Agenda item

To seek approval for the Partnership Social Media Policy (report of the Assistant Director – Corporate enclosed). 

The Portfolio Holder for Corporate, Governance, Communications and Environmental Services introduced the Social Media and Partnership Policy, explaining that the document set out the Council’s overall approach to the use of social media.

They advised that the policy aligned with the wider Communications Strategy approved within the last 12 months and that it provided clear objectives for how the Council created and shared content to maximise engagement with audiences.

The Portfolio Holder highlighted the work of the communications team in analysing data and audience insight to understand what content performed well and what did not. The policy also established a clear set of guidelines and “house rules” for behaviour and respectful engagement across all corporate channels.

Members were informed that the policy offered guidance for staff on appropriate use of social media, emphasising that work?related content should ideally be issued through official corporate accounts. The policy also included a review mechanism to assess the ongoing suitability of different platforms, as well as a response protocol to ensure a consistent and professional approach to interactions online.

Reference was made to the policy document at pages 63–79 of the agenda pack. Page 64 provided metrics relating to platform reach, and pages 67–70 set out further data covering activity and performance across the three partnership councils.

Members expressed support for the Social Media Policy. It was noted that the report clearly demonstrated the evolving nature of social media. Members acknowledged the benefits of social media, particularly its ability to communicate quickly during emergencies, while also recognising the negatives, including online toxicity and the reluctance of some residents to comment publicly due to strong opinions expressed by others.

Concerns were raised that comments made on social media during Council consultations were not captured within formal consultation data, leading to the risk that some residents believed they had participated when, in fact, informal comments were not included in the official record. Members agreed that the policy needed to be kept under review to ensure it remained fit for purpose.

A query was raised in relation to the social media metrics shown on pages 64 and 66 of the agenda, where follower numbers differed. Officers confirmed that a sweep had been carried out in January to remove inactive accounts and that the verified figure of 10,118 Facebook followers was accurate.

Members also queried the variation in activity and popularity of platforms across the three partnership councils. Officers advised that this largely reflected demographic differences and population sizes within the districts, and that differing community profiles naturally influenced engagement levels.

Positive comments were made regarding the strong performance of the South Holland Centre’s social media accounts, particularly on Instagram, where follower numbers significantly exceeded those of equivalent venues in the other councils. Members felt this demonstrated successful engagement and the effective use of social media to promote events and activities.

Officers also highlighted that the Youth Council was due to meet the following day and had specifically requested a discussion on social media usage. This would provide an opportunity to gain insight into the platforms favoured by younger residents and explore how these channels could be better utilised to reach younger demographics.

Overall, Members were pleased with the positive aspects of the Council’s social media presence and reiterated the importance of ongoing monitoring and adaptation as platforms and user behaviour continued to evolve.

DECISION:

That the Cabinet approve the Partnership’s Social Media Policy attached at Appendix A to the report.

Other Options Considered:

·         None

Reasons for Recommendations:

·         To have a coordinated and clearly communicated approach to South Holland District Council’s use of social media when communicating to residents.

·         To provide clear ‘house rules’ for those wishing to interact and communicate with South Holland District Council on all of its social media channels.

·         To provide a strategic framework underpinned by audience data and analytics for all social media messaging and campaigns.