The document discusses social media campaigns run by the City of Roanoke, VA. It describes how the city saw a major increase in social media engagement during a winter storm campaign in 2014 when they coordinated posts across departments and solicited photos from the public. This campaign led to hundreds of new page likes and millions of interactions. The city now takes a more coordinated and strategic approach to social media, treating everything as a potential campaign, and has found success with unexpected campaigns during tragedies, using humor, and soliciting citizen photos on an ongoing basis. The storm campaign proved a game changer that increased funding and overhauled the city's social media structure.