Social media can enable clear and concise messaging through regular updates, infographics, short videos and accessible language that resonates with young people. Image: REDPIXEL.PL/Shutterstock.com
By: FEDweek StaffFederal agencies can help build trust of younger people by making better use of social media, including for engaging with members of the public rather than simply putting out information, says a posting by the Partnership for Public Service.
It said that a survey it conducted in September showed that just 30 percent of those age 18-34 trust the federal government and only 49 percent have a favorable view of public servants, compared with 42 and 75 percent for those age 65 and older. “This trust deficit may be a factor in why employees under 30 compose just 7% of the federal workforce but 20% of the overall U.S. workforce,” it said.
Social media meanwhile “plays a bigger role in shaping the opinions of youth as compared to older demographic groups” with 18 percent of those aged 18-24 considering it their most trusted source of information about the government, more than double the overall number. “In addition, 56% of those aged 18-24 found it either very or somewhat important for agencies to have a social media presence, while only 38% of all our respondents did,” it said.
“It goes without saying that our government needs to deliver reliable, responsive and equitable services to build trust. However, transparent communication and effective storytelling are also critical in reaching this goal. If used effectively, social media is perfectly suited to forge this type of communication, enabling clear and concise messaging through regular updates, infographics, short videos and accessible language that resonates with young people,” it said.
It added: “Social media can also be leveraged for two-way communication, going beyond simply sharing information to actively engage an audience by hosting live Q&A sessions, using short polls and surveys, responding to comments and direct messages, and showing behind-the-scenes content to humanize our government.”
It cited the National Park Service and the TSA as examples of agencies effective in that way.
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