Now that various public sector organizations are slowly starting to realize that social media engagement is not really an option but rather an imminent requirement, numerous “Request for Proposals” (RFP’s) have been coming out of government with “social media” as part of their titles. Unfortunately, in most cases the RFP dictates required elements which are predominantly tactical in nature:
- We want to build a social network
- We want to create a blog
- We want 5000 friends/followers on channel X
I always double check to see if I missed something, something like a page which states “objectives”, or “purpose” or answers the question “why?” Really, any of those will do. To my dismay, no such page is missing, it’s just never thought of.
It’s an ethical challenge toÂ evenÂ bid on these for us, since the underlying theme of everything we do at CEPSM is “strategy before tactics”. How can we write a proposal to create a blog for you if a blog might not be the right channel for your audience, your initiative, your objectives, etc…? It’d be different if a strategy was already in place, however 99% of the time, it’s not. We therefore go in only to find out through our research that an organization would be much better off on channel X doing tactic Z and yet we can’t do anything about it since the required tactic was already stated in the RFP.
I’m thinking of creating some strategic social media engagement RFP templates for government departments to start sharing. All you #w2p ‘ers out there, let me know if these already exist, in which case I will help spread the existing ones.