To Succeed on Social, Stick to an Evolving Strategy


DENVER — Social media has evolved from a luxury for government to an expected necessity, and that evolution has come with growing pains. The new conversation isn’t so much whether an organization should have accounts — it’s pretty well established that it should — and has shifted toward strategy, management and developing a consistent voice. The issue of the larger strategy for the modern agency social media account was the focus of one morning session during the Government Social Media Conference in Denver, April 24. As presenter Bryan Bullock, communications manager for the city of Boulder, Colo., explained, establishing an overarching strategy is part and parcel of not only measuring any successes social undertakings see, but also developing a consistent and appropriate voice for the larger organization.  “It’s really gotten to the point with local government, it’s no longer a matter of if we are going to use social media, but how,” he told the room. “So, one of the things we developed over the last couple of years is a social media strategy to guide our use.” Creating the Direction and Voice for Content Bullock explained that a strategy should differ from a use policy in the sense that…

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