Primary Purpose
Description
Social media is a central tool for digital public participation. It allows individuals, companies, government agencies, organizations, and others to view, create, and share information and ideas with their networks. Social media sites and applications such as Facebook, Instagram, and Twitter have built-in features that can be used to identify and tap into existing networks; solicit feedback and input (e.g., comments and polls); and provide information on upcoming projects or events. Social media targets an audience that is not generally captured through traditional media. Social media can be a powerful tool for civic participation as conversations are often initiated from the bottom-up, allowing the public to have a major role in setting the agenda or starting a dialogue.
Social media potentially offers a means for cost effectively reaching diverse audiences over large geographies in a manner that is convenient for them. However, there is still much to learn about it as a tool for engagement. Furthermore, social media should be considered a means of enhancing public engagement. Good engagement requires the same thought and effort whether in-person or online. Social media can compliment other efforts, but should not be used to replace face-to-face engagement, particularly in high conflict situations or in remote areas without reliable internet access.
Agency staff need to be familiar with rules and guidance for creating social media accounts, posting content, and moderating discussions. For example, the Fish and Wildlife Service limits the number of official Facebook and Twitter accounts to ensure quality control and adherence with agency rules.
Outcomes
Social media can provide an outlet for quickly and efficiently sharing information with a wide range of people. It can also be used to explore existing networks of people interested in a topic or who share a particular viewpoint. Social media can be used as a means for gathering input from the public and/or having ongoing dialogue and interaction. Social media platforms often provide built-in analytics to help track how many people read, share, or otherwise interact with new content. They can also allow agencies to reach very targeted groups.
Time considerations
Social media accounts can be easy to set up, post content to, and gather input from. However, creating good content, responding to questions and comments, moderating discussions or comments, and monitoring analytics can be time intensive.
Staffing
A single staff person can create and manage a social media account. However, additional staff may be required to generate and post content or help monitor and respond to comments and questions. Many agencies have social media experts on staff who can help staff with account and content creation while helping to ensure compliance with agency rules.
Materials
- Internet connection
- Computer, tablet, or smartphone
- Social media account(s)