Council press offices need to relinquish control of social media to enable effective interaction between town halls and residents, according to a new report.
An annual survey of local authorities – by the accountancy firm BDO – has found 98% of councils are now using some form of social media, while mobile engagement via smartphones emerges as a new area of opportunity.
But the researchers suggest a number of authorities are still struggling to expand the ownership of social media beyond communications teams, despite the benefits of enabling officers to engage with residents digitally.
Last year's poll found responsibility for social media sat within communications teams at more than three-quarters (79%) of town halls, while the research published this week reveals half of authorities now use social media at service level.
