Understand how to leverage social media for government and public sector with my 10-point plan.

4. Open and transparent government
and public sector
Let me take you into the
White House.
It’s January 2009.
It’s President Barack
Obama’s first day in office.

5. Trust is broken (but the gap is narrowing)
Respondents want government
out front in all areas of the
pandemic response:
o to provide economic relief (86
%)
o to get the country back to
normal (79%)
o to contain Covid-19 (73%)
o to inform the public (72 %)
https://www.edelman.com/research/trust-2020-spring-update

6. Your role in flattening the infodemic curve

8. Your
Agency
Org Goals
Pillar Content
Plan
Audience &
Channels
Implementation
& Reporting

9. The 10 steps of social media
implementation
1. Staff and skills
2. Budget
3. Content Planning
4. Content Creation
5. Social Media Management
6. Community Management
7. Social Listening
8. Tools, Apps & Software
9. Social Advertising
10. Reporting

11. Twitter for digital PR
• Be the authoritative voice
• Staff as advocates
• Be responsive
• Don’t fear the trolls
• Repurpose PR activity
• Create lists for listening
• Leverage hashtags, video &
livestreams
• Audio Tweets (think radio
soundbites)

13. Facebook for public interest messaging
• Your citizens are there
• Perfect public interest message platform
• Targeted messages for specific audiences
• Video (native, live, Stories) deliver results
• Build up goodwill and trust
• Useful platform for social listening
• Enhanced website chat plugin
• Taking on Zoom with Rooms
• Stories cross-posted from Instagram
Find your country stats: www.napoleoncat.com/stats

15. Instagram for relevance
and behind the scenes
• Taking on TikTok with Reels
• Commanding share of messaging
market with WhatsApp & Messenger
• Comfortable place for public figures
• Behind the scenes content most
engaging
• Video performs (IGTV, Stories, Feed,
Reels)
• Advertising from Facebook Ads
Manager
1GUIDE: DEVELOPING AN INSTAGRAM MARKETING STRATEGY FOR A GOVERNMENT AGENCY
publicsectormarketingpros.com
Developing an Instagram
Marketing Strategy for a
Government Agency
GUIDE
WHAT YOU NEED TO KNOW

17. LinkedIn for building a professional
personal profile
• Company pages with corporate
updates
• Showcase pages with niche
content
• Leverage your staff
• Promote professional personal
LinkedIn profiling
• Video gets most engagement
• Stories coming also
• Useful for B2B ads

19. Social and live video
• Interactive videos frequently get viewed
until the end and have up to 90%
completion rates
• Viewers retain 95% of a message when
they watch it through video
• 93% of organisations can reach their
prospective citizens as a result of posting
campaign videos on social media
• Organisations that leverage video
marketing achieve 49% higher conversions
i.e. sign-up, download, register, wear a
face mask
• 43% of users act after viewing a video ad
• 59% prefer to watch a video on a topic
rather than reading about it

20. Social and live video
1) Native video – upload video directly to
the social network
2) Live video – go live directly from a
social network
3) Premiered video – a pre-recorded
video broadcast as a livestream
4) Stories/Fleets – disappearing videos
after 24 hours
5) Simulcast – a livestream broadcast
simultaneously on more than one
social network

22. Streamline Processes
Software, apps and tools
Work practices and internal communications
Calendars and priority planning

24. Social media policy
Crisis communications protocol
Standard Operating Procedures (SOPs) for specific
digital tasks
Social media management tool
Social listening tool
Online PR monitoring tool
Continuing professional development

25. Essential policies & protocols
• Social media policy for organisation
• Staff use of social media
• Community management
• Moderation and abuse
• Crisis management
• Security
• Legal compliance

27. A digital metric is a
quantifiable measure of one
specific piece of data.
When you measure campaign success, you must
first align the metrics against your original
objectives and goals.

28. Metrics that Matter
ü Building our community
ü Engagement rate
ü Share of social voice
ü Sentiment
ü Contribution to website traffic
ü Customer service
ü Conversions
• i.e. subscribers, downloads, registrations, event attendance
ü Digital PR results
ü Video views
ü Change in behaviour

29. Your 10 social media takeaways
q#1 Decide to lead a digital-first communications organisation, in-source, have a plan and set clear goals
and key performance indicators (KPIs)
q#2 Think about Twitter as your digital PR department
q#3 Facebook is for public-facing conversations, leverage video and ads
q#4 Instagram will build goodwill and understanding, IGTV, Stories, Reels and Livestreams
q#5 LinkedIn to build the profile of senior leaders and subject matter experts
q#6 YouTube will enhance your search marketing efforts
q#7 Snapchat & TikTok for younger audiences but do you have capacity?
q#8 Governance and establish ‘ways of working’ to safeguard knowledge and reputation
q#9 Scale social media skills with software and skills –don’t over-burden the communications team
q#10 Measure success and see how you have achieved those KPIs

30. COVID-19 has changed the world forever