Councils use Twitter snow-how

A number of public sector authorities across the country have been putting their PR noddle to good use during the recent extreme weather by communicating snow updates to the general public using social media.

Essex County Council and Kirklees Council each set up its own Gritter Twitter, providing followers with information on the roads that were being gritted. Essex County Council also supplemented the updates by providing a roadmap on its website showing which roads it was treating.

NHS Salford is currently using Twitter to inform patients about healthcare services that are still available during the weather disruption, while Brighton & Hove City Council has launched a Twitter appeal for 4x4 drivers to help with the delivery of meals on wheels.

PR professionals have been heaping praise on those authorities that have used digital and mobile technology to keep residents up to date during the challenges of the current severe winter weather.

However, they are also reminding authorities that few of the most vulnerable members of the public, such as the elderly, use social media. Therefore Twitter works well in conjunction with traditional communication methods but is clearly not yet an effective tool when used in isolation.