Most public agency leaders are well aware that their residents are increasingly on social media to find local news, share information with their networks and interact with friends and neighbors.  But just how prevalent is the trend? The 2024 Global Digital Report — released annually by Meltwater, Tripepi Smith’s media intelligence partner — sheds light on the scale of people’s digital media use on a macro level.

The report reveals just how widespread our social media activity is and how much time we spend online each day. According to the report, on average, people spend over six hours per day on the internet and 2 hours and 23 minutes per day on social media platforms alone. In 2023, social media users eclipsed the 5 billion mark worldwide. Through the lens of our extensive experience in the local government space, Tripepi Smith interpreted these trends as a public demand for digital communication, underscoring how important it is for public agencies to embrace these platforms as vital channels to listen to and connect with residents.

Meltwater is one powerful tool that can propel any public agency to the forefront of the digital media conversation. Pulling from billions of data points and over 270,000 media sources, Meltwater actively listens to and provides real-time feedback on the latest news and social media conversations taking place on key projects, issues or events — which also enable  Meltwater to identify and analyze broader trends in digital communications. Curated and customized to fit an agency’s needs, this real-time data empowers organizations to stay ahead of the curve on community conversations and engage in proactive public engagement.

Insights from the Meltwater report reveal that, of the social media apps, Instagram is the most popular platform by percentage of active users ages 16-64, followed by WhatsApp and Facebook. TikTok continues to rise in usage but has yet to reach the usage level of Instagram and Facebook. As for other platforms, we’ve anecdotally observed in the public sector that X (formerly Twitter) and Nextdoor remain significant, but are not attracting the same amount of traffic as Instagram and Facebook. LinkedIn now has over one billion members and is expected to continue growing, making it a useful communications tool for public agencies and organizations.

Of note, 2023 Pew survey data ranks YouTube as the most popular platform with over 80% of Americans saying they use it, further emphasizing the value of video in a digital communications strategy. Pew reports Facebook as the second-most popular platform at 68%, followed by Instagram at 47% — echoing the usage trends observed by Meltwater. 

Here are some key recommendations to boost your agency’s social media strategy inspired by the latest data:

  • If you’re not already on Instagram and investing in engagement on that platform, create an account and consider strategically “boosting” posts through Meta advertising.
  • Video stays on the rise! With the growth of TikTok and short video reels on Instagram and Facebook, along with the long-standing popularity of YouTube, more agencies are pushing video content and seeing increased impressions and engagements. While not everyone in the public agency space has opted to create a TikTok account, reels on Facebook and Instagram accomplish similar goals. If video is core to your engagement strategy (hint: it should be), video-centric platforms and tools may be worth some additional consideration for your communications team.
  • LinkedIn is a missed opportunity for many agencies. From recruitment to general plan implementation to celebrating staff accomplishments, this platform can help enhance your organization’s reputation and brand recognition within the sector. It can also be a platform to develop relationships with community organizations like your local chamber of commerce.
  • As social media use surges, concerns about misinformation and user privacy are also coming to the forefront. This requires public agencies to not only be mindful of fostering safe digital environments in their communities, but to also be a leader in countering misinformation.

The trends shared by the 2024 Global Digital Report don’t just highlight the value of digital media monitoring, but of active communication and information sharing. Creating consistent, concise and digestible content yields more community trust and participation, and with that comes a responsibility to be responsive and transparent in meeting residents’ needs.

As these insights demonstrate, navigating the evolving social media landscape requires a strategic approach and the right tools. At Tripepi Smith, we specialize in helping public agencies leverage digital media effectively to engage with their communities and stay ahead of emerging trends and hot-button issues. 

Our expertise, combined with advanced tools like Meltwater, ensures that your agency can turn data into actionable strategies and enhance its digital presence. If you’re ready to elevate your social media strategy and connect more meaningfully with your residents, explore how we can assist you in achieving your goals or reach out at MediaIntelligence@TripepiSmith.com.