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New Oracle Solution Gives Agencies Greater Control over Social Media
Social media is not just for personal communications anymore—it’s becoming a vital platform for connecting public sector agencies with citizens. Now Oracle offers an integrated solution that gives agencies the essential social media tools they need to stay close to constituents, and provides a cloud environment that helps agencies run them cost-effectively.
The solution, which is part of the Oracle Social Relationship Management family of products, consists of software for social marketing, interacting with citizens, and monitoring public communications across social media sites. Because the tools are software-as-a-service cloud solutions, agencies don’t have to install and maintain on-premises hardware and software before they can take advantage of these capabilities.
“The Oracle solution provides agencies with a single place to manage all their social media activities, including what’s being said on their own sites and across all other social media entities,” says Gina Marcon, principal customer experience and customer relationship management solutions specialist at Oracle.
The platform can foster day-to-day communications via social networks, so citizens use Twitter or Facebook to notify a highway department of a pothole that needs repairing, for example. According to Marcon, social media is also becoming vital during emergencies, such as when super storm Sandy hit the US Eastern seaboard last year, and downed phone lines stymied normal communications between first responders and the public.
The new Oracle capabilities address three important areas of social media management.
Get more information about the latest Oracle Social Relationship Management solutions.
- Content creation. Using a simple drag-and-drop interface, agency staff can quickly develop content even if they’re not well-versed in using Web languages such as HTML. Agencies can also assign authorizations to individual users, so content creators, for example, can submit new entries to managers who have permissions to publish messages to live sites.
- Monitoring the social universe. Agencies can see messages relevant to their missions across public social media sites, not just the ones they manage. Unique Oracle technology, called latent semantic analysis, understands the context of information posted to outside sites. This means that an agency can search on the term “311” for material related to the city call center and not receive large volumes of irrelevant results about addresses or even the rock band by that name.
- Citizen engagement. Agencies can also engage directly with citizens who are voicing concerns or raising issues on public social media sites about government services.