Sobre la utilidad de las guías para el uso de redes sociales en la administración

A propósito de la publicación de la Guía para uso de la web 2.0 del Gobierno de Canadá, Antonio Galindo recoge en su blog varias opiniones al respecto donde se plantea la diferencia entre administración y funcionario. Es decir, a quién está destinada, si a la organización o al empleado, y apunta a un post de Andrea di Maio:

Las directrices del gobierno canadiense no dicen nada acerca de cómo los empleados pueden aprovechar las herramientas de la web 2.0 para ser más eficaces y eficientes a la hora de realizar su trabajo. Se anima a los departamentos a utilizar herramientas y servicios 2.0., como canal adicional eficiente y eficaz, para interactuar con los ciudadanos, pero no se dice si los empleados también han de ser animados a hacer lo mismo.

Otro tema comentado es si la guía consigue realmente animar al uso de las herramientas 2.0:

David Eaves destaca que para ser un documento que se supone que debe animar a los trabajadores públicos a utilizar las redes sociales, parece que puede conseguir lo contrario, por ser demasiado largo y farragoso. Propone que en un sólo documento no deberían abordarse todos los usos de estos medios. Deberían separarse en dos documentos, uno para uso institucional y otro para uso personal, más pequeño, mas accesible y mucho menos “intimidante”.

Además, “estas pautas son sugerencias, no obligaciones, no obligan a los departamentos a usarlas, simplemente sugieren y animan”.

No se trata de comunicación, se trata de control, estas directrices tratan más de tener bajo control este tipo de comunicación que de otra cosa. Como dicen en un comentario al post: “lo que me parece más interesante es la paradoja que este paso hacia una estrategia digital progresista representa para un gobierno cuya política más amplia de comunicación se basa en los principios de la aversión al riesgo y el control centralizado”.

En definitiva, ¿cómo se debe estructurar y promocionar su uso para que sea realmente útil, no restrictivo e integrador?

Puedes leer el post completo en el blog de @antoniogalindog: Administración Local 2.0
Guideline for External Use of Web 2.0 – Gobierno de Canadá
Canadian Government Web 2.0 Guidelines Are Disappointing – Andrea Di Maio
The Canadian Government´s New Web 2.0 Guidelines: the Good, the Bad & the Ugly – David Eaves

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