This document outlines a social media maturity measure for organizations to assess their social media capabilities. It discusses two key dimensions - being a conversation government and a social local government. A conversation government aims for transparency, collaboration, and two-way engagement. A social local government supports social media through leadership, strategy, implementation, governance, and training. Organizations can measure their maturity across five stages from beginner to champion by evaluating their performance on ten drivers within these two dimensions. Taking the social media maturity measure assessment provides insights to help organizations improve their social media use.

2. SOCIAL MEDIA MATURITY
MEASURE
Social media maturity measure 2

3. Me, myself and I
Social media maturity measure 3

4. presentatienaam 4

5. Social media maturity
“…is a measure of an organisations ‘readiness’ and progress as it
moves from the mere acceptance of social media as a tool for
communication and service delivery, to continously levering
social media to become a true conversating, collaborating and
‘social’ government”
5

6. Where did we start?
Your challenges:
• you need to understand if your organization is prepared to
take on social media
• you want to know how you can become a real social media
savvy local government organization
• you want to understand the ‘drivers’ of a social media
government
• you want to know where you can improve, and if you are
capable
• you want to know how your organisation compares to others
6

7. How did we work?
1. Extant deskresearch on drivers and barriers of social media for
local governments (but also SME’s, social profit organisations,…)
2. Review of existing social media maturity models (often for SME’s):
e.g. www.socialemediamodellen.nl
3. Interviews with local government organisations in the early and in
the advanced stages of social media maturity
4. Creation of the social media maturity roadmap
5. Developing a draft of the self assessment maturity measure
6. Expert interviews and feedback (e.g. Kortom, OUP partnership,…)
7. It is finished!
7

8. Roadmap for a social local government
presentatienaam 8

9. Two dimensions, 10 drivers
A social media mature local government is about more than
introducing some hot social media tools and applications.
It means changing how your organisation thinks and acts, both
internally and externally
 conversation government measure
Is your municipality or city a conversation government? Do you have a
hierarchical, closed culture with silos and one-way communication? Or
does your government aim to be transparent and collaborative,
engaging in genuine conversations? A conversation mentality is a
barometer for potential social media success.
9

10. 5 C’s of a Conversation government
10
Content
Customer
experience
Context Conversation
Collaboration

11. 5 C’s of a Conversation government
• Content: how available and accessible is your content or
information?
• Customer experience: how do citizens or organisations value
your services?
• Context: to what extent is your organization user-oriented?
• Conversation: does your government organization talk ‘with’
or only ‘to’ the public
• Collaboration: is the public actively involved?
11

12. 12

13. 5 drivers of a Social local government
13
Leadership &
innovation
Social media
strategy
Implementati
on
Governance
Training &
policy

14. • Leadership 2.0 & innovation: do management and the
organisation culture support social media initiatives?
• Social media strategy: are social media initiatives aligned with
organization goals?
• Governance: Are social media formally integrated in the
organisation structure?
• Implementation: does your organisation uses social media in
the spirit of a true conversation government?
• Policy & training: are employees guided?
14
5 drivers of a Social local government

15. presentatienaam 15

16. presentatienaam 16

17. Stages of maturity
Beginner
Explorer
Intermediate
Champion
17
Move up the
maturity ladder
Take a challenge

18. presentatienaam 18

19. Social media maturity measure 19

20. More insights:
www.socialmediamaturity.eu
Social media maturity measure 20