Today’s Morning Buzz is brought to you by Michael T. Paulhus, Town Manager for the Town of Plainville, Conn. Connect with Mike on LinkedIn.
- What I’m watching: The Diplomat on Netflix
- What I’m reading: Day Trading Attention by Gary Vaynerchuk
- What I’m listening to: Classic Vinyl, Channel 26 on Sirius/XM
To all the dedicated local government professionals out there, let’s talk about something that can not only boost community trust, but also bring real joy to our daily work: social media engagement! At a time when 85% of Americans spend an average of six hours a day online, cities and towns have a unique opportunity to showcase the heart of what makes public service meaningful, while also building stronger relationships with residents and stakeholders. Contrary to what you may think, I am going to explain why using social media is critical to making our communities thrive.
Showcasing Services & Special Projects
Think about the services and projects your team is passionate about. Road improvements, new community centers, park renovations – these are all huge, but they don’t always get the spotlight they deserve. Social media lets us bring them to life! By sharing the backstories, we make our work more accessible and relatable. Residents get to see the “why” and “how” behind these services, which helps them feel more connected to what’s happening around them. In Plainville, Conn., we crafted a social media campaign around the referendum vote to finance a $61 million renovation to our middle school. The facts on the history and condition of the school broke through to residents who supported the project by a 3-1 margin.
So take a photo of that public works team planting new trees in the park, or post an update on that road project everyone’s been asking about. Not only are you giving people real-time updates, but you’re also showing them that their tax dollars are hard at work.
Building Trust & Support
When we communicate openly and frequently, we build trust. With every story or update you post you are building connections; you are literally making impressions. The more people understand what we’re doing, the more they support our efforts, even if they don’t agree with every single decision. Social media engagement is a direct channel to answer questions, gather feedback, and address concerns in real-time. Engaging this way shows that we are listening, and that we value our community’s input.
A strong social media presence allows us to proactively handle issues before they become misunderstandings. Letting residents know what’s coming down the pipeline, highlighting the work our teams are doing, and celebrating the small wins together helps create a sense of unity and transparency. Building this trust doesn’t happen overnight, but posting frequently and consistently with the good and the bad goes a long way in nurturing it.
Professional Development & Skill Building
Social media can do more than enhance our community outreach; it’s a fantastic professional development tool for our teams. Learning to develop a social media strategy, honing in on a unique voice for your city or town, and creating engaging content all require specific skills. Through trial and error, creativity, and practice, we grow our skill sets in storytelling, digital marketing, community management, and even crisis communication. All of these are invaluable in the public sector today.
If your role didn’t initially include social media, jumping into it can add a whole new layer to your expertise. From content creation to analytics, it’s an opportunity to keep growing in ways that benefit both your career and your community. If you don’t know where to begin, I would suggest starting with the season you are in and picking a department. If it is summer, turn your focus to the Parks and Recreation Department and make a post on what is happening in your parks, like a Summer Concert Series. If it is fall or winter, focus on Public Works with a post on leaf pickup or snow plowing.
Finding Joy & Purpose in Public Service
When you share the moments that make a difference in the lives of residents, it brings a certain joy to the job that isn’t always found in day-to-day work. Social media can highlight the impact of even the smallest services—a quick snowplow update on a snowy morning, a shout-out to volunteers at the annual river cleanup day, or an appreciation post for first responders who go above and beyond.
By showcasing these stories, we’re reminded of why we entered public service in the first place. It’s about community, about making an impact, and about bringing people together. When residents see and feel our commitment, they become part of the journey, cheering for our successes, and understanding the challenges we face.
So if your county, city, or town hasn’t fully tapped into the potential of social media, it’s time to consider it. With each post, you help remove the stigma of local government, turning negative beliefs into positive interactions. Let’s show our communities just how joyful, meaningful, and impactful public service can be.