An open letter to local governments: 7 reasons to communicate with citizens through social networks

Published on LinkedIn

As more individuals and young generations open profiles on Facebook and LinkedIn, companies offer their products and services to their customers, media & news companies add new distribution channels like Twitter, local governments, communities and citizens have increasingly been realizing benefits of using social networks. The aim is a better life for citizens and communities. A Growing number of online citizens act as pressure for authorities at all levels to consider social media communication as a serious business. As fishermen and marketers would say: "Fish where the fish are". So here are 7 reasons for local governments to adopt the fisherman way of thinking.

1. Transparency of government

Mary Sophia wrote a review on the use of social media in the United Arab Emirates (UAE). In particular, how Dubai’s ruler Sheikh Mohammed bin Rashid Al Maktoum uses Twitter for brainstorming sessions with the UAE’s citizens with more than 50,000 participants proposing around 82,000 ideas. Read how UAE government's use of social media is revolutionizing governance and what challenges persist. More on http://gulfbusiness.com/2014/10/uae-governments-social-media-usage-improves-transparency/#.VY7lpfmqp...

2. Civic engagement

Who should show most interest in a better and safer community? Citizens, of course! Local governance only needs to provide a tool to accomplish that goal and become responsive. Susan Isaacs gives more details on how New Orleans fights potholes using smart phones, hashtag and even introducing a National Pothole Day. Click here to read the full story.
http://www.wdsu.com/news/local-news/new-orleans/fix-my-streets-uses-social-media-to-raise-awareness-...

3. Administration engagement

Every city mayor wants to be remembered by his community as the best one. Very few succeed to engage with local administration and citizens where both sides accept social networks as an effective tool. Jun is a local community in Spain where you can contact a policeman or a public electrician using Twitter. A street lamp could be fixed in 24 hours involving the engaged citizen, mayor and electrician. And everyone could see the information flow. Read more in an excellent article by William Powers and Deb Roy on how the Mayor of Jun convinced the local community to adopt a new flag and sign that represents word "Love" in the binary system: https://medium.com/@socialmachines/the-incredible-jun-a-town-that-runs-on-social-media-49d3d0d4590

4. Development opportunities

One of the most important goals of every local government is to promote its community for business opportunities and investments. Economic development is on the top of the wish list for every government. Benefits are higher tax revenues, lower local unemployment and community development. Alissa Sklar stated 5 ways in which social networks can help to achieve development goals. In addition to the publication of useful business statistics, find out how local authorities can influence development. More on http://www.gisplanning.com/_blog/GIS_Planning_Blog/post/5-musts-social-media-economic-development/

5. Community inclusiveness

It seems that social networks could be a useful tool for vulnerable groups to communicate with the local government. They may make it easier and more comfortable to communicate. Distance is not a problem. Government and agencies are just a few clicks away. 

A report entitled "Social Media as a Tool for Inclusion" presents the findings of research commissioned by the Horizontal Policy Integration Division (HPID) of HRSDC in Canada. The author of the study, Anne Taylor, presents findings of the benefits of social media use by five vulnerable population segments in Canada. Read this research to find out how Aboriginal peoples, people with disabilities, recent immigrants, the homeless and seniors benefits from social networks.
http://www.homelesshub.ca/resource/social-media-tool-inclusion

6. Local government as local media

Social networks are changing the media landscape, both globally and locally. I would even say that with social networks the society has a chance to experience full freedom of media (#socialmedia = #freemedia). Having a Facebook page, Twitter or a YouTube channel, local governments become publishers and credible sources of news for the local and global audience. Citizens and members of local communities are now consuming articles, traditional press statements, achievements, campaigns and etc. directly from government sources. Read an article written by Mark Joyella on how social networks are becoming local TV for youngsters (Millennial generation): http://www.adweek.com/tvspy/social-media-look-to-be-the-local-tv-of-the-millennial-generation/149299

7. If you cannot beat them, join them

If all your friends have mobile phones, most probably you will buy one as well. The same rule works for social networks. From the local government perspective, if your community has over 50 percent of Facebook users or over 30 percent of citizens use Twitter on a daily basis, as a government, there is not much of a choice. Join the networks. An academic research by John Wihbey shows that people who consume more news media have a greater probability of being civically and politically engaged. For governments at all levels this is a risk that must be taken into account. In short, a Facebook user could create huge damage for local government's brand or public image if such an institution is not presented with a professional and responsive Facebook page. More on the research read here:
http://journalistsresource.org/studies/politics/digital-democracy/social-media-influence-politics-pa...

Therefore, if a local government wants to:

1. improve its transparency,
2. encourage citizen engagement,
3. have an administration focused on solutions of citizen problems,
4. show and present its community as business-friendly,
5. communicate effectively than before with various vulnerable groups,
6. become an additional source of news in the local community and
7. simply communicate with civically and politically engaged people with new ideas

the solution is simple: Join the global social networks and act locally.