Writing this on ‘OurDay' 2014 brought home just how local councils have embraced the vehicle of social media. Using social media is now an essential part of a district's armoury in getting messages to the public.

Not only can messages be promoted, it also acts as a customer access channel that cannot be underestimated. Some may regard the use of twitter as a nice ‘to do' if there is enough time, but that is a disservice to the medium.