I heard this recently at the Government Social Media Conference, with a panel discussion around managing social media platforms; it really rang true to so many people in the room:
Access ≠ Expertise
There are some who think because they have access to social media platforms, they can use them effectively for their agency. Quick FYI: Social media platforms were responsible for over $50 BILLION dollars in ad revenue last year in the United States alone. If you don’t have a professional running your platforms, you’re making a HUGE mistake.
In a recent research brief produced by Hootesuite and Govloop, they found that more people in leadership are realizing the strategic importance of social media, and the integration of the platforms into driving traffic to your website, among other purposes.
The traffic and usage of different social media platforms has grown exponentially over the last two years, and it’s important to have someone managing different platforms in a way that makes sense to those individual audiences.
You need someone running your platforms who can understand trends of each platform, demographics for each platform, and overall message and usage. This directly reflects your mission and credibility with your audience. It is your brand, transparency, and credibility; what you’re building within your community. What these platforms can do for your community trust, and overall branding and message, could help someone decide if your agency looks like a fun place to work, or if it’s a place that doesn’t take their image seriously within their own community.
Last time I checked – I don’t know any agency or municipality that is fully-staffed, especially public safety.
It’s important to talk about the services your agency is providing (especially on social media), and the impact those services have to your community, and those who live in it – or they may not see your community as a place to live and work.
It is time for managers and agencies to take their social media seriously, especially if they want to increase their potential to recruit and retain the best and brightest.
Are you posting regularly? Are you using video to tell your message? Are you using scroll-stopping visuals to grab attention? Do you have a policy? A budget? Are you getting your ROI?
Let Your Town Media Training help you with all those questions and planning, and get your conversation started! Our proven results can help you combat those everyday issues, and get the conversation started with the right people to make an impact! If you’re struggling to find your ‘win’ or feel stuck – give me a shout.
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