Elevating Your Reach to Feds on Social Media Platforms:

Lessons from the Federal Media and Marketing Study

Federal government employees are visiting social media sites more frequently than ever before. Across the board, social media use has increased, including upticks in the use of Facebook, LinkedIn, YouTube and Twitter. But the increases in all of these paled in comparison to the millennial darling Instagram-54% growth from 2017 to 2018! We’ll go into more on Instagram in a little bit…

social mediaPersonal mobile devices have blurred the lines between one’s work and personal lives, especially on social media. Even if work devices have certain social media sites blocked, personal devices, a 24/7 companion for many, have made it so social media marketing can’t be ignored and can be a dynamic tool for marketers. According to the study, a majority of feds (62%) acknowledged having seen work-related advertising while they are visiting sites (including social media) for personal use, and of those, over half (57%) acknowledged having had clicked through at some point.

So, you may ask “How do I make sure my company’s social media content is engaging and clickable?” Social Media Today points to visualization: “Visuals are key to maximizing your social media presence, and the emergence of image-based formats like Stories has only exacerbated this.”

Now back to the noted rise in Instagram… the growth in popularity of Instagram and story functions across social media sites is driven by imagery, including infographics, and can increase your visibility and help drive click-through and readership. Don’t worry that your brand will be co-located with consumer brands and pictures of pets; the mash up of those things is what makes it more visible and appealing to today’s audience. The “work brain” and “home brain” operate together in today’s younger audience.

To help B2G marketers, Market Connections looks at resources and best practices to help our clients achieve goals for reaching their public-sector audiences.

With that in mind, we are sharing Social Media Today’s article on 2019 Social Media Optimization Guide. This guide provides the latest data on dimensions needed for all aspects of visual imagery on social media including popular sites like Facebook, LinkedIn, Twitter and Instagram, and will help prevent marketers from making the most common mistakes such as using incorrect sizes or resolutions that can inadvertently make posts or sites appear unpolished and unprofessional.

Market Connections’ action-based research can also support your federal marketing needs by identifying the best platforms to reach your target audience with our Federal Media & Marketing dashboard or creating primary, research-based thought leadership and marketing content (including infographics, white papers, webinars and blogs) you can use to share across social media and other market channels.

Additional resources:

Learn how social media and other marketing tactics should fit into your overall strategy for reaching federal audiences. Watch a recording of part one of our three-part webinar series, Marketing Tactics & the Federal Environment.

Finally, we invite you to join us for our upcoming webinar: Media Habits in a Time of Change: A Federal Media & Marketing Study Webinar on Wednesday, February 13 from 2-2:30 PM EST.

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