Public Sector Challenges in the Adoption of the media

As is the case in many industries, the private sector tends to adopt a more innovative than the public sector. The same goes for social media.

The use of the brand and the organization of the media (especially Facebook, Twitter and YouTube) has skyrocketed over the past 5 years, with many brands currently has fans and followers by the millions. Certainly, brands have the opportunity to stay ahead of competition and have developed strategies to fight back and purchase through their social networking profiles, including orchestrated through social projection wall posts and tweets, planned and executed from a schedule of strategic content, often with the skills and incentives to attract fans through social or additional applications or games. In fact, many brands as regards their social networking profiles as the main vehicle for the participation of consumers has resulted in the likes of Facebook and Twitter being used as vehicles for launching new products and services.

Therefore, if the media has been adopted so enthusiastically by the private sector, why the public sector (apart from high profile cases, like Barack Obama on Twitter) behind? One possible factor is the press and media. While public and private sectors are open to questions from the press and information, the private sector is primarily responsible to their shareholders, while the public sector is primarily responsible to the public, but through government channels - and this is an important difference. Similarly, a difference that the press and the media exploited to provide their own public service. As a result of greater scrutiny, there is understandable concern by public sector agencies to promote a network of commentators to post news and comments in the space available to the public for fear that it only takes one errant spark observation coverage negative press or research.

Moreover, as social networks are a two-way, public sector companies also have to consider the many comments received from the general public, often egged on by negative press and media reports Communication and comments or demanding improvements from a body that rightly feel part of the property.

For sellers of media in public sector organizations, these are very real and understandable concerns. However, there is an equally strong argument against that at some point will have to take the plunge. Consumers now expect a social media presence and having no one will support the negative view the public sector is lagging behind the private sector.