Scottish Local Authorities and Twitter

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Presentation on the use of social media by Scottish local authorities by @john_fellows to a @cipr_scotland event on 30th August 2012.

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Scottish Local Authorities and Twitter

  1. 1. John FellowsSocial Media and Scottish Local Authorities
  2. 2. why?
  3. 3. That’s all very well John, but whatabout Scottish Local Authorities?
  4. 4. Questions• Which Scottish Local Authorities engage in two- way communication through their use of Twitter?• Have Scottish Local Authorities developed an approach to the use of Twitter which is built on the development of a social media strategy?• Have Scottish Local Authorities developed a plan by which communications through Twitter is measured and reported on?• Which Scottish Local Authorities deliver this activity by communications professionals as opposed to other teams within the organisation?
  5. 5. My hypothesisOrganisations which have: • developed an approach to the use of Twitter which is built on the development of a social media strategy, • developed a plan by which such activity is measured and reported on, • and where this activity is delivered by communications professionalswill display greater characteristics of symmetricalcommunications that organisations which do not.
  6. 6. What I found out
  7. 7. (www.johnfellows.org)
  8. 8. Which Scottish Local Authoritiesengage in two-way communication through their use of Twitter? Engage in dialogue Limited engagement No engagement
  9. 9. Have Scottish Local Authoritiesdeveloped an approach to the use of Twitter which is built on the development of a social media strategy? Yes No In draft
  10. 10. Have Scottish Local Authorities developed a plan by whichcommunications through Twitter is measured and reported on? Have conducted an evaluation Have contributed to a joint evaluation Have not evaluated activity on Twitter
  11. 11. Which Scottish Local Authorities deliver this activity by communications professionals asopposed to other teams within the organisation? Communications Team Other/None
  12. 12. Effective use of Twitter to engage in dialoguewith other users, does not, however appear tostrongly correlate with the development of aspecific social media plan or strategy withinthe organisations studied. An examination ofthe level of interaction shown by each accountshows that this is almost equal whether or notthe organisation involved has developed apolicy or plan to guide this work.
  13. 13. Local Authorities which have developedsystems for reporting and evaluating theirTwitter use are more likely to engage withtheir publics through its use, suggesting thatthose organisations which have sought toestablish the benefit of such technologieshave more greatly benefited from its use.
  14. 14. • Only 3 councils give all staff access to social media at work – The rest give access to around 20 staff in total• @RWSti = only Council Chief Exec in Twitter• Since original research in Dec 2011: – Direct engagement through Twitter has reduced – Average 30% increase in followers
  15. 15. Why is Howthis so could itdifficult? work? Is this important?

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