There is more to social media then followers and likes. Understanding that Facebook, Twitter and Pinterest are just another channel for communication is important. Think of your social media accounts as a public sound board for citizens and employees to voice their likes and concerns.
Unlike traditional forms of government communication, citizens want to engage in a two way discussion. In fact, people demand response based on their tweets and posts.
Not sure where to begin? Engaging citizens on social media platforms can be as simple as asking open-ended questions or posting an entertaining picture. Take the Colorado State Patrol Facebook page for example. On March 7, they posted this image:
Simple enough, right? As of March 8, at 12:30 EST, Colorado State Patrol received over 150 likes, 89 shares and 7 comments related to this image. Over three percent of Colorado State Patrol’s fans interacted with this photo in the course of a single day. Three percent may sound low, but according to Mashable, “on average, just six percent of fans engage with a brand’s Facebook Page via likes, comments, polls and other means.” Keep in mind that your agency is competing for the attention of that coveted six percent against brands like Coca-Cola and Nike.
With any new marketing venture there is an amount of risk involved. You may not like everything that is being said about your city or agency, but by addressing and hopefully resolving complaints you can create a happier community.
Social Media is still a relatively new medium for many agencies, but is quickly becoming the future of communication. Don’t be shy, toot your own horn. Reach out to your fans and followers, and spread the word about all of the great things your agency does.
New to social media, or had a recent success? Let us know: we are always happy to highlight customer achievements.