Facility Forum - Winter 2017 - 33
STAFF & MANAGEMENT
Social Media in 2017:
How to Adapt to the
Digital (and Visual) Age
By Teri Clark, Social and Digital Media Strategist at Redbrick Communications
ince 2010, Redbrick
tracked social media use
by Ontario's 444 municipalities, on a yearly basis,
as part of our Municipal
Social Media Survey.
We'll soon be releasing our 2017 results,
and in this issue of Facility Forum, we're
sharing an exclusive sneak peak! Read
on to find out about new social media
trends and insights, and what they mean
for recreation facilities.
Trend #1 - A Modest
Increase in Municipalities
on Social Media
Since beginning Redbrick's Municipal
Social Media Survey, the number of
municipalities on social media has
increased every year. No surprise here.
From 2010-2013, there was a significant
increase, with a more modest increase
in the years after (see www.redbrick.ca/
resources for the latest results). In 2016,
73 per cent of municipalities (or 321) were
on social media, and even more have
joined in 2017. There's no doubt we're
living in an increasingly digital world,
and municipalities are adapting.
What does this mean for recreation
facilities? To put it bluntly: if you aren't
on social media, the time to get started
was yesterday. We also know that
Ontario is the most connected province in Canada, with 67 per cent of
Ontarians using social media in 2016.1
For youth - an audience that many recreation facilities are trying to reach -
that number jumps to about 79 per cent
(Canada-wide). 2 So, your audience is
there. Are you?
Trend #2 - For Recreation
Accounts, Facebook is
Municipalities who run recreation-specific social media accounts (i.e., separate
from their central municipal account) are
using Facebook most often, compared to
Twitter and Instagram. It appears that
Instagram is second, followed by Twitter.
Stay tuned for our 2017 results to see the
statistics on this trend.
Trend #3 - Instagram is
Catching on, FAST!
This year, more and more municipalities joined up on the photo and videobased social media network, Instagram.
As far as municipal use goes, Instagram
is still behind Facebook and Twitter, the
preferred networks for municipalities. But
that doesn't mean the users aren't there.
FACILITY FORUM | 33