63 reasons your agency should have a social media presence

It is 46 years since the internet was first developed (ARPA network), 21 years since the development of the first web browser (aptly named WorldWideWeb) and fifteen years since the launch of the first recognisable social network (SixDegrees.com).

Today half our population actively uses Facebook, and over 60 per cent of Australians use some form of social media.

However some in government are still debating whether social media is a valid channel for them to use, or whether it is simply a 'fad'.

I gave a presentation yesterday at an OPC Web Xchange event on why agencies should use social media an how they could build their social media infrastructure.

As part of my preparation for the event, in about twenty minutes over the weekend, I brainstormed 63 reasons why government agencies should have a social media presence.

Some may not apply to your agency. I may have missed others that do.

However in case you're struggling to justify using social media in your agency, here's my 63 reasons to start you off in thinking about which reasons are most important in your situation.

Note that they are listed alphabetically, not by importance.

1. advertise to your audience 
2. amplify your other communications 
3. attract good staff 
4. be approachable and reachable
5. break down silos 
6. build awareness of conversations already underway 
7. build awareness of services 
8. build community resilience 
9. build ongoing audience 
10. build personal connections 
11. build relevance 
12. build staff experience ahead of more advanced technologies 
13. build website traffic 
14. challenge the community to help solve problems 
15. collaborate with colleagues across agencies and jurisdictions 
16. collaborate with colleagues in your agency 
17. consult your audience 
18. convene supporters 
19. correct misinformation 
20. deliver emergency information 
21. employ agile policy development methodologies 
22. empower the community with information 
23. engage stakeholders 
24. explain to people what you do
25. find best practice overseas
26. find good staff
27. find good vendors 
28. get a heads-up on what will be in traditional media the next day
29. identify community influencers 
30. identify fraud 
31. identify opinion leaders 
32. identify unlawful behaviour 
33. improve accountability 
34. increase transparency 
35. listen to your audience 
36. locate experts 
37. locate stakeholders 
38. maintain engagement between campaigns 
39. market research 
40. organise events 
41. promote events 
42. provide consistent answers to questions 
43. provide customer service 
44. provide information in forms other than text 
45. remain effective in a 24/7 media cycle 
46. run competitions 
47. save money 
48. save time 
49. seek fast feedback on policy ideas 
50. share data 
51. share expertise 
52. share information with colleagues across agencies and jurisdictions 
53. share information with colleagues in your agency 
54. share knowledge nationally and globally
55. share media announcements 
56. source emergency information 
57. streamline processes 
58. support your Minister 
59. target geographically dispersed groups
60. reach an audience who won't talk to you face-to-face or by phone
61. reinvent government processes 
62. tracking audience sentiment 
63. train staff in engagement

And here's a word cloud of the reasons to show the themes that stand out.