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Over the past couple of weeks, we’ve shared how to take advantage of increased screen time among government audiences, as well as, how to effectively pivot your in-person meetings to virtual ones. Now we take a look at the pervasive online vehicle that only continues to grow in influence: social media. In addition to your own website and public sector media channels, social media is essential to reaching your target audiences.

According to our latest Federal Media & Marketing Study (FMMS), on average, nearly one-third of federal employees are spending 15 minutes or more on social media. It’s no surprise the top two social sites among feds are Facebook and LinkedIn with 4 out of 10 alone visiting Facebook daily. As government employees are tethered more to their computer, we expect these numbers to climb and the lines of personal and professional social media usage to blur even further.

The old adage of not being able to reach the public sector through social media no longer holds water. Whether it’s via professional social media channels (approximately 2.1 million federal employees are on LinkedIn), or the increased ability to view social media on personal devices, social media marketing should be a key part of your overall marketing mix.

Our Content Marketing Review highlights that the professional value of social media goes beyond just traditional awareness building. Nearly half of federal decision-makers and 7 out of 10 state and local decision-makers found professionally based LinkedIn and LinkedIn communities useful portals for accessing content for educational purposes. The efficacy of social media to deliver content even bled over to the traditionally personal social realm. One-quarter of federal and over half of state and local decision-makers felt Facebook and Twitter were also useful sources for work-related content.

Using social media can help you not only place you in front of your audiences, but also drive traffic to the content you’ve placed on other channels to help increase visibility and lead generation. It also allows others to help you drive traffic by making it shareable.

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How can we help?

While federal workers are not necessarily learning new dance moves on TikTok during the workday, they are seeing work-related ads on Facebook, connecting on LinkedIn and following current events on Twitter. Personal devices are present in the workplace and provide access to social media throughout the day. But as with any digital media, preferences can change, usage varies by age and the level of influence can differ by platform.

To understand federal decision-makers’ media usage habits and trends, for over a decade, Market Connections conducts an annual Federal Media & Marketing Study (FMMS). In response to the uptick in the use of social media among the general public, within this study we also ask federal decision-makers about the top social media websites they are using.

Purchase the 2019 FMMS Overview Report

Do Feds Access Social Media at Work?

Social Media Use Among Federal EmployeesPeople often think that security measures may keep federal employees from checking social media at work, forcing employees to drop their phones at security or leave them in their cars. However, the study found three-quarters of employees can carry personal or work-provided mobile devices into their work environment, providing them a device on which they can possibly check social media. It also found one in ten check their accounts during the workday (in the office), and one in five check during their lunch break. Not surprising, peak usage happens in the evening when four in ten said they check their social media.

Download the 2019 FMMS Infographic: Media Habits of Federal Employees – A Day in the Life

What Social Media Sites Are Feds Visiting?

Facebook continues to top the list with three-quarters (76%) of respondents saying they visit the site. In addition, one-third of respondents (38%) noted being daily Facebook users. This is no surprise considering the majority demographic of survey respondents, half of which are 55 or over and one-quarter being 45-54 matches that of Facebook’s fastest-growing audience. (According to AARP, a recent poll found that Facebook use had an 18 percentage point increase among those 50 to 64 years old and a 14 percentage point jump among people 65 and older.)

Second to Facebook, over half (56%) of the respondents listed visiting LinkedIn. However, interesting to note, while it was the second most-used social site, the frequency is much less, with only one in ten (11%) being daily users.

Instagram and Twitter have continued to experience some growth among federal workers, yet both tied for third with four out of ten federal employees sharing they use these sites.

Purchase a Subscription to the FMMS Dashboard for Detailed Results

Should We Consider Marketing to Feds on Social Media?

Social media is being used and is certainly a viable way to reach the federal audience, however, questions remain:

  • Who are they following on social media?
  • How are they using social media?
  • How would they react to work-related advertising on social media?
  • Are they concerned about privacy?

Are there other challenges and issues for those trying to market to feds via social media that should be considered?

The Federal Media & Marketing Study scratches the surface. To get a deeper understanding of social media usage among federal employees, in support of our federal marketing clients, we conducted a survey to answer these questions and more.

See results and insights from this study at our upcoming webinar: “How Are Federal Employees Using Social Media in the Workplace?” on December 12 from 2-3 PM ET.

Register for the webinar.

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