I spent the better part of the past two years talking to local government officials about Facebook plans for their governments or the public office they held. More than once, I was asked "I have a Facebook page, why isn't it working?"
Well, that depends on how you want it to work.
What are you using to measure your government's social media plan's success?
What if you were a business? How would you measure social media ROI? Increase in number of sales, right? Well, in this case, look at your media plan as advertising. You want to get your message out, bring new people to your "business" and get them engaged by responding your your message. Decide on your goals before starting or redesigning your media plan. It will help you work within existing boundaries and with those who may already be working on the future of your overall public interactions.
As you measure social media success, first identify what your government's overall goals are.
Now decide how you'll measure those goals.
Make sure the messages you send out through your social media channels are targeted to the police, homeowners, school officials, or business professionals. You won't have any way to know if your Facebook campaign is working if you don't know what you're looking for.
So, what measures of success have you adopted in your government's social media plan?