Knowing your publics: the use of social media analytics in local government

The analysis of social media data promises significant new ways of knowing publics, but an understanding of the value of social media analytics for different organizations in practice is only just emerging. Drawing on research conducted with two city councils in the UK, this article examines the current and potential use of social media analytics in local government. We outline a range of purposes that social media analytics might serve — from communication and public relations to public consultation and engagement — and consider the factors that shape or are likely to shape how analytics tools are adopted. We conclude by pointing to a democratic dilemma facing local government: at a time of austerity measures and financial constraints, reaching out to the public and fostering public engagement becomes more important just as councils have fewer resources to invest in it.