Presented at Don't Panic Guide to Social Media conference, Barbican, London, 1 April 2009

1. Social media and
local government
Simon Wakeman
Head of Marketing

4. the council picture

5. research
• May 2008 – online survey
• 82 responses from 61 councils
• 13.8% of all councils responded

6. social media used in communications
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Blogs Podcasts Social networks Wikis Video sharing Image sharing Social Virtual worlds
websites websites bookmarking
Regularly Occasionally Rarely
Source: 82 communicators in 61 local authorities surveyed May 2008

7. plan to use social media in next six months
40%
35%
30%
25%
20%
15%
10%
5%
0%
networking
Video sharing
Image sharing
Podcasts
Blogs
bookmarking
Wikis
Virtual worlds
Social
websites
websites
Social
Not used but plan to in next 6 months
Source: 82 communicators in 61 local authorities surveyed May 2008

8. barriers to use
• low awareness of potential uses
• lack of personal use
• blocking access – firewalls and policies
• support from IT departments

9. our experience

10. podcasting

12. objectives
• create a new two-way communication
channel for young people in Medway
• get young people actively involved in
producing the podcast
• help the organisation learn about
podcasting as a communications tool

13. equipment

15. results
• 360-400 downloads per show
• positive face to face feedback
• limited direct responses
• experience of new communications tool

16. we learnt…
• be clear why
• don’t underestimate time investment
• accessibility
• pick the best technology

17. social networks

18. fuse medway festival

19. fuse medway festival

21. fuse medway festival

22. results
• more than 130 “fans”
• raised profile among new audience group
• maintain presence between festivals
• a starting point…

23. we learnt…
• more than just an online billboard
• invest time in interacting and responding
• need to offer value to community
• need more online/offline integration

24. microblogging

26. Medway
Council
100

27. RSPB
Medway
Council
765
100

28. SCC
478
RSPB
Medway
Council
765
100

29. SCC
1243 people
478
RSPB
Medway
Council
765
100

30. SCC
RSPB
Medway
Council

31. we’re learning…
• to provide interesting content
• to be human
• to monitor and respond
• that there aren’t any rules for
councils in this space (yet)

32. social media relations

40. we learnt…
• role of social media monitoring in issues management
• be ready to engage when appropriate
• internal communications – be joined up
• how new media can lead old media

41. closing thoughts
• get the team ready
• get the organisation ready
• understand the bigger picture
don’t be afraid to try – and have fun!

42. simon.wakeman@medway.gov.uk
simon@simonwakeman.com
+44 (0) 7771 701902
twitter: simonwakeman
www.simonwakeman.com/dpgsm2009