Recognise it's all about changing the way things get done
It's no good just coming and expounding the virtues of digital engagement. That's the easy bit. Change sticks in government only if the benefits are clear. The ministers and permanent secretaries who can't quite see what the fuss is about and who will instinctively assume that any initiative from Cabinet Office demands lip service until they get bored and go away need to understand why they should care.
So the most important attribute will be the ability to understand and empathise with those who need to be persuaded - and above all to demonstrate how all this will very directly help deliver PSA and DSO targets
Public Strategist commented
The question is not, “do you use social media?” it’s “do you know how to put social media to work for an organization and its stakeholders?”
as Scott Burns put it much more succinctly than I managed above in commenting on "Twenty Theses for Government 2.0, Cluetrain Style" http://steveradick.com/2009/02/15/twenty-theses-for-government-20-cluetrain-style/