Get Social: Measuring What Matters in Digital Communications

This month's column from Fliss Stubbs explores the complex world of social media metrics for local government communications. Drawing on her expertise at Ovivio, Stubbs explains how cabinet members and communications teams can move beyond vanity metrics to measure genuine community engagement and service impact. The article provides practical guidance on selecting appropriate key performance indicators that align with organisational objectives and demonstrate the effectiveness of digital outreach efforts. For Lead Members, understanding these measurements is crucial for evaluating how effectively their authorities are engaging with families, young people and communities online.