I’ve seen a number of questions raised about how one values the use of social media, so I thought a link to the outcomes of a study by the Internet Advertising Bureau Social Media Council might not come amiss.
Importantly, from my view, a key aspect of this includes establishing the “intent” for employing social media, along with employing “benchmarks”, and doing both of these at the outset. I repeatedly see social media being taken up by government because it’s trendy and wanting to be seen to be using the latest fad to communicate with the public. However, in these days of austerity we need to be clear what we can expect from an outlay of staff time to get involved in learning, testing and running such frequent experiments.
Let us not make the error of e-government but have a reasoned and measured business case before any expenditure.