This document summarizes Medway Council's experience using social media and podcasting for local government communication. Key results included 360-400 downloads per podcast show and over 210 social media "fans". The council learned that outreach requires a significant time investment, clear objectives, and providing valuable community engagement. While challenges remain around awareness, policies and IT support, social media can be an effective tool for councils to connect with constituents on important issues if barriers are addressed.

1. Social media and
local government
Simon Wakeman
Head of Marketing

3. our experience

4. podcasting

6. 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

7. equipment

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

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

11. social networks

15. results
• more than 210 “fans” / 77 followers
• raised profile among new audience group
• maintain presence between festivals
• a starting point…

16. we learnt…
• invest time in interacting and responding
• need to offer value to community
• social networks can be effective for councils on
issues/campaigns people actually care about

17. microblogging

19. Medway
Council
100

20. RSPB
Medway
Council
765
100

21. SCC
478
RSPB
Medway
Council
765
100

22. SCC
1243 people
478
RSPB
Medway
Council
765
100

23. SCC
RSPB
Medway
Council

24. 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)

25. social media relations

33. we learnt…
• role of social media monitoring in issues management
• be ready to engage when appropriate
• how new media can lead old media

34. key barriers for councils
• low awareness of potential uses
• lack of personal use
• blocking access – firewalls and policies
• support from IT departments
• failing to balance risks vs benefits

35. closing thoughts
• get the team ready
• get the organisation ready
• understand the bigger picture

36. simon.wakeman@medway.gov.uk
simon@simonwakeman.com
+44 (0) 7771 701902
twitter: simonwakeman
www.simonwakeman.com/cipr2009