Social media marketing requires a two-way conversation. John F. Moore shared how government struggles to engage with citizens at the local level. Twitter isn’t a one-way megaphone.
Recognize that it’s a two-way street
Part of the challenge may be a willingness to engage in a real dialogue. For instance, I tweeted the North Carolina Department of Transportation to ask why they were paving half of I-95 at 9am on a Monday morning.
Not only was it bad timing, it seemed totally unnecessary — the highway looked freshly paved within the past few years. But @ncdot never replied to my question.
If you’re going to ask, you have to listen
“We want to hear from you. Why do you follow the NCDOT on Twitter? Send us a DM and tell us your story.”
That’s like asking people to call you…without telling them your unlisted phone number.
Look, I know it takes time to monitor and reply to mentions on social media, but effectively all of @ncdot’s posts are one-way tweets. Especially if you’re a public entity funded by taxpayers, be transparent. You owe us that much.
In retrospect, there wasn’t a ton of traffic that morning, so it was probably a good time to block half the Interstate in North Carolina. But the re-paving still seemed unnecessary, considering the existing asphalt had no visible problems. And @ncdot showed that it’s on social media to talk at its constituents, not talk to them.
In marketing — and especially in social media — don’t talk if you’re not willing to listen.
Photo credits: Karl Sakas