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Knowledge Exchange presentation by Paul Shotton of the University of The Hague.
Citation preview
Tools & Tactics: Audiences Receptivity to New and Social Media
ECF Conference - Academic StreamBy Paul Shotton PhD
Supply and Demand
Decision-maker
Interest group 1 Information
Influence
Supply
Demand
Interest group 2
Information
Nothing?
Supply
Demand
WHAT INFORMATION?
?
Preferences for Type of Info
European Commission
Council of Ministers European Parliament
European Info National Info Expert Info
In what order?
Other Types of Information?
European National Expert
Degree of Public Feeling?
At Other Levels?
European
National Sub-national
Global
WHAT TOOLS?
?
Traditional, New & Social
TraditionalWeb 1.0
NewWeb 2.0
SocialWeb 3.0
?
Pre-web media:• Paper• Face to face• Physical protest• Etc.
Web media:• Read-only• Email• Electronic
documents (PDF)• Etc.
Web media:• User Generated
Content• Social media• Blogging• Wikis• Etc.
1990s 2000s
Web media:• Computer
Generated Content
• Semantic web• Etc.
Pre-web ?
WHAT TOOL FOR WHAT AUDIENCE?
?
What Tool for What Audience?
Supporter
The Public
Decision-makers
Businesses
Not very Relevant
What Tool for What Audience?
Outside or
Voice
Inside or
AccessShou
ld w
e se
greg
ate
Stra
tegi
es
Direct and Indirect Influence
Supporter
The Public
Decision-makers
Businesses
Interest Group
Problem
1. To what extent does the audience targeted by the communication action determines the choice of tools and tactics deployed?
2. What role do the communication tools derived from web 2.0 play within the overall toolbox of communications tools and tactics deployed by interest representatives?
Hypotheses
1. New and social media do not represent a major paradigm shift in interest group strategy, but more an incremental development whereby existing methods are being reinvented with the use of new tools.
2. Interest groups making use of the most appropriate mix of tools and tactics for different audiences will be those that have the greatest influence over the policy-making process.
3. Social media is most relevant as a means of mobilising non-policy-making audiences in order to both legitimise the interest representative’s position and arguments, to mobilise external pressures on policy-makers and generate resources enabling the interest representative to function.
Methodology
• Online Survey www.SurveyMonkey.com
• 65 responses• 17 closed and 5 open
questions– 1-6 profile – 7-10 classification– 11-17 tools– 18-23 elaborations
• Problems: – Small sample– Representivity of sample– Data spread over several
years
Key results – without ranking
N&SM adoption rates are high!
Key results – Primary tool
N&SM importance is more modest.
Disagreement for decision makers
Diverging opinions over N&SM
High importance for public and supporters
Findings
• Interest groups are not uniformly adopting new and social media in their communication strategies.
• New media has become established alongside traditional communication tools.
• Social media use focuses on the public and supporters, while use with decision-makers is more prevalent at national level.
• Onliner vs. Offliner generations are determinant to N&SM effectiveness. Decision-makers largely seen as Offliners.
Findings
• The data outlines an ideal mix and audience allocation of tools according to each audience
• Social media adoption is high • Opinions diverge: N&SM = cost saving or cost
barrier
Hypotheses Confirmed
1. New and social media do not represent a major paradigm shift in interest group strategy, but more an incremental development whereby existing methods are being reinvented with the use of new tools.
2. Interest groups making use of the most appropriate mix of tools and tactics for different audiences will be those that have the greatest influence over the policy-making process.
3. Social media is most relevant as a means of mobilising non-policy-making audiences in order to both legitimise the interest representative’s position and arguments, to mobilise external pressures on policy-makers and generate resources enabling the interest representative to function.
Next steps
• Further analysis of data• Further surveys– Interest groups– Audiences
• Tackle problems of multicultural, multinational and multilingual samples
Thank You!
Questions?