Social media and local government
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Social media and
local government
Simon Wakeman
Head of Marketing
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the council picture
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• May 2008 – online survey
• 82 responses from 61 councils
• 13.8% of all councils responded
research
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0%
5%
10%
15%
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25%
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45%
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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
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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
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• low awareness of potential uses
• lack of personal use
• blocking access – firewalls and policies
• support from IT departments
barriers to use
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our experience
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podcasting
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• 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
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equipment
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• 360-400 downloads per show
• positive face to face feedback
• limited direct responses
• experience of new communications tool
results
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• be clear why
• don’t underestimate time investment
• accessibility
• pick the best technology
we learnt…
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social networks
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fuse medway festival
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fuse medway festival
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fuse medway festival
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• more than 130 “fans”
• raised profile among new audience group
• maintain presence between festivals
• a starting point…
results
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• 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…
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microblogging
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Medway
Council
100
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Medway
Council
RSPB
100
765
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Medway
Council
RSPB
SCC
100
765
478
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Medway
Council
RSPB
SCC
100
765
478
1243 people
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Medway
Council
RSPB
SCC
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• 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…
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social media relations
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• 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…
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• get the team ready
• get the organisation ready
• understand the bigger picture
don’t be afraid to try – and have fun!
closing thoughts
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+44 (0) 7771 701902
twitter: simonwakeman
www.simonwakeman.com/dpgsm2009