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Inclusive Engagement Techniques and Approaches

Social Media

What is it?

As of the development of the guide, the City is active on Facebook, Instagram, LinkedIn, Nextdoor, Threads, X and YouTube social media platforms. Social media is digital technology used for multimedia information sharing, receiving information, and participating in online discussions. The social media landscape is ever-changing and requires careful oversight and training prior to use. Social media content may include videos, text, photos, graphics and audio, and it may vary by platform. Under the City’s Social Media Administrative Regulation (A.R.) 90.61 and Social Media Policy, authorized users can access and contribute to these platforms in addition to approved department accounts on various platforms.

When to use it

Social media is suitable for informing community members about upcoming projects, but it is important to remember that not every project or announcement will be appropriate for these platforms. Decisions should be made based on the intended audience and demographics. Social media is an effective way to augment other communications tools and platforms. Through social media, both government officials and community members can engage in open dialogue. Additionally, social media posts can provide adequate and timely notice about public engagement opportunities or updates on project progress. The digital nature of social media posts also lends well to hyperlinking to provide additional context or direct users to an online survey.  

How to do it

Before

For departments with their own approved social media accounts1

  • Decide what information and call to action the social media campaign will share.
  • Formulate a message and identify the number of posts needed.
    • Write text copy that incorporates the critical message for the desired number of posts. All writing should be concise and limit jargon, and text should convey a consistent and personal tone while leading with the most important information. Minimize text on graphics.
  • Prioritize quality of the content over quantity. Considerations should be given to best practices on developing content that is engaging for the individual platform (Instagram versus X, for example.)
  • Allocate funds necessary to promote posts as needed.

For departments without their own social media accounts:

  • Gather images or video, text copy for the post, and resource link and submit a request to the Communications Department or to the department’s Public Information Officer upon approval from management. The Communications Department’s social media team may edit submissions to meet platform requirements and improve engagement.
  • Allocate funds necessary to promote posts as needed.

During

  • Monitor reception of the social media post(s) or work with the department's Public Information Officer to monitor results.
  • Track the public’s concerns and questions regarding the project and form the appropriate response as needed.

After

For departments with their own social media accounts:

  • After the social media post lapses, review all public input and discussions.
  • Keep social media users informed about project progress and upcoming ways to engage through social media or other forms of information sharing.
  • Download an impressions report of all social media posts associated with the project. This information is useful for developing project engagement summaries.

For departments without their own social media accounts:

  • Work with the department’s Public Information Officer or Communications Department to get an impressions report of all social media posts associated with the project. This information is useful for developing project engagement summaries.

Resource considerations

Cost: Minimal

Typical social media posts are free, but advertisement posts or boosted posts could range in cost.

Time: Minimal to Moderate

Depending on the type of social media post, it may take a few weeks up to a few months to plan, create and post a social media post. For instance, a video post would take longer for production than a simple photo.

Capacity: Moderate

For typical social media posts, three to four staff are needed to create or gather graphics, photos and videos.

Other considerations

Social media is constantly evolving with new trends and preferred media formats. Some platforms lend better to different post formats. For instance, YouTube may be better for long-form horizontal videos and Instagram may be best for short-form vertical videos. Incorporating a recent trend and choosing the appropriate format for a post may increase visibility and engagement with the post.

How to make it more inclusive

  • The City’s social media platforms Facebook, Instagram, LinkedIn, Nextdoor, Threads, X and YouTube have different user demographics. Work with the department’s Public Information Officer or Communications Department to select the most appropriate platform. New platforms may be considered and reviewed for approval by the Communications Department under A.R. 90.61.
  • In all posts, use clear, simple and inclusive language.
  • Add an image description to the body of the caption. These practices ensure that people using screen readers receive the correct message.
  • If the post is a photo or includes graphics, include alternative text for people using screen readers, and use document accessibility best practices.
  • When posting a video to social media, add closed captions when there is dialogue. If there are clips with strobing lights, add warnings for people with photo-sensitivities.
  • Incorporate images and graphics of diverse groups of people.
  • Provide messaging in multiple languages.

1 These departments include: Office of Boards and Commissions, Office of the City Auditor, Office of the City Clerk, Office of the Independent Budget Analyst, Environmental Services Department, Fire-Rescue Department, Parks and Recreation Department, Public Library, Public Utilities Department, and Purchasing & Contracting Department. 

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