After a year of operation, Switzerland's government closes its Mastodon instance
After a year of operation, Switzerland's government closes its Mastodon instance
Aktuelle Informationen aus der Verwaltung. Alle Medienmitteilungen der Bundesverwaltung, der Departemente und Ämter.
TL;DR:
Pilot Project Conclusion: The Swiss Federal Chancellery’s Mastodon instance pilot project, launched in September 2023, has ended as the conditions for continuation were not met.
Low Engagement: The six official accounts on Mastodon had around 3500 followers in total, with low engagement rates compared to other platforms like X and Instagram.
User Decline: The number of active Mastodon users globally is decreasing, contributing to the decision to end the project.
Closure: The social.admin.ch instance will be closed at the end of the month.
Article translated in English :
Confederation closes its Mastodon instance
Bern, 25.09.2024 - Since September 2023, the Federal Chancellery has been operating a Mastodon instance for the federal administration. The pilot project, limited to one year, ends today as the conditions for its continuation have not been met.
As part of their statutory information mandate, the Federal Council and the federal administration have also been communicating on social media for many years and are constantly examining whether platforms not used until now are eligible.
In September 2023, the Conference of Federal Information Services decided to launch a pilot project on the decentralised Mastodon platform. The Federal Chancellery then opened the social.admin.ch instance, on which members of the Federal Council and departments could manage official accounts. The pilot project was limited to one year.
Mastodon has useful features for government communication. Thanks to its decentralised organisation, the platform is not subject to the control of a single company or to any state censorship. Its source code is open, it complies with data protection and is not driven by algorithms.
Too few active users
On the social.admin.ch instance, three departments managed five accounts, and the Federal Chancellery managed one account for the entire Federal Council. The six accounts of the Confederation had around 3,500 subscribers in total.
On platforms such as X or Instagram, the Federal Council and the Federal Administration reach many more subscribers with comparable accounts. In addition, the contributions of the Mastodon accounts of the Federal Council and the Federal Administration have rather low engagement rates (likes, shares, comments). Finally, the number of active users of Mastodon worldwide is once again falling.
The Conference of Information Services of the Confederation therefore considers that the conditions for continuing the pilot project have not been met, and activities on the Mastodon accounts of the Federal Council and the federal administration are suspended as of today. The social.admin.ch instance will be closed at the end of the month.
I think the so-called KPIs (Key Performance Indicators) are a major problem of our time, because they are often defined incorrectly or misunderstood. All too often, decision-makers seem to think that the pure number of followers, for example, or engagement metrics such as likes would indicate that an account or post is successful. However, this is often not the case when other important metrics are taken into account. In e-commerce, for example, a large number of followers or high engagement figures in themselves mean nothing at all: it is not uncommon for e-commerce companies to invest a lot of money in social media management and for the KPIs of their accounts to rise accordingly - but still not sell anything via this channel (that means that the investment is not worth it, of course, because the costs are disproportionate to the sales generated; the ROI is often not good at all). I think a similar situation can be assumed for many science accounts on Mastodon, for example. Although the number of followers maybe not very high here because there are less active useres, the quality of comments can still be a lot higher. But unfortunately this cannot be quantified, or at least not easily. I therefore think that everyone should first think about what they want to achieve with their social media accounts. It then makes sense to define suitable KPIs instead of being impressed by what can be considered an indicator of success elsewhere and in a completely different context.
Decisions like these are why they can't move away from proprietary platforms. How much does it really cost to host and maintain this? A single employee could host a mastodon, peertube, and lemmy instance. The employee could also work full-time on one of the projects to address issues.
They also only had 6 accounts on the instance - out of how many politicians and bureaus?
Anyway... shame.
Maybe they should have done a better job talking about mastodon
It's still operating for now, right? Because if I look at random government pages in a browser that profile that doesn't block the social media widgets I can see links to facebook, twitter, instagram, whatsapp, youtube, and threema. There seems to be no mention anywhere that a mastodon server exists.
They're complaining about the low number of users. Did they bother to tell people that it exists?
The six accounts of the Confederation had around 3,500 subscribers in total. Seriously, what did they expect?
As many followers as they've built up in the Birdcage? With maybe 1% of users altogether? In a much shorter timespan?
And by running the accounts as pure shoutboxes with no interaction with replies that could just as well be unmarked crossposter bots?
Permanently Deleted
I was so hoping this was insurance for giant, hairy elephants.