Thursday, November 21st, 2019 | 8 min read
According to a Pew Research Center study, by the beginning of 2019, 72 percent of Americans were using social media to consume, engage and share content. As more Americans continue shifting their approach for consuming information, governmental entities will need to reshape their approach to effectively reach citizens.
Governments recognize this trend, and the need to create a single source of truth for their citizens. As a result, Sprinklr anticipates that public sector organizations will continue refining how they leverage digital platforms.
Here are Sprinklr’s top five predictions for how local governments up through the federal government will evolve their strategies in 2020 on digital channels:
Prediction 1: Use of Social Media to Address Misinformation Will Increase
Social media platforms like Facebook, Twitter, Instagram, and YouTube continue expanding their user bases. More users translates into quicker acceleration and stronger inertia – regardless of veracity – around trending content. Engaged audiences with the tools to quickly share content breeds an environment ripe for misinformation, but also opens opportunities for governments to reach a broad audience of citizens who need clear communications.
In an article examining the impact of misinformation, Chris Messerole, a fellow at the Brookings Institution, highlights an example of how an incorrect tweet after a 2017 terrorist attack in Toronto describing the suspect as “angry” and “Middle Eastern” gained more traction than a corrected tweet that described the assailant as “white.” In fact, even 24 hours after the initial incorrect tweet, the wrong tweet had significantly more engagements than the corrected tweet. Examples like this illuminate the challenges for governments that want to ensure citizens have accurate information.
Why does this matter? Misinformation has the ability to diminish the success of a new policy initiative and present threats to public safety. Regardless of whether governmental organizations are rolling out a new initiative or responding to a public safety crisis, they will want to ensure that the public has the correct information. In 2020, presenting clear communications to citizens on social media will be a priority for the public sector in addition to proactively and explicitly addressing misinformation to mitigate any confusion.
Prediction 2: Public Sector Organizations will Embrace Digital Channels for Customer Support
A growing population around the world is far more reliant on digital channels than traditional channels.
Despite this trend, many public sector organizations are entrenched in traditional channels. This is troublesome for two main reasons:
The public’s shift toward modern channels will encourage more public sector organizations in 2020 to embrace digital channels to facilitate customer support. These modern channels will enable the public sector to improve citizen experiences and reduce costs with chatbots to aid customer support. In addition to providing a better experience, reducing the need for agents to answer commonly asked questions will lower the scale and overall costs required to handle inquiries.
Prediction 3: The Public Sector Will Increase Localized Strategies
While social media channels are often noted for their ability to quickly proliferate messaging globally, we’re now also seeing governments – particularly at the municipality level – deploy hyper-localized communications on digital channels.
The demand for localized messaging is reflected in the rapid growth of applications like Sprinklr partner Nextdoor, an online network that allows members of the local community to connect, which achieved 236k local neighborhoods by the end of 2018 (Mary Meeker). Also recognizing the need for localized messaging, Facebook announced in August 2019 that they are releasing the ability for Pages to deploy localized alerts. As more networks like Facebook and Nextdoor target local communities, local governments will leverage these solutions to effectively engage in relevant conversations with their citizens.
The primary benefits of localized strategies include (a) creating extremely targeted messages, particularly during crisis events (b) facilitating direct engagement between city officials and constituents and (c) understanding the conversations around specific concerns in the neighborhood.
Unlike more global messaging applications, which use algorithms to suggest content that is relevant for their user, localized applications help governments post content directly on a community message board that they will know citizens will see when they log in. For example, the city of Palm Beach, Florida announced plans to leverage Nextdoor for the 2019 hurricane season to post content highlighting safety concerns for its citizens. As we move into 2020, cities will continue to adopt localized channels to facilitate direct communications with their citizens.
Prediction 4: The Public Sector Will Accelerate Collaboration Across Organizations
Historically, government agencies have siloed themselves from one another. As a result, there is a lost opportunity to cross-promote and amplify content that relates to multiple organizations. Recently, the Government Accountability Office produced recommendations for public sector organizations to accelerate collaboration. In their work, the GAO stated “achieving important national outcomes, such as food safety, local economic development, environmental restoration, and homeland security, requires coordinated and collaborative efforts of a number of programs spread across the federal government…and other levels of government.”
One approach to collectively achieve positive outcomes is having agencies cross-promote messaging relevant to their own mission. For example, if the Department of Commerce produces research indicating strong long-term growth in engineering careers, the Department of Education could promote this work and highlight student programs in science and technology. Social media is one simple and effective way to amplify messaging.
As more agencies leverage social media as their primary tool to publish content, we expect public sector organizations to start monitoring peer social media accounts to find opportunities to collaborate.
Prediction 5: The Public Sector Will Move Marketing Budgets From Traditional to Digital Mediums
Advertising is often associated with companies selling products, but governmental organizations also advertise deadlines (back-to-school registration), events (a public park opening), initiatives (completing the 2020 Census) or jobs. The US Government Office of Accountability from 2016 suggests that the federal government spent over $1B on advertising for the previous fiscal year.
Given the high taxpayer expense to advertise, governments should consider the efficacy of how they promote their messaging. In the private sector, companies have been reallocating budgets from traditional advertising into social advertising.
Governments will similarly look to reshape how they promote their content in 2020. Advertising on social media will allow governments to receive real-time feedback on content performance and messaging. Governments will also be able to reduce their overall costs by only delivering messaging to key segments. As citizens continue to make more stringent demands from their governments, we can expect them to commensurately work to demonstrate performance for their campaigns while containing costs.
As we move toward 2020, the movement from traditional to modern channels (social media, messaging, blogs) will only continue to accelerate, making it imperative that the public sector evolve their strategies. The public sector has an opportunity to take advantage of the growing popularity of modern channels to create clarity around public discourse, build transparency, and engage with their citizens in a cost-effective, efficient way that has never been seen before.
Ce site web utilise des cookies pour vous vous assurer une expérience de navigation optimale.OK En Savoir Plus
Diese Internetseite verwendet Cookies, damit Sie die Funktionen der Website optimal nutzen können.OK Weitere Informationen finden Sie hier
Este sitio web usa cookies para asegurarnos que usted reciba la mejor experiencia en nuestro sitio web.OK Aprenda más