Navigating Social Media in the Public Sector

Social media is a powerful tool for connecting with the public. From government bodies to NHS trusts, local councils to education authorities, the public sector in the UK can no longer rely solely on traditional communication methods. By understanding how to effectively use social platforms, public sector entities can build trust, foster transparency, and engage with the communities they serve.

Social media in the public sector stands out from content shared by other sectors because it prioritises citizen engagement, while also having to navigate regulations and diverse community needs. It’s a vital tool for crisis communication and building public trust.

So, what does an effective approach to social media in the public sector look like?

One common misconception is that public sector entities need to be present on every social media platform. However, since each platform serves a different audience and function, it’s far more valuable to be effective on a few key platforms than to stretch resources too thinly across all of them.

Understanding where your audience is most active can help allocate resources more efficiently. For local councils or government agencies targeting specific demographic groups, it may be useful to look at data for different social media platforms, and also to review current activity to see where engagement is highest and which platforms are driving the most meaningful interactions.

Jemima Lawson, Communications Officer at Tewkesbury Borough Council shares, ‘For us, Facebook is a favourite with our audience – other platforms are gaining momentum. We can see spikes in engagement when we tag in certain Facebook groups for particular posts. LinkedIn is more suited for local business engagement and recruitment – so monitoring platform analytics is crucial to understanding where your audience is, and tools like Orlo play a big part in giving us that breadth and scale in knowledge.’

Public sector entities in the UK are increasingly leveraging TikTok to engage with younger audiences and promote transparency in their operations.

South Yorkshire Fire Service uses TikTok to share engaging safety tips, behind-the-scenes looks at their daily operations, and educational content about fire safety, often using humour to capture attention.

Similarly, South Wales Police utilises the platform to connect with the community by showcasing their initiatives, highlighting local events, and addressing crime prevention in an accessible manner.

Berkshire Healthcare NHS Foundation Trust has created TikTok content to share campaigns for educating about health topics such as diabetic emergencies and sepsis awareness, and also for recruitment.

TikTok’s short video format can simplify complex topics and foster a sense of connection with citizens, encouraging participation in local events and services.

Additionally, the platform’s interactive features, like polls and challenges, enable public sector entities to receive feedback and adapt their content in real time, making government more accessible and responsive to the needs of the community.

Timing is everything in social media. Public sector entities must be ready to respond quickly, whether it’s to a breaking news story, a government policy change, or an emerging public health concern. This requires agile teams who can stay informed about current events and quickly adjust their messaging.

Public sector entities in the UK are increasingly leveraging TikTok to engage with younger audiences and promote transparency in their operations.

Jemima highlights a recent cyber incident example – ‘One of the top challenges for communicators in local government is managing crisis communications. The immediacy of exposure demands rapid response, as the appetite for news is phenomenal!

‘For our cyber incident, we chose video as our primary tool for delivering quick, succinct messages about our affected services. We had terrific engagement across all platforms and the feedback from residents, stakeholders, and partners has been overwhelmingly positive, highlighting the speed, honesty, and transparency of our approach. While we did receive some negative comments on various platforms, we continuously monitor feedback through our software and respond proactively whenever possible.’

TikTok’s short video format can simplify complex topics and foster a sense of connection with citizens, encouraging participation in local events and services.

Additionally, the platform’s interactive features, like polls and challenges, enable public sector entities to receive feedback and adapt their content in real time, making government more accessible and responsive to the needs of the community.

Creating accessible content is crucial for public sector entities, as it ensures that vital information reaches all members of the community, regardless of their abilities or backgrounds.

Accessible content allows individuals with disabilities — such as visual impairments, hearing loss, or cognitive challenges — to engage with information effectively.

When content is presented in a clear, understandable manner — using plain language, alt text for images, and captions for videos — public sector entities foster inclusivity and ensure that their messages resonate with a diverse audience.

While influencer marketing is often associated with consumer brands, it has a place in the public sector too, particularly for campaigns focused on behavioural change. The right influencers can amplify messages in a way that feels authentic and relatable to their followers. However, choosing the right person is crucial.

For public health campaigns, for example, working with well-known medical professionals or respected community figures could lend credibility and expand the reach of critical information.

In January 2024 NHS England launched NHS Talking Therapies, backed by famous faces, including TV presenter Matthew Johnson, influencer Rehana Yasmin and media medic Dr Zoe Williams, to encourage more people to get mental health support and get back into employment.

For police forces, collaborating with public figures can enhance public trust and improve the effectiveness of community engagement initiatives.

Devon and Cornwall Police have been working with social media influencer, George’s Car Media (GCM) on campaigns to educate young drivers in keeping their cars roadworthy and to stay safe on the roads.

When considering influencers and partners, public sector entities should focus on values alignment and audience reach. It’s essential to choose influencers who have credibility in the relevant field and whose followers represent the intended audience of the campaign.

Social media presents both challenges and opportunities for the public sector. With the right skills, platform choices, and partnerships, public sector entities can navigate the fast-paced world of social media effectively. By focusing on timely communication, understanding where their audience engages, and occasionally leveraging the influence of trusted figures, entities can foster deeper relationships with the public, build trust, and meet the needs of their communities.