Infinite Path

A document totalling twenty pages in length has been launched on the Cabinet Office’s website in a move designed to encourage civil servants to make Twitter an integral part of their working day. The latest decision from the government presents an interesting example of individuals or groups trying to transform a social media platform designed to encourage natural interaction into one which can be manipulated by a scientific, methodical approach.

Civil servants, provided that they follow the guidelines to a tee, will tweet about “issues of relevance or upcoming events”, with users encouraged to limit Twitter activity to one hour per day. This hour should encompass the writing and publishing of tweets (although content could be discussed at daily meetings and via email correspondence), replying to any messages, and monitoring account activity.

Live coverage of a crisis or major event may see civil servants deviating from the strict rules which usually allow between two and ten tweets each day and individuals will be encouraged to discuss issues of current interest as well as campaign information.

Whilst the government’s decision to publish the document has received praise from some in the online world, others have received the decision with mixed feelings.

Charlotte Cook, Head of Search Marketing at Infinite Path Ltd, believes that “although it’s good that the government have realised the potential of platforms such as Twitter for reaching large numbers of people quickly and easily, this twenty page document seems slightly cynical. Social media is all about engaging in honest, open dialogue and closing the perceived gap between brands or companies and the general public. Writing an elaborate set of rules in this manner removes some of the transparency and openness which a more sensitive approach enables”.