Keeping It Local: Why Public Officials Should Focus their Social Strategies on their Communities

In today’s polarized political environment, navigating social media as a public official can feel like walking a tightrope. With tensions high and trust in government at an all-time low, crafting a digital presence that resonates with constituents is more critical than ever. At Public Square Analytics, we’ve analyzed trends in online engagement for public officials, and one strategy stands out above the rest: focusing on the unique, positive aspects of your local community. Here’s why this approach works and how it can benefit both you and your constituents.

Moving Beyond Partisan Taunting

After a contentious election season, people are exhausted by the constant stream of national political debates and the polarized language. Newsfeeds filled with partisan arguments often leave audiences feeling frustrated and disengaged. As a local official, you have an opportunity to offer a refreshing alternative: content that brings people together, rather than dividing them further

Highlighting what makes your community special allows you to sidestep polarizing issues and focus on what unites your constituents. Whether it’s a post celebrating a local business, sharing photos from a community event, or showcasing the achievements of local students, this type of content appeals to a wide audience and fosters a sense of pride and belonging. By choosing to focus on the positive aspects of your community, you’re providing a much-needed reprieve from the divisive discourse that dominates national politics.

Building on the Trust People Have in Local Officials

While trust in national political institutions has hit historic lows, local officials remain a beacon of hope for many. Studies consistently show that people trust their local government officials more than their federal counterparts. This trust provides a unique opportunity for local leaders to engage their constituents in meaningful ways.

When you use your platform to highlight the good in your community, you reinforce the perception that you’re not just a distant figurehead, but someone who genuinely cares about the people you serve. This connection can translate into increased support, higher civic engagement, and a stronger relationship between you and your constituents. By emphasizing the local and personal, you’re building on the trust your community already has in you.

Focusing on Local Content is a Winning Strategy

A well-crafted social media strategy isn’t just about getting likes; it’s about building community and showcasing your leadership in a way that resonates with your audience. Posts that highlight local events, people, and achievements often perform significantly better than those that dwell on national political topics. Why? Because they feel relevant and relatable to your followers.

Constituents want to see that their local leaders are engaged in the day-to-day life of their community. Sharing posts about a new park opening, highlighting a local festival, or even giving a shoutout to a standout community volunteer shows that you’re in tune with the lives of the people you represent. These types of posts also invite interaction, as people love to comment, share, and add their own experiences. Over time, this strategy helps you build a loyal and engaged online following that appreciates your focus on what truly matters to them.

Public Square Analytics is Here to Help

At Public Square Analytics, we specialize in helping public officials create impactful, community-focused social media strategies. We know that maintaining a consistent online presence while juggling the demands of public office can be challenging. That’s why we offer tools and services to make it easier for you to share the stories that matter most to your constituents.

Our flagship app, VoxiFly, is designed to simplify the process of creating engaging social media posts. It provides ready-to-use drafts that highlight your local community, making it easy to post with just a few clicks. Additionally, we offer analytics to help you understand what resonates with your audience, so you can refine your approach and maximize engagement.

By partnering with Public Square Analytics, you can ensure that your social media presence reflects the pride and positivity of your local community. Let us help you focus on what matters most: connecting with the people you serve and showcasing the best of what your community has to offer. Together, we can create a digital strategy that strengthens trust, builds engagement, and keeps your focus where it belongs—on your local community.