‘Fake news’ was named word of the year in 2016 and 2017.
Recent activity across the media sector and the rise of “fake” news in western democracies now challenges the trust models we traditionally rely on.
50% of Australians state they trust "most news most of the time", according to the University of Canberra's 2018 Digital News Report. This leaves a significant gap in the requirement for trusted, reliable citizen facing information.
“Year on year, the gloss has come off social media,” according to the head of Edelman Australia, Steve Spurr.
Early indicators highlight a move away from Social Media for trusted information. The Guardian recently noted trust in social media dropped from 28% last year to 23% in Australia, just below the UK, where it is 24% – and well below the global average of 40%.
Importantly for government agencies where messages need to be consistent and clear, technology platforms now make it easier to communicate directly with communities and stakeholders with less risk of media and other distractions muddying the waters.
With strong video content and a considered online strategy government organisations can maintain an authentic, trusted voice – which is critical in an ever-changing environment.
Information overload and mixed messages on social media compounds the problem. In many instances, getting the facts can be a challenge.
Yet more than ever, citizens and business looking to find reputable, trusted information are struggling to navigate the avalanche of content online.
While social media presents unprecedented ability to reach audience segments, it is heavily compromised as a model for delivery of trusted content.
The diminishing trust in media overall is driven by the public’s growing distaste for social media and the way it spreads fake news, according to the head of Edelman Australia, Steve Spurr.
A recent University of Canberra study shows that only 24% of Australians feel they can trust news on Social Media.
Citizens and business rely on vital information from government agencies to manage their lives and operations. For agencies, it is critical that the right messaging is reaching the right audience.
That means government agencies must establish themselves as the go-to source of reliable information.
Developing an online video strategy
In this new media paradigm, forward thinking government agencies are rethinking their online video platforms in terms of reputational risk, brand perception, security and accessibility.
They understand they must have the right tools to support a positive user experience – which may not be social media.
Recent examples from the ATO and Department of Environment, Land Water and Planning in Victoria illustrate the shift from isolated social platforms to hybrid models to ensure citizens are presented with a trusted content source.
Social video platforms are also largely unsuited to delivering integrated online video through corporate websites, intranets or enterprise applications.
Driving policy and program development
With meaningful engagement government agencies can drive policy and program development. Recent comments from senior public officials recognises that their public consultation activity needs to improve.
Live and on-demand video streaming addresses this as the most effective format for audience engagement and allows agencies to engage in real time dialogue with audiences in a controlled and manageable format.
Previously considered by businesses as just one component within an organisation’s digital and social media strategy. Video today has a central and critical role supporting the targeted dissemination and control of important information and messages, while supporting high levels of engagement and a two-way exchange of ideas.
Rather than reacting to issues, government organisations can be proactive – they can control the narrative. They can address pain points that affect their audiences and help deliver better services to citizens. .
Viostream, Australia’s leading provider of live and on-demand video streaming solutions, can assist local, state and federal government departments with intuitive and effective video technology. Connect with us and begin a conversation about building community engagement..
This post was written by Jon Dyer - Government Account Director, Viostream
As National Account Director for Government Jon brings focus to government departments seeking to improve their communications activity through the application of video.
Prior to joining Viostream Jon worked with the Department of Education and Employment to design and implement the first interactive live streaming capability for community and stakeholder engagement for Government. This service has been used by the Prime Minister, Senior Ministers, NDIS, ATO and numerous other Government agencies. Jon applies a background in video, design and user experience to assist customers realise the potential of their digital communications capability.
If you have any questions about anything in this article or want to talk more about creating your own video content call us on +61 (0)2 8007 6200.