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State of Social Media 2014

Engaging with social media has become the number one way Americans spend time online.

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The impact on society

In the six seconds it takes to read this sentence, 320,000 posts will be made to Facebook, 1000 new pins will be pinned on Pinterest, and 66 Twitter accounts will be created. Engaging with social media has become the number one way Americans spend time online. Conversations that once took place at meetings, on the phone, and over email are now happening on Facebook and Twitter. Social media is a pervasive public forum that government agencies can’t afford to ignore.

It’s not just Millennials who are interacting online. Facebook may have begun as a way for college students to connect across campus, but it has become an intergenerational network used by over 70% of online adults, including nearly half of internet users over 65. Adults of all ages are using Facebook, LinkedIn, Instagram, Pinterest, Twitter and other tools to make plans, share information, keep up with current events, and voice opinions.

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Government is getting engaged

Thousands of local, state, and federal agencies are already taking advantage of the two-way communication opportunities offered by social media. In California alone, there are over 430 social media accounts owned by public agencies. Cities are using social media to receive feedback from citizens on new initiatives, identify and respond to complaints, and increase the reach of events and programs. Savvy public information officers can use social media to continuously improve communications by quickly learning what messaging works and what doesn’t.

Twitter and Facebook have become essential tools for emergency management, allowing critical information to be shared on mobile devices even when power and phone lines are down. When Hurricane Sandy made landfall, FEMA used social media to reach 6 million people on Twitter and over 300,000 on Facebook. Once services are restored, social media can be used to promote relief efforts and help citizens prepare for future events.

Law enforcement agencies are using social media to alert citizens to scams, investigate crimes, and even get public assistance tracking down criminals. Police departments that in the past have relied on brief mentions on the evening news or flyers in the Post Office to request help identifying criminals can now post images and videos of perps 24/7. Twitter and Facebook played a huge role in the pursuit and arrest of the Boston Marathon suspects: Twitter was used to squash false rumors of an arrest when CNN and other news outlets were spreading misinformation (PDF); both platforms were used to share images of the suspects that contributed to their identification; and when the Boston PD apprehended the second suspect, they announced it on Twitter first to quell public anxiety. Social media also offers opportunities for improving community relations as departments promote positive interactions with the public.

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3 keys to success with social media

Agencies with limited staff and budgets may feel overwhelmed by the prospect of managing more communication channels, but with the right tools and a little practice, any agency can be effective on social media. The best practices fall into three main categories: policy, technology, and training.

Policy: Build a solid foundation for your social media presence with policies designed for both internal and external users.  These policies should set clear expectations for posting, commenting, moderating, and records retention. A sample policy that can be customized for your needs can be found here.

Technology: Several tools exist to help manage and post to multiple social media accounts simultaneously, allowing agencies with a small staff to have a big reach. Automated archiving software takes the worry out of records retention and makes it easy to respond to public records requests.

Training: It’s important to provide training to staff and elected officials on the proper use of social media. Ongoing education will help them get the most out of the tools and can help prevent problems before they arise.

For more information on how to succeed with social media in government, please explore our additional resources.

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