Public Sector Social Media survey results Social Media best practice guide Why Social Media Management is essential for communicating with citizens, listening to service users, delivering customer service, market research and crisis management. Social Media is increasingly important to your organisation with 82% of adults now online and 43% actively using Social Media. And with the rise of smartphone use and 56% of UK adults now in possession of a web-enabled phone, social media presents a huge opportunity for enhancing service delivery.