top of page

Social Media Strategy
- State Government

Online presence audit, competitor research, audience research, strategy development

 

Social media strategy developed for a state agency that I was employed with between 2013 and 2015.

Since 2013, this state agency increased its use of three of the most popular social networks: Facebook, Twitter and LinkedIn. Each site's likes and engagements have increased each year (see specifics below).

​

STATUS

​

Facebook:

Oct. 1 – Dec. 31, 2012

  • 323 - Highest Total Likes

  • 15 - Total Daily Engaged Users

  • 350 - Total Daily Impressions

​

Oct. 1 - Dec. 31, 2013

  • 446 - Highest Total Likes (38.08% over LY)

  • 40 - Total Daily Engaged Users (166.67% over LY)

  • 964 - Total Daily Impressions (175.43% over LY)

​

Oct. 1 - Dec. 31, 2014

  • 628 - Highest Total Likes (40.81% over LY)

  • 104 - Total Daily Engaged Users (160% over LY)

  • 2,617 - Total Daily Impressions (171.47% over LY)

​

Twitter:

Twitter did not start tracking/providing tracking until January 21, 2014.

  • Aug. 13, 2012 – 270 followers

  • Aug. 12, 2013 – 364 followers (34.81% increase over last year)

  • Aug. 11, 2014 – 473 followers (29.95% increase over last year)

​

LinkedIn:

LinkedIn only provides tracking for the past 12 months for followers (page statistics) and six months for posts.

  • February 1, 2014 – 600 followers

  • February 1, 2015 – 1309 followers (118.17% increase over last year)

​

​

STRATEGIES

​

Facebook:

Purpose:

  • Promote agency campaigns, projects and events – how they relate to or affect employees, the public, other agencies, customers

  • Make/create personal connections

  • Offer an additional customer service resource

  • Connect with sister agencies, share their projects

 

Audience:

  • Employees

  • Customers

  • State employees

  • Agency employees

  • Friends and family of agency employees

  • Agency fans are in the older demographics of all Facebook users

  • People who like our page*:

    • 61% Female, 38% Male

    • Of these females: 18% are 35-44; 15% are 45-54

    • Of these males: 10% are 45-54; 9% are 35-44

    • 121 live in Tallahassee; 40 in Miami; 32 in Orlando

  • People who have liked, commented or shared DMS posts*:

    • 32% females ages 35-44; 14% males ages 55-64

  • This agency's posts reached*:

    • 21.7% women ages 35-44 (18.1% of our fans in this demographic)

    • 16.4% women ages 25-34 (11.4% of our fans in this demographic)

    • 174 people living in Tallahassee; 38 in Tampa; 31 in Pensacola

*in the 28 days before the draft of this report

 

Best uses:

  • Increase public awareness

  • Add relatability/approachability factor to the agency and its employees

  • Create a personality

  • Customer service

  • Friendly conversation while informing Floridians of what this agency does

  • Connect and interact with sister agencies as they relate to Florida families (agency employees and their families)

 

When DMS Fans are on Facebook:

  1. 260 – 9 p.m.

  2. 254 – 8 p.m.

  3. 251 – 7 p.m.

  4. 240 – 6 p.m.

  5. 236 – noon

  6. 236 – 10 p.m.

  7. 235 – 3 p.m.

  8. 235 - 10 a.m.

(data taken over a 1 week period)

​

2015 Goals:

Increase page and post engagement

  • Post more photos and graphics

  • Post more questions, trivia

  • Develop uses for the page tabs

  • Increase cross referrals between agency website and its Facebook page

  • Increase posts about people and sister agencies

  • Find a resource to track available analytics and relate to website analytics

 

 

Twitter:

Purpose:

  • Establish the agency as experts in our industries

  • Support sister agencies

  • Support groups, audiences, programs we support

  • Tout the agency and employee accomplishments

  • Share timely events, news and updates

 

Audience:

  • Media

  • Sister agencies

  • Tallahassee

  • Communications professionals (in government)

  • 68% of our followers live in Florida

  • 25% of our followers live in Tallahassee – Thomasville area; second top city (12%) is Tampa-St. Petersburg (Sarasota)

  • DMS followers are 69% Male, 31% Female

  • Top 5 interest groups:

    • 63% Business and news

    • 57% Politics and current events

    • 51% Business news and general info

    • 36% Technology

    • 36% Business and finance

  • Most unique interest groups:

    • 36% interest in business and finance

    • 31% interest in government

    • 30% interest in financial news

    • 12% interest in small business

    • 9% interest in U.S. military

 

Best uses:

  • Interact with audience

  • Information sharing (connect to information sources)

  • Share news, photos, infographics

  • Posts with city and/or another user’s name in our content gain highest engagement

  • Posts with questions and/or interactive conversational tone rank higher than posts with statements

 

2015 Goals:

Reach more people and drive conversation

  • Increase posts with conversational tone

  • Increase engagement (conversation) with sister agencies

  • Develop hashtags for agency products/services

  • Focus on:

    • what our audience sees – share options from our website

    • increase interaction with agency website

    • where they see it – users see ads in their timelines and search results

  • Explore Twitter Cards and similar campaigns with Think Creative to make our website more social

  • Develop a comment/reaction plan for proactively handling any customer-service issues that may surface

  • Find a resource to track available analytics and relate to website analytics

 

​

LinkedIn:

Purpose:

  • Provide a professional online environment for employees, vendors, prospective employees and customers to connect and learn more about the agency as a business and its employees as professionals.

  • Share expert knowledge

  • Providing professionals with content that is quick, high quality, valuable and worth sharing

 

Audience:

  • Vendors

  • Agency Customers

  • Potential and previous employees

  • Agency employees

  • Communications professionals in government

  • Followers Demographics:

    • 33.6% are in entry-level positions; 30% are in Senior; 18.2% are in Manager

    • 26.7% are in Government Administration; 4.2% in Construction; 3.7% in Information Technology

    • 39.4% work in Purchasing; 7.6% Operations; 5.2% Administrative; 5.1% Sales, 4.6% HR

    • 91% are not employees of the agency

 

Best uses:

  • News sharing

  • Posts about employee development and best practices

  • Employee openings at the agency

  • Industry training, events applicable to our employees and/or customers

  • Best practices for agency customers and vendors

 

2015 Goals:

  • Increase posts with links (including a link can drive two-times the engagement)

  • Ask more thoughtful questions

  • Increase use of images – increase posts with images (“Images generally result in a 98% higher comment rate.”)

  • Develop original videos, post to YouTube and link in LinkedIn feed

  • Develop posts that encourage comments and sharing – content that could help demonstrate a professional’s qualifications

  • Create posts and comments from leadership

  • Develop a comment/reaction plan for proactively handling any customer-service issues that may surface

  • Find a resource to track available analytics and relate to website analytics

 

 

Engagement is considered the number one goal for brand marketers on social media. Making your social media content about your targeted audience and feeding them information while suggestively asking open ended questions will attract them…

Entertainment and intrigue is key to social media success…Readers are intrigued by relevant information that is provided to them through interactive material that is also written in laymen’s terms…

Having a captivating visual will engage your reader…”

  • “5 Steps to Developing an Effective Social Media Strategy”

by Jocelyn Juhan via. Content Strategy Social Media

DMS Social Media Strategy: Welcome
bottom of page