I want my team to run the most effective digital communication operation of any government department.
I see no reason why we shouldn't. We have the people to do it. We have plenty of experience and expertise between us. And we have ambitious objectives.
We also happen to work in a Department that is doing fascinating work. And we have captive audiences - people who are passionate about health and care.
And because we are working in a period of significant change, there is a real imperative for us to inform and engage our audiences. Communication really matters, and digital communication seems particularly suited to the challenge.
So I think we should aspire to be the best. I don't think that means having the nicest looking website, or the most effective natural search strategy, or the most followers on Twitter. All those things would be nice, but they're not enough. I think it means consistently finding smart ways to use digital communication to achieve the things that we're trying to achieve.
Of course, if we want to be the best, that means we need to be better than BIS and DFID and the Foreign Office, and all the other departments that are running brilliant digital communication operations. How would we measure that?
I have a rather crude KPI in mind to measure our success this time next year. But I'm going to keep it to myself for the moment, because I'm about to do a little bit of work internally to develop a series of metrics to measure the effectiveness of our digital operation. I'll publish them here once I've done it.