Connecting the Dots: Cross-Promotion for Government on Social Media

connect the dotsGovernment communicators work to gain the public’s attention, spark conversations and drive community engagement to promote and improve the mission of their organization. The first step in getting citizens to sit up and take note is to provide services that are better, faster and more effective at meeting the public’s needs.

Once your agency launches a great idea that gets people excited, how can you share the news loud and clear? The next step is making and leveraging connections to help citizens share their thoughts with you and the rest of the community. A comprehensive social media plan that helps your organization drive cross-promotion will make the most impact. Here are five tips for successfully cross-promoting your organization on all of your social media channels.

Tip #1: Connect everything

Your agency’s website, social media profiles, internal communication initiatives and public-facing campaigns should all be considered as smaller related pieces in the big picture of your organizational mission. Consider the possibilities: a new citizen in your community looks up summer activities for their family on your agency’s website, where they find and follow your Twitter account. A tweet there points them to YouTube videos created at popular past community events, which convinces the family to attend one of this weekend’s events. They later share their family photos on Facebook with a tag back to your agency’s Facebook pages.

Remember that all of your social media platforms are connected, and it is your choice whether that connection is put out there intentionally by your agency for maximum impact. A thoughtful social media plan connects the dots for your followers and improves the chances they will share with you and other users through your platforms.

Tip #2: Be consistent

Citizens feel more comfortable and connected with organizations that they trust, and that means giving them what they expect. Make sure to use the same language, strategies and philosophies when deciding what to post across your digital presences. Your organizations mission and intentions should be obvious to a user on any one of your social media sites and also consistent across those platforms.

Putting together a social media plan that includes strategies for keeping your message consistent is the foundation for making followers both new and old feel at home. Software and systems that post similar content across your social media sites can also make it easier to deliver a consistent experience.

Tip #3: Share content by driving connections

Gaining a social media following creates the ability to use a single touchpoint for sharing messages with many people who can move on to echo that message to their own followers, multiplying the effect of the initial message. While many people are avid sharers, more timid users can be persuaded to pass your message along if you offer more interesting and unique content. Try adding images, sharing videos, and asking relevant questions to spark conversations.

See above for Tip #1 and ensure you are connecting everything to improve the chances that citizens are sharing content and conversations through your platforms. Once those messages are on your radar, you can more effectively drive the content and direction of the messages shared through your connections. This is especially useful for emergency situations, but equally helpful in less obvious contexts like promoting voting, parks and recreating offerings, or community fundraising efforts. A social media plan can help you plan out how to create the best content that matches your mission and how to share that content so your followers will pass it on.

Tip #4: Start a conversation – and then listen

In Tip #3, we pointed out that social media is a great way to promote content that you want people to see and share, but don’t fall into the trap of thinking of your social media sites exclusively as a place to post content. Social media is a two-way street and starting conversations without coming back to listen is a missed opportunity. Ask for your followers opinions and make sure they know you are listening. Provide opportunities for them to get involved, question them, and challenge the opinions shared in a respectful way.

The more you can get citizens talking on your platform, the more people will join in the conversation, and the more effective your agency will be at serving the public. Invest time and thought into figuring out what people are interested in talking about, how you can start a two-way dialogue around those topics, and how to include those concepts in your social media planning to get people talking and sharing.

Tip #5: Track, test and adjust

Tips #1 through 4 are simple in concept but may take your organization time to implement depending on where you are in your social media journey. Once you have devoted time to connecting your online efforts, creating a consistent message, driving shares across your platforms, and stirring up two-way conversations, you can begin to put mechanisms in place that will identify which of your efforts are working best. Every community and agency is different and there is no one-size-fits-all solution for creating the perfect approach to driving public engagement through digital content. Even with the same constituency and mission statement, shifts in popular opinion and interests will require tweaks to your approach over time.

Watch for the social sites that are more engaged or where your reach is clearly having an impact on your mission. One way to do that is to set up dedicated landing pages for links from each of your social media sites in order to track which channel is generating the most interest in your online content. Focus your efforts on the channels that need the most attention: those generating the most or least interest in your services and offerings. By putting tracking abilities in place, testing different tactics and approaches to content creating, and adjusting based on what the data shows will improve your connection with the public and generate more and better conversations than ever.

More and more government organizations are setting up a social media presence and using online channels to connect with citizens. But if your agency is treating each of your platforms as a separate entity or sharing digital content inconsistently cross-platform, you are missing the opportunity to leverage your social media channels as a cohesive unit.

A sophisticated social media plan does not have to be complicated if you follow our tips. One by one, they will enable your organization to emphasize consistent cross-promotion, share content through connections, and enable tracking, testing and course-correcting with a social media plan that maximizes online influence.

These tips were inspired by a piece geared toward the private sector over at smartblogs.com – check it out here.

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