Social media and the government go together like peanut butter and jelly. Why? Because social media is an excellent place to communicate with constituents, launch campaigns, and build awareness around initiatives <\/strong>\u2014 and it\u2019s an essential tool in crisis communications.<\/p>\n At Hootsuite, we work with many levels of government and fully understand how social media has risen to play a significant role in the communications strategies of government bodies, politicians, and lawmakers worldwide.<\/p>\n Read on to discover how all levels of government, from municipal to provincial to federal, can and should <\/em>use social media.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Engage citizens with the only tool that makes it easy to communicate, deliver services, and manage crises.<\/span><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tBook a Demo<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n Whether you focus efforts on TikTok, Twitter, Facebook, or a different platform entirely, social media will always be a solid place to keep the general public informed and updated about important issues and engage with an audience on a deeper level.<\/p>\n The Toronto Police Traffic Service Department, for example, hosts regular AMA (ask me anything)<\/a> sessions on TikTok. A representative fields questions on everything from whether people in labor can run red lights (no, apparently!) to the legality of after-market steering wheels.<\/p>\n Communicating and engaging with constituents will help establish and build credibility and trust, as long as you don\u2019t use social media to broadcast messages and actually engage with people who follow you. More on this later!<\/p>\n If you\u2019re serious about using social media to mobilize voters, check out Nextdoor<\/a>, an app that local governments use to organize town halls, educate citizens on safety issues, and engage community groups.<\/p>\n We\u2019ll level with you here\u2026 politicians don\u2019t exactly have the greatest rep\u2019. Stereotyped as dishonest, greedy, and a bit sleazy, there\u2019s an opportunity to shift perceptions by using social media for government communications and building a personal brand that is built on transparency.<\/p>\n The U.S. representative for New York\u2019s 14th congressional district, Alexandria Ocasio-Cortez (commonly known as AOC), has done this to tremendous impact via her Twitter account<\/a>.<\/p>\n By being authentically herself and using photos to support the anecdotes and facts she shares with her constituents, AOC has substantially grown her following and created a personal brand for herself that\u2019s relatable, honest, and bona fide. This authentic approach helped AOC scale her presence on the platform by 600% in seven months.<\/p>\n Social media also humanizes politicians and makes them more accessible and accountable to the general public. Of course, this can backfire if a politician posts social media content deemed socially unacceptable. This is your warning that whoever is in charge of a government social media account has to know what is and what is not acceptable to share (we\u2019re looking at you, Anthony Weiner<\/a>!)<\/p>\n There\u2019s been more than enough crises\u2019 happening across the globe in the past few years. The COVID-19 pandemic, Brexit, the January 6th insurrection, and the occupation of Ukraine by Russian forces are a few instances where choices out of the general public\u2019s control or decisions from lawmakers have impacted the world.<\/p>\n When events like those mentioned above occur, people turn to social media to seek out and source information, keep up-to-speed with the latest news, and quell their fears by laughing at a few memes.<\/p>\n People also look to the government for leadership when times get difficult, so it makes sense that lawmakers, politicians, and governments use social media as a platform to manage crisis comms and provide regular, official updates to citizens across the world.<\/p>\n On the flip side, a crisis and social media can quickly become a breeding ground for misinformation. For example, during the COVID-19 pandemic, almost 50% of US adults<\/a> saw a lot or some fake news about the crisis, and almost 70%<\/a> say that fake news causes a great deal of confusion.<\/p>\n To counteract this, governments must invest in social media listening<\/a> to help them identify inaccuracies and respond accordingly \u2014 especially as citizens will be looking to government social media accounts to provide them with accurate and objective information.<\/p>\n But don\u2019t feel like you have to engage with every false comment or post you come across in your social listening efforts. Some content might be too wildly incorrect to warrant a reply. However, if you see many social media users spreading misinformation, use official channels to set the record straight.<\/p>\n Need more intel? Read How to Use Social Media for Crisis Communications and Emergency Management<\/a> and set your organization up for success.<\/p>\n Social media isn\u2019t just a place for businesses to share their latest product launch or grow their business with engagement and community. Politicians understand the power of a virtual town hall to launch their own initiatives and ideas.<\/p>\n Additionally, social media is an excellent space to test campaign messaging. The strategy is low stakes, and you get instant feedback from people around the world. Social media is also an opportunity to go viral, see what\u2019s trending, and measure your relevancy.<\/p>\n Politicians can also use social media to align themselves with initiatives and trends. In the example below, US Senator Elizabeth Warren tells her audience where she stands on the US Roe vs. Wade situation.<\/p>\n Political campaigns run on donations, so saving money is always at the forefront of government decision-making. Long before social media existed, politicians and governments had to use traditional media, e.g., television ad slots, newspapers, and door-to-door flyering, to raise the profile of candidates. This was a high-cost initiative that had an immeasurable impact.<\/p>\n In contrast, social media provides the government with a low-stakes entry point to build awareness of its initiatives, grow personal brands, and engage with the general public. The strategy is entirely measurable, so you can actively see how your campaign budget is spent and which social campaigns have the most significant impact.<\/p>\n If you need a few pointers, check out our guide on How to Prove and Improve Your Social Media ROI<\/a> for valuable tips and insights on measuring campaign performance.<\/p>\n In 2014, South Dakota launched a campaign to warn people against jerking the steering wheel when swerving on black ice. The hashtag selected by the state\u2019s Department of Public Safety? The sexually suggestive double entendre \u201cDon\u2019t Jerk and Drive.\u201d<\/p>\n Ultimately, the campaign was pulled, and Trevor Jones, secretary of the Department of Public Safety, said in a statement<\/a>, \u201cThis is an important safety message, and I don\u2019t want this innuendo to distract from our goal to save lives on the road.\u201d Fair enough!<\/p>\n Social media and government communications don\u2019t always work out as they should, and sometimes, even what seems like the greatest campaign idea can backfire.<\/p>\n Social media is a place where headlines are created, storms whipped up, and opinions are shared. Unfortunately, this can have a negative impact on sensitive or delicate political situations.<\/p>\n In February 2022, WNBA star and American citizen Brittney Griner was detained in Russia on a drug-smuggling allegation, but little to no fanfare was created on social media\u2014not even a trending #FreeBrittney.<\/p>\n The decision not to create awareness of Brittney\u2019s case was a conscious choice<\/a> due to the political tension between the US and Russia regarding the occupation of Ukraine. The thought is that Griner\u2019s status as a Black, openly lesbian athlete could lead to her becoming a political pawn in heightened negotiations between Russia and the US regarding the conflict in Ukraine.<\/p>\n Regarding the case, there\u2019s been no public callout from President Joe Biden or high-profile other US officials to bring awareness to Griner\u2019s situation, and for now, maybe that\u2019s the best thing to do.<\/p>\n Social media is a harsh reality, and people will call you out, so make sure what you say is true.<\/p>\n Here\u2019s a brilliant example from Congressman Eric Swalwell, who Tweeted a photo of a Pride flag with the caption, \u201cI fly these flags 365 days a year.\u201d Unfortunately, Swalwell\u2019s followers quickly pointed out that the flag still had creases from being unpackaged moments earlier. Better luck next time, Eric.<\/p>\n I am once again reminding you that social media is a place where you can become a meme.<\/p>\n (And in case you missed it, below is the infamous Bernie Sanders meme that spread like wildfire across social media in early 2020).<\/p>\n Often, the results of having your words and image turned into a meme are fairly harmless. But proceed with caution, as the way they are used will be out of your control.<\/p>\n There are two types of social media accounts: soapboxes and dinner parties. A soapbox social media account focuses on themselves<\/em>. They use social media to broadcast messages and issues without engaging with their audience.<\/p>\n On the other hand, a dinner party social media account invites audiences in and creates a dialogue with them. They encourage discussion and engagement between the host (you) and the guests (your audience).<\/p>\n You want to make sure you\u2019re running a dinner party account for social media and government communications. Here are five tips on how you can do exactly that.<\/p>\n You need to understand the channel where your target audience hangs out so that you\u2019re not wasting valuable time and resources campaigning into the void.<\/p>\n For example, if you\u2019re a politician relying on swaying younger voters to carry a ballot, you\u2019ll probably want to focus on TikTok or Instagram Reels because this is typically where Gen-Z spends the most time. Similarly, if you want to whip up left-leaning men with a college degree<\/a> into a frenzy, focus your attention on Twitter.<\/p>\n Remember AOC, who we chatted about earlier? In 2020, she hosted a video game live stream on Twitch to help her reach younger audiences who may not be familiar with or interested in politics.<\/p>\n Anyone want to play Among Us with me on Twitch to get out the vote? (I\u2019ve never played but it looks like a lot of fun)<\/p>\n \u2014 Alexandria Ocasio-Cortez (@AOC) October 19, 2020<\/a><\/p><\/blockquote>\n<\/div>\n<\/figure>\n Marketing on Twitch<\/a> might not suit every political candidate, so it\u2019ll be your decision whether you think the streaming platform is the correct place for you to engage with an audience. And if you need help understanding how to uncover your target audience on social media, wrap your eyes around How to Find and Target Your Social Media Audience<\/a> to get started.<\/p>\n Build audience trust and engagement by sharing relevant and interesting content, and audiences will naturally turn to you as a valid source of information and knowledge.<\/p>\n The BC Parks Instagram account does this well. The organization uses Instagram to share information, tips, and insights into what\u2019s happening across the province\u2019s extensive roster of parks.<\/p>\n Source: @yourbcparks on Instagram<\/a><\/em><\/p>\n Would you ever attend a dinner party and sit there silently, not joining in the conversation? Obviously not, and social media is no different. Government officials, lawmakers, and government accounts need to engage with their audiences by replying to messages, joining conversations, and answering questions.<\/p>\n Remember that social media is all about creating community. So ask questions, create opinion polls (Twitter has a great feature that allows you to do this!), and respond to comments from your followers\u2014you never know whether your response will change a voter\u2019s mindset.<\/p>\n You can even repost content posted by your constituents as a form of engagement, like the Government of New Jersey retweeted these photos of a beautiful sunset in Central New Jersey.<\/p>\n If you\u2019re struggling to keep up with all the messages you receive, onboard a tool like Hootsuite, where you can effortlessly streamline your comms into one tidy dashboard.<\/p>\n With Hootsuite\u2019s Inbox, you can bridge the gap between citizen engagement and crucial online communications \u2014 and <\/span>manage all of your social media messages in one place<\/b>. This includes:<\/span><\/p>\n \u2026 and more.<\/span><\/p>\n The all-in-one agent workspace makes it easy to\u00a0<\/span><\/p>\n Plus, Inbox comes with handy automations:<\/span><\/p>\n A social media security breach will seriously undermine the general public\u2019s confidence in government. Plus, U.S. legislation requires all cloud services used by federal government agencies to meet a meticulous set of security standards known as FedRAMP<\/a>.<\/p>\n The simplest way to ensure that your accounts stay secure is by onboarding a social media management platform to manage all your social media accounts and activity across multiple teams or people.<\/p>\n Hootsuite is FedRAMP-authorized and comes with two-factor authentication<\/a> for an additional layer of security. When you centralize your social media management with Hootsuite, you have complete control to review and approve messages, log all activity and interactions, and set up post review and approvals.<\/p>\n If you need more details, read through our step-by-step guide to social media security<\/a> for more tips on how to protect your organization online, whether or not you use Hootsuite.<\/p>\n Remaining compliant with privacy requirements is critical for any government body. For large organizations with multiple social media practitioners, establishing best practices for social media use can help ensure the collective compliance of all users<\/a>.<\/p>\n Guidelines<\/a> towards acceptable and forbidden content, data handling, citizen engagement, and even tone are a few best practice examples organizations can implement to keep their team compliant.<\/p>\n If you manage social for a government or agency using Hootsuite<\/a>, our partners\u2019 social media archiving integrations make it easy to stay compliant with the Freedom of Information Act (FOIA), General Data Protection Regulation (GDPR), and other public records laws.<\/p>\n In recent years, government bodies and their employees have responded to dramatic shifts in public expectations of political and government discourse.<\/p>\n Innovative policymakers and their staff are quickly adapting by creating highly engaging social content to rally follower support, while also remaining fully compliant and secure. For any government body wanting to capture and maintain public sentiment and engagement, embracing the new era of social media discourse is crucial to success.<\/p>\n Every government agency and official\u2019s ideal posting schedule is unique, and you should test different posting frequencies to find out what works best for your audience. That said, these industry-specific stats will help you find a data-informed starting point.<\/p>\n Our research found that government institutions post on X and Facebook more often than on other social platforms \u2014\u00a0an average of over 10 times a week. LinkedIn sits on the opposite side of the scale with only 5 weekly uploads.<\/p>\n Wondering if your engagement rates are high enough? Here are the industry averages across all major social networks as of September 2024:<\/p>\n If your social media strategy revolves around growing your audience, make sure you\u2019re setting realistic goals. Here is how other government profiles are doing in Q3 2024:<\/p>\n For more government-specific research, including the best times to post, the most engaging content formats, and network-specific breakdowns of the stats above, check out our dedicated post on government social media benchmarks<\/strong><\/a>.<\/p>\n![](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2023\/05\/Hootsuite_Product-Popups_5.png?ssl=1\"\/)
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\n\t\t\t\t\t\t\t\t\t\t#1 Social Media Tool for Government\t\t\t\t\t\t\t\t\t<\/span><\/p>\nKey benefits of social media in government<\/span><\/h2>\n
Engage with the public<\/h3>\n
Show people who you really are<\/h3>\n
![\"AOC](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/06\/Social-Media-in-Government-1-620x421.png?resize=620%2C421&ssl=1\")
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Source: The Guardian<\/a><\/em><\/p>\nCrisis communication<\/h3>\n
Launch and grow campaigns<\/h3>\n
![\"Elizabeth](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/06\/Social-Media-in-Government-2-620x172.png?resize=620%2C172&ssl=1\")
<\/a><\/figure>\nLow cost (but high stakes)<\/h3>\n
Challenges of social media in government<\/strong><\/span><\/h2>\n
Messaging is tricky to get right<\/h3>\n
Sometimes, social isn\u2019t the right thing to do<\/h3>\n
You will get called out<\/h3>\n
You will become a meme<\/h3>\n
![\"Bernie](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/06\/Social-Media-in-Government-3-620x474.png?resize=620%2C474&ssl=1\")
<\/a><\/figure>\n5 tips for using social media in government<\/strong><\/span><\/h2>\n
1. Learn where your constituents spend time (online)<\/h3>\n
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2. Share relevant, valuable content and information<\/h3>\n
![\"BC](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2023\/05\/Social-media-and-government-BC-parks-Instagram-post-620x386.png.webp)
\n<\/picture>\n<\/figure>\n3. Keep citizens engaged<\/h3>\n
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![\"A](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2023\/04\/Hootsuite-Inbox-social-custom-service-agent-workspace.png?resize=2400%2C1501&ssl=1\")
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4. Stay secure<\/h3>\n
5. Remain compliant<\/h3>\n
Government social media benchmarks and stats: Q3 2024<\/span><\/h2>\n
How often should you post on social media in government?<\/h3>\n
![\"Weekly](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2024\/09\/Government-posting-frequency-620x465.png.webp)
\n<\/picture>\n<\/figure>\nAverage engagement rates in government<\/h3>\n
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![\"Average](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2024\/09\/Government-engagement-rate-on-all-platforms-620x465.png.webp)
\n<\/picture>\n<\/figure>\nFollower growth rate in the government sector<\/h3>\n
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![\"Weekly](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2024\/09\/Government-follower-growth-rate-620x465.png.webp)
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