The Commons public administration select committee's call for open policymaking, published on 3 June, envisages civil servants as the guardians of wiki-style policymaking, with public sector leaders embracing digital technologies and using platforms such as Twitter and Facebook.

But these social media platforms can be a double-edged sword for policymakers.

Never has it been easier, or cheaper, to launch or consult on new policy initiatives. The possibility of creating a hashtag and reaching both the influencers and the wider public is seductive. Yet it can also result in something close to a Dr Frankenstein scenario: you have created a hashtag, and it will destroy you!

Once unleashed, public, tag-able, searchable and unique policy ideas are vulnerable to all kinds of comment, including critique and derision. Keeping abreast of what is being said about your initiative, activity or organisation can be difficult when you are busy with everyday matters, as former BBC director general George Entwistle found to his cost.

The rise of social media has brought with it a goldrush, with numerous companies and social media consultants offering "social listening" technologies, related advice and services. These tools can be configured to alert organisations of both positive and negative discussion of their initiatives, opening up opportunities to capitalise or take action. Metrics are provided to show the most influential users discussing an initiative, and who should be approached to help spread the message...