Over the years, social media has become a powerful tool for government to disseminate information and sway public opinion with a single press of a button.

With over 80% of Australians having a social media account in 2021, more and more Aussies have used their social media power to voice their opinions on government actions. This brings a challenge for the government to be more directly connected to the public in order to have effective conversations that can benefit both parties.

Thus, the use of social media channels can be a very powerful way for government agencies to interact with the public so that they can achieve their desired policy objectives while not alienating the people. As such, here are four benefits of using social media in government.

1. Better citizen engagement

Having an engaged audience can help you keep them informed about the policy and issues that matter to them. Aside from this, you also build trust with the public as social media provides opportunities to be more transparent about one’s duties. 

Social media provides an avenue for governments to be as transparent and clear with the public constituents so as to build a good relationship. The trust and transparency created by engaging with the public online also allow government agencies to be seen as more than just institutions, humanizing the agency’s public image.

2. Fast crisis communications

The pandemic has affected almost every aspect of the public sector, particularly in communications. As people need information now more than ever, public information professionals are now given the difficult task of providing constant updates to the public while making sure that panic does not break out from the news. 

Social media can be both a blessing and a curse in this case, as the message could either reassure citizens or exacerbate their anxieties depending on how it is relayed online. In order to maintain order and prevent citizens from panicking, social media can be used to get the news out in a clear, calm, professional manner. 

3. Accurate information dissemination

While social media can be a great tool to share important information with people, its ability to provide information in an instant also created a breeding ground for misinformation and disinformation. This, in turn, can not only hurt the government’s reputation but can also put people at risk.

Luckily, the ability of social media to quickly spread information to the public can be used to identify inaccuracies and respond accordingly. While some of the false information can be too ridiculous to believe, there is some information that government agencies need to clarify as quickly as possible on their official platforms so as not to confuse and worry citizens. 

4. Testing public perception

Social media can be a great way to test one’s message with the public. Not only does it give instant feedback, but it also allows one to know the public’s preferences. This can help in tailoring the right message that can effectively create engagement online.

Aside from this, using social media to test public perception can be more cost-efficient for the government agency. These platforms, which are already being used by the majority of the public and are accessed on a daily basis, can be an effective and low-cost method to gain data and raise awareness on public issues. 

Eliza Sayon

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Eliza is a content producer and editor at Public Spectrum. She is an experienced writer on topics related to the government and to the public, as well as stories that uplift and improve the community.

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