Agenda at a Glance

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Your social audience is crucial to your organization’s outreach — yet many government agencies do not include followers’ input when making official decisions. In fact, research shows it takes 47 online messages to a public agency to equal the same influence as 1 message delivered in person. Overcoming barriers to using social feedback in decision-making starts with empowering leaders and colleagues within your organization.

Learn techniques to collect and analyze feedback to make the process more accessible and engaging for your audience and coworkers. Discover ways to humanize your social audience to colleagues and build trust with key players. Use data to help decision-makers understand the importance of social feedback to make more effective, informed, and representative choices.

Takeaways:

• Identify what barriers exist — and why — and learn strategies to overcome resistance.
• Help leaders and colleagues understand the importance of digital engagement.
• Advocate for your social audience in your organization’s decision-making process.

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In today’s social media landscape, organic reach is shrinking, and it often feels like the only way to get your message seen is to pay for it. But for many government and public sector teams, a big social media budget just isn’t an option. So, how do you ensure your content still reaches the people who need it most?

In this session, we’ll explore how to navigate the world of social media when budgets are tight and the rules are changing. You’ll learn:

• Why organic reach is declining and what this means for your social media strategy
• Creative, low-cost tactics to increase engagement and visibility without spending a dime
• Real-life examples of government agencies finding success in a pay-to-play world
• Actionable tips you can implement immediately to expand your audience reach

Whether you’re a beginner or have some experience managing social media for your agency, this session will leave you with fresh ideas, new strategies, and a renewed sense of possibility for making your content shine—even without the ad dollars.

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This panel of marketers is here to answer any and all of your questions in real-time. This session will be "Ask Me Anything" style, so come prepared with anything you want them to answer related to the topic of "Balancing Fun & Professional Social Media Messaging!"

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Canva is a versatile and user-friendly graphic design platform that empowers individuals, businesses, and organizations to create stunning visual content without requiring extensive design skills. Launched in 2013, Canva has become the go-to tool for professionals and amateurs alike seeking to produce engaging graphics, presentations, social media posts, and more. With its intuitive drag-and-drop interface, a vast library of customizable templates, and an extensive collection of high-quality images, fonts, and design elements, Canva simplifies the design process and enables users to bring their creative visions to life effortlessly.

One of Canva's key strengths lies in its accessibility available as both a web application and a mobile app, it allows users to create, edit, and collaborate on designs seamlessly across various devices. The platform has become particularly popular among government professionals due to its cost-effective approach to design. Canva's commitment to democratizing design is evident in its mission to empower individuals worldwide to design anything, and its continuous updates and features ensure that it remains at the forefront of the graphic design landscape, catering to the diverse needs of its ever-expanding user base.

In this tutorial-style session, you’ll learn: 

• What is Canva?
• Canva Free versus Canva Pro
• Navigating Canva like a champ
• Tips & tricks for creating engaging and unique content
• Timesaving design shortcuts and templates every government professional should be using
• Wait, there’s more – noteworthy apps to push your designs even further

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Ensuring social media content is accessible is crucial for creating an inclusive digital presence that resonates with all audience members, including those with disabilities. This session will provide practical guidance on the importance of social media accessibility, how to get started, and how to effectively scale your efforts. From understanding the basics to implementing advanced strategies, this session will equip you with the knowledge and tools needed to make your social media channels more accessible and engaging.

Attendees of this talk will leave with:

• A clear understanding of the importance of social media accessibility and its impact on audience engagement
• Practical steps to get started with making social media content accessible
• Techniques for scaling accessibility efforts as your social media presence grows
• Insights into common accessibility barriers and how to overcome them
• A toolkit of resources and best practices for creating accessible social media content

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Dive into the strategy behind some of the largest Orange County public safety agencies. We’ll walk through considerations on adding social media channels, deciding what channels are appropriate to get communities the information they need, and how even small agencies with limited resources can expand their social footprint in an impactful way. 

We’ll share some of the best practices for training your social media teams and resources you can share with them to ensure their success – from those just starting on social media to seasoned professionals who need to stay up-to-date with social media trends. 

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Let’s explore the critical strategies and steps needed to empower your employees as brand advocates. Employee advocacy can be a game-changer, enhancing your brand's reach and credibility. We'll cover everything from the initial planning stages to the tools and techniques that drive engagement, ensuring your program not only launches successfully but also sustains momentum.

We'll discuss how to align your advocacy program with your company's goals, motivate employees to participate, and measure its impact on your brand's visibility. By the end of this session, you'll have a clear roadmap for creating a program that turns your employees into passionate ambassadors, driving authentic and powerful communication through social media.

Key takeaways:

• How to align your employee advocacy program with overall business objectives.
• Strategies to effectively motivate and engage employees in the program.
• Best practices for selecting tools and platforms to support your advocacy efforts.
• Methods to measure the impact and success of your advocacy program.
• Tips for sustaining and scaling your program over time.

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You're head coach material - quit spending all your time playing referee in the comments! Take the lead on creating a healthy social media presence for your agency by learning how to set the tone for all those who care loudly in your community. Build a playbook full of strategies that know the best defense against negativity is a good offense (yeah, that's right). Learn how to develop a voice and content that draws valuable community-building engagement, how to build off your everyday successes, and how to react when things get thorny.

Takeaways:

• Overcome negativity and drive conversations to benefit your agency and your community
• Manage difficult situations to protect your agency's brand and your mental wellbeing
• Institutionalize strategies and best practices to keep your community engaged and online presences thriving

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This panel of marketers is here to answer any and all of your questions in real-time. This session will be "Ask Me Anything" style, so come prepared with anything you want them to answer related to the topic of "Instagram Content Creation Best Practices!"

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• Cesar will provide a Social Media Audience Personas Guide and Brand Toolkit blueprint along with instructions on how to best use it, including identifying personas based on your agency's needs.
• He'll share how several programs and management tools, such as Canva, Hootsuite, and Asana, can make life easier for your social media team.
• How a calendar can help you organize and keep track of short-term and long-term content planning. 

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Recurring events and announcements are essential to any social media strategy, but keeping the content fresh and engaging can be challenging. In this session, we'll explore practical tips for repurposing, remixing, and refreshing your social media content to maintain audience interest and maximize impact. Learn how to breathe new life into your existing content, creatively adapt it for different platforms, and ensure your recurring events and announcements stay relevant and captivating. Join us to discover time-saving strategies that keep your content dynamic and your audience engaged, even for the most frequent updates.

Key takeaways:

• See real examples of recurring messaging refreshed year over year.
• Gain time-saving tips to efficiently manage frequent updates while keeping your social media presence vibrant.
• Discover strategies for maintaining audience engagement with dynamic and relevant content.

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If you’ve searched “How to gain more followers” on Google, this presentation is for you. Social media is a wonderful opportunity to communicate, but with a wealth of platforms, how can you reach your desired audience? Join Mary as she shares her strategy for creating persuasive social media content that builds a loyal audience. By breaking down each platform and evaluating the best strategies to reach your audiences, you’ll learn how to pivot messages to perform across social media platforms.

Attendees of this talk will leave with:

• An understanding of unique approaches that perform well on Twitter/X, Threads, Facebook, Instagram, and TikTok
• A quick guide for creating persuasive content
• Tips on how to build (and maintain) a loyal following as a government agency 
• Innovative ways to pivot one message to be successful across social media platforms

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