Page 6 - Approved Social Media Framework and Guidelines

It was therefore felt that Guidelines for use of Social Media were required which would

enable project owners/implementers to effectively use these platforms.

III. Target Audience

The Framework and Guidelines have been developed for all government agencies including
Public Sector Undertakings to help them conceptualise and evolve their Social Media
interactions and strategy.

IV. Social Media

4.1 What is Social Media

Social Media in recent times has become synonymous with Social Networking sites such as
FaceBook or MicroBlogging sites such as Twitter. However, very broadly social media can be
defined as any web or mobile based platform that enables an individual or agency to
communicate interactively and enables exchange of user generated content.

4.1.1. Social Media Characteristics

Critical characteristics of social media are

· Connectedness: This attribute showcases the media’s ability to connect and re-

connect like-minded people or people interested in same topics and domains. Through this
media, 24*7 connectedness is possible through a variety of media and access devices
including PCs, Laptops, mobile phones etc. Individuals re-tweeting & following other
people’s comments and status and updating their own account at all hours are examples of
this attribute.

· Collaboration: The connections achieved on this media, enable people to collaborate
and create knowledge. Such collaborations can be either open or closed. Wikipedia is an
example of open collaboration which enabled creation of an open web based encyclopedia
through contribution from hundreds of thousands of people. GovLoop is an example of
closed collaboration wherein experts groups contribute on specific policy matters.

· Community: Connectedness and collaboration helps create and sustain
communities. These communities can create awareness about various issues and can be

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