tools offered by Web 2.0 opens a new field in the communications field but not All organizations are using them. In some case because it seeks to maintain traditional channels of communication will pose a more ncillo between the message sender and receiver of it. Here the space is completely unidirectional communication channels do not allow space discussion, exchange of views, faith edback.
In other cases, beyond the preferences to choose the channels of communication, not yet seen the tools of Web 2.0 as viable channels for integrating the agencies. Finally there are those who fear them and see these channels as areas which are lost and control over the message, thinking that these spaces can be transformed into areas of lawlessness and a "communication debauchery." While one can understand the fears that give rise to these spaces, also must understand that the communication model was modified greatly by the emergence of Web 2.0.
The business environment is understanding the social impact involves the emergence of these new applications in the habits of citizens in the mass media. Although there is still some uncertainty, muc has companies began to use Web 2.0 to understand this space as one which can not be outside.
On the other hand, in the field inseg political sensations whatever security are enhanced because they were always kept control sectors of the communication. But they are also entering "the game" of Web 2.0, with some precautions in some cases, with much hesitation and with little other strategic development in the majority. Without a doubt, influenced more by the case rather than Obama momentum of its own, but all politicians are encouraging more and no small feat.
Web 2.0 is used in political campaigns electoral mainly, but are rare cases put into action the implementation of these tools in the area of \u200b\u200bgovernance. In Argentina we find the case of the Government of the City of Buenos Aires who implemented a blog in addition to various tools such as YouTube and Facebook.
case ONTI
In Argentina, the the national level is much harder to find cases. For this reason stands out in particular the work that is conducting the National Office of Information Technologies (ONTI) , which is the lead agency for information technology employment in the National Public Administration. The body depend and the Cabinet Secretariat and Public Management and is responsible for formulating policies to implement software development processes and technological innovation logic for the transformation and modernization of the state.
The work undertaken since the ONTI takes a larger dimension because is perhaps the first case of a national government agency that implements the use of Web 2.0 tools. Following the premise of obtaining a greater interactivity for users to provide input through their comments and suggestions, ONTI the opened a blog in which provides daily updated information. Trends imposed by the Web 2.0 took people of the ONTI to create different channels of communication with people:
A YouTube channel where videos are shown institutional otherwise , would not come to the hearing and be filed.
A Flickr account for images illustrate the organization's activities.
A Twitter account where the latest information.
The initiative is ONTI a true example to take in communication and, over time, must imitate similar other government agencies. The possibilities are endless and you can work these interactive spaces and specific areas that depend on the Departments of Communications of each agency understanding these channels as tools that complements the traditional way of Institutional Communication, whether official sites, publications, house organs or newletters.
The invitation ONTI making through his blog, suggests that this involves not be left out of this evolution, in reference to Web 2.0-and bring the themes of his competitors and their products to generate knowledge and share information. Successes in the development of these channels, which has as its backbone to the blog, there are several, but one particular highlight is the language used in the log. Outside set T forms a very formal, the blog posts ONTI usually very pleasant and dynamic without implying a detriment to the message that should provide a government agency.
As part of a communication strategy for the institutional arrangements as l government agencies must find new and better ways to communicate with citizens , not through the editorial filter represented in the traditional media, but directly to the message is not distorted. This is the great challenge now facing organizations and can be overcome if used correctly the tools of Web 2.0.
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