No matter how hard I try, I can’t help but be a fan of reality competition shows. Dancing with the Stars, The Voice, Big Brother…you name it, I’ll probably admit to watching it. The “secret sauce” in these shows that makes them so addicting for me is the component of audience participation. On Dancing with the Stars, I can send a SMS/text message to keep my favorite celebrity dancing another week. On The Voice, I can send a tweet within only a few minute window to “instant save” a contestant from the chopping block. On Big Brother, I can check a box on a web form to say what house guests will eat for a week if they lose a competition. The idea that I can directly participate in the show, often in real time, makes it enjoyable and exciting for me.
The entertainment industry isn’t the only place that fosters more and more audience participation. Retailers like Modcloth have a “Be the Buyer” program that lets consumers vote on which clothes should be sold on their website, Doritos features fan filmed commercials as their Super Bowl ads, and brands across industries have social media teams to engage with stakeholders’ complaints, questions, comments, and more around the clock.
So it’s no surprise that when citizens interact with government organizations, they have different expectations than 20 or even 10 years ago. Technology and participatory marketing are a part of everyday life—that trend has changed expectations for the public sector. If citizens can send a text message to keep their favorite celebrity dancing on TV another week, why can’t they send an SMS or email to alert their cities of a pothole? If they can check an airline app for their flight status, why can’t they do the same for their hunting license status? As technology continues to permeate every area of citizens’ lives, both personal and professional, expectations for citizen to government interactions are shifting.
So how do you not only accommodate these expectations, but do so in a way that fosters a better citizen experience with your government organization?
We’re hosting a webinar on January 28 at 12 p.m. CST featuring Ruthbea Clarke, Research Director of the global Smart Cities Strategies program at IDC Government Insights, to address this idea of building a successful citizen engagement strategy using digital communications technology. Ruthbea will provide quick tips that public sector organizations can use to achieve greater citizen engagement and subsequently, satisfaction.
You can register for the Citizen Engagement in the Digital Era webinar here. In the meantime, if you have any tips to share about how your organization (or maybe just your favorite competition show if you’ll admit to it too!) is fostering audience engagement, write in the comments below.