CorpComms Magazine

Just three quarters of public sector organisations have a digital strategy in place, against 94 per cent of private sector businesses, but just over 40 per cent of both sectors describe digital as a central plank of their communications strategy, a new survey has found.

The Digital Maturity Index, which is compiled by Engine Group, found that, while in the private sector a digital strategy is viewed as a means of supporting sales, growth and business transformation, the public sector view its role as driving cost reductions and service improvements.

The Index also revealed that the importance of a digital strategy is being recognised at board level, with 80 per cent of the private sector claiming that senior executives are committed to the channel. Within the public sector, however, the figure is 67 per cent, and only 58 per cent believe that their organisations are open to change.

Social media is now viewed as a mainstream business tool in the private sector with 88 per cent of organisations planning to integrate this channel into their communications strategy. However, just 59 per cent of public sector organisations report that they have started using social media, although some only use it for policy consultations.

The survey found, however, that there is a sense that, when it comes to social media, some organisations have rushed into it because 'everyone else is doing it' rather than because they have a clear strategic vision and understanding of how it will deliver a return on investment.

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