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The state of social media in government

The state of social media in government

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SUMMARY

This report recommends governments of all levels to invest in video and visual content on the social media channels to connect and engage with their constituencies.

Social media is shiting towards visual content captured from smartphones that is consumed on the go. Governments should make use of storytelling on social media and stories represent that change. The paper recommends government officials to take note of this shift in their constituency's behavior and make gradual changes to their content strategy to account for it.

The British Royal Navy is a good example of a government agency creating stories on social media and expanding their social media strategy to connect with the audience.

Organic reach is declining and therefore governments must invest in social advertising as part of their social advertising strategy. Besides, the document also recommends government agencies to have work on the crisis response in advance and have a social media plan ready. Government agencies of all types can be considered now more proactive and are making use of social media channels more and more to make residents aware of crises in advance and be able to connect with them after an emergency has taken place.

According to this research, the public administration has a leading role in creating transparent policies and regulations of engagement on social media to help rebuild citizens' trust by, for instance, focusing on smaller networks. The paper also offers a few recommendations on how to respond to criticism on social media.

Report download requires free registration on the publisher's website.

OUTLINE

Executive Summary

Video and visual content

Smart targeting and reporting

Social meda plan 

Privacy 

Measurement of social media impact 

 

DETAILS

Overview

Researchfinder Rating
5 out of 5 stars
Title
The state of social media in government
Region
Global
Published
June 15, 2019
Publisher
Hootsuite
Price
FREE
Language
ENGLISH

Content

Number of Pages
24
Number of Tables
0
Number of Exhibits
10
Topics
e-commerce
Tags
advertising, case studies, data protection, digital marketing, ecommerce, eGovernment, global, Hootsuite, privacy, public sector, security, social media
Companies mentioned
Facebook, Twitter, Twitter, YouTube, Cambridge Analytica, WeChat
Methodology
Not available.
EVALUATION

This report presents excellent recommendations for all revels of the government of the use of social media to engage with citizens.

Positives:

  • Good examples and case studies
  • Appealing design
  • Insightful content
  • Highlighted key insights
  • Quotes by industry experts

 

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