Just a quick thought: could local authority customer service centres be sources of content for their social media channels?
Most customer service departments in councils these days have CRMs of varying sophistication and they must be able to report on what the issues are that most people are calling about at any one time.
Perhaps this could be a great source of stuff to create content about on social media channels, whether Facebook pages or perhaps on Twitter, with links to web pages with more information.
After all, it’s by definition content that people would want, and might be a good way of channel shifting people away from the phone, if they are getting that information from elsewhere.
Anyone doing this already?