Journalism.co.uk Editors' Blog » UK government

Jon Bernstein: A telling tale of the twittercrat who wasn’t

Jon Bernstein — Fri, 04 Sep 2009 09:54:00 +0000

So the government is not seeking another Twittercrat after all, ’someone (…) paid to teach the [it] how to use social media such as Twitter, Facebook and Bebo’.

On one level this is a shame. Take this from the very web 2.0 Foreign and Commonwealth Office. Using the microblogging site Twitter, it announced earlier this week:

“@foreignoffice: Opium cultivation, production and prices are down according to @UNODC report http://bit.ly/qjGVm #afghanistan“

As Guido politely asks on his blog:

“Why, if you are trying to eradicate supply in Afghanistan, proudly boast that opium supplies are cheaper?”

Perhaps Whitehall really could do with a deputy to help the Twittercrat-in-chief (aka the director of digital engagement, aka Andrew Stott) to knock the troops into shape.

But that’s not going to happen. In fact, what’s more interesting is to follow the story – how it got out there and how the Cabinet Office went online – with mixed results – to rebut those original claims.

On Tuesday and Wednesday this week, the Daily Telegraph (’Whitehall expands “Twittercrat” empire‘); Daily Mail (’Ministers seek £120000-a-year ‘Twittercrat’ to help them communicate on the internet’); Daily Express (‘The Twittercrat on £118,000 a year – and you’re paying’); and a trade journal called Public Journal (’Now they want a deputy Twittercrat‘); all carried very similar stories about the government’s supposed appointment of a director of digital engagment.

The only problem was that many of the points of fact in all four weren’t true. In its rebuttal statement, the Cabinet Office met each claim head on:

1. The job title is wrong
2. The details of the job description are wrong
3. Claims that the vacancy is for a ’spin doctor’ are wrong
4. Details of reporting lines are wrong
5. Claims that digital engagement is all about pushing government messages on Facebook are wrong

Got that? It’s all wrong, although the circa £120,000 remuneration (including pension and bonuses) is not challenged.

To be fair to the papers, the job ad on which they were basing their copy lacked clarity. With its calls to ‘embrace’, ‘re-engineer’, ‘extend’ and ‘engage’, the technocratic language is certainly open to some interpretation.

Nevertheless, there were some obvious inaccuracies, not least the job title, worthy of correction. As yet, scanning the print and online versions of these publications, no corrections have been made.

Meanwhile out on the web, the Cabinet Office was doing its bit to get its message across. It floated it out on social networks and the blogosphere. Meanwhile, former cabinet office minister Tom Watson (a Twitter veteran) put this out:

“@tom_watson Old media have problem with the word ‘digital’ when added (or not) to ‘engagement’. Cabinet Office fightback: http://bit.ly/12pI0S“

It carried a link to the Cabinet Office statement and was retweeted half a dozen or more times to be seen be many thousands of followers. Thanks to the network effect that underpins social tools like Twitter, word was getting out.

The end result?
A tight(ish) circle of digitally savvy Westminster, Whitehall and media folk and their associates got the message. But beyond that? Probably not quite far enough.

One of the great promises of the internet even in its pre-web 2.0 days was disintermediation, the notion that you can cut out the middle man.

It is an attractive proposition for everyone, from those seeking cheaper car insurance to celebrities keen to protect or repair their reputation to government departments wanting to go over the head of the fourth estate.

As we’ve seen in the recent past, for example in the case of singer Chris Brown, things don’t always turn out how you hope.

As so it is with the Cabinet Office’s attempts to right some wrongs. You and I know there’s more to the Twittercrat story than first thought, but most readers of the Telegraph, Mail and Express probably do not.

A story about outlandish salaries and civil service dilettantism is grist to the mill for those three papers – it plays to their agenda.

But as yet the average reader of all three is still expecting a £120k Twittercrat to head to a Facebook page near them soon.

Jon Bernstein is former multimedia editor of Channel 4 News. This is part of a series of regular columns for Journalism.co.uk. You can read his personal blog at this link.

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@more4news challenges government on Twitter

Laura Oliver — Wed, 29 Jul 2009 16:09:46 +0000

Some more simple and effective use of social media tools (and personality) from the team behind More 4 News.

We’ve covered Channel 4 News’ use of Twitter before and its crowdsourcing experiments – but yesterday sister channel @more4news got in on the act.

Responding to the launch of a 20-page guide for the UK government on using Twitter, @more4news issued a challenge to the 12 departments using Twitter: to sum up their current priorities in 140 characters.

The responses were later used by presenter Alex Thomson (@alextomo) in an evening broadcast on More4.

Four government departments don’t tweet it turns out (including the department for culture, media and sport), but there were replies from the treasury, ministry of justice and ministry of defence amongst others.

“We were pleasantly surprised at the way government departments rose to the More4 News twitter challenge. It’s clear that several of them have recently appointed Digital Media Advisors from among the twitterati,” Michael Hodgkin, assistant programme editor, More4 News, told us in an email.

“Some of the summaries may sound a bit like promoting motherhood and apple pie, but what can you expect in 140 characters? It’s probably a very good exercise to have to sum up one’s aims so concisely.

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Online Journalism Scandinavia: Berlingske Tidende – using crime maps for journalism

Kristine Lowe — Wed, 30 Jul 2008 10:23:09 +0000

As the UK government announces plans for crime maps for offences in England and Wales, Kristine Lowe reports for Journalism.co.uk on how Danish paper Berlingske Tidende is using its own map as a source of news and a public service.

“Crime mapping is getting government push behind it, even if police are resisting,” wrote the Guardian’s technology editor Charles Arthur this week, as the government announced plans to publish local interactive crime maps for every area in England and Wales by Christmas.

In Denmark the national daily Berlingske Tidende is already pioneering the use of crime maps as part of the newsgathering process.

With the help of its readers, the paper has created an interactive crime map detailing how well the police responds to calls from the public.

“We have just had a major police reform here in Denmark and decided to investigate how this has worked. The politicians promised more police on the streets and more money to solve crime. We thought the best way to check the reality of these promises was to get our readers to tell us about their experiences,” Christian Jensen, editor-in-chief of Berlingske, told Journalism.co.uk.

The reader reports are placed on a Google map of the country and, since its launch in May, 70 crimes have been reported and plotted.

One of the crimes reported to the map related to the alleged murder of Danish woman Pia Rönnei.

Despite available patrols in the area, the police force did not send officers to investigate calls from neighbours, who reported screams and loud bangs from an apartment that Rönnei was in – something it has been forced to apologise for after the publicity the story received.

“In classic journalism, it is the journalists who find the stories. In our new media reality, it can just as well be the readers who alert us to issues they are concerned about,” said Jensen.

The newspaper has had two full-time reporters devoted to the project, and used an online journalist, photographer and production company (for live pictures) in stories they have devoted additional space to.

“We encourage people to get in touch with stories both in our paper edition and online, as we see a substantial increase in web traffic when we draw attention to the project in the paper edition,” Jensen explained.

Every single crime report on the map generates the same amount of web traffic as breaking news, he added.

The project has been so successful that the newspaper is preparing to launch another project in the same vein. In the next few days Berlingske will unveil a database on immigration politics, where readers can tell their own stories and read and comment on each others’ accounts of their experiences with immigration authorities.

But the biggest challenge for the paper has been verification:

“That is what makes this complicated. Our journalists read through all the reports to check their credibility, but we do not have the resources to verify every single detail. That has made it even more important to clarify from the outset that we are only reporting what the readers have told us.”

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