The adage says: Meet people where they are. And today, people are online. With 37% of government agencies staffed by generations who have grown up with the internet (primarily Millennials and Generation Z), we’re observing a shift in government communications.
The public sector has stood unabashedly siloed from much of online culture, but with the rise of viral content and a digitally savvy workforce, some government agencies and non-profits are experimenting with social media platforms.
Let’s look into seven organizations leaning into social media and connecting with their audience in surprisingly fun and effective ways, and learn how you can apply their strategies to your agency’s online presence.
1. Sacramento History Museum
Platforms: Instagram and TikTok
Followers: 747,000 on Instagram; 2.7 million on TikTok
Why it works: They’ve mastered the art of making history go viral. From demonstrating an antique Sacramento Daily Bee letterpress to showcasing gold panning techniques, they’ve found the sweet spot between education and entertainment.
Key strategy: Use platform-specific features creatively to make educational content entertaining.
Try this: Identify trending sounds or challenges and brainstorm how they could relate to your agency’s work. Create content that joins these trends while still delivering your message.
2. National Park Service
Followers: 1.3 million on X; 5.9 million on Instagram
Why it works: They combine stunning nature photography with witty captions and memes. Their reminders about park safety often come with a side of humor that’s impossible to ignore.
Key strategy: Use humor and pop culture references to make important information more digestible.
Try this: For your next important announcement, try adding a news or pop culture reference. Test different tones to see what resonates with your audience.
3. Oklahoma Department of Wildlife Conservation
Followers: 261k on X; 459k on TikTok
Why it works: They’ve mastered the art of banter and TikTok trends while still providing important wildlife safety information.
Key strategy: Join in on trending topics, even if they seem unrelated at first glance. Engage directly with followers and other accounts in an authentic voice.
Try this: Set aside time each day for real-time engagement. Respond to comments with personality, and don’t be afraid to start conversations with other relevant accounts.
4. California State Library
Platforms: Instagram and TikTok
Followers: 6,500 on Instagram; 41,000 on TikTok
Why it works: They’ve found creative ways to make library services relevant, often tying their leadership into pop culture trends to promote reading, research, and the library.
Key strategy: Stay current with trending topics and news to find creative connections to your services.
Try this: Create a content calendar that aligns your agency or organization’s services or messages with upcoming events, holidays, or trending topics.
5. OSHA DOL
Platform: X
Followers: 1.3 million
Why it works: They manage to make workplace safety entertaining by using relatable content.
Key strategy: Use humor, when appropriate, to make traditionally dry topics more engaging.
Try this: Identify different aspects of your agency’s work and challenge your team to create an authentic post about it while still conveying important information.
6. Transportation Security Administration (TSA)
Followers: 1.4 million on Instagram; 259,000 on X
Why it works: They share bizarre items confiscated at security checkpoints, turning potential frustration into entertainment while reinforcing security rules.
Key strategy: Find the unique, exciting aspects of your daily operations and showcase them.
Try this: Host an internal contest for the most interesting or unusual story from your agency’s day-to-day operations. Turn the winner into a social media post.
7. Karl The Fog
Followers: 357,000 on X; 282,000 on Instagram
Why it works: This unofficial account personifies San Francisco’s most famous weather phenomenon. It has become an unofficial ambassador for San Francisco, injecting local humor and pop culture references into its weather updates.
Key strategy: Consider personifying unique aspects of your locality to create a relatable, engaging persona for your audience.
Try this: Identify a unique feature of your agency, organization, or locality. Brainstorm how you might personify it and what kind of voice it would have on social media.
Tips for Implementing These Strategies in Your Agency
- Tailor content to each platform’s unique culture and features.
- Develop an authentic voice that shows personality while aligning with your mission.
- Don’t just broadcast information — regularly interact with your followers and other accounts.
- Use visuals to make complex information accessible.
- Stay current on trends and news to join larger conversations.
- Find creative ways to deliver important information through humor, storytelling, or trending formats.
The goal is not to go viral. Instead, you want to build trust, increase engagement, and ultimately better serve your community. Start small, experiment, and don’t be afraid to show some personality. Your audience will appreciate the human touch.
Jen Nieto is the founder of Civica Growth, a B2G content marketing consultancy helping GovTech companies, government contractors, nonprofit organizations, and industry leaders communicate effectively with public sector audiences. Jen’s unique insider perspective, honed over a decade in federal, state, and local government, allows her to create content for her clients that resonates with and motivates government decision-makers. She holds a Master’s degree in Political Management from The George Washington University and is deeply interested in digital modernization’s potential to make government more responsive, efficient, and collaborative. Off-duty, you’ll find Jen devouring the latest fiction novel or sipping lattes on her patio, possibly doing both at once.
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