Digital Britain: Big is so web 1.0

We all know that the way Government interacts with citizens is changing, but the question is, are the changes far reaching enough? The predominant model for information and policy delivery is largely based around distribution of information in a one-way fashion primarily through large Government websites with few facilities for engaging citizens in discussion and feedback. Most content is provided in text format, which, in an increasingly interactive world, is viewed as un-engaging by many.

Citizens are getting used to accessing information, support and transactions online, and the need to harness this trend was highlighted in last week’s Digital Britain report.  People also expect to have their voice heard – to be able to rate content, write comments and discuss their experiences with service providers and other customers.

Part of the problem with large Government websites is there is simply too much content. Most have evolved over years or been created from a rationalisation programme where many websites are rolled into one, and more and more content is then added on top. Consequently, many department websites contain content that few will read. With so much information available, it is often hard to find anything relevant.

The challenges facing those managing large websites are exacerbated by complex content management systems. Departments can have unrealistic expectations of these systems, however, many are less flexible than first appear and fail to meet the changing needs of users or keep pace with developments in web functionality.

Granted, a content management system allows content to be easily updated, but it does not ensure the regularity of updates or indeed the quality of content itself.

So, how does the public sector move from a web 1.0 mentality to Gov 2.0?

Thankfully, there are many people working hard across government to address this issue. Lord Carter’s Digital Britain report has provided more impetus to continue with the drive to improve online services. In fact, it clearly states that online is considered to be the primary source of access for public services moving forward.

However, there is no question that more could be done. Government should increase the reach of its content and services by syndicating them to sites and services where people actually spend most of their time. It should build capabilities to create content that is more engaging, and use rich media and interactivity to engage more effectively. It should continue to explore how social media tools can be deployed more effectively and strategically by engaging with blogs, discussion groups, surveys and idea forums that allow citizens to provide their own content and support.

Some argue that large Government websites should not exist at all but should instead optimise the content on existing third party sites. I think this may be going too far, because as this example from the State of Utah illustrates, it is possible to create a Government website that incorporate Web 2.0 principles.

Perhaps the most important lesson the public sector can learn from Web 2.0 is the concept of the perpetual Beta. This accepts that things are never going to be right first time, so that the best thing to do is to start small, experiment frequently, and iterate as you go along – after all, if this approach has worked for Google, why shouldn’t it work for Government?