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For years, councils have ‘broadcast' to residents using tradition methods of one-way communication. Now it's time to unlock the potential of the social media, says John Barradell Spending pressures have forced councils to make difficult decisions on public services, so now, more than ever, I believe it's vital that we unlock the potential of new media to communicate and work more closely with our communities. Social media can be a valuable tool to help engage with residents, to find out what services they want, when and where they want them, and how they want them delivered. Brighton and Hove City Council has been one of the earliest councils to adopt social media and get involved in the conversations which matter to the city's lively and fast-growing social media network that includes people of all ages and profiles. More than 600 residents have already said they ‘like' the council's Facebook profile, and the city council has more than 3,000 individuals, local businesses and other organisations signed up as regular ‘followers' of our Twitter site. Our presence on Facebook, Twitter, Flickr and YouTube helps us communicate with residents on a daily basis. By using social media, we're able to talk to residents in ways they want, where they are, and on their terms – addressing the issues that are important to them. Not only do we share information about new developments and listen to discussions online, we can answer questions about services and take part in these discussions. This isn't just about social media – it's about innovation. We need to find new and smarter ways to forge closer relationships with residents so we can improve services to our communities. This means actively involving people in the design and delivery of services, and social media is a important way to cultivate a new relationship. In partnership with the social network, Foursquare, Brighton and Hove City Council was the first local authority in the UK to use location-based social media to attract a new, tech-savvy audience, by staging a ‘Foursquare Day' at 15 libraries. John Barradell: ‘We need to find new and smarter ways to forge closer relationships with residents so we can improve services to our communities (Pic: Sergej Khakimullin) Anyone ‘checking in' on the Foursquare app was entered into a prize draw for CD and DVD loans, and visitors were able to leave electronic ‘tips' and suggestions creating an entirely new, two-way dialogue. This also helped generate ‘online buzz', with check-ins linked to people's Twitter and Facebook accounts, enabling them to spread virally. We hope to expand on this experiment to build location-based networks into all our venues, whether they are swimming pools, libraries, gyms or other local events. The council is already using Twitter to conduct customer research on refuse collections and this, together with the Foursquare initiative, represents the beginning of a concerted drive to embed social media to drive up service quality and help bring down costs. In a crisis or emergency situation, social media has great potential for updating residents and providing useful real-time information. During the recent severe weather, we were able to inform residents about school closures, road gritting, bus and other services as well as to appeal for 4x4 drivers to help deliver vital medicines and food supplies When the world's most famous skateboarder, Tony Hawk, took part in a show on Brighton seafront, we interviewed him about the need for local enthusiasts to get involved in skatepark design, and then posted it on the council's YouTube site. So far the video and has so far been watched 3,800 times and counting. So far, the video has been watched more than 3,700 times and counting. It is clearly one thing for a council chief executive to encourage resident skateboarders to get involved in a consultation, but when it's Mr Hawk asking, then it becomes another matter. As a chief executive, I tweet regularly, and not just about council matters but also highlight the city's cultural activities and wider policy matters that may be of interest to our online community. And it's all about the community, which means councils must become more ‘sociable'. We need to ‘let go' of control and allow residents to talk to each other and take the council's message proactively, and tell it to their friends, neighbours or colleagues. To become a truly social council, we also need to let our staff have access to these tools so they can take part in these conversations and strengthen our relationship with residents. It is vital that not only do we start conversations, but that we take part in discussions and listen to what's being said. That's why we were the first council in England to appoint a specialist social media officer. As local authority finances shrink and pressure grows on services, it's all the more vital that councils engage with citizens to identify the services that really matter. John Barradell is chief executive at Brighton and Hove City Council

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WHITEHALL

Why it's sweet to tweet

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