City of Morgan Hill Communications Assessment

solidifying which staff members can respond to public comments on social media, and when it is appropriate to do so. o Consider assigning social media responsibilities to a resource in each Department, even if that just means liaising with a City social media manager so the manager knows what and when to post. o Create a long-term social media strategy that harmonizes with the City’s vision and business goals. Address each of the various social media platforms individually, given their unique strengths and Fan/Follower demographics. o Suspend the creation of new social media sites until a strategy is developed. o Collaboratively develop a social media content calendar across all departments to better space out posts on the City’s social media sites and avoid overwhelming Fans/Followers. Ensure social media content gets planned out in advance for City events and projects. o Meet monthly or quarterly with social media platform managers to review upcoming communication needs and opportunities and document that in a shared content planning calendar. o Establish regular internal “social media team” meetings to discuss content, metrics, customer service, growth/outreach efforts, etc. o Consider having social media managers complete training, such as the “Facebook Blueprint” certification program or Hootsuite’s Social Media Marketing certification program, to learn about best practices and build platform knowledge. Ongoing training can help staff stay up-to-date with the quickly changing world of social media. o Develop a strategy for creating and sharing video content, both old and new. o Consider when it would be necessary to post to social media in non-English language. Facebook has made this easier to do, but it may require separate posts on other platforms. 3. Optimize Social Media Sites The City has invested time, energy and resources into establishing an official Facebook Page, Twitter Profile, Instagram account and YouTube Channel. There is room for improvement on each of these assets in terms of fleshing out Bio/About sections and optimizing the way posts are displayed to make themmore engaging to Fans/Followers. Action Steps o Take full advantage of branding/customization features on each of the platforms to provide visitors and Fans/Followers with as much useful information as possible. Below are some items that can be executed immediately on the City’s main official accounts. o Facebook – apply for a Verification checkmark; complete the Page’s “About” sections; enable “Preferred Audience” feature; add Featured Likes. o Twitter – update Bio to describe the City vision and/or community; apply for a Verification checkmark; create “Lists” of Users, such as Downtown businesses or local artists; link to the City’s social media policy once it is adopted. o YouTube – set a custom username/URL ; continue to add video content to the Channel; fill out the About section to include messaging on the City’s vision and

50