Yesterday, the government of Canada released its new Guidelines for external use of Web 2.0. For the 99.99% of you unfamiliar with what this is, it’s the guidelines (rules) that govern how, and when, public servants may use web 2.0 tools such as twitter and facebook.

You, of course, likely work in organization that survives without such documents. Congratulations. You work in a place where the general rule is “don’t be an idiot” and your bosses trust your sense of judgement. That said, you probably also don’t work somewhere where disgruntled former employees and the CBC are trolling the essentially personal online statements of your summer interns so they can turn it into a scandal. (Yes, summer student border guards have political opinions, don’t like guns and enjoy partying. Shocker). All this to say, there are good and rational reasons why the public service creates guidelines: to protect not just the government, but public servants.

So for those uninterested in reading the 31 page, 12,055 word guidelines document here’s a review:

The Good

Sending the right message

First off, the document, for all its faults, does get one overarching piece right. Almost right off the bat (top of section 3.2) is shares that Ministries should be using Web 2.0 tools:

Government of Canada departments are encouraged to use Web 2.0 tools and services as an efficient and effective additional channel to interact with the public. A large number of Canadians are now regularly using Web 2.0 tools and services to find information about, and interact with, individuals and organizations.

Given the paucity of Web 2.0 use in the Federal government internally or externally this clear message from Treasury Board, and from a government minister, is the type of encouragement needed to bring government communications into 2008 (the British Government, with its amazing Power of Information Taskforce, has been there for years).

Note: there is a very, very, ugly counterpart to this point. See below.

Good stuff for the little guy

Second, the rules for Professional Networking & Personal Use are fairly reasonable. There are some challenges (notes below), but if any public servant ever finds them or has the energy to read the document, they are completely workable.

The medium is the message

Finally, the document acknowledges that the web 2.0 world is constantly evolving and references a web 2.0 tool by which public servants can find ways to adapt. THIS IS EXACTLY THE RIGHT APPROACH. You don’t deal with fast evolving social media environment by handing out decrees in stone tablets, you manage it by offering people communities of practice where they can get the latest and best information. Hence this line:

Additional guidance on the use of Web 2.0 tools and services is in various stages of development by communities of expertise and Web 2.0 practitioners within the Government of Canada. Many of these resources are available to public servants on the Government of Canada’s internal wiki, GCpedia. While these resources are not official Government of Canada policies or guidelines, they are valuable sources of information in this rapidly evolving environment.

Represents a somewhat truly exciting development in the glacially paced evolution of government procedures. The use of social media (GCPEDIA) to manage social media.

Indeed, still more exciting for me is that this was the first time I’ve seen an official government document reference GCPEDIA as a canonical source of information. And it did it twice, once, above, pointing to a community of practice, the second was pointing to the GCPEDIA “Social media procurement process” page. Getting government to use social media internally is I think the biggest challenge at the moment, and this document does it.

The Bad

Too big to succeed

The biggest problem with the document is its structure. It is so long, and so filled with various forms of compliance, that only the most dedicated public servant (read, communications officer tasked with a social media task) will ever read this. Indeed for a document that is supposed to encourage public servants to use social media, I suspect it will do just the opposite. Its density and list of controls will cause many who were on the fence to stay there – if not retreat further. While the directions for departments are more clear, for the little guy… (See next piece)

Sledgehammers for nails

The documents main problem is that it tries to address all uses of social media. Helpfully, it acknowledges there are broadly two types of uses “Departmental Web 2.0 initiatives” (e.g. a facebook group for a employment insurance program) and “personnel/professional use” (e.g. a individual public servant’s use of twitter or linked in to do their job). Unhelpfully, it addresses both of them.

In my mind 95% of the document relates to departmental uses… this is about ensuring that someone claiming to represent the government in an official capacity does not screw up. The problem is, all those policies aren’t as relevant to Joe/Jane public servant in their cubicle trying to find an old colleague on LinkedIn (assuming they can access linkedin). It’s overkill. These should be separate documents, that way the personal use document could be smaller, more accessible and far less intimidating. Indeed, as the guidelines suggest, all it should really have to do is reference the Values and Ethics Code for the Public Service (essentially the “idiots guide to how not to be an idiot on the job” for public servants) and that would have been sufficient. Happily most public servants are already familiar with this document, so simply understanding that those guidelines apply online as much as offline, gets us 90% of the way there.

In summary, despite a worthy effort, it seem unlikely this document will encourage public servants to use Web 2.0 tools in their jobs. Indeed, for a (Canadian) comparison consider the BC Government’s guidelines document, the dryly named “Policy No. 33: Use of Social Media in the B.C. Public Service.” Indeed, despite engaging both use cases it manages covers all the bases, is straightforward, and encouraging, and treats the employee with an enormous amount of respect. All this in a nifty 2 pages and 1,394 words. Pretty much exactly what a public servant is looking for.

The Ugly

Sadly, there is some ugliness.

Suggestions, not change

In the good section I mentioned that the government is encouraging ministries to use social media… this is true. But it is not mandating it. Nor does these guidelines say anything to Ministerial IT staff, most of whom are blocking public servant’s access to sites like facebook, twitter, in many cases, my blog, etc… The sad fact is, there may now be guidelines that allow public servants to use these tools, but in most cases, they’d have to go home, or to a local coffee shop (many do) in order to actually make use of these guidelines. For most public servants, much of the internet remains beyond their reach, causing them to fall further and further behind in understanding how technology will effect their jobs and their department/program’s function in society.

It’s not about communication, it’s about control

In his speech at PSEngage yesterday the Treasury Board Minister talked about the need for collaboration on how technology can help the public service reinvent how it collaborates:

The Government encourages the use of new Web 2.0 tools and technologies such as blogs, wikis, Facebook, Twitter and YouTube. These tools help create a more modern, open and collaborative workplace and lead to more “just-in-time” communications with the public.

This is great news. And I believe the Minister believes it too. He’s definitely a fan of technology in all the right ways. However, the guidelines are mostly about control. Consider this paragraph:

Departments should designate a senior official accountable and responsible for the coordination of all Web 2.0 activities as well as an appropriate governance structure. It is recommended that the Head of Communications be the designated official. This designate should collaborate with departmental personnel who have expertise in using and executing Web 2.0 initiatives, as well as with representatives from the following fields in their governance structure: information management, information technology, communications, official languages, the Federal Identity Program, legal services, access to information and privacy, security, values and ethics, programs and services, human resources, the user community, as well as the Senior Departmental Official as established by the Standard on Web Accessibility. A multidisciplinary team is particularly important so that policy interpretations are appropriately made and followed when managing information resources through Web 2.0 tools and services.

You get all that? That’s at least 11 variables that need to be managed. Or, put another way, 11 different manuals you need to have at your desk when using social media for departmental purposes. That makes for a pretty constricted hole for information to get out through, and I suspect it pretty much kills most of the spontaneity, rapid response time and personal voice that makes social media effective. Moreover, with one person accountable, and this area of communications still relatively new, I suspect that the person in charge, given all these requirements, is going to have a fairly low level of risk. Even I might conclude it is safer to just post an ad in the newspaper and let the phone operators at Service Canada deal with the public.

Conclusion

So it ain’t all bad. Indeed, there is much that is commendable and could be worked with. I think, in the end, 80% of the problems with the document could be resolved if the government simply created two versions, one for official departmental uses, the other for individual public servants. If it could then restrain the lawyers from repeating everything in the Values and Ethics code all over again, you’d have something that social media activists in the public service could seize upon.

My sense is that the Minister is genuinely interested in enabling public servants to use technology to do their jobs better – he knows from personal experience how helpful social media can be. This is great news for those who care about these issues, and it means that pressing for a better revised version might yield a positive outcome. Better to try now, with a true ally in the president’s office than with someone who probably won’t care.