Creating a Channel Strategy ​to Engage Various Audiences

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With so many platforms and audiences to reach, a one-size-fits-all approach to government social media simply doesn’t work. In this session, Crystal Robertson, a strategic leader behind the U.S. Postal Service’s evolving social media presence, will walk through the process of developing a channel-specific strategy that meets people where they are—whether they’re baby boomers on Facebook, Gen Z on Threads, or job seekers on LinkedIn.

Crystal will share how USPS defined its brand voice, mapped its audiences, and tailored platform strategies to deliver the right message in the right tone—without losing sight of its public service mission. Attendees will gain a blueprint for balancing creativity, clarity, and consistency across a complex digital ecosystem.

Key takeaways:

• How to define your brand voice and flex your tone by platform without losing authenticity.
• Ways to segment audiences across platforms like Facebook, Instagram, LinkedIn, X, and Threads.
• Content examples that resonate across different generations and interests.