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Social Media In the Public Sector
OCTOBER 18, 2011
In collaboration with
© 2011 MARKET CONNECTIONS, INC.

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2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 2
Tweet with us!
@mkt_connections
@strategicguy
#socialgov
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Methodology
884 online survey respondents:
• Federal Government
o 228 Federal Civilian/Independent
o 124 Dept of Defense/Military
• 181 State and Local Government
• 272 Government Contractors
8 in-depth telephone interview
participants
• 3 Government Contractors
• 1 Federal Civilian agency employee
• 1 former DoD employee
• 3 Social Media industry experts
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Primary Work Location by GSA Region
Name Percentage Maryland
West Coast
National Capital Region 19%
12%
Mid Atlantic 15%
Midwest D.C.
Great Lakes 13%
21%
Southeast Sunbelt 12%
Pacific Rim 10%
Virginia
Southwest Southeast
Greater SW 9%
9% 13%
NE and Caribbean 6%
NW/Arctic 5%
Heartland 4%
Rocky Mountain 4% 19% of all survey
New England 2% participants work
Military/APO <1% in the National
Total 100% Capital region
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Age and Gender
21-34 19% Male
43%
35-44 32% 57%
Female
45-54 31%
55+ 19%
0% 10% 20% 30% 40%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 6
Definitions of Social Media
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Beginnings of Social Media Use
Overall Federal Contractor
Does not use 9% 8% 6%
Within the past
year 32% 41% 21%
1-2 years ago 40% 37% 48%
More than 2
years ago 19% 14% 25%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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How Social Media Is Used
74%
92% 70%
HOME WORK ANY MOBILE
Note: Multiple responses allowed so
percentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 9
Most Widely Used Mobile Devices to Access
Social Media
Federal Govt Contractors
70% 62%
60% 53%
50% 42% 39%
35%
40%
30%
28% 27% 29%
20%
10%
0%
iPhone Blackberry Android iPad
Note: Multiple responses allowed so
percentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 10
Top Three Social Media Tools Used
Federal Govt Contractors
90% 83% 85%
76% 80%
80%
70%
70%
61%
60%
50%
40%
30%
20%
10%
0%
Online videos, pictures Blogs Non-government specific social
networks
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Sites Used Most During the Past Month
2010 2011 2011
Federal Govt Federal Govt Contractors
72% 86% 88%
61% 80% 87%
32% 70% 93%
30% 55% 70%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Government-Specific Sites Being Used
2010 2011 2011
Federal Govt Federal Govt Contractors
11% 35% 55%
5% 30% 30%
- 30% 39%
- 28% 28%
- 31% 28%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Banned Sites
Federal Govt 2011 Federal 2010
Contractors 2011 Contractors 2010
60% 55%
Federal
Contractors
Govt
40%
Facebook Facebook
28% Twitter Twitter
YouTube YouTube
19%
20% MySpace
9% LinkedIn
0%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Top 5 Uses of Social Media
Federal Govt Contractor
To inform decision making
100%
100%
To communicate externally with citizens 81%
and other agencies/orgs 85%
Internally between colleagues
78%
79%
For research purposes/to gather info
64%
77%
For promotion/marketing
61%
78%
0% 20% 40% 60% 80% 100%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Top Tools Used to Inform Decision-Making
Federal Govt
40%
35%
35%
30%
25%
24%
20%
19%
15%
15%
10%
5%
0%
Blogs Non-government- Wikis Government-specific
specific social networks social networks
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Top Tools Used for Promotion and Marketing
Contractors
60% 56%
53%
50%
43% 41%
40% 36%
30%
20%
10%
0%
Blogs Online video, Non-government- Podcasts Wikis
pictures specific social
networks
Note: Multiple responses allowed so
percentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 17
Important Benefits of Using Social Media
Federal Govt
Increased education of the public 78%
Access to information 77%
Agency promotion 76%
Increased collaboration 71%
Cost savings or other efficiencies 70%
0% 20% 40% 60% 80% 100%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Important Benefits of Using Social Media
Contractors
Marketing/promotion 85%
Thought leadership promotion 84%
Increased collaboration 75%
Improved customer access to
organization information 74%
Increased transparency of
organization's operations 60%
0% 20% 40% 60% 80% 100%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Permitted to Represent Organization Using
Social Media
Federal Govt Contractors
2011 2010 2011 2010
70% 70%
60% 60%
50% 46% 50% 46%
37% 39%
40% 33% 40% 33%
30% 25% 30% 25% 23%
21%
17% 20%
20% 13% 12% 10%12%
9% 10%
10%
0% 0%
Yes Yes, but No Don't Yes Yes, but No Don't
with know with know
restrictions restrictions
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Restrictions on Social Media Use
Restriction Federal Govt Contractors
Must fit within pre-determined
guidelines 79% 71%
Only specific personnel are permitted 45% 40%
Must be pre-approved 52% 33%
Only certain sites allowed 27% 16%
Only specific departments permitted 28% 17%
Internal use only 10% 9%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Top Three Challenges of Using Social Media
Federal Govt Contractors
60%
49% 50%
50%
40% 41%
40%
31%
30%
21%
20%
10%
0%
Aligning a social media strategy Measuring return on Internal governance/legal issues
to the agency's/organization's investment/developing
overall objectives performance metrics
Note: Multiple responses allowed so
percentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Measuring ROI for Social Media Use
Changes in traffic/clicks to site 64%
Changes in awareness 64%
Number of connections cultivated 45%
Recognition as a thought leader 44%
Number of leads generated 43%
0% 10% 20% 30% 40% 50% 60% 70%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Increases in Social Media Use Expected Over
the Next 12-18 Months
100%
25%
80% 40%
Increase significantly
60%
56% Increase slightly
40%
51%
20% No change
18%
0% 8%
Federal Govt Contractors
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Key Takeaways
• Leverage where and how social media is being used.
• Build presence in a few key areas and execute well.
• Have clear objectives for implementation and a plan for
measuring ROI.
• Integrate campaigns across social media channels.
• Promote success stories.
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 25
Cathy Cromley, Director of Business Development | Market Connections, Inc.
14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025, ext. 108
cathyc@marketconnectionsinc.com
Marc Hausman, President and CEO | Strategic Communications Group
1400 Spring Street, Suite 330 | Silver Spring, MD 20910 | 301.408.4500
mhausman@gotostategic.com
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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Panelists
MODERATOR D.J. Caulfield Charles J. “Jack” Holt, APR
Marc Hausman GSA Branch Chief, Office of Director for Policy Analysis,
President, Customer Accounts & Research Blue Ridge Information Systems
Strategic Communications Group Communications and Portal Services DOD former Sr. Strategist for Emerging Media
Meredith Lawrence Steve Lunceford Nancy Rey Nolting
Director of US Federal Marketing, Senior Manager, Marketing Program Manager,
Polycom Deloitte Services, LP Intelsat General Corporation