Often when there is something new people are nervous about it. Social media for councils and councillors is no different.
But as time has passed people have had many of their concerns calmed:
Social media is a passing new fad
Innovation and digital go hand-in-hand and we also know that social media can be highly influential in shaping the conversation around a place or a topic. It has become a recognised way for people to talk to the council and the councillors who serve them. This is no longer new technology – social media is an established set of channels that we should all consider when we are working out how to reach people.
Social media is the answer to all of our communications issues
Social media is not a silver bullet. It will reach some people but it won't reach all. It can be part of what you do as a council officer or a councillor. Face-to-face communication, the telephone and print are still important.
It's about understanding your audiences, where they are and the best way to reach them. Social media should now take a very central role when making these decisions.
All of our residents will automatically follow us
The single biggest trick to getting the most from social media is to build your online communities by sharing, listening, being active and being social. You will need to provide interesting things to read, watch or listen that your residents value and want. Don't just publish your council press releases here or broadcast what you want your residents to hear.
Think about what they want and value. If you do this, they may just follow you and engage with you.
What about if we don't want to share information?
You must ensure that all of your activity is open, honest and ‘human'. Strip it back to basics and social media is simply a series of conversations. And the best conversations are when people are authentic, ‘speak human' and respect one another. The more open and transparent we are across our accounts then the greater the understanding of what we do will be. In turn, trust should grow across these communities. Block transparency and this trust will quickly dissipate.
'Social media? – It's just people talking about what they are having for dinner…'
No. While some users do wax lyrical about their lunch there is so much more to the platforms than this. Don't underestimate its power to engage, share, spread and inform.
Some councils have been successfully using social media for five or six years now. There is plenty of support and learning out there, and people who will gladly help you explode the myths of social media.
What is digital inclusion?
There are many definitions for ‘digital inclusion' but essentially, in the context of local government, it is about encouraging and ensuring as many people as possible have online access, understanding and skills to get the most from the internet.
Statistically, those people most likely to be digitally excluded are older people, those on low wages, those living in social housing and those without qualifications.