How Public Sector Accounts Succeeded on Social Media During COVID-19
Channel: Public Sector Marketing Show
Date: 2021-09-11

Today's Column, I want to put it to you that government and public sector won over the public and they won on social media in 2020. Why? Well, number one, they had the biggest conversions of all organisations on social, in my opinion, and that being trust. You see, in 2020, COVID-19 came into our world and it became part of our everyday as we cocooned, as we self-isolated, and as we social-distanced. And there was one voice that we wanted to hear from every day, and that was from our public health leaders and our governments to understand what they were going to do for us. They took to social media and we continued to consume social media. In fact, our activity and our time spent increased by an hour a day. They really stepped up to the challenge. All in-person activity was gone. They had to become more agile and become more relevant to us as we sought out the truth. That was another battleground that they had to win, the one about truth. There was a lot of conspiracy theorists there, a lot of anti-maskers, anti-vax community, those that believe that there were other reasons why government and public sector were asking us to stay at home. I believe that during 2020, we actually saw a sector of society that heretofore was very conservative and was risk-averse, put that to one side, and to truly put the citizen at the centre of their communications. And how did they do it? They did it by fully embracing digital and fully embracing social media and really looking to where their audiences were navigating for that information. They turned on live chat on websites. Overnight, they turned on messaging, direct messaging within Facebook, within Instagram. Overnight, they launched public information campaigns with traditional media, but that were integrated and that were omnichannel and also omnidevice. And overnight, they broadcast to us using the power of livestreaming and simulcasting, so simultaneously broadcasting press conferences to the people no matter where we were online.

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