Social media in local government

BDO has published an interesting report into the current use of social media within local government in the UK. BDO worked with Municipal Journal (MJ) to conduct a survey to find out how 67 local authorities are currently using social media to support a range of services.

The report Updating your status: From housing and litter to Facebook and Twitter (PDF) contains the result of the study. It also ‘explores how social media can work within a local authority context, identifies its specific benefits and offers our recommendations to enable councils to overcome common barriers and have the confidence to ‘own’ the channel.’

BDO has also produced this video which aims to make it easier for those in local authorities to share the report with their colleagues:

I particularly like the pie chart to illustrate that people spend more time on social media and social networking sites than they do on council websites. Quelle surpise. Although I think they should have has a big pie for social sites!

Pie chart people spend more time on social media than council websites

Some of the key findings of the report are (the remarks in italics are my thoughts):

  • 24% of councils have reduced face to face visitors by using social media – In the current financial climate this is good because face to face contact is the most expensive form of customer contact for a local authority – £7.40 for face to face, £2.90 telephone and 32p for online.
  • 60% of councils block social media on internal PCs – Local authorities are frequently conservative (with a small c) and change is difficult, but if the right social media policy is in place then councils can make massive gains by removing this absolute ban (controls are guidance are still fine and can actually be empowering.
  • 82% think council staff are confused about how to use social media – That’s because they are! And its not just how to use social media professionally. Although most people use social media personally many don’t know how to use it well or safely. That’s another reason why councils need social media policies and training in place. Even if they aren’t proactively using it to improve services and reduce costs they need that policy as an ‘insurance policy’ in case things go wrong because most of their staff and residents are already using it.
  • 79% of local authorities said that the comms team was ‘currently responsible for social media’ with only 15% saying it is dispersed, 3% customer services and 3% services – This is potentially quite alarming as it implies that most local authorities still haven’t grasped the broader strategic implications of what the social web means to providing services to residents.

It’s an interesting report, but my main criticism is that the case studies are quite weak focusing more on the outputs achieved rather than outcomes which is rather surprising given that the report is produced by a firm of accountants (and yes I know that they now prefer to be business advisers and consultants!)

Many of the case studies featured won’t be new to anyone whose familiar with how the public sector uses social media (many of the examples are actually from police, rather than local authorities) and there are some notable examples missing – none of the award winning social media work from Monmouthshire.

BDO is trying to get an online conversation going using the hashtag #litter2twitter.

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About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.

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