The Digital Engagement Job

March 3, 2009Comments Off on The Digital Engagement Job

This is the most discussed digital job in the world right. You will be responsible for ensuring the UK Government engages with the people, but you’ll have no direct authority.

Responsibility without authority. This is the way it should be.

Community builders shouldn’t have direct authority for the same reason you don’t bring a gun to a fight. You might be tempted to use it.

If you order someone to engage their community, you’re going to spend your maximum efforts to get the least they believe is sufficient. Your employees lose the motivation to do this well. Engaging becomes a huge burden, not a great opportunity.

The successful application will have to cajole, persuade, nudge, stress and create a community of believers within the cabinet to make this work.


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