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Resource:Creating Powerful Social Communications

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As the community members you serve spend more of their time online, public entity organizations must utilize social networks to connect with the community to build awareness and gain support for their work.

Keep These Tips in Mind When Getting Started

  • DECIDE WHICH NETWORK IS BEST for you by searching for your public entity partners, townships, etc. to identify where they are and how large their networks are.
  • ASSIGN ROLES WITHIN YOUR TEAM for managing social media accounts.  Be sure to monitor who has access to logins and registered email accounts to protect access to information.
  • HELP YOUR COMMUNITY FIND YOU by linking your social networks to your other online communications with friendly reminders that the most up to date information can be found on your profile pages.

Define Your Goals

What do you want to accomplish?  Here are some examples of how public entities successfuly use social media:

  • RAISE AWARENESS about improvements or important updates by providing quick and easy educational information in bite-size content posts.
  • EDUCATE THE PUBLIC on your role and value in the community.
  • PROMOTE COMMUNITY events to encourage attendance and engagement.
  • INFORM THE PUBLIC of important updates.
  • GATHER INPUT ONLINE about relevant public topics.

Have a Social Media Policy

Set expectations and clearly state best practices and behaviors for your online community and employees. Include the following items in your policy:

  • PROPER USE OF SOCIAL MEDIA by employees
  • OWNERSHIP of user names, digital assets and URLs
  • EXPECTATIONS for online behavior and interactions
  • COMMUNICATION tone and messaging to support your goals
  • CONFIDENTIALITY AND PRIVACY
  • TERMS TO USE including Board or Authority use of social platforms and expectations for disclosure and representation

69% OF THE PUBLIC USES SOME TYPE OF SOCIAL MEDIA

TOP NETWORKS IN USE BY LARGE AND SMALL PUBLIC ENTITIES: FACEBOOK & TWITTER

Interact with Your Community

Your community members want to be heard and receive relevant information. Follow these best practices to have a productive, meaningful social media presence:

  • UNDERSTAND YOUR AUDIENCE and what they want.
    • The majority of your community members value important updates that affect their way of life. That includes hours of operations and closures, public safety, construction updates, rate changes and special announcements on investment, sustainability and economic development.
    • GROW YOUR NETWORK by tagging and engaging with other entities that are relevant to
      your content and audiences’ interests.
    • POST INFORMATION THAT INVITES INTERACTION:
      • Public announcements
      • Recruitment of employees or volunteers
      • Educational events

Manage Your Presence

  • BE CONSISTENT across all posts.
  • BE HUMAN with your posts and add personality to engage with your community members.
  • CREATE A TIMELINE of planned content to assist with looking ahead on important updates.
  • BE VISUAL – Show and tell to motivate your community to take part.

Managing Negative Interactions

In these scenarios, try to move the interaction to a private message or phone call. Always respond in a timely way and with a solutions-oriented approach that shows empathy.

Social Media Can Help in an Emergency

Communicating with your community members during a crisis situation via your social networks can save lives. Here are a few tips on how to use your social networks in an emergency:

  • STOP ALL REGULAR POSTS to focus on the immediate issue.
  • SHARE HELPFUL INFORMATION before, during and after the event.
  • POST IMPORTANT CONTACT INFORMATION to obtain additional details.
  • LINK AND TAG PARTNERS like local police, government officials, EMS, healthcare organizations or authorities.
  • PROVIDE TIMELY UPDATES to communicate that you are aware and committed to sharing details as they arise.
  • SHARE INFORMATION with other outlets such as news organizations.

62% of US adults GET THEIR NEWS FROM SOCIAL MEDIA

THESE TIPS CAN HELP SOCIAL MEDIA BE A RESOURCE TO YOUR SUCCESS.

Looking for more information?  Glatfelter Public Entities offers additional educational resources here: GLATFELTERPUBLICPRACTICE.COM/SAFETY-CENTRAL

800-233-1957