A new study finds that about 14 percent of Americans use social media as their main source of information about a federal agency, and 30 percent use social media to ask the government a question or resolve a problem.
The inaugural J.D. Power 2014 Social Media Benchmark Study—Government measured citizens’ experiences with the social media marketing and servicing of 12 federal agencies.
Agencies use social media marketing to build awareness of their missions, services and products and to build positive relationships with citizens. Servicing via social media includes answering specific questions or resolving their problems.
“Each federal agency’s social media strategy is different based on that particular agency’s mission,” said Greg Truex, director of the government practice at J.D. Power. “An effective social media strategy can ultimately reduce marketing and servicing costs when it’s integrated effectively into an agency’s overall communications plan.”
In fact, the survey found that subscription email is still the most engaging channel for subscribers.