Share best practices, tips & tricks and discuss digital communication as it applies to your daily government lives.
Reach more people and get those people to take action.
How to Deal with the Decline in Social Media Engagement
July 25, 2016 at 9:26 am #258856
Social media is no longer a consistent or efficient way to engage with citizens. Why? Just consider these facts: Facebook and Twitter organic page reach is down to six percent in the past two years according to GovDelivery’s guide.
Thankfully, GovDelivery’s guide, Dealing with Social Media’s Engagement Decline, offers tactics to help engage your audience in different ways. The main alternative and most effective communication channel is email. Unlike on a public platform, your organization can build and own your database of email subscribers and reach the entire list.
To successfully use weakening social media outlets and better engage your community, follow these four steps:
1. Prioritize email for reliable reach. Facebook has a 10% reach to your audience. With that statistic in mind, is it worth investing time and resources to share information on Facebook? In some cases, yes – but in the case of an emergency you would want your message to reach far more people, more quickly. By building and nurturing email lists, you can reach every person on your list. It is a reliable, direct line of communication.
2. Post to grow your email database. There are small things you can do to help promote your social media outlets. Sharing engaging stories or messages on social platforms can help increase viewership and, ultimately, engagement. You can also request viewer’s email addresses that are visiting your social media pages to simultaneously grow your email distribution lists. They have already signaled they want communication, so you can give them an opportunity to regularly receive more.
3. Take advantage of page traffic. On Facebook, you can add apps such as Email and Text Message Updates. By adding an app, you can make it easier on your organization to collect more audience members. On Twitter, you can add a link to a landing or subscription page with an easy-to-complete form that can capture contact information and preferences. Take advantage of the little apps that can help your organization gain a subscriber.
4. Drive participation with contests. Who doesn’t like bragging rights? Getting people involved with some friendly competition is not a bad idea to gain followers. Asking your social media audience to share a picture, video or experience with their email address to enter to win a prize is a great way to get people involved. Encourage entrants to ask their friends to vote as well, offering you another avenue to potential new subscribers.
The moral of the story is that you shouldn’t solely rely on social media to build an engaged community. You have to play by social media’s rules – so when they change something, it can affect your traffic and engagement. You should always engage with your audience on social media, but don’t use it as your primary source of communication.
- This topic was modified 3 years, 5 months ago by Katarina Hong.
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