Behavior and Why It Deserves A Seat at the Goverment 2.0 Table

As I participated in the Government 2.0 events this past week, I couldn’t help but think about one word–behavior. Over and over again, I observed that often we weren’t talking about a tool, a Web site, some new blog, or a newer IT database. We were talking about influencing and changing behavior.

Almost every topic and issue discussed had behavior in common. Whether working to increase understanding across ethnicity, wanting people to be aware and address the peanut recall situation, take better care of the environment, to adopt new work processes, or to empower local citizens to help fix up their community–behavior plays a key role. Whether it’s the behavior of the American public or the behavior of those within an organization, work is being done not to be cool, not to be different, but to influence and change behavior.

The idea of Government 2.0 and government as a platform is not about tools and technology. It’s about cultivating an environment and culture that enables citizens to influence and direct its government and each other.

Now the big question: Why? Why does government as a platform matter? Why are so many smart, talented, and skilled people devoting time, energy and resources to “Government 2.0?” The Answer: Government 2.0 is a metaphor. It’s a field jazzed about influencing behavior for the better (whether they realize it or not–many of them are social marketeers). It’s a group of people who say no to the status quo, and instead says, “We can do more. We can do better.”

Herein comes the next big question: How? This is a longer answer, but I know a good place to turn to-studying and knowing about behavior. The great thing–this is nothing new. Sure, technology is new, cultures evolve, but we as humans have been and will continue to be fascinated with behavior. So if behavior plays such a huge role in the programs we authorize, products we produce and services we fulfill–here is my recommendation–more social marketing:

What do you think? Many of us participants finish this week motivated to take our lessons learned and move the needle on some of the biggest issues facing our country. What are your recommendations to implement and help realize “Government 2.0?”

flickr credit: Leo Reynolds

9 thoughts on “Behavior and Why It Deserves A Seat at the Goverment 2.0 Table”

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Lovisa September 14, 2009 at 9:36 am

I agree. We are talking about changing behavior & opinion. At the Department of State we focus on engaging people to build counities around common themes or topics. These kinds of communities are not new. Internet has always been about communities. People since the beginning of time have always formed communities in the name of tribe, association, club, church, clique and more. All of our work is focused on the community. Social media and more traditional forms of media are just some of the tools we use to build these communities.

Mark Drapeau September 14, 2009 at 9:54 am

Thanks for a great post. I’m always amazed when people ask me how on earth I ‘got into’ social media and Gov 2.0 with my ‘completely different’ background in biology. My answer always starts, “Well, you see, I have a doctorate in behavior…”

Alex Post authorSeptember 14, 2009 at 10:08 am

@Lovisa Thanks for your thoughtful comment. This is one reason why I am so jazzed about the field of social marketing (which is not social media.) The real social marketing is the field that studies how to best influence and change behavior for the betterment of society.

From my observations last week, I think there are many intersections where the framework social marketing offers can be applied and help programs, services, and products be more wide-reaching and successful. I look forward to continue writing, studying and practiing this myself. 😉

@Mark Nice. I like your answer. I haven’t ruled that out in my own journey. Chatted earlier this year with a professor studying behaviorial economics–it’s fascinating. And in my opinion, very applicable.

Jacque September 14, 2009 at 11:28 am

Great post, Alex! The health care social media chat last night reminded me of a course I took in undergrad on social deviance. According to Robert Merton, collective action is “motivated by strain, stress, or frustration in a body of individuals that arises from a disconnection between the society’s goals and the popularly used means to achieve those goals.” In a way, I think we (the Gov 2.0 crowd) are “productive” deviants hoping to create a new norm.

Alex Post authorSeptember 14, 2009 at 11:53 am

@Jacque Bullseye. I’m going to have to borrow/adopt that quote from you and Robert sometime. Very well said.

Curtis Ogden September 16, 2009 at 11:59 am

I agree too. Having just finished Dan Ariely’s book Predictably Irrational I am struck by how limited we are in our efforts to make change when we don’t understand the roots of others’ and our own behavior. Certainly we would be better masters of our destiny if we were aware of how we are derailed by our own misguided assumptions and to become capable designers of processes that leverage the patterns of our individualistic and collective behavior. Blogged about this in a related way not long ago if you are interested – http://interactioninstitute.org/blog/2009/08/20/back-to-thinking/#more-895

Monica September 25, 2009 at 2:20 pm

I love this post. I often try to explain to folks that social media tools are important, but you have to have a culture that supports citizens and employees (and everyone else) using the tools and government officials have to be willing to gather and USE the information that comes from the citizens.

Gov 2.0 is a means to an end.

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9 thoughts on “Behavior and Why It Deserves A Seat at the Goverment 2.0 Table”