This report takes a forensic look at how Ireland's national government departments along with public sector agencies are leveraging social media for citizen engagement.
The first study was carried out in 2018, but this edition will illustrate the impact COVID-19 has had on social media output, engagement rates and innovation. The report captures and analyses the social media activity of 519 organisations across Facebook, Twitter, Instagram, YouTube and TikTok.
The report is compiled by Joanne Sweeney, global public sector digital communications expert.
The report details the most successful social media accounts across Ireland’s public sector and provides insights into COVID-19 as a catalyst for greater public engagement.
Updated analysis of Ireland’s public sector social media footprint
‘The Ireland Sample’ provides other nations a benchmark for social media success
Tables of metrics that matter show the importance of public engagement
New benchmark of engagement rates for main public sector social networks
Vanity metrics, such as numbers of followers and likes, are illustrated but the report takes an in-depth look at engagement metrics which tell a richer story, essentially how easy it for our governing bodies to communicate with the public, and vice versa.
It’s not really about winners or losers
Make no mistake, the report has been published as an aid to creating seamless integrated public sector communications and is in no way a winners and losers list. Although some organisations have been shown to have high-ranking ratings across the board, Joanne is keen to point out this is merely a way to benchmark progress and help organisations develop a results-driven social media strategy,
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The public sector and government organisations analysed