The use of social media is increasing at a phenomenal rate. Many commercial businesses have quickly seen the benefits of engaging with customers through social media channels and local government is no different.

Over the last three years, we've been tracking the social media journey of councils across the UK to find out how they are using it in their organisations. The findings have been compelling.

Councils have come a long way in just a few years. In 2012 local authorities saw that there was some potential in using social media but were only beginning to use it – predominately in the communications team. Fast forward a year and 2013 showed that enthusiasm had increased but that councils were concerned about how to measure return on investment and manage risk.

In 2014, councils have a greater appetite for, and are investing more time in, using social media than ever before. But what is causing this change in behaviours?