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A data-driven approach to government social media

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  • Proehl, Bryan

Abstract

This paper will describe how the City of Boulder, Colorado, has embraced data as an essential component of its social media strategy, leading to big gains in engagement, follower growth and return on investment of time. Discover lessons learned from the city's efforts to overhaul its social media team and strategy. Boulder, which saw more than 80 per cent gains in followers on Facebook and Twitter in 2016, has been working to enlist departments across the city—and community partners—to provide social media content that generates strong engagement and aligns with city communication priorities. Find out how data has been used to identify sought-after content and evaluate what is and is not working on social media, creating organisation buy-in for a new strategic approach.

Suggested Citation

  • Proehl, Bryan, 2017. "A data-driven approach to government social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 5(3), pages 221-227, September.
    • Handle: RePEc:aza:jdsmm0:y:2017:v:5:i:3:p:221-227
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    More about this item

    Keywords

    social media; government; analytics; data;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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