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Research

Digital IQ INDEX®

Public Sector

The L2 Digital IQ Index®: Public Sector measures and ranks the digital competence of 100 organizations across four dimensions: Effectiveness of an organization’s site, Digital Marketing, Social Media, and Mobile.

NASA, The White House, and PETA garnered the top spots in the first annual Digital IQ Index® for the Public Sector. The Index found that while digital participation was nearly ubiquitous across the 100 government offices, most organizations are still taking an old media approach.

“The advent of the social web has fundamentally changed our nation’s public sector organizations. We’re likely to see a transfer in power and influence from organizations that are digitally inept to those who are digitally deft.” —Scott Galloway

Key Findings

NASA is the clear leader and is innovating on every platform. The 26-point IQ spread between NASA and the next closest organization is the largest seen in any L2 Digital IQ Index® to-date.

The Armed Forces registered the highest Digital IQ by category at 117: Industry Associations and Multilateral Organizations posted the lowest Digital IQs.

Social Media is increasingly important to driving traffic to organization sites. 69 percent of the organizations count Facebook among their top eight sources of referral traffic. These organizations are driving more than 13 percent of traffic directly from their Facebook pages.

More than 80 percent of organizations are present on at least one social media platform. Additionally, 63 percent host a blog, and one in five have some presence on mobile platforms.

Only 18 percent of organizations are purchasing search terms. Only 15 percent have mobile sites, and nearly one in five organizations still do not allow email opt-in.