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Questions
• Which Scottish Local Authorities engage in two-way communication through their use of Twitter?
• Have Scottish Local Authorities developed an approach to the use of Twitter which is built on the development of a social media strategy?
• Have Scottish Local Authorities developed a plan by which communications through Twitter is measured and reported on?
• Which Scottish Local Authorities deliver this activity by communications professionals as opposed to other teams within the organisation?
Organisations which have:
• developed an approach to the use of Twitter which is built on the development of a social media strategy,
• developed a plan by which such activity is measured and reported on,
• and where this activity is delivered by communications professionals
will display greater characteristics of symmetrical communications that organisations which do not.
My hypothesis
Which Scottish Local Authorities engage in two-way communication
through their use of Twitter?
Engage in dialogue
Limited engagement
No engagement
Have Scottish Local Authorities developed an approach to the use of
Twitter which is built on the development of a social media
strategy?
Yes
No
In draft
Have Scottish Local Authorities developed a plan by which
communications through Twitter is measured and reported on?
Have conducted an evaluation
Have contributed to a joint evaluation
Have not evaluated activity on Twitter
Which Scottish Local Authorities deliver this activity by
communications professionals as opposed to other teams within the
organisation?
Communications Team
Other/None
Effective use of Twitter to engage in dialogue with other users, does not, however appear to strongly correlate with the development of a specific social media plan or strategy within the organisations studied. An examination of the level of interaction shown by each account shows that this is almost equal whether or not the organisation involved has developed a policy or plan to guide this work.
Local Authorities which have developed systems for reporting and evaluating their Twitter use are more likely to engage with their publics through its use, suggesting that those organisations which have sought to establish the benefit of such technologies have more greatly benefited from its use.
• Only 3 councils give all staff access to social media at work– The rest give access to around 20 staff in total
• @RWSti = only Council Chief Exec in Twitter
• Since original research in Dec 2011:– Direct engagement through Twitter has reduced
– Average 30% increase in followers
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