One of the most important conclusions of the 2014 study was that the broad rollout of social media, across departments other than Communications, is the biggest challenge for municipalities. This year, we again asked municipalities about their experience of the use and organization of social media. It resulted in a representative measurement with 224 municipalities (57 percent) that filled out our questionnaire.Figure 1. 57% of Dutch municipalities completed the questionnaire. Both large (L), medium-sized (M) and small (S) municipalities.
New elements in the research
We supplemented the questionnaire (qualitative) with a hard measurement (quantitative) on social media accounts saudi arabia phone number library of municipalities in the second quarter of 2015 (1 April to 30 June). New elements in the 2015 research are:
In addition to a Twitter measurement this year, there will also be a measurement on corporate Facebook accounts,
Aorient ation on Instagram use by municipalities,
the presentation of insights divided by size of municipalities: now municipalities can compare their performance with municipalities of the same size: large (100,000+ inhabitants), medium-sized (50,000 to 100,000 inhabitants) and small (less than 50,000 inhabitants) municipalities,
the presentation of reaction speeds by time category rather than an overall average reaction time.
The social media growth model of municipalities with the networking municipalities as the final goal formed the basis for the research. The design, measurement points and choices made in the research can be read in the full research report that is part of the new book ‘Open Municipalities: the social media almanac for municipalities 2015’ .
Strong growth in Facebook usage, Instagram & WhatsApp on the rise
Twitter has been the most popular social channel among municipalities for years. Only six small municipalities do not have their own Twitter account. The strong growth in the use of Facebook in the past year is striking. Although 89 percent of the municipalities surveyed indicate that they use Facebook, 69 percent have a corporate account. One of the explanations for this is that a number of municipalities are only active on theme accounts. Instagram is the emerging channel, but at the moment only 9 percent of municipalities actively use the platform. The municipalities of Nijmegen, Rotterdam and ‘s-Hertogenbosch are by far the most active on Instagram, but a mention is in order for the small municipality of Elburg, which is also how ios 14 affects ecommerce exactly experimenting with this medium.
Use of social media by municipalities 2011-2015 – Social Media Measur clean email & HowAboutYouResponse research
Figure 2. Twitter is still the most popular social media. Facebook, Instagram and WhatsApp are growing the fastest.