Social Media Survey Results
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Transcript of Social Media Survey Results
Social Media Usersʼ Expectations of the US GovernmentSurvey Results
Contact: Jed Sundwall [email protected] @jedsundwall 619-681-1856 x208
2 Audience Survey
Introduction These slides contain selected results from a survey issued by Captura Group to inform the social media strategies for USA.gov and GobiernoUSA.gov.
We hope these data will help advocate for strategic usage of social media throughout government agencies.
Contact: Jed Sundwall [email protected] @jedsundwall 619-681-1856 x208
3 Audience Survey
Survey Overview A survey was fielded from October 22, 2008 to Jan 5, 2009 to gauge the preferences and
expectations of social media users with regards to accessing government information online
Respondent Facts: • 501 people started the survey, 385 completed it (76.8%) • Average respondent age: 42 • 50:50 Male/Female ratio • 58% of respondents familiar with USA.gov
The survey was distributed exclusively through social media, being shared on GovGab, Twitter, Facebook, LinkedIn, Digg, and Delicious — eliciting an average of 13 responses per day.
4 Audience Survey
Survey Findings Survey findings indicate that social media can be successfully leveraged to make relevant
government information easily accessible to a wide audience in a timely manner
• The majority of respondents are interested in accessing government information via social media • Credibility of government information on social media is critical for respondents • Facebook is the preferred social media tool among respondents • Respondents are very interested in having conversations with the government • Respondents are interested in a variety of government information, including: - Emergency alerts - Civic information including local government and event information - Ways to protect the environment - Consumer goods recalls
• Relevant and timely content is critical – the channel used to deliver it is secondary
5 Audience Survey
Social Media Behaviors
How many times in the past month have you engaged in the following activities online?
Never Every Few Weeks Daily Every Week
Respondents frequently engage with a variety of social media services, particularly social networks, blogs, and online video sites
6 Audience Survey
Preferred Websites
How often in the past month have you visited the following sites?
Respondents visit Google, Facebook, and YouTube most frequently
Never Every Few Weeks Daily Every Week
7 Audience Survey
Research Behaviors
5 - This is my preferred source of information
0 - I donʼt use this source at all
Respondents first look to search engines and official government websites for government information
When looking for information provided by the US government, how useful are the following sources in helping you locate the information you need?
8 Audience Survey
Research Behaviors by Age
When looking for information provided by the US government, how useful are the following sources in helping you locate the information you need?
0 0.5
1 1.5
2 2.5
3 3.5
4 4.5
5
GEN-Y (born 1980-1995)
GEN-X (born 1965-1979)
JONES (born 1955-1964)
BOOMER (born 1938-1954)
We do not perceive any significant difference in research behaviors across age groups
9 Audience Survey
Government Information: Services
What kinds of government services information would you be interested in receiving from the US government?
5 - Very interested 0 - Not interested at all
Emergency alerts and civic information are most interesting to respondents
10 Audience Survey
Government Information: Consumer
What kinds of consumer and household information would you be interested in receiving from the US government?
5 - Very interested 0 - Not interested at all
Respondents are eager to learn how to protect the environment and be informed about consumer goods recalls
11 Audience Survey
Government Information: Education
What kinds of US government educational and research resources are you interested in?
5 - Very interested 0 - Not interested at all
Respondents are interested in a variety of government educational and research resources
12 Audience Survey
Government Information: Business
What kinds of jobs, business and employment-related information would you be interested in receiving from the US government?
5 - Very interested 0 - Not interested at all
Respondents are less interested in government business and employment information
1.46
1.79
1.86
2.03
2.15
2.51
2.55
2.57
2.61
2.88
3.00
3.27
3.85
Games and Quizzes
Twitter streams
Mobile phone updates
Podcasts
Widgets
Tutorials
Video
Blogs
Wikis
Chat with government help staff
Local Event Information
FAQs
Emergency Alerts
13 Audience Survey
Preferred Features and Tools
Which of the following features or tools would you be interested in using if they were provided by an official US government source?
5 - Very interested 0 - Not interested at all
Relevant and timely content, such as emergency alerts, is more important to respondents than how content is delivered
14 Audience Survey
Beyond Government Websites
Where, outside of government websites, would you like to receive US government information?*
60% of respondents are interested in government information on non-government sites – those interested indicated a preference for information via social media channels such as Wikipedia,
social networks, and blogs
*This question was only asked of respondents who indicated an interest in receiving government information through non-government websites
15 Audience Survey
Preferred Government Interactions
What kind of interactions would you like to have with the US government online?
Respondents are very interested in having conversations with the government
16 Audience Survey
Disclaimer This survey was issued and distributed using social media tools, and the results are taken to represent a sampling of English speaking social media users.
You are welcome to use it to inform your own social media outreach strategies, but if you seek to address a particular audience, the data presented here may not be appropriate.
Contact: Jed Sundwall [email protected] @jedsundwall 619-681-1856 x208