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Social media is a superb platform for connecting with constituents, launching campaigns, and spreading awareness of causes. It is also a crucial tool for crisis communications.
But with almost everyone relying on social media today to build connections, how does one stay genuine in engaging with their online audience to become a trusted authority in the digital space?
Comms Room Channel reached out to Danni Hudson, Group Client Lead Manager at Snap Inc, to talk about the role social media plays in today’s communications, particularly in the government.
To influence behaviour change and encourage action, Danni and Snap have collaborated with businesses and government agencies to develop content strategies and put them into practice.
Here, Danni shares her thoughts on the relationship between social media and government communications:
How do you think today’s social media trends have affected government communications?
I remember everyday after school, I’d head home finish my homework and then pick up the home phone and talk to my friends. The most important and exciting conversations of the day happened on a device connected to the wall in our homes. Today, the same conversations and relationships still exist; they are just happening where we, and our devices are.
The constant changes in technology have evolved the way we engage, interact and communicate with each other in our daily lives, and at Snapchat, we have a front-row seat to an entire generation rewriting the communication rule book.
For Government organisations and departments, social media provides direct access to an audience who is engaged and actively choosing to be there. They are consuming and creating content, playing with augmented reality, and chatting with friends.
It’s platforms like Snapchat where governments not only need to show up, but engage with their audiences in the natural way audiences are consuming each social channel, to drive impact, effect behaviour change and become part of the conversation.
The social landscape is fragmented and can sometimes seem overwhelming but it’s important to understand the role and audience of each channel and tailor your message accordingly.
What are a few key learnings or tips for governments to deliver an effective message with online audience?
The best campaigns on social media are those that are authentic to their purpose and brand and created for the platform they are running. Jump on and learn the way people engage with each of the social platforms or digital environments.
This will not only accelerate your understanding, it will help you make informed decisions when planning campaigns. Digital natives are smart, they’ll call your bluff and they have lots of options so be considerate with your message, tone and how you show up.
As the Group Client Lead Manager for Snap Inc., what role has your organization played in helping government agencies improve their communication strategies?
My role at Snap is to advise a range of clients including government departments on better understanding the Gen Z and Millennial generation and the Snapchat platform. We work with brands and departments to develop strategies and implement tactics to help drive behaviour change and take action among our audience.
An example of this was the recent federal election and our partnership with the Australian Electoral Commission. Our goal was to help educate, encourage discussion and drive registrations and for young voters 18-24 years old.
In April 18, 2022, we successfully activated a bespoke content series, multiple augmented reality experiences, filters and paid video strategy. This campaign helped contribute to the biggest single-day enrollment in Australia’s history.
What are your next steps to help the government maximise social reach and impact in their delivery of services and implementation of programs?
I wish I could tell you that there was a one size fits all solution for every government to maximise their impact. We are here to create long-term change and sustained growth for clients – so education, not only on formats and placement, but creative message and tone are equally as important.
Understanding how you can develop a consistent message across all platforms and mediums, but which is still unique to the environment your message is running, is important.
You may also want to read: Snapchat: A platform that cares beyond social media (commsroom.co)
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
