An important study was released today on the influence of online research in world capitals specifically with political staffers. Unfortunately, Canada’s public policy makers were not survey for this study – but I think the broad trends present most certainly apply in the Canadian context.

Edelman’s Capital Staffers Index (link opens PDF) seeks to measure the influence of the internet on public policy makers. This fascinating study confirms and reenforces my opinion that online activity and online opinion shaping are becoming more important than ever.

The objective; straight from the report:

StrategyOne surveyed 396 senior staff members from key capitals in the U.S. and Europe to determine the perceived value of the Internet as a tool for policymakers to connect with local residents and communities; determine the credibility and trust associated with social media networks; and compare the Internet’s influence on policymakers internationally. The overall margin of error is +4.9%.

Key findings

In my opinion, here are some key findings:

• Nearly every staffer uses online resources for public policy research (96%)
• Over half of all staffers have first learned about a policy issue online (54%)
• One in five staffers have changed a policy position based on online sources (19%)

On Blogs

• 39% have used blogs and other social media to monitor policy news
• And the same number have used them to monitor policy opinion
• Nearly half see blogging as an effective way to reach constituents

On Social Media adoption personal vs. work usage

• “A gap has emerged; staffers’ professional use of online communications channels lags their personal use. While staffers are effectively employing a wide range of Web 2.0 communications tools for personal use, most remain at Web 1.5 when it comes to their policy roles.”
• “There is an opportunity to close the Digital Advocacy Gap by leveraging digital media to multiply the impact of traditional public affairs staffers are effectively employing a wide range of Web 2.0 communications tools for personal use, most remain at Web 1.5 when it comes to their policy roles.”

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