In Birmingham we are currently trying to find ways of measuring our usage of Social Media tools. Suggestions we have are based very much around measuring the number of times an organisation Tweets, how many followers it has, how many comments are on its blog, what the analytics are, etc.
Now, my level of interest in such things hovers somewhere around zero, to be honest. But the discussion did make me think about another way in which we could categorise our use of social networking tools, particularly in relation to other means of communication.
For instance, if we look at how widespread the adoption of a communications tool might be, we see quite a range. Most organisations right now have individual enthusiasts who have set up their own social networking presence, often without the knowledge of the wider organisation. We can compare that with a communications tool such as the telephone which is available to anybody who has contact with the public. And in between these two ends of the range, there’s another which is typified by one or more employees within each section or department being given the responsibility of using that particular tool. More – Social Media and Councils: A Fragmented Adhocracy?