Most of your agency’s employees are not directly involved in managing social media or even contributing content. That’s not necessarily a bad thing (managing 1,000-plus contributors is tricky), but you should consider the benefits of getting all staff members involved with your agency’s social media presence.
Why bother? It’s really hard to present a united front when most of your staff members are unaware of your agency’s social media strategy. Department representatives might not even know what profiles your agency maintains on various platforms. They might also be unaware that they can contribute content (can they?) and the process they can use to do so.
There are likely a large number of staff members who work for your agency, but don’t work with programs that traditionally have public-facing social media content because they are an internal-facing division, such as auditors or fleet maintenance. But there are still opportunities to get them involved with your agency’s social media presence. This leads me to my first recommendation, which speaks to how you develop the social media strategy in the first place.
1. Get departments involved in social media goal-setting.
A good social media strategy starts off by identifying goals. Involving other departments at this stage ensures that the high-level goals of your organization as well as departments are considered and incorporated from the beginning.
Social media strategies should be unique to each organization — what works for one city or county does not necessarily work for another. A comprehensive social media strategy is guided by a number of variables, ranging from the high-level mission of the agency, to the strategic goals for key departments, to the city’s communication goals. Setting social media goals that complement the government’s guiding principles will help ensure a consistent and meaningful message.
Here’s a pro tip: Many department goals can be found in annual budget documents. While some of them will be very project specific, the higher-level goals may be a perfect fit to incorporate into your social media strategy. Better yet, talk to department representatives and ask them what the long- and short-term goals are. For example, if the public works division has a priority over the next couple of years to conduct major traffic flow infrastructure improvements, that can evolve perfectly into a new social media goal: educating the community about alternative mobility options. Be creative and get agency staff involved in social media goal-setting.
2. Empower staff members to monitor social media.
A best practice I like to teach is empowering agency staff to monitor social media for citizen activity related to the programs and projects that directly relate to their role. Several free online tools can easily allow staff to monitor keywords and hashtags while also keeping track of conversations and posts related to a specific subject matter. Free tools available today include setting up Google alerts or using Twitter advanced search and social mention services.
3. Ensure the availability of ongoing social media training.
Offer regular social media training agencywide for all staff, leadership and elected officials — not just for social media content authors. Consistent training helps employees and electeds stay up-to-date about the policy, rules and legal aspects of posting on social media, as well as stay informed as to why certain social media platforms were selected for an agency presence.