Government social media coordinators are sometimes so focused on doing their work well that they forget the tremendous value of bringing in agency leaders. There’s an art to doing this strategically, and it ensures a consistent reminder to leadership of the good work you’re doing for your organization.
Don’t get into the mindset that as long as you remain under the radar, your social media program can continue to function unbothered. While this may be the case for some agencies, more often than not, communicating your successes to leadership will help reinforce buy-in and ensure continued growth of your program. Social media should be constantly evolving, adapting and meeting your citizens’ needs. The best way to keep that happening is to loop in leadership on your social media successes and strategies to earn their ongoing support.
Virtually all the social media platforms you use offer some type of data analytics. This ranges from information on reach and impressions to demographic characteristics to full-blown charts and graphs. Before you start pulling together 20-page social media reports with all the supporting data you can find, take some time to consider who you’re preparing the reports for, and appropriately tailor the style and information you present.
Department heads are usually interested in social media results that pertain directly to their programs, while the highest-level reports are most likely to resonate with executive leadership and elected officials. I always recommend using visuals with charts or graphics that highlight the pertinent information and make it easy to digest with only a glance (which is usually all the time leadership can afford to spend). Keep in mind that leadership has many demands on their time, and a short executive summary of the key highlights is usually preferred.
Another approach for looping in leadership with your social media strategies is to directly involve them in some aspect of it. For instance, ask them to participate in a particular tweet-along, live video or live tweet. This tactic can be fitting for department heads, commissioners, mayors, chiefs — virtually any leadership position.
Make sure that you’re extremely organized, the activity is well-planned and they’re well-coached. Include an outline, talking points and anything else that will enhance an agency head’s experience. The point is that they’ll see your behind-the-scenes process, which is likely much more sophisticated than they expected.
When using the show-don’t-tell approach, don’t forget to come full circle when the social media activity is complete and provide them a mini-report showing them the direct results of their involvement. Seeing the impressions, reach, comments and so on can show them how their participation resulted in tangible interactions. Sometimes, drawing the direct connection between effort and real-world results can make all the difference.
It continues to be an exciting and important time for social media in the public sector in 2018, and support from leadership can be critical to your agency’s efforts.