The Indian Government’s focus on social media is improving. From using websites for awareness, to create online forums for complaints, to the recent “cattle class” controversy plaguing Shashi Tharoor. Recently we wrote about the Indian Government launching a website to file copyrights online. We also wrote about the Prime Minister on Facebook. And now, the Indian Government has decided to use Facebook, Twitter and other social media to reduce traffic accidents.
Over the last few years, the number of billboards and signboards and LED advertisements on roads urging people to be cautious has increased. It was only a matter of time before digital media made its presence felt. A news article announced that the Ministry of Road Transport and Highways and the International Road Federation are combining efforts to reduce fatal accidents by 50% in the next three years. And social media is sure to help.
They plan on leveraging Twitter, Facebook, YouTube primarily apart from using blogs, posters, and other traditional media. KK Kapila, the vice chairman of the IRF spoke to the media about using social media given it’s vast outreach.
The aim is, “Reduction of Road Fatalities”. India today accounts over around 10% of global road accidents. And this is what the joint effort is out to correct.
Social Media campaigns with a focus on awareness need to be built carefully. How the government plans to use these platforms matters a lot. Take the JAAGO RE Campaign for example. The video ad along with the website definitely makes an impact. However, a Twitter account that keeps giving information would prove futile.
Hopefully, the Government will learn to utilise social media to its full potential. The trouble with digital media or any new technology is that the Indian government is usually the last to learn about it. We recently wrote about how mostgovernment websites are not disabled-friendly. And this is merely the tip. Several sites do not provide requisite information and are barely navigable.
In the West, Government as a Platform is fast gaining importance. From Barack Obama’s prolific Twitter profile to having official mouthpieces across social media. Check out Tim O’Reilly’s views on Gov 2.0. He talks of Government providing not just websites, but web services. True, spreading information, especially useful awareness based information on traffic accidents might help, but the potential is much larger. Hopefully, the campaign will make an impact.
