Those having a "bureaucratic mindset"...

(e.g. European Court of Auditors, some Commission DGs, Council of Ministers)

Those having a "web 2.0 mindset"...

(e.g. more-or-less the Commission's EPSO, Eurocontrol, European Food Safety Authority)

 

Write in an impersonal, non-identifiable way, does not like or dare to have a face

("The Court considers that…", "The European Commission has launched…")
 

Write as humans, identifiable with a face as a real person

("I believe that…", "It's great to see when…")

Take no direct responsibility for their position

("This is the position of the European Court of Auditors. Those wishing to challenge this view may turn to…")
 

Take full responsibility for their words and position

("This is what I stand for, and feel free to share your thoughts and challenge my words…")

Make sure the hierarchy and the legal department have approved all words
 

Dare to take action, act individually, and while they do think before posting, value honesty above all

 

Use a formal, dry and 3^rd person tone

("We wish to inform you that the observation you have submitted is in conformity with the decision of 8 December 2010…")
 

Use an informal, easy-to-understand 1^st person tone

("I agree with you")

Prefer to use legal bases and formal agreements and being abstract

("Please refer to Article 45b of Regulation XXX/2005/EC on animal welfare")
 

Use concrete, real life examples and tries to avoid using legal blabla

("The EU protects pets such as dogs or hamsters…")

Prefer to use letters, text-only e-mails and PDFs to correspond

Use embedded videos, video-answers, info-graphics, interactive forums, webcasting and live chats to communicate
 

Get angry when their view, position or authority is challenged or questioned
 

Like being challenged, understand that critical feedback gives new ideas innovative solutions

Respond to questions according to deadlines regulated in administrative codes, not earlier
 

Always answer within 24 hours because 12 hours already seem like eternity online
 

Do not measure its quantitative and qualitative impact online: approval, visibility, reviews

Constantly monitor the internet and social media conversations, react, clarify, uses analytics
 

Consider that being online is a burden

Consider that being online is a huge opportunity to get stakeholder buy-in and spread a message
 

Think of online platforms as a colourful media where print brochures can be uploaded
 

Understand the power of interactivity, connectivity, sharing and online multimedia
 

Believe that top-down messages are the way to
go

Horizontal conversations are the way to go

Want to control the message at all price

Have no intention to control the message, and enjoys having a multitude of opinions
 

Target senior decision-makers, politicians and journalists; suspicious of bloggers and peers

Consider everyone with a computer and internet connection as a stakeholder and a multiplier
 

Require all staff to follow the line to take and never challenge the views from the top

Encourage internal virtual forums while keeping a unified voice towards outside
 

Do not feel any pressure to innovate and communicate

Understand that becoming irrelevant is the worst that can happen to you