Hello? Is anyone there? When people aren’t listening to social messages anymore, how do you even begin breaking through? Let’s explore & get each other great advice in this week’s Government Social Media Chat, “Staying Relevant on #SocialMedia When People Have Tuned Out.”

Hello, everyone, and welcome to #GSMChat (Government Social Media Chat)! Ever feel like you’re talking to an empty room? That’s can be a normal #SocialGov feeling right now. Let’s talk about it in, “Staying Relevant on #SocialMedia When People Have Tuned Out” #lesm #smem pic.twitter.com/9u5EgimptL

— Government Social Media (@GovernmentSM) September 3, 2020

It’s great to see everyone again! Before we get started, an important Social for Safety Conference announcement:

Hello #SocialGov community, and we’re happy to see you all here today! Before we get started, we have some news to share: this will be the last #GSMChat before #S4SCON coming up in a few weeks! Make sure to register for your All Access Ticket today: https://t.co/ebSr38KdpM

— Government Social Media (@GovernmentSM) September 3, 2020

And, now, let’s get going with the first question on GSMChat! For months, COVID-19 announcements have dominated many government social media accounts. What’s your engagement like on these posts now? Are there still posts that get interaction? Here’s what your fellow peers said:

Q1: For months, #COVID19 dominated #SocialMedia. What engagement are you now seeing on COVID-related posts & are there certain posts that still get interaction? #GSMChat #SocialGov pic.twitter.com/HzZV1HRSo1

— Government Social Media (@GovernmentSM) September 3, 2020

A1: By showing empathy in posts and giving some uplifting content not related to our organization's work, has received nice engagement. Just positive posts to help keep folks motivated and using terms like "friends" - A little more casual. #GSMChat

— Northern Virginia's Transportation Authority (@NVTAuthority) September 3, 2020

A1: It seems COVID-19 messages is all we are sharing now. We try to push other messaging at times since there is a high degree of fatigue from the constant info/news. #gsmchat https://t.co/WuX4rt8Nnp

— Mark Van Baale (@markvanbaale) September 3, 2020

A1: I’d also like to add that I think when it comes to COVID messaging you should think impressions over engagement. You want your audience to see your content and if they don’t want to respond to “wear a mask” “wash your hands” that’s ok just as long as they see it. #gsmchat

— Jon Tolbert (@imjontolbert) September 3, 2020

Some great points! Everyone is used to seeing similar messaging over and over (and over) again. What are some ideas you have to break through, be different and get eyeballs on your content?

Q2: Everyone is used to seeing (and getting tired of!) similar #SocialMedia messaging over & over. How could you break through, be different & get eyeballs on your content? #GSMChat #SocialGov pic.twitter.com/agXBrUl19S

— Government Social Media (@GovernmentSM) September 3, 2020

What your peers said it comes down to? Don’t be afraid to step out of the norm. Here are some ideas how:

A2: Relevancy to your community. The @CityOfMemphis launched a campaign this week called "901 Reasons to Wear a Mask" (901 is our area code).

This example is @ShelbyFarmsPark - a huge, fantastic city park, with you guessed it, bison who live there. #gsmchat pic.twitter.com/deuwC4tx44

— Jennifer Casey 😷➡️👍 (@JenWCasey) September 3, 2020

A2: Try something vastly different than you've seen anyone else do. Playing it safe doesn't get the eyeballs on your content you need. #gsmchat https://t.co/2A2JuIU46f

— Jordan Gilgenbach 🍕 (@jgilgenbach) September 3, 2020

A2 #gsmchat we’re using live interviews as a way to get messages out there from different people. It’s also good to diversify assets - videos, photos, gifs, etc

— Natasha Kristina (@hitheresunshine) September 3, 2020

A2: Step back, define target audience, CTAs, and develop content strategically. Make sure that audience can see themselves in creatives; and use the appropriate platform. #gsmchat

— Marian Doucette (@iNeedArts) September 3, 2020

With daily operations still impacted by COVID, what are some ways you’ve found to stay relevant to your audience? Expert advice coming right up!

A3: Fire station tour cancelled due to #COVID19? No problem! @SouthlakeDPS produced a Universal Studios-style 1st-person virtual tour for kids, to keep their station tour relevant during COVID. Check it out: https://t.co/jjnBNjNUh0 #GSMChat

— Government Social Media (@GovernmentSM) September 3, 2020

This also means I've scooched back into my lane. I let Public Health do the postings I can share, especially those that have a nexus to my mission.

That leaves more room for my posts about other disasters: wildfire smoke; heatwaves, etc. #gsmchat

— Mary Jo Flynn (@MaryJoFly) September 3, 2020

A3. Life is still going on, other emergencies/disasters are still happening. Emergency Management business is booming. People need to know we are still there, still working, and ready to respond to whatever else is next. They still need to know their role too. #gsmchat

— Sarah Gamblin-Luig (@CommsDom) September 3, 2020

A3: Don’t be afraid to create some fun content! Use video or graphics to make your message/content stand out to your audience. I like making fun content for the Census. #gsmchat pic.twitter.com/iLRMz8Cgw0

— Jon Tolbert (@imjontolbert) September 3, 2020

A3 #gsmchat I believe by responding and addressing customer service needs, we can all stay relevant. Also make sure to be transparent when questions asked are not in your control and try to offer solutions or the correct contact information.

— Natasha Kristina (@hitheresunshine) September 3, 2020

Do you feel like there’s a void in posting since your usual docket of posts might still be upside down from the pandemic? Here’s what socialgov had to say about that:

Q4: Your usual docket of planned #SocialMedia posts might still be upside down from the pandemic. With limited events/gatherings to promote, how could you fill that void while still maintaining your virtual communities? #GSMChat pic.twitter.com/WdDiDvsK9a

— Government Social Media (@GovernmentSM) September 3, 2020

A5 #gsmchat do not force content. Think about evergreen messages, news topics, tips for things your community might be going through like distance learning tips and check out those national months and days to figure out how you can contribute to those in your own way.

— Natasha Kristina (@hitheresunshine) September 3, 2020

A4: Didn't you know? September is National Preparedness Month! #NPM2020

Make a plan for disasters, especially around changes due to COVID restrictions.

Get your family ready for additional possibilities and how to prepare and respond. #gsmchat

— Mary Jo Flynn (@MaryJoFly) September 3, 2020

A4: It's the perfect time to highlight the essential workers from our agencies who have worked through it all! Including your communications team. We've busted our tails and deserve a little love too. #gsmchat

— Jennifer Casey 😷➡️👍 (@JenWCasey) September 3, 2020

Last question of the day on GSMChat! Let’s hear what the socialgov community has to say about this…

Q5: Repetition, compelling creative, storytelling – What best technique is working in 2020 to cut through the #SocialMedia noise & get engagement with your content? #GSMChat pic.twitter.com/pOUlUyQWaj

— Government Social Media (@GovernmentSM) September 3, 2020

A5: Videos bring in the most engagement, always. Even random public meeting streams. I actually love it, even though the meetings are a ton more work. #gsmchat pic.twitter.com/hXRyo3fRDJ

— ✨Jessica 🏠🧼😷 VanderKolk✨ (@jlvanderkolk) September 3, 2020

A5 #gsmchat don’t try to be something you’re not and know what type of content your followers follow you for. Most importantly don’t forget to have fun and get creative with the things you can do that with. I am especially thankful for those opportunities during these crazy times

— Natasha Kristina (@hitheresunshine) September 3, 2020

A5. Just be real and be responsive. People want to know you are listening and willing to engage in a conversation. It's just been a little more difficult this year because of workload and distance, and even a little fear. You are still here, let them know it. #Gsmchat

— Sarah Gamblin-Luig (@CommsDom) September 3, 2020

Thanks for joining us today!

P.S. If you’re looking for more chats like this, make sure to meet us virtually for #S4SCON where we’ll connect live on important #SocialGov topics, Q&As and so much more. How do you make the most out of a virtual event? Here’s how: #GSMChat https://t.co/KgQlKUjC3t

— Government Social Media (@GovernmentSM) September 3, 2020

Great topic and conversation today for #gsmchat! It was great to connect with everyone and learn from all of you.

— Mark Van Baale (@markvanbaale) September 3, 2020

We appreciate the socialgov community supporting each other, sharing tips & helpful resources! For a full recap of the September 3, 2020, Government Social Media Chat, you can read through the whole chat on Wakelet.

Government Social Media Chat is your chance to get advice and ideas from your government social media peers across the U.S. We e-meet on Twitter bi-weekly to unpack social media issues specific to the socialgov community, share thoughts through guided questions and destress together. Search “#GSMChat” on Twitter every other Thursday to join in.

Best communicate with the public you serve by becoming a part of the free Government Social Media network — only available to full/part-time employees of government or educational institutions. Get access to socialgov-specific resources, like the COVID-19 SocialGov Hub group, and other organized content. Virtually collaborate with each other, share advice, get input, tips & more by joining the Government Social Media network today.