Prime Minister after the sound clip to provide some content that is unique to the podcast.

Bottom line: a first step by Canada’s new Prime Minister. Hopefully, there will be more.

 

German Chancellor Angela Merkel launches podcast

Angela Merkel podcastSebastian Keil picked up two reports that Angela Merkel today will launch a podcast.

Podcasting is an ideal communications vehicle for government leaders. It closely follows the broadcast model that politicians use every day. Political leaders generate a regular stream of speeches and voice clips, ideal content for podcasts.

Merkel Keil is the second major government leader that I know of who is taking advantage of social media. She joins David Miliband, Secretary of State for Environment, Food & Rural Affairs in Tony Blair’s UK government, who started blogging on January 2, 2006.

It is inevitable that others soon will follow them in their use of social media.

If you know of other examples of government leaders or senior government officials who are podcasting or blogging, please tell me about it by leaving a comment on this post.