At Spire, we’re passionate about helping clients truly connect with their audiences. While traditional comms remains important as ever, social media offers unique opportunities to reach people where they are, tell compelling stories, and create a genuine conversation. This is as true in the federal space as it is in industry.
Public sentiment about the government matters. It can influence budgets, enlist citizens to participate in programs, encourage regulatory compliance, and more. Using social media to convey the importance of your mission is a great way to rally support directly – through likes, comments, and shares – and demonstrate that your agency is delivering value to the American people.
Spire takes inspiration from several federal social media accounts that do this well. Some are funny. Some have swagger. Some speak directly to citizens. But ALL have a clear grasp of the power of social to serve their objectives.
Here are nine government feeds that exemplify the power of social to educate, enlist, and engage audiences in service of federal agencies’ missions.
National Park Service (NPS)
The fact that NPS is at the top of this list isn’t surprising. Everyone – comms and non-comms people alike – knows that this is the Wendy’s of the federal space. But we don’t just love the NPS social feed because it’s witty. We love It because it’s effective.
With every meme-like photo or 140-character rebuttal, NPS shares an educational blog post related to whatever hilarious topic they’re joking with their followers about.
When you encounter others on a trail, offer a friendly “hello” or a nod. This helps create a friendly atmosphere. If you approach a trail user from behind, announce yourself in a friendly, calm tone. Yelling “that chipmunk stole my car keys, run for your lives” is not helpful.
— National Park Service (@NatlParkService) March 22, 2023
Defense Advanced Research Project Agency (DARPA)
The organization that invented the internet is supreme at using video to educate and engage their audiences. On LinkedIn – and across their social feeds – they use short videos to demo complex technology they are developing while also inspiring viewers to engage in the comments with their POV about said tech.
(Full disclosure: DARPA’s social presence has been managed by Spire since 2009. Still, the content of this agency’s feeds speaks for itself.)
Centers for Disease Control and Prevention (CDC)
Instagram is all about images, but what if your mission isn’t as photogenic as, say, national parks or helicopters? What if your work intersects with privacy or identity concerns?
The CDC solves for this in style by posting educational carousels in a series of images to share important health advice with the general public.
View this profile on Instagram
National Oceanic and Atmospheric Administration (NOAA)
What’s cooler than cool? How about a blizzard or an ice storm? Amazing natural events like these are commonly featured on NOAA’s Instagram.
The agency’s photos stand out and catch the eye, and the captions help raise awareness of the importance of climate science.
View this profile on Instagram
Environmental Protection Agency (EPA)
The EPA has a strong Instagram presence where it regularly shares nature-specific reels from expert staff members and partners.
By featuring actual scientists and analysts, EPA capitalizes on the passion their staff have for their work and effectively conveys the agency’s commitment to protecting human health and the environment.
View this profile on Instagram
U.S. Navy
Meet the real top guns and mavericks – and see highlights from service at sea – on the U.S. Navy’s LinkedIn page.
This storied service branch routinely highlights service members and their contribution to national security, effectively putting a relatable face to the mission.
The White House
The White House regularly hosts live events across its social channels. In fact, it streams every press conference and regular televised event via Facebook Live. This is an excellent example of making sure your message reaches your audience where they are.
Department of Health and Human Services (HHS)
Got a question about health? HHS is happy to answer during one of its Instagram AMA (Ask Me Anything) sessions.
In 2023, HHS held an AMA on Instagram to mark International Women’s Day. Attendees asked more than 10,000 questions about the department’s work to improve the health and well-being of women and girls.
View this profile on Instagram
U.S. Census Bureau
The Census Bureau is known for its decennial survey of the U.S. population. But that’s not the only time they conduct surveys.
As part of its #ShapeYourFuture campaign, the agency shared a series of Twitter polls and videos to drum up participation in the 2020 Census. This campaign represents one of the most successful and diversified social campaigns on Twitter to date.
Shape your future. Like this tweet to receive a reminder when the #2020Census is live. pic.twitter.com/MiTtT15xIW
— U.S. Census Bureau (@uscensusbureau) March 6, 2020
Make Social Media Work for Your Agency
While these aren’t the only government feeds worth following, they represent a great source of ideas and inspiration for any agency looking to get more value out of the time spent on socials.
And if your agency is looking for an expert consultation, check out our social media services. We’d love to help you boost your reach!
