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Simon HughesAssistant Chief Executive
Social Media
Some context
• Superfast broadband roll out
• Increased use of web– Mobile – Websites (415,007 visits to
www.wealden.gov.uk in the last four weeks)– Demographics – for example 8% of 143
million social networking users are over 55 in 2011 so far
Estimates for East Sussex
Internet take up 73% - 359,369 people
Total broadband take-up 71% - 349,550 people
Social networking site take up
40% - 196,929 people
Use of mobile phone for web/data access
23% - 113,234 people
What is social media?
What is social media?
Perhaps more helpful?
• A set of technologies and ways of communicating that enable the creation and exchange of user-generated content
• Involves “the people formerly known as the audience”
• Shifts from broadcast (one-to-many) to conversation mode (many-to-many) and back again!
Social Networking
Why could Social Media be helpful?
The research questions
• What level of online civic activity is currently visible in East Sussex?
• How does this activity break down, in terms of content and type of site?
• Who are the significant content creators?
What were they looking for?
Category Intent
Informal social I use social media in order to socialise with my friends and family – I just want to keep in touch with people
Informal civic I use social media in order to connect to my local community and to talk about issues that I think are important to us
Formal civic I use social media to make sure that the views of my community are considered by decision makers and
are part of the final decision. I want to influence things
Formal democratic I want to be part of setting the agenda for my community – I want to change things
What has the research told us?
• a significant amount of online activity clustering around a number of different localities – in total 215 individual sites.
• enough activity to assume we will see steady growth of adoption and a viable channel to work with the public on civic issues.
• a link between active websites and quality parishes• number of localities where there is minimal activity –
these could benefit from a programme of social media surgeries
Category Search terms (examples only)
Older people Elderly, OAP, over-65s (80s, 90s), pensioners, carers.
Traffic / transport / roads
Gritting, potholes, link roads, safer roads, speeding, drink-driving, crashes.
Rural Vandalism, graffiti, plant theft, Gypsy, traveller, broadband, lamping.
Health Hospital, care, GP, doctors, maternity, wards, hospital beds.
Cuts Libraries, vulnerable / disabled children, slash, closure.
Place Any site that has been found as a result of place only searching.
What were people talking about?
What are people talking on?
Recommendations
• Introduction of agreed hashtags (#) to address service issues.
• trial marketing and public information messaging via networks using the environmental communities of interest (escc
• what proactive work could be done with an online community in advance of a major event e.g. riots/civil disturbance
• opportunity to work more closely with parish and town councils;– a programme of social media surgeries could
look to offer these sites training?