Social media gives public agencies the opportunity to go where the people are — at times and on platforms of their choosing. Most government agencies have established a presence on the major platforms and experiment with others. In Dallas, the city is combining the reach of social media with the security of single sign-on to welcome online residents home to a suite of services that "know" them and increase the likelihood that the resulting service offerings will be relevant and convenient — and easy to use.
The synergies between social and single sign-on then provide a city-controlled platform for serving — and marketing to — residents. It bypasses the need to be everywhere on social media to reach every subgroup. Instead, it produces mass customization — a marketer's dream.
Justin Snasel (@JSnasel) is just such a marketer. Recruited from the private sector, Snasel serves as the PIO and manager of Communication Strategy for the city of Dallas.
In this episode, Snasel discusses what the city has been able to do on that platform. He is unapologetic about the reality of marketing as the core of social media in government, as it is elsewhere. We unmask Eco-Man, an alter ego Snasel created on a shoestring while in Arlington, Texas — who went viral.
Plus reflections on the peaceful transition of @POTUS.
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