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BAPETEN Social Media Initiative: An Age-based Segmentation Service to Communicate with Public
Mohammad Ridwan
Division for Public Communication and Media Relations
Nuclear Energy Regulatory Agency of Indonesia (BAPETEN)
ABSTRACT
PURPOSE
Next: Go Social Media, Create Larger Audience (2/4)
Next: Go Social Media, Create Larger Audience
Summary and Future Works
REFERENCES1. BUETTNER, R., (2016), “Getting a Job via Career-oriented Social Networking Sites:
The Weakness of Ties”, The 49th Annual Hawaii International Conference on System
Sciences, Kauai, Hawaii (2016).
2. KAPLAN, A.M., MICHAEL, H., "Users of the world, unite! The challenges and
opportunities of social media". Business Horizons 53 (1). p. 61, (2010).
3. KARIPPACHERIL, T.G., et.al., “Public Service Delivery in the Era of Digital
Governance: Case Studies from Indonesia”, Article in The World Bank Global Expert
Team (2013).
4. KUSUMA, H., 2015 Indonesia Digital Lanscape (2015),
http://www.slideshare.net/hermawankusuma/2015-indonesia-digital-landscape.
5. OECD-NEA, Working Group on Public Communication of Nuclear Regulatory
Organisations (WGPC), Nuclear Regulatory Organisations, the Internet and Social
Media: The What, How and Why of Their Use as Communication Tools, Nuclear
Regulation, NEA/CNRA/R(2014)6 (July 2014).
6. SADAT, D.R., M-Government Implementation Evaluation in Encouraging Citizen
Participation In Indonesia: a Case Study of LAPOR!, A Dissertation Submitted to the
University of Manchester for the Degree of Master of Science Faculty of Humanities
(2014).
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The paper proposes a shifting method to communicate with public using
age segmentation. It utilize the power of social media as an additional
way to disseminate information along with the existing classic web site.
Empower by the legal basis to provide simple and effective mechanism
to share public information and driven by social media popularity in
Indonesia, BAPETEN finds a new direction to better understand its
audience.
As a starting point, it uses third party RSS (Really Simple Syndication)
feed mechanism that allows BAPETEN to syndicate material across the
web (from one to many). As long as the system works, the information
created in the web will be automatically posted to the social media
platforms.
To demonstrate the power of social media using RSS feed mechanism
with no additional efforts in segmenting service to the public
3
Regulatory Requirements for Public Communication
BAPETEN and E-government Establishment (1/2) 4
BAPETEN and E-government Establishment (2/2)
Social Media is ….
• Computer-mediated tools that allow
people or companies to create, share, or
exchange information, career interests,
ideas, and pictures/videos in virtual
communities and networks. Buettner [1]
• A group of internet-based applications
that build on the ideological and
technological foundations of Web 2.0,
and that allow the creation and exchange
of user-generated content. Kaplan and
Michael [2]
Next: Go Social Media, Create Larger Audience (3/4)
• Various activities that integrate technology, social interaction and content creation. It is
fast, cheap to the consumer, easily available and part of the fabric of people’s lives.
Social media also brings attention as it enables conversation that everyone can
participate in. Working Group on Public Communication of Nuclear Regulatory
Organisations (WGPC) [5]
• Public relations practitioners around the world have been paying attention to social
media as an important communication tool.
• Research done in 2010 by the public relations firm Burston-arsteller found that eight of
10 Fortune Global 100 companies used at least one of the most popular social media
platforms i.e. Twitter, Facebook, YouTube or corporate blogging. Furthermore, a post-
Fukushima informal poll indicated many nations’ nuclear regulators are looking at
broadening their social media use, although some may not know how to proceed, and
everyone can benefit from the “lessons learned” by others.
• Relevant IAEA Safety Standards have stated the responsibility of government to set up
appropriate means of informing and consulting interested parties and the public parties
about the possible radiation risks associated with facilities and activities, as well as the
processes and decisions of the regulatory body. In particular, such communication
shall be conducted in an open and inclusive process.
• At national level, Act Number 14/2008 regarding Public Information Disclosure is a key
regulatory framework that mandated all government institutions to provide public
information in plain language and easy to understand through any effective and
efficient means.
• Following Act Number 14/2008, Government of Republic of Indonesia implemented
Government Regulation Number 61/2010 on the Implementation of the Act Number
14/2008. As practical implementation of the above regulation, BAPETEN has issued
BAPETEN Chairman Regulation Number 9/2012 on Service Standard for Information
Disclosure to Public.
• E-government is argued as an essential component in overall reform agendas since it
can be used as a tool to reform and renew interest in public management, and points
out the commitment to good governance objectives (OECD 2003) [5]. It can improve
efficiency; provide greater opportunities for citizens to participate in government
activities and decisions democratically; and build trust between government and
citizens. In view of this, it is well-acknowledged fact that many countries, including
developing countries, have implemented e-government initiatives to replace the
functions performed by traditional government.
• Along with that fast emerging of internet technology and so e-government, the
penetration of mobile technologies is also increasing even faster, especially in
developing countries, which causes people to be more inclined to mobile usage than
landline connections. International Telecommunication Union in 2014 predicts by the
end of 2014 the mobile cellular subscriptions worldwide will reach about 7 billion, two
times greater than internet users. In developing countries, these numbers have been
massively increasing in five years, from 3.3 billion to 5.4 billion for mobile cellular
subscriptions and from 974 million to 1.9 billion for internet users.
• In Indonesia, the significant changes in political system has led to the implementation
of e-government and m-government. A study by Sadat [6] shows that m-government in
Indonesia’s LAPOR! has the potential to increase citizens’ participation in government
activities. The available policies and regulations, mobile infrastructure and
technologies, and applications and content development can support participation by
using m-government. Its success rate and positive impacts/benefits also indicates its
potential in encouraging more participation, particularly by addressing some identified
challenges.
• Accordingly, as stipulated in The ICT Master Plan 2015-2019, a number of IT projects
within BAPETEN have been established to improve and simplify regulatory functions.
• A major project was initiated in 2012 as a part of the Indonesian National Single
Window (INSW) Project. Being the first government agency to be fully integrated with
the INSW, BAPETEN has offered substantial changes in licensing process to its
customers. Within this scheme, the approval process that took several days can now
be reduced to a single day. Once approved, customers can go directly to the clearance
process in the airports and seaports customs.
Regulatory bodies have been aware of the significance of social media as an
important communication tool, and many regulatory bodies have been using them or
considering their usage. However, many regulatory bodies are unclear about how to
proceed with developing social media content, and how to integrate the platforms
into existing public communication programs.
After many years of delivering classic website and learning from the above fact,
BAPETEN needs to integrate social media engagement into existing public
communication program. Technically, we should create a public communication
service based on age differentiation. The option is to use major social media
platforms (e.g. WhatsApp, Twitter and LinkedIn).
Next: Go Social Media, Create Larger Audience (1/4)
Public Engagement (1/2)
Using respective built-in analytics and
metrics, our record shows slow but increase
activities from those social media platforms,
including post reach and engagement (likes,
comments, and shares). Analytics from
Facebook (Fig. 2), for example, shows that
66% engagement rate coming from age 18
to 34, while Fig. 3 tells us that the most
commented news is achieved in October
2015, when we post a TV talk show
regarding medical patient dose.
Reviewing the complete social media
analytics brings a new understanding
on how to perform a better way to
communicate with parties. This is in
turn will satisfy the requirement to
establish and maintain the confidence
and trust of interested parties in order
to be identified as an independent,
transparent, reliable and competent
regulatory body.
Public Engagement (2/2)
• Despite of lack in man power, the demand for involving social media in public
communication remains high in BAPETEN
• A simple yet effective mechanism has been introduced to overcome challenges in
social media engagement
• Although there is a slow response at the initial stage, built-in Facebook analytics show
an increase trend in the public engagement (likes, comments, and shares)
• Future works include how to have rich-content social media, personal engagements,
etc.
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