The past couple of years have yielded extensive marketing initiatives and political campaign advertisements via social media platforms. Facebook, Twitter and other interfaces are being viewed as valuable assets for public organizations looking to contact constituents. The advent of mobile applications has also been accompanied by continuous cloud computing
Interacting via a cloud infrastructure has made it more practical for government entities to harness the accessibility offered by mobile technology. iGov surveyed approximately 261 public organizations in an effort to determine the popularity of adoption of services working through a mobile platform. Of those surveyed, 43 percent were local authorities, 18 percent consisted of central government organizations, 27 percent were affiliated with the National Honor Society and 12 percent of respondents were public universities.
IT Pro Portal reported that 73 percent of those surveyed stated that they currently use mobile technology to deliver services to their employees and constituents. An additional 30 percent claimed that they plan on offering about 49 percent of their services via mobile technology within the next 18 months.
In order to deliver these services to local and nationwide citizens, the public organizations utilizing this technology may use programs similar to a cloud CRM. Although the software is typically employed by private enterprises looking to optimize their business-to-customer relationships, the program offers tools that are capable of maintaining constituent voting trends, resident energy consumption and neighborhood crime statistics.
On a social platform
Overseas, police agencies are using social media platforms
in attempt to personalize communication with citizens. According to The Guardian, the Greater Manchester Police posted a status on its Facebook page stating that the "999"(equivalent to the U.S. "911" emergency line) system is for emergencies only. The comment was posted after a drunken soccer fan used the line in an attempt to speak to a local official who allegedly had authority over the game's outcome.
The article also cited an insensitive tweet regarding Facebook bullying, which was posted by law enforcement authorities. The post was viewed as unfavorable by the public, garnering approximately 3,000 retweets that forced the organization to issue a formal apology.
"While there is no doubt that members of the public react well to social media initiatives by public bodies, they are also quick to respond when they see something they do not like," the source noted.
The combined usage of social and mobile platforms by the public sector both domestically and abroad acknowledge a fundamental change in how they use cloud applications
. Handling the amount of data the two mediums provide necessitates a platform capable of organizing it.