Standards

We have created three digital engagement standards based on the CLEAR model : Basic, Intermediate and Advanced (below).  Use these as a template for fetures in digital engagement projects.

 

BASIC: SHARE AND CONNECT

[C]an do [L]iked to [E]nabled to [A]sked to [R]esponded to
Increase trust in the process Broaden dialogue (increase reach) Provide project feedback
Enhance public knowledge of issues Increase public support for decisions already taken

 

Corresponding Features

Content Sharing Interaction Visibility Presence
Dynamic and up-to-date content.  Social integration (e.g. Share, Like buttons for articles) A manned, unique email address Basic SEO (e.g. XML site map, use of keywords) A web (mobile responsive) presence and unique URL
Searchable, digital archive of all project information. Basic syndication of own content (e.g. RSS)  A manned, unique Twitter handle that is capable of being conversational   Presence of web analytics 
Contact details (including email) of the experts or authorities involved.   Email newsletter and subscribe feature   

 

INTERMEDIATE: INCLUDE + BASIC

[C]an do [L]iked to [E]nabled to [A]sked to [R]esponded to
Gather input on policy development Encourage quality interactions Obtain better informed opinions Stimulate involvement  
Elongate dialogue around issues        

 

Corresponding Additional Features

Content Sharing Interaction Visibility Presence
A means of capturing, classifying and analysing all qualitative feedback on the official digital space. Integration of third party content. The ability to officially record a viewpoint which can be treated in equal weight to an offline participant. For example, online survey or open comments. Evidence of basic digital marketing activity to ensure that participation has been stimulated. A means of monitoring and considering on-topic conversations outside of the official digital space.
The use of rich media to recycle information and evidence – to enhance knowledge or act as a stimulus.   A manned, unique Twitter handle that is capable of being conversational.    

 

ADVANCED: INTERACT+ BASIC + INTERMEDIATE

[C]an do [L]iked to [E]nabled to [A]sked to [R]esponded to
    Deepen dialogue around issues

 

Engage a specific audience Prevent the spread of misinformation

 

Corresponding Additional Features

Content Sharing Interaction Visibility Presence
  Demonstrates enhanced capability (e.g. open data, API, travelling widget). Actively responding or signposting the public in ‘unofficial’ digital spaces Evidence of advanced digital marketing activity to ensure that participation has been stimulated (e.g. use of paid ads or keyword sponsorship)  
    Hosting of structured two-way dialogues in the digital domain (e.g. online forum)    
    Digital back-channel for public events