A successful social media presence features new, useful and interesting content that is updated regularly. The frequency of updates depends largely on the content and platform. For Facebook, this could mean once a day; for X, once every few hours. Before creating a new social media account, consider whether your department has the content and capability to commit to maintaining an effective presence that attracts an audience of followers. Additionally, assess whether this effort will serve a useful purpose toward achieving your department’s goals and objectives.
Think of social media as one of multiple tools in your communications toolbox. If you’re already using email, newsletters, fliers and other methods to reach your audience, consider how social media can complement and coordinate with these efforts. Effective social media use should integrate with your other communication strategies, enhancing and reinforcing your overall messaging.
Determine if creating a social media presence will help your department reach its goals. Consider how you will build your audience and whether the platform will be used to reach new stakeholders or to communicate with your current audience. An effective social media presence requires a clear definition of its mission and purpose, ensuring consistent messaging across all communication channels.
Identify one or more content managers before starting your social media presence. These individuals will be responsible for routinely posting engaging content and monitoring the account for comments, questions and spam messages. Additionally, it is recommended to designate backup content managers and keep up-to-date login and password information accessible in the workplace to ensure continuity during both planned and unplanned absences.