GUEST COLUMN.

During my interview for the manager position in Plainville, a council member asked if I’d be comfortable responding to Facebook posts on the community page. I certainly wasn’t comfortable being online. But, after a long pause, I said I would continue the practice of posting to combat misinformation.

It wasn’t long before I realized that Facebook, like the other platforms, can be a powerful way to communicate. From that point on, I have been focused on learning as much as I could about social media.

I recognize that social media frustrates local government leaders on a daily basis, and that misinformation spreads faster than facts, that negativity dominates the comment sections, and residents expect instant answers. However, despite these challenges, social media is still the best communications tool local government has ever had.

Think about it for a minute. Anyone who started their career prior to the launch of social media had to deal with the local press, which had complete control over what was printed. That restriction no longer exists. You are free to communicate directly with your residents on multiple platforms, anytime, day or night. If local government leaders don’t tell their story, someone else may, and there’s a chance that won’t be accurate.

It’s no wonder social media can feel like a burden and a risk. It amplifies conflict and emotion. People often engage only when they’re angry or inconvenienced. Unchecked, rumors can become “facts” within hours. It’s easy for a small issue to become overblown.

But if a government is proactive, then that hazard can be lessened. I recall a special effort our team made to create a preemptive post about diseased trees in Norton Park, the premier park in Plainville. We posted a video to inform and educate residents on why we needed to take the trees down before a single tree was tagged or any action took place. This prevented what could have been days or weeks of angry posts as residents were confused or annoyed by the activity.

Social media is a powerful tool to leverage transparency and engagement. It’s free, immediate, and direct. It bypasses traditional gatekeepers and allows municipal employees to speak directly to residents. It creates visibility into government work that residents never see. Local government is full of great stories, but we rarely tell them.

Educating residents about the work of government isn’t easy, but it’s important. People don’t always understand what the department of public works does daily, why road projects take so long, or how budgets work. Employing a behind the scenes look approach or spotlighting employees and the roles they play helps to humanize and connect with the community. Improving engagement requires regular posting. Consistency builds credibility and credibility builds trust.

One of the most powerful ways to use social media is through videos, not just text. Video uses facial expressions and tone of voice to foster an immediate emotional bond, which is crucial for building trust in seconds. People scroll quickly through facts and figures, but they pause for faces and voices. Tone gets lost in text, but video adds humanity, and it feels personal and direct.

As a manager, I’ve learned that residents want to hear directly from their community leaders. Part of the engagement strategy I use is a weekly video format called the “Manager’s Minute,” which is a short-form video about 1-2 minutes long. The format is informative, educational, and sometimes entertaining on a variety of municipal topics. This model works well because it is relatable and repeatable. This format allows us to tell our stories from the manager to the library director, to a public works driver.

The real value is not in the number of “views” or “followers,” and it’s not about going viral, it’s about connection and credibility. Each video and each new topic builds a stronger connection with residents and creates opportunities for engagement. That engagement also brings comments, both good and bad, and it’s important to respond to them.

Engagement can reduce tension when residents feel heard. Comments allow for two-way communication rather than one-way announcements. Residents may not always agree, but they will feel acknowledged.

I recognize that there is a great reluctance among some managers to engage in social media based on the experience of watching some very active keyboard warriors light up their local Facebook page. However, let’s put this into perspective. It’s likely that the noise and complaints are coming from the same ten people (STPs). These STPs don’t reflect the community at large, and when the manager or mayor steps in with consistent content, the playing field changes. Residents want transparency, access, and reassurance that their government is acting in their best interest. Social media, especially video, is the fastest way to provide that reassurance.

Social media isn’t going away. The only question is whether local government will use it to build trust or let it be used to tear trust down.

The contents of this Guest Column are those of the author, and not necessarily Barrett and Greene, Inc

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