From Tax Notices to Tomato Trolls: Lessons in County Social Media

County governments often face a tricky balancing act when it comes to social media. On one hand, their role is serious—sharing essential information about taxes, public safety, and commissioner updates. On the other hand, they’re competing for attention in a digital world dominated by entertainment, humor, and viral trends.

We recently spoke with Anna* the Communications Manager for a mid-sized county in North Carolina, about how her team navigates this challenge. She’s been in her role for just two years, but in that time, she has built a social media presence that keeps residents informed about everything from library card sign-up month to first responders’ week.

Building Structure: Calendars and Campaigns

For county comms staff, success begins with planning. Most organize monthly content calendars that include county updates, department campaigns, holiday posts, and commissioner reports. Anna schedules weekly posts through Hootsuite to ensure a steady flow of content, while leaving room for live coverage of events.

She acknowledged that it’s not just about posting, though—it’s about responding (see our last blog post on dialogue). She monitors comments daily, addressing questions, concerns, and even the occasional troll.

The Challenge of Tone

One of the biggest hurdles she highlighted? Tone.

Some counties have experimented with humor and “edutainment”—think firefighters acting out safety skits or witty posts about storm preparedness. These posts often generate high engagement, but Anna is cautious. Each community reacts differently, and with limited resources, she’s hesitant to risk alienating residents.

Still, our research shows that edutainment works. Residents are more likely to engage with content that entertains while it informs. The challenge is figuring out how to apply that lesson in a way that fits a county’s culture and capacity.

Inspiration Without Reinvention

Anna’s other concern will sound familiar to any government communicator: “How do I reach more people without reinventing the wheel every week?”

Despite steady follower growth (from 13,000 to 16,000), her pages’ reach still lag behind her population. Too often, residents tell her, “I didn’t know about that event,” even when it’s been posted across multiple platforms.

That’s where tools like our GovFeeds Dashboard come in. By analyzing data from 90 North Carolina counties’ Facebook pages, communicators can see what kinds of posts are working elsewhere—whether it’s tax updates, flooding alerts, or even a successful farmer’s market promotion—and adapt those strategies locally.

For smaller municipalities in particular, this kind of resource could be transformative, offering access to ready-made inspiration and evidence-based strategies.

A Human Side to County Social Media

Our conversation reminds us that while dashboards and analytics are powerful, social media is ultimately about human connection. Whether it’s handling a negative comment about moldy tomatoes at the farmers market or celebrating first responders, county communicators like Anna are in the trenches every day, bridging the gap between local government and the people it serves.

👉 What do you think? Should county governments lean into humor and entertainment—or keep things strictly official? Reach out and let us know!

*name changed for privacy