Electronic Engagement: A Guide for Public Sector Managers
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Electronic Engagement
A Guide for Public Sector Managers
Table of Contents
Foreword
Preface
About the Author
Acknowledgements
1. Introduction: An Information Age Democracy?
Who is this Guide For?
The Challenges of Engagement
An Expanding Policy Role for Public Sector Managers
The Information Society and its Implications
2. Definitions, Distinctions and Approaches to eEngagement
eDemocracy: A Conceptual Typology for Public Sector Managers
eEngagement as a Managerial Activity
Three Management Approaches
Active Listening
Cultivating
Steering
Relationship Between the Three Approaches
eEngagement and Electronic and Online Service Delivery
eGovernment Catalysts for eEngagement
Difficulties and Tensions
The Digital Divide: An Absolute Barrier?
Nature of the Divide
Implications of the Divide
Beyond the ‘One Divide’
3. Designing the Right Approach
Key Decisions
What is the Issue(s)?
Who is the Audience(s)?
Consultation versus Collaboration
Setting Objectives
Degree of Interactivity
Choosing the Right Channel(s)
Concept Development Approach
Managing Identity Issues
Desirability of Identification
Technical Aspects of Identification
4. Implementation
Stakeholder Buy-in
Developing an Engagement Plan
Managing Technical Implementation
Determining the Software Feature Set
Who Governs? Technical, Administrative, or Political
Make or Buy?
Low Tech versus High Tech
Generating Compelling Content
Compelling Content versus Eyecandy
Promotion and Recruitment
Conventional Advertising and Promotional Approaches
The Power of Social Networking (and its Limitations)
Managing Risk
Security
Moderation
5. Concluding the Process
The Importance of Evaluation
Approaching Evaluation for eEngagement
Pitfalls to Avoid
What to Consider in Effective Assessment
Closeout Processes
Document Process and Outcomes
Feedback
Feedback Over Time
No Closeout: The Eternal Community
Further Reading
Appendix A. Policy Cycle Engagement Model
Appendix B. Catalogue of eEngagement Models
List of Figures
Figure 1: Conceptualising the Scope of eDemocracy
Figure 2: eEngagement as a Subset of eDemocracy
Figure 3: Managerial Approaches Over an eEngagement Implementation Lifecycle
Figure 4: Digital Divide or Multiple Divide?
Figure 5: The ‘Consultation Continuum’
Figure 6: Consultation and Collaboration
Figure 7: Comparative Benefits of Consultation versus Collaboration
Figure 8: Complex Concept Development Process (Australian Tax Office)
Figure 9: Who Governs?
Figure 10: Archetypical Internet User Types
Figure 11: Advantages and Limitations of Moderation Approaches