A data-driven approach to government social media

Bryan Proehl

Journal of Digital & Social Media Marketing, 2017, vol. 5, issue 3, 221-227

Abstract: This paper will describe how the City of Boulder, Colorado, has embraced data as an essential component of its social media strategy, leading to big gains in engagement, follower growth and return on investment of time. Discover lessons learned from the city's efforts to overhaul its social media team and strategy. Boulder, which saw more than 80 per cent gains in followers on Facebook and Twitter in 2016, has been working to enlist departments across the city—and community partners—to provide social media content that generates strong engagement and aligns with city communication priorities. Find out how data has been used to identify sought-after content and evaluate what is and is not working on social media, creating organisation buy-in for a new strategic approach.

Keywords: social media; government; analytics; data (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2017:v:5:i:3:p:221-227

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