1) Sharing good news stories
Public Sector organisations get a lot of negative press which can make it hard to generate a positive relationship with the public. Good news posts about organisational achievements can be a great way of generating positive publicity. Transport NSW created a summary video at the end of 2017 to celebrate their achievements.
2) Using competitions and prizes
Competitions and exclusive prizes can be an effective way to generate engagement with the public. The rewards don’t have to be massive, but it does go a long way to fostering a relationship with followers and gaining new ones. The City of Parramatta leveraged this successfully for Australia Day 2018.
3) Maximising memes
Memes and other viral images and videos can be a great way of increasing views, likes and engagement with the public. NSW Police has recently been leveraging memes with a lot of success. But beware, it can go wrong very easily – so choose memes with care.
4) Featuring content from stakeholders
Sharing content created by your followers can be a very effective tool for engagement and opens up the line of communication. By featuring your follower and tagging them, the awareness of your organisation also grows through their social networks. NSW National Parks has been using this strategy to build relationships and create an engaging newsfeed.
5) Encouraging user generated content
Promoting the positive interactions the public has with your service is essential to growing your online presence. User generated content is highly beneficial for this but also gives you credibility because their posts seem objective. Queensland Health is successfully building relationships with their patients through Instagram this way.
Creative posts are a great way of boosting engagement, but they have to fit into your overall communications strategy. Learn more about how Transport NSW, City of Parramatta, NSW Police, NSW National Parks, Queensland Health and other innovative organisations are building a creative and engaging presence without compromising their brand, at the Optimising Social Media for the Public Sector Conference.