So they handed you the keys your department’s social media, eh?
For a newly appointed, hired or — let’s be honest — voluntold public information officer, inheriting the Wild West world of government, police, fire or school district social media can be daunting. At JGPR Academy, we have a number of helpful resources including our popular on-demand Social Media Basics for First Responders class. We also have a class detailing 15 social media terms used online by kids and young adults.
To take things further, consider our Advanced Social Media live class.
Twitter/X remains an important tool for PIOs, and journalists are still (despite what they may threaten) pretty much stuck to the platform every day.
That’s why we’re offering this handy guide specifically tailored for newly appointed Public Information Officers that involves focusing on the essential aspects of Twitter/X for public communication, engagement, and crisis management:
How to Use Twitter: A Guide for New Public Information Officers
Getting Started
- Create and Maintain a Professional Profile: Your Twitter profile should reflect your official capacity as a PIO. Use your agency’s logo as your profile picture, add a professional cover photo, and ensure your bio clearly states your role, mission, and any relevant contact information. Your agency profile page should have a clean, vector graphic of your department patch/logo/badge, and it should feature clear, large-sized art
- Understand Twitter Basics: Familiarize yourself with Twitter terminology such as tweets, retweets (RTs), mentions (@), hashtags (#), and direct messages (DMs).
Strategic Communication
- Define Your Goals: Determine what you want to achieve with your Twitter account. Goals may include disseminating public information, crisis communication, engaging with the community, or all of the above.
- Know Your Audience: Identify the community you serve and tailor your messages to their needs and interests. Use language that is accessible and avoid jargon.
- Create a Content Calendar: Plan your content in advance. A content calendar helps you post consistently and cover all the topics important to your audience.
Best Practices
- Be Clear and Concise: Twitter limits tweets to 280 characters, so your messages need to be short and to the point. Use clear language and avoid ambiguity.
- Use Visuals: Incorporate images, videos, and infographics to increase engagement and convey information more effectively.
- Engage With Your Audience: Respond to questions, participate in relevant conversations, and acknowledge feedback. Engagement builds trust and improves the public’s perception of your agency.
- Monitor and Listen: Use Twitter’s search function and monitoring tools to keep an eye on what’s being said about your agency and topics relevant to your mission. Listening is key to understanding public concerns and sentiments.
Crisis Communication
- Pre-Designate Crisis Hashtags: Establish specific hashtags for crisis communication. This helps in organizing information and makes it easier for the public to follow updates.
- Be the First Source of Information: In times of crisis, aim to provide accurate and timely information. Being proactive reduces the spread of rumors and misinformation.
- Update Regularly: Provide regular updates to keep the public informed. If you don’t have new information, communicate what actions are being taken or when the next update will be.
- Coordinate with Other Agencies: Work together with other local, state, or federal agencies to provide consistent messages and share critical information.
Staying Safe and Professional
- Understand Privacy Settings: Know how to control who sees your tweets and how people can interact with your account. Ensure your privacy settings align with your communication goals.
- Be Mindful of Ethics and Legal Considerations: As a PIO, you represent a public agency. Always maintain professionalism, and be aware of the legal and ethical implications of what you share.
- Avoid Personal Opinions: Keep your tweets focused on your agency’s mission and objectives. Personal opinions can be misinterpreted as official statements.
Continuous Learning and Adaptation
- Stay Updated with Twitter Features: Twitter regularly updates its platform. Stay informed about new features and how they can benefit your communication strategy.
- Evaluate Your Performance: Use Twitter analytics to track engagement, reach, and the effectiveness of different types of content. Use this data to refine your strategy.
Conclusion
As a Public Information Officer, your presence on Twitter is crucial for effective communication in the digital age. By following these guidelines, you can use Twitter to inform, engage, and build trust with the community you serve. Remember, the key to success is consistent, clear, and proactive communication.