A new dynamic challenging public affairs is how to effectively reach, engage and manage communications with the public. Technology continues to dramatically transform the way people communicate. Until just a few years ago, print and broadcast media were the keys to information dissemination. Today, citizens – and even government agencies – are the media – documenting key events and shaping public perceptions with YouTube, Facebook, Twitter, Wikis, Flickr, text messages, blogs and other emerging communications tools.
Rather than reaching out to a few key reporters and editors or organizations, communicators must reach out and respond to a wide range of individuals and groups – each with multiple broadcast channels at the tip of their fingers. This means that citizens are using new tools to receive and share information about projects and proposals. This also means that there are new expectations about availability, information-sharing and response-times.
Cocker Fennessy uses social media monitoring and engagement tools to support and enhance overall education and outreach efforts. Our work in this area includes:- Advising clients about how to introduce social media into their communications
- Monitoring social media dialogue regarding projects and organizations to fine-tune outreach
- Tracking the most successful messages and most influential communications targets
- Alerting clients to potential “breaking news” stories
- Conducting a virtual “ethnography” – studying how individuals and online communities understand and discuss complex issues
- Researching and evaluating opportunities to incorporate emerging technology tools (such as geographic-based social networking, QR codes and gaming)
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