Social Media Survey Results
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Results from a survey fielded from October 22 to Jan 5, 2009 to gauge the preferences and expectations of social media users with regards to accessing government information online.
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Social Media Survey Results
- 1. Social Media Usersʼ Expectations of the US Government Survey Results Contact: Jed Sundwall jed@capturagroup.com @jedsundwall 619-681-1856 x208
- 2. 2 Audience Survey Introduction These slides contain selected results from a survey issued by Captura Group to inform the social media strategies for USA.gov and GobiernoUSA.gov. We hope these data will help advocate for strategic usage of social media throughout government agencies. Contact: Jed Sundwall jed@capturagroup.com @jedsundwall 619-681-1856 x208
- 3. 3 Audience Survey Survey Overview A survey was fielded from October 22, 2008 to Jan 5, 2009 to gauge the preferences and expectations of social media users with regards to accessing government information online Respondent Facts: • 501 people started the survey, 385 completed it (76.8%) • Average respondent age: 42 • 50:50 Male/Female ratio • 58% of respondents familiar with USA.gov The survey was distributed exclusively through social media, being shared on GovGab, Twitter, Facebook, LinkedIn, Digg, and Delicious — eliciting an average of 13 responses per day.
- 4. 4 Audience Survey Survey Findings Survey findings indicate that social media can be successfully leveraged to make relevant government information easily accessible to a wide audience in a timely manner • The majority of respondents are interested in accessing government information via social media • Credibility of government information on social media is critical for respondents • Facebook is the preferred social media tool among respondents • Respondents are very interested in having conversations with the government • Respondents are interested in a variety of government information, including: - Emergency alerts - Civic information including local government and event information - Ways to protect the environment - Consumer goods recalls • Relevant and timely content is critical – the channel used to deliver it is secondary
- 5. 5 Audience Survey Social Media Behaviors Respondents frequently engage with a variety of social media services, particularly social networks, blogs, and online video sites How many times in the past month have you engaged in the following activities online? Never Every Few Weeks Every Week Daily
- 6. 6 Audience Survey Preferred Websites Respondents visit Google, Facebook, and YouTube most frequently How often in the past month have you visited the following sites? Never Every Few Weeks Every Week Daily
- 7. 7 Audience Survey Research Behaviors Respondents first look to search engines and official government websites for government information When looking for information provided by the US government, how useful are the following sources in helping you locate the information you need? 0 - I donʼt use this 5 - This is my preferred source at all source of information
- 8. 8 Audience Survey Research Behaviors by Age We do not perceive any significant difference in research behaviors across age groups When looking for information provided by the US government, how useful are the following sources in helping you locate the information you need? 5 4.5 4 3.5 3 GEN-Y (born 1980-1995) 2.5 GEN-X (born 1965-1979) JONES (born 1955-1964) 2 BOOMER (born 1938-1954) 1.5 1 0.5 0
- 9. 9 Audience Survey Government Information: Services Emergency alerts and civic information are most interesting to respondents What kinds of government services information would you be interested in receiving from the US government? 0 - Not interested at all 5 - Very interested
- 10. 10 Audience Survey Government Information: Consumer Respondents are eager to learn how to protect the environment and be informed about consumer goods recalls What kinds of consumer and household information would you be interested in receiving from the US government? 0 - Not interested at all 5 - Very interested
- 11. 11 Audience Survey Government Information: Education Respondents are interested in a variety of government educational and research resources What kinds of US government educational and research resources are you interested in? 0 - Not interested at all 5 - Very interested
- 12. 12 Audience Survey Government Information: Business Respondents are less interested in government business and employment information What kinds of jobs, business and employment-related information would you be interested in receiving from the US government? 0 - Not interested at all 5 - Very interested
- 13. 13 Audience Survey Preferred Features and Tools Relevant and timely content, such as emergency alerts, is more important to respondents than how content is delivered Which of the following features or tools would you be interested in using if they were provided by an official US government source? Emergency Alerts 3.85 FAQs 3.27 Local Event Information 3.00 Chat with government help staff 2.88 Wikis 2.61 Blogs 2.57 Video 2.55 Tutorials 2.51 Widgets 2.15 Podcasts 2.03 Mobile phone updates 1.86 Twitter streams 1.79 Games and Quizzes 1.46 0 - Not interested at all 5 - Very interested
- 14. 14 Audience Survey Beyond Government Websites 60% of respondents are interested in government information on non-government sites – those interested indicated a preference for information via social media channels such as Wikipedia, social networks, and blogs Where, outside of government websites, would you like to receive US government information?* *This question was only asked of respondents who indicated an interest in receiving government information through non-government websites
- 15. 15 Audience Survey Preferred Government Interactions Respondents are very interested in having conversations with the government What kind of interactions would you like to have with the US government online?
- 16. 16 Audience Survey Disclaimer This survey was issued and distributed using social media tools, and the results are taken to represent a sampling of English speaking social media users. You are welcome to use it to inform your own social media outreach strategies, but if you seek to address a particular audience, the data presented here may not be appropriate. Contact: Jed Sundwall jed@capturagroup.com @jedsundwall 619-681-1856 x208
Editor's Notes
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- This is a mini case study. Even though the survey was “long” and “boring” people took it. This is pretty remarkable!
- We found that just as you want to engage constituents, and they want to engage the government! This is great.They look to the government for key information that you already have ready for them.One thing we learned is that people want to be assured that they’re dealing with a credible source. We address this in the strategy.