Why does public sector need social media to communicate?

Public sector organizations have a lot to offer the communities they serve through social media. Updates on your website or items on your city council meeting agenda can now foster real-time interaction with your constituents. Imagine using your Facebook page to enhance the search for missing children, or promote fundraising activities and other community events more effectively and efficiently than traditional outreach methods.

A Closer Look:
Utility companies have a great opportunity to quickly respond to outages, and provide estimated service restoration times and other service updates on Twitter.

Understand your target audience.

Before you can really delve into the execution of social media, you must define your target audience. Back in grade school, we learned to ask: “Who?, What?, When?, Where?, Why?, and How?” The same questions can be applied to social media:

Who is in your ideal audience?
Age, gender, likes, dislikes, etc. are all vital to reaching your audience. What will they find relevant, useful, and engaging? Content must be relevant to the lives and motivations of your audience. For instance, if they love discussing great food, talking to them about home improvement is ineffective—unless it’s focused on the kitchen, of course.

What will they find relevant, useful, and engaging?
Content must be relevant to the lives and motivations of your audience. For instance, if they love discussing great food, talking to them about home improvement is ineffective—unless it’s focused on the kitchen, of course.

When are they most active online?
Engage them when they’re most active and likely to see your content.

Where are they on social media?
Use the social media platforms they use the most to make sure your message is heard.

Why will they follow you?
Decide if you want to position yourself as a trusted […] Read more, and download the guide.

Source: Smarsh

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