By Jennifer Nentwig (APR-M), Principal, Tripepi Smith
Originally published in the California Special Districts Magazine. Visit the Member Submitted Content page to become a contributor and share your story with other districts.
For many public agencies, social media began as a straightforward tool for transparency and a reliable place to share office closures, holiday hours or press releases. However, as constituents increasingly turn to platforms like Instagram, Facebook or Nextdoor for real-time interaction, there is a growing expectation for agencies to evolve their digital presence into a dynamic, two-way conversation.
At Tripepi Smith, we have found that the secret to social media success isn’t just “being online.” It’s about having a plan that intentionally cultivates community. Whether you are building a comprehensive social media strategic plan or launching a high-impact campaign, such as our work for the Costa Mesa Sanitary District (CMSD), the foundation remains the same: High-impact creativity must be rooted in strategic planning.
Start with “Why”: The Comms Assessment
Before drafting a post or filming a Reel, you must develop a solid strategy. When we partnered with CMSD, we didn’t jump straight into content creation. Instead, we began with a comprehensive communications assessment.
An assessment identifies the current strengths of your digital presence and uncovers new opportunities. It asks: Who is actually following us? What information is the community looking for? How can we make our technical expertise more accessible? For CMSD, this meant evaluating their existing reach and identifying that the community needed clearer information regarding core services like organics recycling and proper waste disposal. By auditing the “current state” and implementing a strategic roadmap over a five-year partnership, we helped drive customer satisfaction from 72% to over 91%.
The Kickoff: Questions to Ask
To build a proactive strategy, gather your team and answer these critical questions to align your goals:
- What is the primary objective? Is the goal to inform, engage, celebrate or educate?
- Who is the audience? A retiree on Facebook has different information needs than a contractor on LinkedIn. Defining age, geography and digital literacy is essential to ensure your message is valued.
- Identify the Motivators: What does your audience already care about? Instead of a dry “compost your food scraps,” try a value-based approach: “fight climate change from your kitchen.”
- Define the Barriers: Are you facing public misconceptions, a low following or resistance to new regulations? Identifying these early allows you to pivot your messaging to address them head-on.
Tools and SMART Goals
Effective strategy requires a functional toolkit. Tripepi Smith recommends using a content calendar to plan weeks in advance, as well as leveraging brand and style guides to keep your agency’s visual brand professional and consistent. Most importantly, define success using SMART goals (Specific, Measurable, Achievable, Relevant and Time-bound). Rather than aiming for “more followers,” set a target to “increase Instagram engagement by 15% by the end of Q4 through three educational Reels per month.”
Case Study: Costa Mesa Sanitary District
Our work with CMSD demonstrates how targeted campaigns — informed by an initial assessment — can advance your organizational goals. By developing a comprehensive communications assessment and implementing strategic campaigns across social media, we helped CMSD increase awareness of their programs and services while increasing customer approval.
See the Strategy in Action: Scan the QR code to the left to read the CMSD case study and see how strategic planning leads to measurable community impact.
The Bottom Line
A social media strategy is not a static document. It is a living map that evolves with your community’s needs. By starting with an assessment, asking the right questions and consistently measuring against SMART goals, your agency can move beyond simple broadcasting and start building an engaged, digital community.