For the province of British Columbia, getting into the social mediaconversation isn’t about specific tools, it’s about meeting businessobjectives.

Tanya Twynstra, director of capacity building, business and workforcetransformation at B.C.’s Ministry of Citizen Services, spoke to an audience ofgovernment and public sector workers from across all levels of governmentduring this week’s Lac Carling conference in Niagara-on-the-Lake, Ont.

The social media advocate said government organizations and enterprises need toput the “cool factor” aside when building their guidelines for interacting withthe public through Facebook, Twitter or YouTube.

Twynstra spoke with IT World Canada about how the province’s social mediaguidelines were created and where the project is going.