How cities surf (or don’t surf) social networks
Raphaël Jotterand’s article published in Le Temps examines the use of social networks by large Swiss communes. Raphaël Zumofen, a researcher at the HES-SO Valais-Wallis and the University of Lausanne, conducted a study on the social networking presence of communes in French-speaking Switzerland with more than 1,000 inhabitants, from September 2022 to March 2023. The results show a wide disparity between communes: some prioritize social networks, while others use them almost exclusively.
Zumofen’s study reveals that of the 356 communes surveyed, 161 are present on Facebook, 75 on Instagram, and just 33 on Twitter, figures below the European average. Geneva, Lausanne and Neuchâtel are among the most active cities on these platforms, with clear objectives in terms of engagement with citizens.
Zumofen also explains that the hierarchical structure of public organizations in Switzerland sometimes hinders the use of social networks, where autonomy and rapid decision-making are crucial. Authorities often fear losing control over the information they disseminate. He also points out that some towns, such as Sion, have decided not to be present on these platforms.
Finally, the article concludes that it is difficult to draw any clear conclusions from this study, other than that Facebook remains the preferred network, and that Swiss municipalities are lagging behind their European neighbors. It is also mentionned that a growing interest in new platforms such as TikTok, although their adoption is still slow.