social media and local government
DESCRIPTION
Presented at Don\'t Panic Guide to Social Media, Manchester 5/12/08TRANSCRIPT
Local governmentand social media
Simon WakemanHead of Marketing
Medway Council
Medway
why?
• satisfaction – communicating well
• more effective consultation
• competition
• May 2008 – online survey
• 82 responses from 61 councils
• 13.8% of councils responded
research
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Newsreleases
Newspaper/ magazineadvertising
Publicmeetings
Outdooradvertising
Radioadvertising
Directmarketing
TVadvertising
Regularly Occasionally Rarely
Which tools does your organisation currently use in its communications?
Source: 82 communicators in 61 local authorities surveyed May 2008
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Forums / bulletin boards Email marketing Text messaging
Regularly Occasionally Rarely
Which tools does your organisation currently use in its communications?
Source: 82 communicators in 61 local authorities surveyed May 2008
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Blogs Podcasts Social networks Wikis Video sharingwebsites
Image sharingwebsites
Socialbookmarking
Virtual worlds
Regularly Occasionally Rarely
Which tools does your organisation currently use in its communications?
Source: 82 communicators in 61 local authorities surveyed May 2008
0%
5%
10%
15%
20%
25%
30%
35%
40%Po
dcas
ts
Blog
s
Vide
o sh
arin
gwe
bsite
s
Socia
lne
twor
king
Wiki
s
Socia
lbo
okm
arkin
g
Imag
e sha
ring
webs
ites
Virtu
al wo
rlds
Not used but plan to in next 6 months
Social media tools not used but plan to use in next six months
Source: 82 communicators in 61 local authorities surveyed May 2008
• 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
• 360-400 downloads per show
• positive face to face feedback
• limited direct responses• experience of new
communications tool
results
0%
10%
20%
30%
40%
50%
60%
Have used /plan to use
Don't plan touse
Not aware oftool
Social networking in council communications
Use by councils
Source: 82 communicators in 61 local authorities surveyed May 2008
Social networking in council communications
Source: 82 communicators in 61 local authorities - May 2008/ Ofcom Media Literacy Audit – December 2007
Use by councils Use by residents
0%
10%
20%
30%
40%
50%
60%
16-24 25-34 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%
60%
Have used /plan to use
Don't plan touse
Not aware oftool
• which sites
• where to access• uses for social networks
• worries and concerns
what Medway’s young people say
• promotion / advertising
• building an interest group• dialogue and consultation
councils on social networks
Fuse Medway Festival
Social networks in council communications
Social networks in council communications
Social media tools not planned to be used
0%10%20%30%40%50%
60%70%80%90%
100%
Virtu
al wo
rlds
Imag
e sha
ring
webs
ites
Socia
lbo
okm
arkin
g
Wiki
s
Vide
o sh
arin
gwe
bsite
s
Socia
lne
twor
king
Podc
asts
Blog
s
Not so far and don't plan to
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
• listen
• acknowledge• create
• share…
get stuck in
• learn the ropes
• get the organisation– culture and silos
• risks vs benefits• demand it from your council
closing thoughts
[email protected]@simonwakeman.com
+44 (0) 7771 701902
twitter: simonwakemanwww.simonwakeman.com/dpgsm-manchester
any questions