The Twitter behaviour of indepdent officers of the Legislature of Ontario – reputation risks and opportunities

Abstract

Social media is a vital communication channel for government organizations, including independent officers of legislatures, because Canadians overwhelmingly opt for social networking sites to gather information. Twitter is widely used by journalists, and provides an easy and relatively inexpensive way for governments organizations to connect directly with both the news media and other stakeholders to convey information, supporting organizational transparency and accountability. Communications of independent officers should convey core brand traits of independence, non-partisanship and expertise. In exercising their independence and operational flexibility within their mandates, especially related to advocacy, these offices should carefully consider stakeholder perceptions of non-partisanship. A Twitter feed can easily provide a point-in-time window for key stakeholders to form perceptions of an organization. A communications professional guiding such an organization should consider a Twitter feed not only as a valuable communications medium, but also a potent image for key stakeholder groups, affecting their perceptions – and informing their actions that could significantly affect the organization in the future.