Social media is a great tool for Minnesota transportation agencies to do outreach and communication with the public. However, it can be overwhelming and hard to do right.
In an LRRB-funded project, researchers studied social media best practices and compiled a guidebook that government agencies can use to effectively communicate with local communities.
Social media “is an effective tool to reach communities where they already are—online,” says Tom Holmes, a senior planner with ZAN Associates and the project principal investigator.
Platforms
According to the guidebook, Facebook is used primarily by people between the ages of 30 and 49, and people aged 50 and older tend to use Facebook more than other social media platforms. Facebook Groups are becoming increasingly popular as a way of connecting local communities.
YouTube is a rapidly growing platform, and it offers an opportunity for Minnesota agencies to post project overview videos, recorded public meetings/ presentations, behind-the-scenes videos, and interviews with staff.
Though Twitter shows a lower overall percent usage, it’s the best platform to reach people who are interested in government and politics.
Recommendations for getting started
Know your audience: Define your audience—location, age, language, common interests. What do they respond to?
Pick platforms: Figure out where your audience is gathering online and focus your attention accordingly. The study’s survey found that most communities gather primarily on Facebook, Twitter, and YouTube (less so LinkedIn and Instagram), but there might be exceptions. Better to stick with one or two platforms and do them well, rather than doing all of the platforms poorly.
Show some personality: Develop a consistent voice, avoid jargon, listen to your followers, and consider use of humor (if appropriate).
Be responsive: Let people know you’re listening by answering questions and addressing concerns. It’s a good opportunity to strengthen community ties and provide information.
Make things visual: People tend to respond to visual content, so consider use of photos, videos, and GIFs.
Maintain a cohesive brand: You want your social media presence to sound like one cohesive agency, rather than disparate people posting to the same account. It helps to have one dedicated person running the account, but if that’s not possible, make sure there’s a standardized “voice” that everyone adheres to.
Make social media one tool in a bigger toolbox: Remember that printed materials, in-person events, and cross-promotional events are still necessary to catch a wide audience.
—Sophie Koch, MnLTAP freelancer
Learn more:
- 20 Tips to Up Your Agency’s Social Media Game (LRRB, 2022)