Social media and local government

Social media and local government Simon Wakeman Head of Marketing

the council picture

research • May 2008 – online survey • 82 responses from 61 councils • 13.8% of all councils responded

social media used in communications 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Blogs Podcasts Social networks Wikis Video sharing Image sharing Social Virtual worlds websites websites bookmarking Regularly Occasionally Rarely Source: 82 communicators in 61 local authorities surveyed May 2008

plan to use social media in next six months 40% 35% 30% 25% 20% 15% 10% 5% 0% networking Video sharing Image sharing Podcasts Blogs bookmarking Wikis Virtual worlds Social websites websites Social Not used but plan to in next 6 months Source: 82 communicators in 61 local authorities surveyed May 2008

barriers to use • low awareness of potential uses • lack of personal use • blocking access – firewalls and policies • support from IT departments

our experience

podcasting

objectives • create a new two-way communication channel for young people in Medway • get young people actively involved in producing the podcast • help the organisation learn about podcasting as a communications tool

equipment

results • 360-400 downloads per show • positive face to face feedback • limited direct responses • experience of new communications tool

we learnt… • be clear why • don’t underestimate time investment • accessibility • pick the best technology

social networks

fuse medway festival

results • more than 130 “fans” • raised profile among new audience group • maintain presence between festivals • a starting point…

we learnt… • more than just an online billboard • invest time in interacting and responding • need to offer value to community • need more online/offline integration

microblogging

Medway Council 100

RSPB Medway Council 765 100

SCC 478 RSPB Medway Council 765 100

SCC 1243 people 478 RSPB Medway Council 765 100

SCC RSPB Medway Council

we’re learning… • to provide interesting content • to be human • to monitor and respond • that there aren’t any rules for councils in this space (yet)

social media relations

we learnt… • role of social media monitoring in issues management • be ready to engage when appropriate • internal communications – be joined up • how new media can lead old media

closing thoughts • get the team ready • get the organisation ready • understand the bigger picture don’t be afraid to try – and have fun!

simon.wakeman@medway.gov.uk simon@simonwakeman.com +44 (0) 7771 701902 twitter: simonwakeman www.simonwakeman.com/dpgsm2009

Social media and local government

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