City of Auburn Communication Research Ashton Wilkes, Jasmine Reed, Maddie Hutt, Sara Turnley PRCM 4400-001 / Zimmerman
Introduction City of Auburn officials sought to improve current communication system with citizens Goal: Better serve the public by providing news/information via most useful media channels and methods Conducted survey determining current communication needs and citizens’ preferences for improvement Survey focused on how residents utilize traditional and social media platforms to stay informed
Literature Review First search: “city surveys about social media use” Why: Compare other cities’ information regarding the use of social media platforms Found that social media use has increased faster with younger generations/millennials than with older adults Second search: “city surveys” Why: Broaden online search results and find examples from other cities Did not find relevant information Third search: “social media use by cities” Why: Discover how other cities use social media to connect with citizens “Social media check-in feature” can help identify groups in the community and their characteristics Study found: Six different governments’ use of social media platforms and how they disseminate emergency information to cities
Literature Review Final search: “college students and city surveys” Why: Auburn city officials want college students to be as well informed as permanent citizens Showed students will respond more positively to an online survey than a paper survey Changed search to: “college students’ likelihood to respond to city surveys” Why: Previous search resulted in survey responses to college drinking habits and violence while under the influence Discovered the status of the university (public or private), geographic location and makeup of student body will affect student survey response rates
Methodology Research and Client Interaction Constant email communication Met with clients twice First - an introduction; initiate process and discuss research goals Second - format and finalize survey Online Survey 15 content- and demographic-based questions Distributed through city’s media sites, E-Notifier and AU campus email and social media sites After a week, 109 responses received
Methodology RQ1: What are the strengths and weaknesses of the current City of Auburn communication plan? About that plan, what do citizens prefer to keep the same and what do they prefer to change? RQ2: From which media outlets do Auburn citizens most frequently seek/receive City of Auburn news and information? RQ3: How do Auburn citizens currently receive and respond to different methods for relaying information (i.e. text, email, radio, video, following a link, reading news releases, etc.)?
Results: Survey Demographics
Survey Question 1 From which media outlet do you most frequently seek/receive information regarding City of Auburn news?
Survey Question 2 In which of the following City of Auburn categories of information are you most interested? (Answers ranked 1-7 according to preference.) Other: University events, development projects, voting information, parks and recreation news, housing updates
Survey Question 3 Would you prefer to view one social media platform for all news announcements or to view separate platforms for multiple categories of information? (Ex. Library, Parks and Recreation, Traffic, Construction, City Council, City Events, etc.)
Survey Question 4 Do you view the City of Auburn website (auburnalabama.org) more frequently on a desktop, mobile device or tablet?
Survey Question 5 Are you more likely to check texts or emails?
Survey Question 6 Which social media platform do you use most frequently?
Survey Question 7 How often do you check your chosen social media platform?
Survey Question 8 On which local news outlets do you rely most heavily for updates? Other: AL.com, WTSU - Public Radio
Survey Question 9 What time of day do you usually check City of Auburn news? Other: Only weekends, occasionally, never
Survey Question 10 What time of day do you usually checked your preferred social media platform(s)? Other: Never
Survey Question 11 When scrolling through a social media platform, are you more likely to watch a video, view an image and read its caption or follow a link to a detailed article?
Survey Question 12 Are you likely to download a smartphone app devoted solely to City of Auburn news and events?
Survey Question 13 Are you likely to download a smartphone app devoted solely to City of Auburn emergency alerts?
Discussion Surprising results: Large student representation in survey (48 students, or 44%) Most City of Auburn news and events included in The Plainsman Most citizens still heavily rely on television for news Predictions proven incorrect: Advancements in technology does not always lead people to abandon their traditional news gathering habits Newspapers, television and radio still require the same attention as social media platforms All platforms can serve each demographic
Conclusion Would be beneficial to create an app dedicated to emergency alerts Facebook still appears to be the leading social media platform The best time to post news and events is in the morning On social media, focus on images with interesting captions containing news and information All City of Auburn sites should be mobile-friendly and easy to navigate
Conclusion The City of Auburn has many options for disseminating information about news and events to its citizens. Survey results show: Which social media platforms are most popular The best time of day to post new information Preferred methods of communication Types of media that captures the most attention Various demographics concerned with receiving news and updates
Limitations Time Access to people in the community Length of time survey was available to public Impossible to reach everyone Communication with clients Ability to publicize survey Availability to meet and discuss in person Limited or no access to some channels Relevance of survey to certain people I.e. Auburn students (not everyone considers Auburn home)
References Carini, R. M., Hayek, J. C., Kuh, G. D., Kennedy, J. M., & Ouimet, J. A. (2003, February). College Student Responses to Web and Paper Surveys: Does Mode Matter? Retrieved February 24, 2016, from http://link.springer.com/article/10.1023/A:1021363527731 Chavez, C., Repas, M. A., & Stefaniak, T. L. (2010). A New Way to Communicate with Residents: Local Government Use of Social Media to Prepare for Emergencies. Retrieved February 26, 2016, from http://www.fbcoem.org/external/content/document/1528/907451/1/A New Way to Communicate with Residents - Local Government Use of Social Media to Prepare for Emergencies.pdf Chou, W., Hunt, Y., Beckjord, E., Moser, R., & Esse, B. (2009, November 27). Social Media Use in the United States: Implications for Health Communication. Retrieved February 24, 2016, from http://www.jmir.org/2009/4/e48/?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A Top10Tw1 (Top 10 JMIR Articles%3A Most Tweeted (Past 1 month)) Cranshaw, J., Schwartz, R., Hong, J. I., & Sadeh, N. (2012, June 1). The Livehoods Project: Utilizing Social Media to Understand the Dynamics of a City. Retrieved February 30, 2016, from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2168428 Porter, S. R., & Umbach, P. D. (2006, March). Student Survey Response Rates across Institutions: Why Do they Vary? Retrieved February 25, 2016, from http://link.springer.com/article/10.1007/s11162-005-8887-1
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