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Michelle Proffitt

Former Digital Communications Coordinator
Lexington County Sheriff's Department

Michelle Proffitt is a content creator and brand storyteller. She holds a Master of Arts in Integrated Marketing Communication from Marist College (NY) and a Bachelor of Arts in Communication Arts from Franciscan University of Steubenville (OH).

Michelle joined the Lexington County Sheriff’s Department (SC) in April 2019 after working in private sector marketing. Prior to that, she served as a Public Information Specialist for the Pinellas County Sheriff’s Office (FL) from 2011-2014.

Under the Public Information Office, Michelle is responsible for content curation and community management across all social channels. She provides graphic design direction, manages agency branding assets, as well as directs photography and videography projects. In her role, Michelle also assists with the agency website, blog, and news releases. Since serving with LCSD, Michelle implemented the use of Instagram and Nextdoor to continue reaching more citizens in her community.

Michelle Proffitt’s Session(s):


How Social Media Listening Can Help Government Agencies Preemptively De-Escalate Issues

What's better than putting out rumors? Putting them out before they even start!

You’re not on the road or out in the field every day; you’re not on the other end of a call into dispatch or at the front desk of your agency. Sure, you get the comments, calls, and emails that come in from the public, passed on by others. Maybe you hear about citizen complaints and commendations from Internal Affairs.

But, how do you gauge public sentiment? How do you put out the rumor fires before they start? Oftentimes, people take to social media to vent and share—when they’re happy, upset, and concerned. If you’re not actively listening to what’s going on, you’re missing out big time.

Social listening gives agencies an opportunity to view, analyze and respond to conversations involving their communities and services that may have otherwise been missed.

Meet your audience where they’re at.

In this session:

- We’ll discuss ways for you to better connect with your public online

- We’ll discover social listening tools to help you hear what's being said about your agency in real-time

- We’ll evaluate what happens when you don’t engage in active social listening

Who this session is for: Public Information Officers or Social Media Managers who maintain social communications for their agencies.


Check out our early bird ticket prices!
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