For public sector organisations, simply being on social networks is not enough. Rob Coyne, General Manager EMEA at Hootsuite, looks at why a clear social strategy, which considers the needs of the people, is the key to success for public sector organisations.
“Social media is about sociology not technology.” Although harking back to 2007, author and analyst Brian Solis’s quote only seems to get more relevant as time passes and our use of social media becomes more central to our day to day lives. In the time since the use of social media platforms has increased exponentially, to a point where social platforms span generations, not just younger, first adopters.
Sociology, and understanding people, is at the very heart of the public sector. In the UK today two thirds of the population are regular social media users. Social media means different things to different people, but the way that public sector bodies engage and interact with the people they serve should be consistent. Today, simply having a Twitter account and saying “we do social media” isn’t good enough.
Public perception
Earlier this year Culture Secretary, and MP for West Suffolk, Matt Hancock launched an app in order to better reach his constituents. The aim was to engage with members of his constituency on a one-to-one basis and engage them on the issues that matter most to them. The launch of the app wasn’t quite as smooth as anticipated and was criticised for some UX issues, but it was developed with the very best of intentions – notably understanding the people you serve.
Beyond engagement, and being a channel for taking the temperature of public sentiment, there’s already high profile examples where the public sector is using social media to improve safety for their citizens. There has been a big push recently by Home Secretary Sajid Javid on tackling gang-related activity, and the Government has recently invested £1.38 million to build a police team whose role is to combat violent gang activity and content online.
Put social first in a crisis
When there is a crisis that affects public safety it’s imperative that public organisations are providing real-time, informative and useful updates to their citizens. Social media is a great leveller, and plays a huge role in this. In the hours and days following the London Bridge attack the local government, public services and TfL were all active on social media, keeping the public informed and sharing important information and safety updates in real-time to a wider audience than ever previously possible with traditional media channels.
A huge audience aside, a solid social strategy can help public sector bodies improve the quality of local services, boost efficiency as well as decreasing operational costs. Beyond public safety and constituent engagement a well thought through social strategy can be used to monitor and share issues around utilities, or even alert first-case responders to safety concerns in specific locations, in the very moment an incident happens.
The power of the written word, be it in print or on social
The manner in which people consume media is as variable as the people in a constituency. Everyone’s unique and there is no right or wrong on the medium for people to consume news and information, be that a newspaper, a letter or Twitter. The message itself is the real medium. However, too many organisations are putting ‘digital’ (for all the connotations that produces) in its own silo, and treating social media differently to other manners of communication. And this cannot continue.
Much of this comes from a poor understanding from the organisation and is rarely done on purpose. Public sector organisations need to think of social media more holistically and keep it up front in the many ways they engage with the communities they serve.
A social strategy? A communication strategy? There should be no difference between the two. What’s most important is telling the right message to the right audience at the right time. The public sector is designed to serve their communities, not the other way round. By truly ‘getting’ social they’ll boost the confidence and trust of the citizens they serve. A true win-win.
By Rob Coyne
General Manager EMEA