Social Media's Slow Roll in Government

"Social media outlets are catching on slowly (among federal government IT decision-makers). Yet, this will change as the government workforce turns over and gets younger."

Lisa Dezzutti, President and CEO
Market Connections


This was perhaps the most relevant point I picked up this morning at an event to introduce a new market research study entitled “"2008 Federal Media and Marketing Survey.” Research shop Market Connections and Sara Leiman of Sage Communications queried 2,500 federal employees – both civilian and DoD/intelligence -- to gain an understanding of the sources they rely on for industry information and best practices. (Image: Lisa Dezzutti, Market Connections)

Here are a couple of highlights from their presentation:

1. The most widely read trade publications

-Government Executive (50%)
-Federal Computer Week (43%)
-Federal Times (38%)
-Government Computer News (36%)
-Defense News (27%)

2. The most frequently visited Web sites

-CNN.com (41%)
-GovExec.com (37%)
-Washingtonpost.com (36%)
-Federaltimes.com (27%)

3. Social media engagement

-Reading blogs (13%)
-Participating in social networks (4%)
-Writing a blog (4%)


Admittedly, I find the current level of social media participation among federal decision-makers to be disappointing. It’s consistent though with what we are experiencing with our public sector focused clients and validates the importance of implementing a mix of public relations, marketing and business development programs.

I also agree completely with Market Connections’ Dezzutti assertion that social media adoption in government will continue to accelerate. Yes, it will occur as many federal employees retire and a younger workforce takes shape.

However, there is also a clearer understanding in government that citizens now expect to engage via social networks, online communities and electronic correspondence. The continued success Strategic Communications Group (Strategic) client GovDelivery has experienced with the adoption of their Email and digital subscription management platform is evidence of this trend.