Government Use of

Social Media in Taiwan

TH Schee
Co-Founder, Fertta Communications
schee@fertta.com
@scheeinfo
http://www.w3.org/egov/wiki/Main_Page
http://www.behance.net/gallery/Ilha-Formosa/1339213
Background: Highly saturated media market
Mobile phone penetration: 120%, Average Household TV Channels: 100+, Web Population: 75%+
Push Model
Pull Model
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Central
Governments
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Media Agencies
& Policy Institutes
Policy Institutes
& NPOs
Before 2009
Facebook just enters the market. Less than 20k people use Twitter, and Plurk is top dog.
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Social Media
Competition and
allies of websites:
10,000+
CSO
HQ
DATA
MEDIA
NEWSPAPER
TV / RADIO
WEB News
ETTV
CTV
SAHLIH
APPLE DAILY
LIBERTY TIMES
UDN
YAHOO! TW
Google TW
MSN TW
YAM
Governments
City 3
City 2
City 1 EOC
Press releases
Briengs
News
In 2009, Typhoon Morakot hits Taiwan
Lack of government public communications strategy and media hype exacerbated public
concerns and further delayed disaster relief. Use of social media explodes in fashion.
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Push Model
Pull Model
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Central
Governments
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Media Agencies
& Policy Institutes
Policy Institutes
& NPOs
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On any day after 2011.2.25
"Operation Guideline of Web 2.0 Social Media", which is more instrumental than strategical,
released by http://www.webguide.nat.gov.tw.
Governments
Current Status: Levels of Digital Engagement
Social media is dwarfed by much more poplar "Help Desk" and "Governor's Email" models
across governments.
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websites
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Current Status: Popular Governors
Popular governors use social media as primary/secondary PR channels and circumvent around
restrictions.
Current Status: Departments use Social Media as Disposable Channels
Many departments in local governments use "disposable" Facebook and Plurk accounts maintained by
agencies as primary/secondary marketing channels.
Questions?
@scheeinfo