Check out the sarcastic jab about the Department of Finance's move to use Twitter.
Government's Use of Social Media Spoofed
Do humourous reports like this hint at an underlying perception of social media as being juvenile and unprofessional? While this is intended to be political satire, and any new reason to poke fun at government policies or initiatives are an accepted part of cultural and political reviews; there is still an underlying message there that must be tapping into its audiences' psyche, in order for it to be funny and understood universally.
We as communicators must be aware of these perceptions, listen to our publics, and tread carefully with implementation of social media tools and style, as we move forward into newer communication territories.
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I agree that we have to pay attention to our publics. And from what I have been reading, in SM is not different. What is different is that publics are more segmentated than in traditional media, so for a SME for example is a good tool as they don't have resources for other more expensive tools. But this example is quite funny. I wonder which is the percentage of the department's twitter public from all the publics they have.
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