In an increasingly connected world, communication directors (dircom) in the public sector face new challenges related to the use of social networks. A recent study conducted by the digital agency Netscouade, in partnership with the Public Communication Association, highlights the presence of these professionals on platforms like LinkedIn and X. While their presence is massive on LinkedIn, the analysis also reveals that they have largely deserted the X platform. This article explores in depth how dircoms use these digital tools to achieve their institutional communication goals.
The Importance of Presence on Social Networks
At a time when administrations seek to optimize their recruitment on networks such as LinkedIn, the editorial strategy that surrounds their use still remains embryonic. Communication directors, as key players in managing their institution’s image, must navigate an environment where their presence is essential. On LinkedIn, only 4% of the dircom studied did not have an account, highlighting the importance of this platform for their professional activity.
An Alarming Observation: Disengagement on X
An analysis pointing to the significant drop in engagement of dircoms on the X platform is revealing. Indeed, 56% of the profiles examined are now inactive on this platform. This phenomenon is worrying because it means that public sector professionals have left a space that, despite its criticisms, can still play a significant role in public communication. This abandonment could harm their visibility and the reach of essential information that their institutions could share.
Varied Use on LinkedIn
On LinkedIn, while 41% of dircoms are classified as inactive, there is still untapped potential to explore. The majority of them have fewer than 1,500 followers, with an average of 873. Only 12.5% of them exceed 5,000 followers. This lack of engagement could result in a decrease in interaction with citizens and stakeholders, thereby reducing the impact of their communications.
The Different Categories of Use on LinkedIn
The study highlighted four main categories of usage among communication directors. The “silent” ones, represented by 41% of profiles, use LinkedIn mainly for monitoring. In contrast, the “scouts” (21%) exhibit advanced social media practices, combining conversations and posts under a personalized editorial line. The “supporters” (27%) relay news from their institution, while the “connectors” (11%) engage in discussions and maintain a varied network.
Clear Objectives in Service of the Institution
The interviews conducted during the qualitative phase of the study reveal that social networks are primarily used in service of the institution, with well-defined objectives focused on targeting and public relations. This pragmatic approach focuses on measurable results, generating tangible returns on investment. Dircoms often use their personal account to support their institution’s overall communication strategy.
Delicate Balance Between Visibility and Reserve
The presence of communication directors on social networks is characterized by discreet visibility. Many professionals report differing priorities depending on the mandates of the institutions. Some directors believe their mission is to stay in the shadows, while others consider it essential to maintain a public voice within their role. This underscores the need for a balance in terms of both communication and ethics.
In summary, the use of social networks by communication directors in the public sector remains complex. This reality highlights both the opportunities and challenges these professionals face in their mission to serve the institution.
