Creating a new official profile on a social network is carried out in tandem between the General Directorate for Citizen Services (DGAC) and the unit requesting it. The new profile should resolve the unit’s needs for communicating with the public and at the same time fit within the overall communication strategy of the Government of Catalonia. To this end, there should be a prior process of reflection before requesting to create a profile.
The application must be sent to the email address firstname.lastname@example.org.
Tasks to precede an official request
- Define objectives: They define the networking strategy. You have to ask what role social networks should play for your unit. It is important to know how important different aspects such as citizen services, information about unit-specific activities, gaining visibility and bringing about public collaborations are within the unit.
- Listen: It is recommended studying what is being said about the topic being dealt with. When a Twitter account is created, the DGACD asks for five similar profiles to compare them. These are also useful for observing how they act: what resources they use, what time they publish, what kind of content they publish and even to see what kind of impact their publications have.
- Get to know the public: It is necessary to define who the main target audiences will be. What content are they interested in? In which spaces are they active? What are these people like? From here you can begin to think about what the content you are going to publish should be like, what the best times to publish will be and which spaces you should be active on and which not.
- Choose channels: Be aware that each tool has its particularities and a learning period will be required. Automatic publication across tools is discouraged, meaning that each channel requires a time commitment. When the channels to be used have been defined, it will be necessary to think about the types of content and the people who are to create it. Creating a channel requires regular activity. This activity must be kept up as long as the profile is open. Having a single profile that works is better than having five inactive ones.
- Content strategy: Web analytics data can be used to find out what content is arousing the most interest. A flexible and dynamic content strategy that can be adapted to changes and the needs of the public is recommended. Prior to creating the profile, the editors should draft a list of 20 possible tweets and 10 possible Facebook posts.
The application form to create a new social networking profile must be signed by the general secretary of the relevant ministry and sent to the DGAC. If the ministry decides that the new profile is not part of the first tier and is part of the second tier, it is not necessary to send the form to the DGAC.
This requirement makes it necessary for the person in charge of the unit and the person responsible for the ministry’s networks to speak beforehand about the suitability of the profile within the ministry’s communication strategy.
Once the DGAC has received the form, the person in charge of the unit and the head of the ministry are called in for a meeting. The unit making the request should have the aspects that precede creating a profile very clear. Based on the relevant indications from the Ministry of the Presidency and together with the ministry, they agree whether to ultimately create it.
If it is deemed unnecessary, solutions can be proposed, for example publishing messages with the unit’s tag through other ministry profiles.