John Shewell

Various public sector organisations have been experimenting with social media over the last few years. Age-old industries are turning to modern technology to reach their audience, using a medium used by people of all backgrounds and ages. But how are different public sector bodies using social media and what impact is it having?

In Social media in the public sector, author John Shewell, who is head of communications at Brighton & Hove City Council, explains how the council is using social media and offers tips on integrating it into day-to-day activities.

The whitepaper is aimed at all organisations in the public sector wanting to use social media to connect with their audience. It explains the benefits, defines opportunities and includes case studies from the Department of Health, Greater Manchester Police and London Fire Brigade.

The public sector still relies heavily on traditional communications based on media relations, marketing and advertising. All three can be problematic and resource intensive. The whitepaper describes how the public sector can use blogs, podcasts and social networks to communicate in a cost-effective, authentic and direct way. It includes details of Brighton & Hove City Council’s online mapping of a local community to identify what residents were talking about. This enabled the council to get involved in conversations and resolve issues.

DWPub surveyed 52 PR agencies in November 2011 to find out how many public sector organisations were using traditional PR as a means of communication. The results indicate that the public sector is cutting down on traditional communications. 83% of PR agencies said their clients had cut budgets in the last year and 62% of agencies had lost public sector clients in the last 12 months.

Social media in the public sector aims to help organisations facing increasingly tight budgets learn how best to use social media channels to reach their audience.

“Social media is increasingly being used by people working in the public sector, but not all know how to maximise its potential,” said Daryl Willcox, chairman and founder of DWPub. “Our latest whitepaper showcases notable campaigns to date. John Shewell was a natural choice of author as Brighton & Hove's use of social media is impressive.”

Social media is being used across a variety of organisations, with schools using the medium to teach pupils in an enjoyable way and the NHS creating an online community for people to discuss health issues.

With budgets being squeezed and the public wanting to communicate in ways convenient to them, use of social media in the public sector is soaring. This whitepaper acts as an educational resource for those working in the public sector and explores innovative ways to reach different groups of people.

Social media in the public sector is part of a series of whitepapers published on www.dwpub.com/whitepapers which appear as practical ‘how-to’ guides.

About the author

John Shewell is the head of communications at Brighton & Hove City Council.

About DWPub

DWPub helps PR professionals, organisations and the media connect, collaborate and tell stories more effectively every day.

http://www.dwpub.com/whitepapers  

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