Engaging Your Community in a Changing Internet Landscape: Insights from Meltwater’s “Global State of Digital Media”
Social media has become an essential tool for public agencies and organizations to engage with their communities and share important information. With the increasing prevalence of social media platforms like Facebook, Instagram, Twitter, TikTok and Nextdoor, it’s more important than ever for public agencies and organizations to understand how to use these tools effectively.
In addition to the trends of specific platforms, it’s also important for public agencies and organizations to understand the broader trends that are shaping the digital landscape. In January 2023, there were 311.3 million internet users in the United States, an increase of 1.5 million from January 2022. While the number of people using the internet is at an all-time high, 2022 actually saw Americans reduce their daily internet usage by 12 minutes on average.
This decline in time spent online can be attributed to several factors. First, the decrease in 2022 is relative to the spike in internet usage due to the pandemic in 2020 and 2021. Additionally, the mental health implications of being online have become apparent to many, leading people to be more mindful of their internet use. However, despite the overall decline in internet time, time spent on social media actually went up, indicating that social media continues to be an important part of people’s online lives.
Facebook, Instagram and Twitter have long been the most important social media platforms for many public agencies and organizations. These platforms offer a range of features that make it easy to share information, interact with followers and reach new audiences. However, in recent years, these platforms have faced increased scrutiny over issues such as data privacy, misinformation and the spread of hate speech.
One of the biggest changes in the broader internet landscape in recent years has been the rise in the popularity of short-form video content. Platforms like TikTok, Instagram Reels and Youtube Shorts have become incredibly popular, especially among younger audiences.
Despite these challenges, Facebook, Instagram and Twitter remain powerful tools for public agencies and organizations. The key to using these platforms effectively is to focus on creating high-quality content that is engaging and relevant to your audience. This might include sharing news and updates about your organization, highlighting success stories or providing helpful tips and resources.
Social media will remain an essential tool for public agencies and organizations to engage with their communities and share important information. While platforms like Facebook, Instagram and Twitter remain the mainstays of social media, organizations should also be aware of emerging platforms like TikTok and Nextdoor. By creating high-quality content, staying up-to-date on the latest trends and taking steps to protect their data and the data of their followers, organizations can use social media to achieve their goals and connect with their audiences in meaningful ways.
If you would like help auditing your social media or media monitoring strategy, contact us at MediaIntelligence@TripepiSmith.com.