Government Social Media Strategy Insights
Government agencies at all levels - local, state, and federal - are all feeling the pressure to be active on social media and to “do” social media “well.” When used effectively, social media can be a great way for government agencies to connect with the public, restore public trust, and support the fulfillment of their organizational mission. Government agencies often face similar challenges related to social media - limited resources and high scrutiny. Developing a government-specific social media strategy that’s customized to the agency can be helpful in supporting the government agency’s social media-related goals.
Here are three government social media strategy development insights for government agencies:
Strive to “humanize” the government agency’s social media content.
People want to know the people behind government agencies - they don’t want to simply read another Press Release. Reflect on the role government social media played throughout the pandemic. Which government agency’s social media content do you remember? Which government agency social media accounts did you look to for trustworthy, up-to-date public health information? Do you remember the content, or do you remember the people associated with the content delivery? Dr. Anthony Fauci, Director of the National Institute of Allergy and Infectious Diseases (NIAID), utilized popular social media platforms such as Instagram to deliver public health information in a personable, memorable way. This type of digital storytelling can yield promising results in terms of social media engagement.
When developing social media content for a government agency, evaluate ways that the information can be communicated in a more personal manner. Consider how you can showcase the people responsible for supporting the agency’s mission. Additionally, consider how you can deliver information across multiple social media platforms in a way that “humanizes” the government agency. The Department of Defense has experimented with integrating influencer marketing and other forms of user-generated content into its recruitment strategy, as Millennials and Gen Zers are more likely to respond to this type of social media content than traditional advertising.
Integrate DEIA practices into the government's social media approach.
Government agencies are responsible for serving diverse communities. Integrating diversity, equity, inclusion, and accessibility (DEIA) practices into the agency’s social media strategy can be a great way to expand reach and increase impact across multiple verticals. To be effective in reaching diverse audiences, government agencies must approach social media content through the lens of the diverse communities they serve.
DEIA social media practices that government agencies may want to consider including are the following:
Inclusive language
Urban vs. rural communities' usage of social media
Diverse representation in media (photos, videos, etc.) across multiple demographic variables, including, but not limited to: sexual orientation, ethnicity/race, religious affiliation, disability status, and military affiliation
Integrating DEIA practices into government agencies’ social media strategies can help build connections with the public and engage a broader range of audiences. Additionally, an organization’s social media accounts often serve as the “first impression” for prospective customers or clients that are researching government programs and services. Utilizing DEIA communications practices can help signal to social media users that the agency is a safe and trustworthy entity.
Read more: DEIA’s Role in Communications and Marketing Practices
A multi-platform social media presence is a “must” for government agencies.
Modern government agencies are often tasked with supporting and reaching multiple generations online. Unfortunately, all adult generations - Baby Boomers, Gen Xers, Millennials, and Gen Zers - are not currently active on the same social media platforms instead, there is great diversity in terms of which social media platforms are popular with each generation. Facebook and YouTube remain popular among U.S. adults; however, Millennials and Gen Zers have flocked to other social media apps, such as Instagram, Snapchat, and TikTok, over the past few years. Understanding who the target audience is for the government agency is key to identifying which social media platforms the government agency should prioritize.
It’s important to think broadly in terms of who are decision makers related to your agency’s programs and resources. For example, if a local government agency responsible for senior citizen support services, such as housing, transportation, and recreation, limits its target audience to people over 65 years of age, it may not be reaching key audiences that have the potential to influence decisions around this demographics' care. Family caregivers, adult children, community members, and healthcare professionals may also need to be included in social media outreach. These influencers may present a broader age demographic to include multiple generations and thus, they may frequent different social media platforms than senior citizens.
Ready to implement an effective government social media strategy?
Local, state, and federal government agencies should prioritize the development of a social media strategy specific to their organization and the communities served. When utilized effectively, social media can be a great way for government agencies to strengthen community relations and restore public trust. While developing a customized social media strategy for a government agency takes time and research, the investment is well worth the effort in terms of results.
If your organization would like assistance developing and implementing an effective government social media strategy, contact Becker Digital for a free consultation. We have extensive experience supporting government agency communications and outreach efforts.