Whether you’re a team of one or 10, representing your brand on social media can pose a challenge. Your constituents, leaders, and elected officials often want different things from your content and engagement. It's important your team be aligned on social strategy to help your brand build its best online presence.

Capitalize on the power of social media — through posts, visuals, and daily interactions — to use a consistent voice that reinforces your organization’s identity and values, while also building transparency and trust. Learn how to work with your colleagues to grow your brand while connecting with different audiences, including:

• What to consider when building your brand
• How to best equip your colleagues to maintain brand consistency across channels
• How to incorporate strong branding into your social media plan
• Why you should adjust your brand to get the most out of different platforms
• What you can accomplish with low — or no — budget

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In the social media world, you’ve been told from the beginning that three things matter most: engagements, impressions, and clicks. But what if I told you those measurements only scratch the surface? 

Located in one of the largest MSAs in the country and in the most saturated airport region (with 7 major airports just in the southern half of the state - BUR, LAX, LGB, ONT, PSP, SAN, SNA) at ONT we’ve leveraged audience nuances and insights to establish a strong online presence in Southern California and nationwide. 

In this session, you will learn how to:

1. Use qualitative audience insights to make a quantitative impact
2. What KPIs to prioritize that aren’t the typical three
3. Best team processes & resources for implementing social analytics

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In a social media landscape that’s constantly evolving, what’s considered effective social media content changes quickly. How can your agency keep its content fresh, stay nimble, and juggle limited resources all while accomplishing its mission goals? It might not be as hard as you think! 

Learn how CPSC created a culture of innovation that led to a nationally-recognized and acclaimed social media strategy. Gain insights into how to get your leadership on board with trying new content strategies to better support your agency’s mission. Discover how even serious subject matter is sometimes communicated more effectively when it’s shared in a fun way.

Attendees will learn:

• How to make content that “stops the scroll”.
• What you need in a government work environment to help foster content innovation.
• How to use experimentation to encourage your leadership to take risks.
• Ways to measure effectiveness beyond impressions and engagement.

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This panel will discuss how government agencies can best leverage Instagram to connect with their audiences.

Topics include:

• How panelists are using Instagram differently than other social media platforms
• Best practices + processes for creating Instagram content
• Common challenges and how to overcome them to find success on the platform
• Insights into the various types of posts (photos, videos, carousels, Stories, live, Reels, etc)
• Hacks and strategies for great Stories
• Using Instagram analytics to improve engagement and performance

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Most government comms shops are moving at a million miles a minute. Whether you're a team of one or have a whole crew, it's important to work smarter, not harder.

Save time and get your message in front of the right people at the right time with some simple strategy decisions.

Learn how to make your content work for you. Walk away with:

• What to consider when choosing where to publish your agency's messages
• Tips to quickly tweak your content for specific platforms so you don't have to reinvent the wheel with every message
• Creative ways to optimize your content to each platform's specific audience
• Tools to expand your reach organically

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Can government agencies reach new audiences using creative videos and comedy on TikTok? Learn how you could use TikTok and to elevate the work of government, police departments, animal shelters, recycling centers, history museums, parks and more. We will walk you through how to strategize and develop content to entertain and engage one of government's hardest to reach audiences — youth and young adults.  This session will help attendees:

• Determine if TikTok is right for their agency
• Learn the basics of the app
• Understand how trends can impact content ideas
• Educate and entertain, simultaneously

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This panel will discuss topics including:

• Tips for marketers launching a presence on channels from scratch
• How listening to customer needs and engaging current followers informs account growth and engagement
• Monitoring and incorporating platform trends to support account growth
• Defining success in relation to follower growth and engagement and how that can be measured
• How to incorporate new and emerging features into your strategy
• Measuring audience growth and engagement over time, and how to use these metrics to inform content strategy

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This session will cover tools, tips, and techniques to support the solo PIO and/or a small communications team.

Takeaways include:

• Building a checklist or standard operating procedure to help accomplish all assigned duties and responsibilities of the PIO
• Creative ways to finding back-ups and support to allow for time off and attention to mental health
• Tools to aid with the management of social media and traditional media coverage
• Tips for evergreen content on social media and ways to implement automation tools

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During 2020 the South Metro Fire Rescue YouTube channel that I manage gained an organic following of over 100,000 subscribers. We became the second public safety agency in history to reach that benchmark. I regularly receive questions from first responder agencies across the world about SMFR's success and how they can start their own channel. I would like the opportunity to present a case study about this YouTube success, time commitment, positive, negative, and unexpected results.

Key takeaways:

• Attendees will be presented with compelling statistics and real-life examples to justify their own official agency YouTube channel to policymakers.
• Attendees will learn from my successes and mistakes when it comes to the technical aspects of video including capturing, editing, and producing. I will also include quick tips to improve their on-camera and storytelling presence.
• Finally, attendees will gain an understanding of what comes next once the channel is launched. I was overwhelmed with the demand for more content, the fan mail, the visits from subscribers on vacation, and requests for agency merchandise. These things took me by surprise and I can help social media managers prepare for the results of their success.

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With so much already on our plate, getting out in the field can be tough. But getting images from the field can be the difference between your content being overlooked and really having an impact. Fortunately we all work with crews who are already out there, but may not know how, when or if to send in pictures or video that could ultimately make or break your social media posts.

Take advantage of having teammates who are in the middle of a snow storm, at the scene of a crash or maybe just in a place with a view that most of us never see. Learn to develop relationships with them so they know what you’re looking for and where to send it. Show them they’re part of the team and teach them how to help you make your content even more valuable to the community.

• How to make the initial ask to workers who may not understand the value of communications
• Teach them how best to use their equipment to capture images
• How to show road crews that their contributions make a difference
• What pitfalls to be on the lookout for when getting content from non-communicators

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