4 Government Social Media Challenges (and Solutions!)

Managing social media accounts for government agencies can be a challenging task. Government agencies are often held to a higher standard than private organizations regarding social media. Everything government agencies and officials post, share, and engage with on social media is subject to public scrutiny. Due to the rapid rate of information spread across digital platforms, news of one social media misstep can spread like wildfire and do lasting damage to an organization’s reputation. Effective government social media management and strategy can require a well-researched, sector-specific approach. 

Government social media management requires a sector-specific approach, as the social media tactics that work for private companies may not apply to public sector social media accounts. Private-sector social media managers may have more latitude regarding content, engagement, and regulations. It may be easier for private sector social media managers to utilize a “trial and error” approach to what they post; however, this tactic may not apply as readily to government social media. The fallout from a government agency’s social media mistake may have greater repercussions than that observed in the private sector, thus necessitating government social media to be approached in an effective, responsible way. 

Government agencies face numerous social media challenges unique to the public sector. Understanding these government-specific social media challenges can help government communicators develop a sustainably successful social media strategy. When government social media is done well, it has the potential to positively impact our communities; however, when government social media is mismanaged, the results can be disastrous. 

Here are four government social media challenges (and solutions!):

High levels of public scrutiny. 

Challenge: Government social media activity and content are subject to high levels of scrutiny. One government social media mistake can result in a public outcry that demands a response. All affiliated parties  - from the government social media manager to the government agency director - may be implicated in the outcry as responsible parties. This type of development can require crisis communications strategies to navigate. 

Solution: While social media can be the stage on which an individual or agency falls, it can also be a stage on which actions of accountability are showcased. When public figures and organizations take steps to hold themselves accountable in a public forum, this type of action can cultivate public trust - an integral part of effective government communications, given the recently reported historic lows of trust in government agencies and officials. Organizations “called out” on social media often find themselves at a crossroads. How they respond may make or break public perception for years. A well-defined crisis communications strategy can position government organizations to succeed in these defining digital moments. 

Learn more: Restoring Public Trust through Social Media

Combatting mis/disinformation on social media. 

Challenge: Rates of mis- and disinformation on social media platforms are reported to be at high levels on popular social media platforms. Unfortunately, this type of inaccurate information can have devastating consequences for our communities, as many observed during the peak of the COVID-19 pandemic. False, misleading, and malicious information can threaten the well-being of our communities and negatively impact individuals' quality of life. As our society continues to move into the Information Age, the public must have access to reliable information, especially concerning public health, national security, and public good and service access. Accurate information distributed over social media has the potential to save lives. 

Solution: Government agencies are uniquely positioned to combat mis- and disinformation online by providing the public with accurate and trustworthy information. While many professionals think of marketing as simply broadcasting information about programs and products, social media’s many features offer skilled government communicators the opportunity to educate the public through digital channels. Popular social media apps can be used to inform and inspire members of the public through the delivery of engaging educational content. Government communicators should monitor mis- and disinformation circulating in their communities, and, when appropriate, utilize social media platforms to skillfully dismantle myths and connect social media users with trustworthy content. 

Learn more: Effective Communications Strategies Save Lives

Limited resources allocated for social media management. 

Challenge: Many government agencies struggle to manage multiple social media accounts without adequate personnel or funding. Developing quality content, monitoring multiple platforms, placing advertisements and promoted posts, and staying up-to-date on generational marketing and social media trends can be all-consuming. Social media is one aspect of organizational work that is fully visible to the public. Anyone with an internet connection can see how government agencies’ social media is performing. Thus, it’s critical that government social media is well-managed. For many members of the public, social media accounts may be their first impression of the government agency. 

Solution: Outsource social media management to an experienced and qualified government communicators firm, such as Becker Digital. Consulting and management services can often be provided to government agencies cost-efficiently, allowing government personnel to focus their time and efforts on other operational responsibilities. Effective government social media initiatives will include updated market research, a multi-platform social media strategy, content management systems, and routine performance analysis and revisions. 

If outsourcing social media management isn’t an option for your organization, consider investing in strategy development for your team. Once a customized marketing strategy has been researched and developed for a government agency, efficient social media management processes can be outlined that assist in organizational effectiveness. Modern social media management involves many moving pieces; thus, standard operating procedures specific to the government agency can be very useful in streamlining this aspect of government agency operations. 

Additionally, training government employees on social media best practices can be an effective way to alleviate the burden of social media management on teams operating with a limited budget. Effective social media training will cover best practices for government agencies and employees. Becker Digital provides social media training that’s specifically developed for the public sector. 

Learn more: Social Media Training Services

Multi-generational audiences require multiple social media platforms. 

Challenge: Government agencies often interface with multiple generations. The four adult generations currently present in the American workforce today include Baby Boomers, Generation X (Gen X), Millennials, and Generation Z (Gen Z). These four generations are distinct in how they engage on social media. A multitude of differences exist in what social media platforms these generations frequent, how they share personal information on social media, what type of social media content they like to consume, and how much time each day they spend on social media. These generational marketing differences can greatly increase the workload for government communicators as it relates to social media management. 

Solution: In an effort to make government agency social media management more cost and time efficient, it’s imperative that the organization is visible on popular social media platforms the public patronizes. For example, if the majority of a government agency’s target audience consists of Gen Zers, Facebook should not be their primary focus; instead, social media apps that Gen Zers frequent, such as Instagram and Snapchat, should take priority. Understanding who the government agency’s target audiences are and what social media apps they are on, is critical to successful social media management. 

Additionally, a multi-generational social media approach will include multiple different social media platforms - all of which will need platform-specific content developed and to be monitored routinely to support public engagement. A good rule of thumb in government communications is to not launch a social media account without simultaneously implementing a social media monitoring plan. Unmonitored social media accounts affiliated with government agencies can be an organizational reputation disaster if not responsibly and routinely managed by competent government communicators. 

Learn more: Multigenerational Marketing Strategies

For additional information on government social media management:

If your organization is looking for a creative partner to provide social media services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs. Our team has demonstrated past performance in social media support for government agencies. Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.

Becker Digital is proud to be a CVE-verified Service-Disabled Veteran-Owned Small Business (SDVOSB), SBA-certified HUBZone Business, and Virginia SWaM-certified (Micro, Small, and Service-Disabled Veteran-Owned) Business.