The Government Social Media Survival Guide

Why does public sector need social media to communicate?

Public sector organizations have a lot to offer the communities they serve through social media. Updates on your website or items on your city council meeting agenda can now foster real-time interaction with your constituents. Imagine using your Facebook page to enhance the search for missing children, or promote fundraising activities and other community events more effectively and efficiently than traditional outreach methods.

A Closer Look:
Utility companies have a great opportunity to quickly respond to outages, and provide estimated service restoration times and other service updates on Twitter.

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Understand your target audience.

Before you can really delve into the execution of social media, you must define your target audience. Back in grade school, we learned to ask: “Who?, What?, When?, Where?, Why?, and How?” The same questions can be applied to social media:

Who is in your ideal audience?
Age, gender, likes, dislikes, etc. are all vital to reaching your audience. What will they find relevant, useful, and engaging? Content must be relevant to the lives and motivations of your audience. For instance, if they love discussing great food, talking to them about home improvement is ineffective—unless it’s focused on the kitchen, of course.

What will they find relevant, useful, and engaging?
Content must be relevant to the lives and motivations of your audience. For instance, if they love discussing great food, talking to them about home improvement is ineffective—unless it’s focused on the kitchen, of course.

When are they most active online?
Engage them when they’re most active and likely to see your content.

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Where are they on social media?
Use the social media platforms they use the most to make sure your message is heard.

Why will they follow you?
Decide if you want to position yourself as a trusted community member, a news source, an overall voice of the community, or all of the above.

How can you keep them engaged?
Make sure your content is fresh, timely, and meets their needs.

Answering these questions will help you determine your desired audience, what makes them tick, and how you can make sure your presence is recognized.

Interacting with the community is not just part of the public sector domain, it is an absolute necessity. Social media not only makes it easy to communicate instantly, it can also establish your agency as a go-to resource for news, alerts, emergency instruction, and overall outreach.

The Government Social Media Survival Guide from Smarsh walks you through the essential steps for creating an approachable, engaging relationship through social media.

From determining the right platform and tips to creating content, to best practices for handling trolls—it’s all inside.

  • Select the Right Social Media Platform

  • Content Release Strategy

  • Content Creation

  • Who Should Approve Content, and When

  • Measuring Success

  • Public Records, Records Requests, and the Case for Archiving

In Our Guide You’ll Learn

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Text message record management best practices

Capture and retain industry-specific channels

How to craft a text message policy for your organization

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How records management technology helps meet your state’s open records laws

The-Government-Social-Media-Survival-Guide

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