Prague, 5 June 2014 Digital media: Social media SAIs online presence
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1 Prague, 5 June 2014 Digital media: Social media SAIs online presence Helena Piron Mäki-Korvela European Court of Auditors
2 Social networks Why bother? Busiest media platforms Help amplifying awareness of our role and work Help build reputation and stakeholder trust Bring traffic to the SAI website Cheap and fast Provides instant feedback from the users Help find new interested audiences, listen to them Page 2
3 Social media at its best direct communication oriented to the citizens build relations earn trust create community, authorative voice add value align online participation to offline communication openness a glimpse behind the scenes Page 3
4 Social networks Challenges Choose your social platforms carefully Be consistently active and reactive Post interesting stories Timing/formats matter Customise content and optimise searchability 24/7 monitoring and evaluation Measure performance: trends traffic to referrers awareness, perception key influencers Principles and management guidelines, staff guidelines Page 4
5 Social media to do s be present find an interesting angle to your information share & spread your messages, knowledge find, hear and respond to your audience(s) connect/subscribe/follow? tease? be concise use easy, informal style and language be credible, consistent and respectful encourage response and debate give a human face Page 5
6 Social networks Risks No public interest or only defamatory interest Proactive approach Moving fast; hard to «own» or manage 24/7 monitoring and evaluation No clear distinction between professional and private Hard to regulate with predefined rules Page 6
7 Social media platforms International Audit Standards International Audit Standards International Audit Standards influence if many influential followers (Klout) short life span, timing important use lists, follow and retweet principles use metatags: create #EUaudit tweet with a visual video viewing on the rise optimisation make them searchable power of the visual at its best: One message per video use when breaking news or short teasers drive traffic to the website seek for emotional impact: social sharing professional network easy to gain contacts via job communities create an expert group, gain in authority promote discussion build relationships: recruitment, experts, reputation, influence Page 7
8 Social media platforms International Audit Standards the most popular social media platform in Europe at the moment can be used for more educational information material demands frequent updating and responding International Audit Standards use is growing fast awareness and exposure on this network very high as it is linked to google search International Audit Standards Others? Page 8
9 Digital media social networks Communication channel of the future? Pros and cons? Gains and losses? Management challenges and risks? Page 9
10 SAIs online presence Obligation of transparency Need to communicate with external audiences Social media drives traffic to the website Trend is towards paperless distribution Corporate content : website, newsletter, audit reports and publications Principles: External users and digital first Online content and tools must reflect needs and be flexible to adapt to changing challenges rapidly Webwriting: shorter, punchier, adding valuepublishing information, not documents Developing e-publishing features Interactive, audio/visual content, mobile formats, search optimised Page 10
11 Digital media SAIs online presence Digital communication - Going paperless? Enhancing electronic publishing? Open data? Page 11
12 European Court of Auditors Helena Piron Mäki-Korvela Communication LinkedIn/HelenaPironMäkiKorvela facebook.com/pironhelena YouTube EUAuditorsECA Page 12
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