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deal of experimentation, they succeeded in finding the right balance of tools to get the input they needed In fact, it was during their final phase when they posted a wiki to help them write the act itself that they began to see the true value of the Web 20 tools they were using, as they began receiving as many as 10,000 inputs a day And while that s not to say that all of the inputs were useful, McArdle believes that using Web 20 in the way they did was the key to the success of their initiative One of the key outcomes, McArdle said during an interview, was to help the parliamentarians know that our product was well consulted that it had community buy-in Another surprising result was the new ideas they received If this was a good process [the 15-year consulting effort] you would think we d have heard all the ideas there could be But the wiki brought in fresh ideas While most of the ideas haven t been accepted this time around, they ve introduced new ideas, ones we wouldn t have thought of, and brought a creative tension to the debate In other words, it accomplished precisely what they wanted it to accomplish and more It wasn t easy As McArdle freely admits, there were a lot of failures along the way it wasn t a case of build it and they will come In fact, as we will examine later when looking at best practices and lessons learned, they did build it and found that few were interested and no one came But at the end of the day, the utilization of Web 20 tools for policy deliberation and development proved to be a major success and a model for what we might look forward to in the future
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During and after the 2008 presidential election campaigns, there was a great deal written about how the candidates used or didn t use social media to reach out to supporters and potential supporters Garrett Graff s book The First Campaign details how social media is beginning to transform politics in the United States It does a good job of detailing the changes that have already occurred in presidential politics by using social media in fundraising, organizing meetings (using Meetupcom), communicating with voters (social networks like Facebook, MySpace, or YouTube), and in some cases directly interacting
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with voters (Hillary Clinton s campaign song, getting ideas on health care, and so on) Since then, there have been numerous articles and other books that reported on what was dubbed Obama 20 The discussion has ratcheted up as the Obama administration has begun to look at how to bring the same tools that won the election into the business of government While the posting of YouTube videos have begun to be an almost ubiquitous part of the White House efforts, most attention was given to what was dubbed the first-ever web-based interactive town meeting, held on March 26, 2009, where the president spoke to and took questions from the public via the Internet According to the White House, 64,000 people tuned in, 92,000 people submitted questions, and over 36 million people voted on which questions should be asked While it was not without some controversy, it is clearly only the beginning What is clear is that the use of social media in politics is changing the expectations of citizens as to how those vying for power or in power should interact with them Increasingly, citizens no longer look at themselves as passive observers or at best consumers of information The availability of social media tools and their use in the presidential campaign has created citizens expectation of having a direct voice and a direct role It is a short but critical step for them to want to go beyond simply organizing events to that of shaping policy But as the New Zealand example and others to be cited in this appendix demonstrate, Web 20 and social media can have a profound impact on the public sector far beyond just politics In fact, they can have a transformational impact These same tools can and are beginning to be used to significantly alter the way the business of government is conducted, including interaction with the citizenry, the ability to share information across government and with the populace, the way in which advocacy is conducted, and even the way in which policy is formulated
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