Social Media to Reach Ratepayers

At the recent Local Government Public Relations Association Conference, Deakin University lecturer Ross Monaghan offered insights into how Australian councils can use social media to reach residents.

Monaghan argued social media provided local governments with valuable, yet largely unexploited, communication opportunities given it:

• Is fast and cost effective (around $5000 should get an organisation set up to produce video, blogs, podcasts, wikis and other media)
• Allows councils to directly engage people 24/7 in a more appealing way than plain text communications
• Is becoming increasingly important as more people move on-line

But Monaghan pointed out it will not be all plain sailing for councils:

• Many CEOs did not support or understand social media and some feared using it meant "losing control" of their information. As if they ever had control once information left council chambers.
• PR staff sometimes lack skills to make best use of the new tools
• IT departments are often not supportive
• Access and equity issues come into play when not everyone has computers

He recommended local governments watch what others are doing in the social media space, experiment and gradually integrate the new media into their outreach efforts.