Back to School Series: Government

Before ever pressing publish on a social post, brands should set goals and parameters for their social presence. Setting goals and knowing what you are trying to achieve helps dictate content, frequency of posting, and engagement expectations. But just establishing goals doesn’t put great content on your social pages, that takes structure and governance. Consider aligning your social presences in the following ways: people, properties, and permissions. 

Governance At Work

Your goals will help shape all the components of your social organization, but each of these three elements must work together to accomplish social tasks.

People Pop Quiz:

  • Which individuals internally drive your social media?
  • Who else could potentially contribute useful content?
  • How do social team members coordinate within and across departments?


All big brands know that social media is a team effort. No one person can handle all the social demands that exist today. You may have a large social media or marketing team as well as contributors from across the company to help enrich social activity. Governance helps all these key contributors play their part in a robust social presence. Electing social officials helps your brand stay organized. Social team leads can align cross-departmental social activity and objectives while community managers maintain day-to-day contact with customers. Part-time contributors are able to do their part (submitting content, serving as subject matter experts) and many brands also include external contributors (partners, influential industry members, even customers).


Properties Pop Quiz:

  • What social properties do you utilize?
  • Do your product or service offerings vary regionally?
  • Does your brand provide multiple distinct products or services?


Consider the way government breaks down. We have municipal, state, and federal branches; each serve their own purpose while working towards a unified goal. You can structure your social business in the same way. Mapping your social properties to your audience's interests can create enriched social experiences. Corporate brand accounts often speak to the broad interests and values of a brand's audience. Segmenting additional brand presences by location accommodates hyper-local interests while segmenting by product lines or services provides niche focus (think a sporting brand with separate social accounts for golf, running, etc.)


Permissions Pop Quiz:

  • Are contributors aware of your social business objectives?
  • Do they offer the right mix of content for your social channels?
  • How do you protect individual contributors as well as the brand voice?


Once you have identified who will be social on your brand's behalf and where you want your brand to participate, it is important to align the two with the right level of permissions, training, and support. Social organization and governance equip your internal teams to publish and engage in meaningful ways. Providing strategic direction through initial and ongoing training helps to eliminate confusion within your social team. Beyond training, providing the right level of access, approval and escalation pathways helps to establish an infrastructure that protects your brand's reputation and safeguards employees.

Government officials, you're ready to take action. Want to take a step back and take in a history lesson? Read up here. Want to track the whole Back to School series? It can be viewed here. If you'd like to read ahead, we recommend The Social Business Textbook.

Be sure to check back with us every Tuesday and Thursday for additional chapters. See you next week, class!'s picture

Caitlin Greenwood

Caitlin Greenwood is the Community Manager at Spredfast. With a background and passion for journalism and creative writing, Caitlin fosters engagement and builds meaningful relationships across the Spredfast social communities. Follow her on @mcgreenw for all things pop culture, social media, and snapshots of her corgi Marfa.