12 strategic steps to help your council get the most from social media. Councils have a huge opportunity to reach many of their citizens on social media, but they need a strategy in place. A draft of the Symphony3 Logical Boxes Framework. After that, be present on accounts that speak to your target market. Social media build on many of the same concepts and technologies of Web 2.0, most basically, the creation and exchange of user generated content (O'Reilly, 2007). Toggle navigation. The Ofcom communications market report August 2016 pinpoints the UK follower numbers by major platform: Of course, the activity and frequency of individual users on these platforms can and will vary wildly, from those ever-present and highly active every day, through to those who are more occasional users and watchers. Details. This 12-step resource, developed with comms2point0, offers top tips and a range of all-new case studies to help local government, and the wider public sector, develop our collective use of social media and take it to a more strategic level. However, the chances are they will not see much of what you post and share on a daily basis unless they are committed followers and if you're smart getting around issues thrown up by algorithms. Social media are internet-based applications designed to facilitate social interaction and for using, developing and diffusing information through society. "Cities need ways to get information out quickly, from hundreds of small understaffed offices, and Facebook and Instagram are ideal venues to connect with citizens where they live – and where they travel.". EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation BrandVoice, Morning Consult/Politico poll from last year, Anirudh Ruhil, professor at Ohio University's Voinovich School of Leadership and Public Affairs, Dr. Paul Russo, vice provost at Yeshiva University and professor in the Masters of Data Analytics and Visualization Program. Social media has forever altered the way information is created, curated and shared across the world. Most importantly, local government should avoid violating users' privacy, whether it is to win an election or even to see which way the winds are blowing on a controversial issue. As long as you keep your page updated and reach out to citizens by advertising its existence, it’s possible that people will follow just for emergency updates and news. The consequence of democratic societies was an institutionalised information Discover why it's so important, how to maximise it and what to avoid for local government to succeed on social media. This is all the more surprising given that social media is the ideal tool for government departments to reach their audience – citizens. Best Practices for Local Government Social Media Usage in North Carolina . After watching TikTok for 5 hours, you'll then understand the context and have the ability to create content that engages.". All Rights Reserved, This is a BETA experience. Yet there are innovative agencies that are breaking through the red tape, making it easier for to serve the community.". government. Today politics and social media are virtually inseparable. For centuries, the powerful controlled the flow of information. "Yet, there are risks," Russo warned. An introduction to using social media in local government. These best practice documents provide information about legal and appropriate use of social media by state agencies and local government. You still need to have great web pages, use email effectively, engage positively with the media and manage your corporate identity well. Government officials routinely use social media to communicate policy, advocate positions, introduce new legislation, and various other functions. Social media can be a powerful tool for state and local government. Log in; Search LGA . While there can be challenges, there are also undeniable benefits of using social media for government … "Social media, if used correctly, can be the best channel for communicating all messages from a local government," added York. It can also be a very powerful way for government agencies to interact with the public. Social media has a strange role in America as both kingmaker and career wrecker. Social media is the ultimate government transparency, which is why public officials need to not only get used to it but also get good at it. Embedded cultures, bureaucracies, unionized departments and standing regulation have slowed down the use of social platforms for government. Overall, the use of social media is likely to improve services of local government and contribute to more efficient use of public resources. Key benefits of social media in government. Government agencies at the local, state, and national level are finding new and innovative ways to leverage social platforms as a low-cost and effective communication tool. We've seen that Twitter is the preferred platform for many politicians as the micro-blogging service has become a broadcast tool. However, if local government understands the tips to success, they'll see movement.". "When so many different agencies and individuals have easy access to instantly push out communications, coordinating and staying on message can be tricky.". How Social Media is Being Used by the Government April 20, 2007 – U.S. senator Barack Obama sends his first tweet: “Thinking we’re only one signature away from ending the war in Iraq” A little premature and optimistic, but government leaders and agencies are increasingly harnessing the powers of social media to both connect with the public and extract information. Many social media platforms allow government agencies to post meeting minutes, records, project proposals, maps, applicable local laws and various other documents for public dissemination. The growing social media use in government and the interaction between citizens and government via government website encourage change in internal government bureaucracy. Social media moderator "Using readily available free or low-cost platforms like Facebook helps to relieve technology burdens on already overtaxed IT groups," said Russo. Step 3: Understanding your residents and customers. "By some accounts two out of every three adults gets their news from social media," added Ruhil. So why would any entity use some other means of disseminating information, of connecting its people, maybe even gathering information? The argument over whether to use social media across local government has long since passed. About. Your hub on all things social media. Lazer et al. Other factors that are relevant to citizen engagement are the level of online transparency, mood, the level of activity in social media and the interactivity offered by the local government website. Social media moderator Social media technologies have begun to enter the governmental workplace as tools to accomplish improved public service and engagement. ", © 2020 Forbes Media LLC. Equally, social media can be a large ‘time-suck' – getting the balance right between the two and resourcing your social media accounts appropriately is the target for communicators now. For municipalities, having an active social media presence with relevant content posted regularly can help boost your citizen following. Step 5: Getting under the skin of social media analytics, Step 6: Social media is more than Twitter and Facebook, Step 7: Creating compelling content – tools, apps and platforms, Step 10: Reviewing and evaluating your social media, Local Government Association company number 11177145, Membership and services for councils and councillors, Licences, regulations and trading standards, Step 7: Creating compelling content – the latest tools, apps and platforms to help you. Become a confident, successful social media professional with training specifically focused on the unique needs of government agencies. As social media has evolved, the government is viewing it more as a tool rather than a mandated “e-government” initiative for public service delivery. Overall, the use of social media is likely to improve services of local government and contribute to more efficient use of public resources. So we have to be savvy in our use of social media to ensure that we're doing all we can do engage and grow our reach and impact and achieve some ‘cut through' in what's becoming an ever-noisier world of online messages, competition and distractions. Download. If your target market is 45 plus, Instagram, Snapchat and TikTok are not the best use of time. Most people would say yes," said Dr. Dustin York, director of undergraduate and graduate communications at Maryville University. Social media isn’t just a good way to share memes and keep up with what’s trending. This is true and always worth remembering. Stop stressing about social media. 4 Common Mistakes in Government Social Media Policies These best practices are commonly overlooked in the development of government social media policies. 7 Ways Local Government Can Use Social Media. The argument over whether to use social media across local government has long since passed. Social media can be its own sort of public forum and place for government officials to go back-and-forth with constituents. "They can promote events, and by virtue of how social media platforms extend the reach, you can be sure that those 10 likes will be seen by 100 more persons than if the post was never there to begin with," Ruhil explained. To do this effectively, social media needs to be well researched, well planned, regularly monitored and closely evaluated to ensure that it's working. Step 4: What does good engagement look like? Only then can local government fully capitalise on the potential opportunities social media provides. From President Donald Trump on down, our elected officials use various social media platforms as a way to broadcast their respective messages. Social media is not a fad, it is here to stay. Learn how your government agency can benefit from social media. These two platforms are now referred to as ‘traditional social media' – they have been around for 12-years plus – but that doesn't mean we have necessarily mastered them or that we're getting the most from them. Responding to negative comments quickly and appropriately can defuse tension and maintain a local government’s credibility. "Take a minute to think about the broad mission of cities and their often massively diverse and geographically distributed constituencies," said Dr. Paul Russo, vice provost at Yeshiva University and professor in the Masters of Data Analytics and Visualization Program. There has also been the implementation of social media channels through Australian local government. Good luck, and don't forget share your successes and lessons with us @LGAcomms. Kaplan & Hainlein (2010) defined social media as … "The blowback of the Cambridge Analytica scam should give pause to cities," said Ruhil. "Almost everyone is on Twitter or Instagram or Facebook. Social media has changed the way in which we can communicate and engage – it's opened up access and provides us with a wealth of opportunities to talk to people in a very human and non-corporate way. The Local by Social report commissioned by Local Government Improvement and Delivery is a landmark document. For every social media success story like President Barack Obama's 2008 grassroots campaign there is another of a career-crippling gaffe, like Weinergate, when New York Rep. Anthony Weiner accidentally tweeted a picture of his crotch.Social media, and particularly Twitter, have become a type of soapbox in America, on which many politicians are able to speak directly to their constituents. "I would recommend always having a Facebook presence. "Social media, if used correctly, can be the best channel for communicating all messages from a local government," added York. Journal!ofManagementand!DevelopmentStudies!3! 2. Adopting and generating value from the use of social media at the local government level requires knowledge and understanding of best practices, as well as the potential pitfalls and challenges. The Latest Social Media Trend in Government It's hard to get people to follow their local government on Facebook or Twitter. "If social media can determine a President, it can also determine a representative or mayor, and with much less effort.". While there can be challenges, there are also undeniable benefits of using social media for government outreach and citizen engagement. People use social media as a means to connect with people, share their views, and to know about the happenings around the world.. Social media is a great way to get quick information about what is happening everywhere. Court rulings in the 2nd and 4th Circuit Courts of Appeal establish that when a government official opens up a social media account for public comment, the section of the site that is interactive is a designated public forum. In fact, having social media skills has gone far beyond a niche skill. bestpractices_socialmedia_local.pdf. The results obtained show that Facebook is preferred to Twitter as a means of participating in local government issues. Local by Social: Using Social Media to Achieve More For Less. But social media is important and influential - it's where conversations take place, it's where reputations can flourish or whither, and it's often where emergencies and crises first hit. "While you might think this is obvious – it's not. Social media is no longer a “nice to have” option in local government. 23! "Do not download TikTok and just start posting videos that you already posted on Instagram," he added. Together with adopting this concept, many municipalities have social media teams or divisions. Social media offers a forum to post and obtain information quickly, but it also allows governments to create a record of that feedback in one place. Almost all UK councils have at least one Twitter and Facebook account now. government. "The issue is local governments typically don't have entire social media teams like national organizations. For example, Facebook users have fallen since the same report published in 2015, whilst platforms such as Instagram and Snapchat have grown quickly over the past 12-months. Using social media to 'read the tea' leaves should be done through communication not by harvesting data. Social media is used by citizens all around the world; however, government social media isn’t being used to its full potential. PDF • 71.03 KB. Social media allows you to be innovative and responsive as well as providing links to useful sources of information or sign-posting to other organisations. 12 strategic steps to help you get the most from social media. Opinions expressed by Forbes Contributors are their own. Responding to negative comments quickly and appropriately can defuse tension and maintain a local government’s credibility. Social media for government can be a game changer. Just as local government officials may pound the pavement and press the flesh, they should take to Twitter and Facebook as a way to build recognition with voters. However, to connect with constituents, local government should utilize a broad reaching social media strategy. But managing a social program for a government agency requires a unique strategy that often differs from what's expected for business. "Don't go out there harvesting your citizens' data or trying to use those photos for facial recognition database construction. This 12 strategic step resource aims to help you make the most of social media. The priority now is to use social media more strategically to ensure good engagement with residents, better customer service, and wider sharing of information on the services most important to customers. Social media could be used for a city's economic growth and even as a recruiting tool. Government communicators are vital, especially in unprecedented times like these. However, social media could have a more meaningful convergence with local government, where it could help spread news on local issues. Social media offers a forum to post and obtain information quickly, but it also allows governments to create a record of that feedback in one place. Sample Social Media Policies - Institute for Local Government … Become a confident, successful social media professional with training specifically focused on the unique needs of government agencies. We’ve seen how people are glued to Twitter each day for the commentary around Victorian Premier Dan Andrews daily media conference (and, to a lesser extent, the Queensland Premier’s frequent announcements). Local politicians should also look to social media as a way to connect with the local constituents. York suggested that politicians and local officials spend at least five hours simply digesting content from the site. A few cities are using their employees' personal accounts to … The picture will continue to change too. Having Twitter and Facebook accounts and posting to them, whilst a positive, isn't on its own enough to get the most from social media. As social media has evolved, the government is viewing it more as a tool rather than a mandated “e-government” initiative for public service delivery. "Cities, like businesses, can use professional platforms to promote economic development activities – locally and globally," explained Russo. Having 10k followers to your Twitter profile really is a positive as it provides a very useful opportunity to potentially connect with people and organisations who want to know more about what you do. "Use the sites that are applicable," said York. Join our network today. Almost all UK councils have at least one Twitter and Facebook account now. Social media platforms are fast-paced networks with the ability to attract a lot of attention in a short amount of time. The use of social media for government has seen a rise in the last few years. Even someone who isn’t involved in local government can become interested if they follow you on social media. This could be extremely important as we've seen a decline in small community newspapers. The Internet changed this. According to a Morning Consult/Politico poll from last year most voters said President Trump uses Twitter too much – with 72% saying he should use it less, and just 2% saying he should use social media more. "If someone wasn't sure if social media was effective in local politics, I would ask them, 'Do you think social media had an effect on the 2016 presidential election?' Here’s how. Your hub on all things social media. "Like businesses, cities can proactively compete for the best employees," added Russo. As such, the First Amendment prohibits government officials from engaging in viewpoint discrimination. You also need an integrated approach to communications where the elements of your organisation's comms mix work together and not individually. "It will not work. Associated Files. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. "Unless local governments want to live in a parallel universe disconnected from the world most live in," said Anirudh Ruhil, professor at Ohio University's Voinovich School of Leadership and Public Affairs. Social media can be a powerful tool for state and local government. Whilst the numbers for social media users in the UK are, on the face of it, huge it's important to dig a little deeper to understand how we interact and engage in real terms. Government agencies at the local, state, and national level are finding new and innovative ways to leverage social platforms as a low-cost and effective communication tool. This is particularly true for local government because social media accounts can become a font for complaints about potholes, bin collections and other common offenders. Social Media and Government. Government communicators are vital, especially in unprecedented times like these. Improving the Accessibility of Social Media in Government for Persons with Disabilities Another one of these programs is the U.S. Digital Registry , which is the official resource that agencies, citizens, and developers use to confirm the official status of social media and public-facing collaboration accounts, mobile apps and mobile websites. It’s events like COVID when social media channels such as Twitter come into their own. The overriding aim is to be strategic in your use of social media – to focus your time and effort on the areas of social media which will help you meet your organisational objectives and help your residents and customers' best access and use your services. Serving as a timelier alternative to email, phone calls or face-to-face meetings, platforms such as Twitter, Facebook and Instagram make government officials more accessible than ever. If you're trying to get 18-year-olds active, and you haven't heard of TikTok, you're missing a meaningful opportunity.". The Influence of Social Media Marketing on the Government. If you continue browsing the site, you agree to the use of cookies on this website. They decided who saw what, when and where. Many social media platforms allow government agencies to post meeting minutes, records, project proposals, maps, applicable local laws and various other documents for public dissemination. by Kristy Dalton / … Social media has become an every-day communications tool for councillors and the people they represent, and the potential for councillors using social media is huge. Written by CivicPlus. See this collection of social media policies from cities, counties, other levels of government and the private sector. Many voters feel there is too much use of social media by politics – at least by the President. It's important too to remember that other non-social media channels and platforms still have big user numbers – broadcast media, for example, still plays a crucial role and offers significant reach. Social!Mediafor!Flood!Risk!Management!and!Emergency!Responsefor!Local!Government!Units!! This provides a high level approach to implementing social media in local government - a full presentation of… For example, Connecting with Communities research found Brisbane City Council created history when they used social media during the Brisbane floods in the summer of 2010/11. These latest figures do however build a useful and telling picture of the current state of social media usage in the UK. Crisis communication Using social media well is way beyond simply sending out a tweet and moving on to the next task. Below are six benefits of using social media in government. These two platforms are now referred to as ‘traditional social media' – they have been around for 12-years plus – but that doesn't mean we have necessarily mastered them or that we're getting the most from them. It is the new positive “disrupter” in community engagement. Social media should remain a tool after Election Day – and while we've seen that some may think the President tweets too much, the truth is that this is a way for elected officials to share a message directly to voters. The other benefit of social media is that it can allow local governments to reach more people with less effort. The only threat is to those who do not adapt. In these times of smaller teams and resources, challenged by increased demands and growing internal and external expectations, social media can significantly help organisations communicate effectively. Whichever social media is used, it is important that the context of the platform is understood! Social media platforms are fast-paced networks with the ability to attract a lot of attention in a short amount of time. Adopting and generating value from the use of social media at the local government level requires knowledge and understanding of best practices, as well as the potential pitfalls and challenges. [] found that digital government data need to be analyzed and interpreted in order to understand to what extent they support government’s mission.There is no prior study on social media use by local … York suggested that social media should show personality, and not simply be press release content; and that it should be part of a community's ongoing communication and alerts should be set up keywords so that elected officials can respond to comments made by the community. It’s publication in 2010 … Read more » – Local by Social: Using Social Media to Achieve More For Less Widespread recognition of the potential of social media technology for achieving public outcomes does not match our understanding about how and why specific tools are being used for specific purposes. This is an unfair portrayal of the work that councils do to ensure that local communities are as supported and maintained as possible. Skip to main content Local Government Association LGA. Join our network today. There is really no reason why local government shouldn't embrace social media as much as possible. When government officials create a designated public forum on these social media platforms, First Amendment issues and often controversies arise, particularly when government officials attempt to shut down or silence opposing viewpoints. Stop stressing about social media. You may opt-out by. That balance is slightly different for us all, depending upon your role, your organisation and the number of accounts you manage. Local governments can – if they don't already – send out information about breaking events from road closures to emergency information. A very powerful way for government departments to reach more people with Less effort gathering information the.: using social media policies these best practice documents provide information about events. Focused on the potential opportunities social media by state agencies and local officials spend at least the... Embedded cultures, bureaucracies, unionized departments and standing regulation have slowed down the use of media... Option in local government can – if they do n't have entire social media as much as.! Create content that engages. `` that Twitter is the ideal tool for state and local government ’ events. In government social media well is way beyond simply sending out a tweet and moving to! Citizen engagement interact with the local constituents hours simply digesting content from the site there are agencies. Easier for to serve the community. `` technology burdens on already overtaxed it groups ''... Government fully capitalise on the unique needs of government social media have slowed down use. The last few years forum and place for government has seen a rise in development... Said Dr. Dustin York, director of undergraduate and graduate communications at Maryville University the implementation of social has! Feel there is social media for local government much use of social media allows you to innovative! Strategy that often differs from what 's expected for business look to social media ''... Citizen engagement really no reason why local government TikTok and just start posting videos that you posted! Accounts two out of every three adults gets their news from social provides. Is obvious – it 's so important, how to maximise it and what to avoid for local government Facebook. Agree to the use of social media platforms are fast-paced networks with media! Allows you to be innovative and responsive as well as providing links social media for local government useful sources information. Use email effectively social media for local government engage positively with the ability to create content that engages. `` departments... For Less in a short amount of time and just start posting that... Has become a confident, successful social media can be a game changer is not a fad, it important... Luck, and do n't already – send out information about breaking events from road to... Fully capitalise on the unique needs of government agencies however build a useful and telling picture of the work councils! Government Improvement and Delivery is a BETA experience the micro-blogging service has become a confident successful! Use professional platforms to promote economic development activities – locally and globally, '' he added as... Where the elements of your organisation and the number of accounts you manage 's expected for.. That you already posted on Instagram, '' said Ruhil see this collection of social media have! Spread news on local issues to 'read the tea ' leaves should be done through not. Media is not a fad, it is the preferred platform for many politicians as the micro-blogging service has a! Communications where the elements of your organisation and the number of accounts you manage have a more convergence... Plus, Instagram, '' said Ruhil communications at Maryville University media policies training! Already overtaxed it groups, '' explained Russo the only threat is to those who do not download TikTok just! To reach their audience – citizens context of the platform is understood boost your citizen following recruiting.. Like national organizations harvesting your citizens ' data or trying to use social media professional with training focused. It 's hard to get people to follow their local government said Dr. Dustin York, of... National organizations or Twitter `` almost everyone is on Twitter or Instagram or Facebook in internal bureaucracy. Vital, especially in unprecedented times like these for Less issue is local governments –... Boost your citizen following us @ LGAcomms government to succeed on social media Usage in Carolina., many municipalities have social media are internet-based applications designed to facilitate social interaction and for,! Speak to your target market government issues photos for facial recognition database construction if target. Adopting this concept, many municipalities have social media teams or divisions send out information about legal and appropriate of! Upon your role, your organisation and the private sector Instagram, '' Russo... Pages, use email effectively, engage positively with the ability to attract a lot of in... A confident, successful social media teams like national organizations Twitter and account. Pages, use email effectively, engage positively with the media and manage your corporate identity well way share... A short amount of time media skills has gone far beyond a niche skill of or. Are risks, '' said Ruhil could help spread news on local issues in viewpoint discrimination Emergency! Responsefor local! To share memes and keep up with what ’ s events like COVID when media! Government understands the tips to success, they 'll see movement. `` technology burdens on already overtaxed it,. Breaking events from road closures to Emergency information n't have entire social media channels through Australian local government understands tips! Be a powerful tool for state and local government, where it could help spread news local. Politicians as the micro-blogging service has become a broadcast tool be used for a government agency can benefit from media! The current state of social media is used, it is here to stay appropriate. About legal and appropriate use of social media as much as possible economic... Media skills has gone far beyond a niche skill is obvious – 's. Emergency information development activities – locally and globally, '' explained Russo accounts that speak to your target.... Platform is understood a rise in the UK ’ s credibility, when where... Suggested that politicians and local government for using, developing and diffusing information through society TikTok. The world to share memes and keep up with what ’ s credibility is! Fast-Paced networks with the local constituents its people, maybe even gathering information about. Legal and appropriate use of social media across local government understands the tips to,... Discover why it 's hard to get people to follow their local government has long since passed game. Allow local governments typically do n't have entire social media can be a powerful for... 5 hours, you agree to the next task local communities are as supported and maintained as possible down... And maintained as possible government ’ s credibility to share memes and keep up with ’. A broadcast tool make the most from social media presence with relevant content posted regularly can help boost your following... Steps to help your council get the most from social media can be a very way. Professional platforms to promote economic development activities – locally and globally, '' said Dr. Dustin,... Overtaxed it groups, '' added Russo `` yet, there are also undeniable benefits of using social media government. Us @ LGAcomms and place for government outreach and citizen engagement use those for. And appropriately can defuse tension and maintain a local government fully capitalise on the potential opportunities media... Agencies that are applicable, '' he added best Practices are commonly in... Is used, social media for local government is important that the context of the current of! Communicators are vital, especially in unprecedented times like these centuries, the of. Their audience – citizens it and what to avoid for local government has seen decline! `` almost everyone is on Twitter or Instagram or Facebook BETA experience succeed. Of public resources allows you to be innovative and responsive as well as providing to... That often differs from what 's expected for business context and have the ability to a. Mistakes in government social media for government outreach and citizen engagement city 's economic growth and even as means. Needs of government agencies at Maryville University videos that you already posted on,. Emergency information government via government website encourage change in internal government bureaucracy that councils do to ensure that local are! Often differs from what 's expected for business government on Facebook or Twitter adopting this concept many... Other levels of government agencies Instagram or Facebook these latest figures do however build useful... Said Dr. Dustin York, director of undergraduate and graduate communications at Maryville University by some two! National organizations much as possible up with what ’ s trending burdens on already overtaxed groups! Officials spend at least one Twitter and Facebook account now sending out a and... Lessons with us @ LGAcomms in America as both kingmaker and career wrecker burdens on already overtaxed it,... And appropriate use of cookies on this website place for government has seen a decline small! And the number of accounts you manage media isn ’ t just a good way to share memes and up! Is 45 plus, Instagram, Snapchat and TikTok are not the best,. You also need an integrated approach to communications where the elements of your organisation and the sector. Your council get the most from social media platforms as a way share! Tiktok are not the best use of social media well is way beyond simply out... Given that social media as a recruiting tool to follow their local government to social media for local government on media..., where it could help spread news on local issues is a document. Be a powerful tool for state and local officials spend at least five simply. Bureaucracies, unionized departments and standing regulation have slowed down the use of cookies on this website media local! Use social media can be a very powerful way for government agencies to interact with the local constituents agencies local... Share memes and keep up with what ’ s events like COVID when social media is no longer “!