Value of Social Media Campaigns in the Public Sector

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Social Media is responsible for changing the relationship between governments and citizens. Social media networks can enhance the digital government experience in a multitude of ways, specifically: improved delivery of government services and information to the public, improved interactions with the public, citizen empowerment through simplified access to information, and more positive public perceptions.

Empower Citizens through Increased Accessibility to Key Resources

In an increasingly digital world, citizens' expectations are increasing, and oftentimes public organizations cannot afford to meet these demands. As a result, the public sector must create innovative ways to deliver its services to citizens. One main challenge public sector entities face is the low quality of service related to deficiencies in accessibility to the different services, which is why they began providing their services electronically. This initiative intended to increase the performance of government services provided to different citizens and businesses, as well as other government entities. Through accessible, automated, and intuitive experiences, the public can quickly access the right information at the right time without the need for caseworker involvement or call center support. Using social networks is more cost-effective for government agencies, as the public can gain access to information provided by these entities over social media, which in turn reduces citizens' efforts in searching for vital information or resources. The resulting benefits for citizens are increased transparency and greater convenience, while government entities benefit from potential revenue growth and/or cost reductions, specifically through offering forms, resources, and communications online.

Real-time Updates to Keep Citizens Informed 

Rather than using an official government website, citizens are increasingly utilizing social media as a means of retrieving information and news related to government matters. Social media in the public sector provides new channels for government agencies to reach and inform audiences that are otherwise disengaged. Moreover, social media analytics have helped to target specific geographic regions, as well as individual citizens, through the use of personalized updates and targeted approaches. Delivering crucial information to citizens, particularly during a time of crisis, will ultimately strengthen the public's trust and improve the public's perception of these agencies. 

Increase Transparency to Improve Public Perception

Nowadays, public sector agencies must embrace the ever-changing technological landscape to meet citizens where they are, which is the Internet. Failing to meet citizens through digital channels puts agencies at risk of impacting their reputation, as transparency is low. Social media channels open the lines of communication between the government and its citizens, enabling agencies to more effectively disseminate information to the public, which in turn allows them to gather citizens' opinions and feedback on such information. Social media can serve as a game-changer for public sector agencies, as they can monitor the opinions and mood of the public regarding the shared information, which entities can leverage to make actionable, data-driven decisions that can strengthen the trust of citizens.