Social Media and the Public Sector

Social Media and the Public Sector

Social media for the public sector is a different animal from the private sector. Governments and agencies are not using social media to try and convert consumers into customers, but to raise awareness and engage constituents. Just like having a website is the now the norm, people also expect their city, county, and state governments and public agencies to have social media channels.

For public entities that are not yet part of the social media scene, here is a quick overview of the steps for putting together a social media plan...

1. Develop your strategy. What important messages do you want to convey? What are the goals or expectations for your social media program?

2. Determine the mix. Twitter and Facebook are by far the most popular and widely recognized platforms.

3. Define your communication style. Do you want your updates to be informative, educational, conversational, humorous, or some combination?

4. Set the schedule. Content must be created, reviewed, approved and posted, and the channels must be monitored. Determine how often postings will be updated, and the response mechanisms for the normal routine, as well as contingencies for emergency situations. Also decide who will be involved in each step.

5. Make the commitment. Social media is not a campaign, but a daily activity. Content must be posted and monitored on a consistent basis, and responses must be provided on a regular schedule.

6. Synchronize. Once your program is ready to launch, ensure that social media, the website and other communications initiatives are coordinated in their messaging and timing.