By Priyadarshi Nanu Pany
For governments today, presence on Facebook or Twitter is no longer a query of selection. Social media is empowering men and women and influencing policy processes. People can engage in direct dialogue with politicians, civic officials, and government agencies. Being a bipartite platform for communication, social media has emerged as the automobile for ‘collective action’, major to a technologies-enabled transformation in government to citizen interface. Niche technologies like AI embedded into tools like ‘social listening’ are generating this two-way government-citizen expertise more immersive.
Social media has brought a progressive shift in the way governments about the globe communicate with citizens. India with 300 million+ social media customers and a largely young demographic is a disruptor in digital government-citizen engagement. In the absence of a Standard Operating Procedure (SOP), it gets challenging to monitor posts ‘real-time’ and map responses with alacrity. It is not sufficient to monitor conversations or posts on social media, but there is a require to gauge the mood or sentiment. This is exactly where ‘social listening’, a tool powered by AI, overcomes the discomfort points.
Social listening indicates tracking posts, mentions and conversations on your social media deal with and mine the information to create actionable insights. Social media monitoring appears at KPIs (Key Performance Indicators) like engagement price and the quantity of mentions, whereas social listening appears beyond the numbers to take into consideration the mood. Many government organisations are increasingly taking to social listening for on the web reputation management. The feedback from the public can be vital in crafting and framing improved schemes.
There is a globe of distinction among tracking social media feeds of citizens and understanding their mood. Social listening aids governments in 3-dimensional engagement with citizens alternatively of robotically pushing their messages. To illustrate, the Abu Dhabi Department of Culture & Tourism (DCT) utilizes social listening to come across and adhere to conversations on social media to recognize the kind of content that the audiences want to see on every channel.
The stream content can also be filtered to customise the outcomes most relevant to a distinct campaign or initiative. Sentiment evaluation, by means of social listening, also enables DCT to recognize unfavorable conversations about Abu Dhabi and accordingly, reshape the social media method.
Using niche technologies like machine finding out, social listening enables ‘real-time’ social media response mining. Blockchain technologies can be utilised on a substantial scale for identity verification of persons or influencers posting on social media, confirm that the followers are genuine or fake and show only mentions or posts from verified human beings as opposed to robots. The future is calling, are we ‘listening’?
President & CEO, CSM Technologies. Views are individual