Although the news that the Government is creating a £160K civil service job to boost its profile on social networking websites has drawn criticism – it’s a clear demonstration of how Government is overtaking the private sector in their commitment to engaging their public.

The brief for the Director of Digital Engagement (or Twittercrat) role includes developing strategies to communicate with people on sites including Facebook, MySpace, Bebo and Twitter.

The news follows hot on the heels of last week’s Guardian interview with Thomas Gensemer, the mastermind behind Barack Obama’s impressive digital presidential campaign who is in London to open an office of Blue State Digital and make a bid for the Labour Party digital account.

So why is the Government investing in social media where many in the private sector demonstrate resistance?

I think there are two main areas – the first is that the metrics used to evaluate social media are new and evolving all the time. Big numbers created by advertising click through rates are being matched like for like against the small number of meaningful community groups and at first glance the numbers don’t add up.

The old forms of measurement don’t evaluate how you capture the hearts and minds of your public. This is often the case for emerging communications – but when you’re in a competitive market place, innovative solutions are needed to boost tried and tested comms.

Secondly, entering into a social media strategy is about longevity – and previously, many brands have looked at their communication strategy as a series of campaigns that have both a start and finish point. Companies committing to social media will have to consider restructuring their approach.

What’s clear, is that the new DoDE position is more than just PR, it’s a clear sign that the Government understands that there is the potential to make a substantial return on their investment.

By developing communities, creating content, and talking and listening they have the potential to engage an army of lifetime advocates.

Now what brand doesn’t want that?