social media and local government

Social media and

local government

Simon Wakeman

Head of Marketing

the council picture

• May 2008 – online survey

• 82 responses from 61 councils

• 13.8% of all councils responded

research

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Blogs Podcasts Social networks Wikis Video sharing

websites

Image sharing

websites

Social

bookmarking

Virtual worlds

Regularly Occasionally Rarely

social media used in communications

Source: 82 communicators in 61 local authorities surveyed May 2008

0%

5%

10%

15%

20%

25%

30%

35%

40%

Podcasts

Blogs

Video

sharing

web

sites

Social

networking

Wikis

Social

bookm

arking

Image sh

aring

web

sites

Virtual w

orlds

Not used but plan to in next 6 months

plan to use social media in next six months

Source: 82 communicators in 61 local authorities surveyed May 2008

• low awareness of potential uses

• lack of personal use

• blocking access – firewalls and policies

• support from IT departments

barriers to use

our experience

podcasting

• 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

objectives

equipment

• 360-400 downloads per show

• positive face to face feedback

• limited direct responses

• experience of new communications tool

results

• be clear why

• don’t underestimate time investment

• accessibility

• pick the best technology

we learnt…

social networks

fuse medway festival

fuse medway festival

fuse medway festival

• more than 130 “fans”

• raised profile among new audience group

• maintain presence between festivals

• a starting point…

results

• more than just an online billboard

• invest time in interacting and responding

• need to offer value to community

• need more online/offline integration

we learnt…

microblogging

Medway

Council

100

Medway

Council

RSPB

100

765

Medway

Council

RSPB

SCC

100

765

478

Medway

Council

RSPB

SCC

100

765

478

1243 people

Medway

Council

RSPB

SCC

• to provide interesting content

• to be human

• to monitor and respond

• that there aren’t any rules for

councils in this space (yet)

we’re learning…

social media relations

• 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

we learnt…

• get the team ready

• get the organisation ready

• understand the bigger picture

don’t be afraid to try – and have fun!

closing thoughts

simon.wakeman@medway.gov.uk

simon@simonwakeman.com

+44 (0) 7771 701902

twitter: simonwakeman

www.simonwakeman.com/dpgsm2009