Using social media to connect with Ontarians
My parents were thrilled when they found out that I was going to be working with the Government of Ontario.
“So what will you do?” they asked.
After I responded, “I’m the new social media community manager,” I watched as their excited faces changed to confusion: “So — what will you do?”
My role itself feels quite simple: I represent the Government of Ontario on its central social media accounts, answering user questions and moderating the conversations. But behind the unassuming job description, the work itself is important, sometimes difficult and often invisible.
In a world where everyone’s of our online behavior is closely scrutinized, it’s easy to see how representing an entire governing body can be a huge responsibility. At any given time, I am expected to be a helpful problem-solver, a knowledge disseminator, a tolerant moderator, or a policy enforcer — all while being the online ambassador for the government and working within acceptable customer service timeframes.
More and more people are looking to social media for their customer service needs. A 2016 Neilson report states that among heavy users (those who are on social media more than three hours per day), thirty-nine per cent believe that finding out about products and services is an important reason for using a social network. Gartner predicts that an estimated 90 per cent of companies will be using social media for customer service by 2020. This explains why my inbox is filled with questions every morning — ranging from how to immigrate here, to where to buy a fishing license.
In my short time in the role, here are three things I have learned about the people of the province as the @ONgov community manager:
- Ontarians are are informed and passionate. If you scroll through the comment section of one of our posts, you will find citizens who are engaged and thoughtful in their debates. They feel strongly about where our province is headed.
- Ontarians are looking for answers. Whether it is a simple inquiry about a health card, or a more complex question about our job as civil servants, the people in the province are looking for solutions to their most pressing issues.
- Ontarians are diverse. We hear from people all over the province (and from all over the world, for that matter). They come from various backgrounds and upbringings, and are able to add many unique voices to the conversations we have.
We have set a standard of answering a user’s initial question within 15 minutes, and resolving their problem within 24 hours. The first engagement is imperative in letting people know that there is a real person behind the screen taking care of them.
A few weeks ago, a concerned mother wrote in to us, saying that she needed to replace her daughter’s lost birth certificate, but when she called in to ServiceOntario, there was no record of the birth. She had come to us as a last resort and was unsure whether or not anyone would answer. I was able to pass her case onto the amazing communications team at ServiceOntario, who found the lost records, called her, and started the process for the new birth certificate within the hour.
Some positive feedback we have received as a result of quick response times:
“Usually the government doesn't reply that fast, we appreciate it.”
“Thank you for your help, I have [previously] called that number & always am on hold forever…”
“I really like this feature. It makes it so much easier to get a response regarding things that don’t make sense.”
Of course, we don’t just answer questions that are directly sent to us. After the initial inbox is cleared, I sift through hundreds of public-facing comments, answering questions and moderating the daily conversations, working diligently to keep conversations on track and remove anything that goes against policy. We follow Ontario.ca’s social media guidelines, which state (among other things) that profane and harassing language are not permitted on our channels. Building a space for civil discourse allows for everyone in the province to have fruitful and useful conversations with each other.
In between the customer service and moderation, I also assist ministries when they need help with community management of one of their campaigns. My main goal, however, is exceptional customer service: service that is quick, friendly, engaged and, most importantly, helpful.
Any casual observer may find me spending my day on Facebook or Twitter or checking Instagram on my phone.
“What does she do?,” some people must think.
When it comes to helping Ontarians, hopefully a lot.
