Rethinking Social Media Strategy in the Public Sector

Too many public institutions treat social media as a noticeboard—posting updates to tick a box.

But social media isn’t just for broadcasting—it’s for engagement, transparency, and trust-building.

In an increasingly digital world, the relevance of social media in public sector communication cannot be overstated.

As I prepare to facilitate a workshop for public sector communications professionals this week, it is timely to reflect on why social media strategy in the public sector deserves special attention—and how it differs from the commercial or private sector.

Unlike businesses that use social media to drive sales or build brand loyalty, public sector institutions operate within a unique framework: one that prioritizes transparency, public accountability, service delivery, citizen engagement, and trust.

Yet, for many government agencies and public institutions, social media is often treated as a checkbox—something to exist rather than a tool to be maximized. The result is one-way communication: informing but not engaging.

But this approach is outdated and ineffective.

The Role of Social Media in Public Sector Communication

Social media offers public sector institutions an unprecedented opportunity to:

1. Inform the Public Quickly and Accurately Social platforms can disseminate updates on policy, public health advisories, educational reforms, or emergency responses in real time. But information alone is not enough.

2. Engage Citizens and Build Trust By creating two-way conversations, institutions can increase transparency and trust. This means responding to comments, hosting live Q&A sessions, and acknowledging public concerns.

3. Strengthen Civic Participation Social media can be a platform for public consultations, polls, and forums where citizens actively participate in shaping policies and decisions that affect them.

4. Manage Crises and Dispel Misinformation In times of crisis or during industrial actions, social media can help institutions manage narratives, provide facts, and demonstrate responsiveness.

5. Promote Accountability and Openness Social media platforms create digital footprints that can be revisited, referenced, and scrutinized—helping reinforce accountability.

7 Tips for Effective Use of Social Media in the Public Sector—Even with Low or No Budget

1. Start with a Strategy Don’t post for the sake of posting. Develop a simple but clear strategy: What are your communication objectives? Who is your audience? What platforms do they use? What kind of content resonates with them?

2. Create an Engagement Calendar Plan ahead. Use free tools like Google Sheets or Trello to build a simple monthly calendar of key messages, events, or campaigns. Schedule recurring content like #FactFriday or #KnowYourRights.

3. Use Free and Low-Cost Tools

4. Involve Departments and Citizens Your audience wants to see real people and real issues. Feature departmental staff, field workers, or citizen stories. Use interviews, testimonials, or behind-the-scenes videos.

5. Respond to Comments and Messages Social media is not a notice board. Replying to comments or acknowledging feedback is vital. It signals that the institution is listening and responsive.

6. Educate, Don’t Just Announce Turn complex policies or services into simple posts, infographics, or animated videos. Use storytelling to explain why initiatives matter.

7. Track and Report Results You don’t need expensive tools. Start with native analytics (Facebook Insights, Instagram Analytics, X Analytics). Track what works—what content gets shared, liked, or commented on—and adapt accordingly.

Case Study: Ghana Health Service During COVID-19

A good example of effective public sector social media use was during the COVID-19 pandemic. Ghana Health Service utilized Twitter and Facebook to:

• Share daily case counts and vaccination updates,

• Debunk myths and misinformation,

• Host live Q&A sessions with health professionals,

• Translate key messages into local languages.

This helped position the institution as a trusted source of information during a volatile time.

Final Thoughts

The value of social media in public sector communication lies not in the number of posts but in the quality of conversations. Institutions must move beyond monologues and embrace dialogue. Whether it’s a metropolitan assembly, a public university, or a national agency, every institution can—and should—use social media not just to inform, but to engage, educate, and build trust.

As public sector communicators, our job is not just to push out messages. It is to connect. And in today’s digital landscape, social media is one of the most powerful tools we have to do just that.