5 Social Media Strategies That Helped This Government Business Grow
When you think of engaging in social media campaigns, government organizations probably aren’t the first thing that comes to mind.
However, the Utah Department of Transportation (UDOT) is rewriting the rules. Through their fun and relatable approach, UDOT proves that even boring topics like road construction can captivate audiences.
In one of The Boutique COO’s (TBC) favorite newsletters, Link in Bio, we see a breakdown of UDOT’s secret to success. Check out their exact strategies and some helpful tips from TBC’s social media managers on transforming the mundane into exceptional.
5 Lessons from UDOT’s Joyful Social Media Strategy
1. Creative Social Media Content Gets Seen
UDOT’s viral campaigns, like BridgeFest, demonstrate the power of creativity in grabbing attention. They turned a series of bridge projects into a festival celebration - making road construction exciting and shareable.
The key takeaway? Even the dullest topics can spark interest when you add humor, pop culture references, or current trends.
TBC Tip: Look at your own content. How can you reimagine your messaging in ways that surprise and delight your audience? Maybe a playful video series, a quirky hashtag, or a fresh meme could be the key to engaging your community. Creating content that people want to share is a huge advantage!
2. Storytelling on Social Media Gets Engagement
One of UDOT’s standout series, There’s a Reason for That, breaks down tricky topics into engaging bite-sized stories. These stories are easy to relate to because of their casual tone and focus on people - often featuring employees.
TBC Tip: Storytelling helps you connect. Share the people behind your brand, highlight customer successes, or tell a story your audience can relate to. Stories can transform even the most technical topics into relatable and compelling content.
3. Authentic Video Wins Over Production Quality Video
Aimee Colton, UDOT’s social media manager emphasizes that authenticity trumps polished production. We couldn’t agree more! Most of their content is created with an iPhone and simple editing tools. It keeps costs low and connects with audiences by focusing on relatable posts.
TBC Tip: It’s better to share something authentic and engaging than to overthink and miss an opportunity to connect. For example, instead of waiting to perfect a polished video about your team, share a quick BTS clip of your staff setting up for an event. Embrace imperfection and focus on creating content that feels genuine and relatable. Adding a comical trending sound on top of this could make it more impactful. And again, don’t forget to have fun!
4. Social Media Grows When You Collaborate
Collaboration is another cornerstone of UDOT’s success. For BridgeFest, they partnered with multiple government agencies, amplifying their campaign’s impact.
TBC Tip: Partnerships can greatly boost your reach. Team up with similar brands, influencers, or even your audience to create content that builds community and shares your message with new people.
5. Clear Brand Messaging is Crucial for Social Media Success
What sets UDOT apart is its ability to entertain while staying on message. Every campaign, no matter how playful, ties back to its goal of educating and building trust with its audience.
Fun doesn’t have to mean frivolous!
Your content can be educational while still resonating with your audience through humor or creativity. The balance between joy and purpose is where impactful content lives.
How to Apply UDOT’s Social Media Strategy in Your Government Business
UDOT’s joyful social media strategy shows that creativity and authenticity are universal currencies, even for government organizations.
Take a page from UDOT’s playbook and think about implementing the following strategies in your social media content:
Find fresh and creative angles to make “boring” topics exciting.
Craft narratives that resonate with your audience and highlight the human element.
Authenticity is more valuable than flawless production.
Build community and expand your reach through partnerships.
Make your content informative and engaging while staying true to your mission.
Again, don’t be afraid to have fun!
As social media managers, we have the power to turn ordinary content into something remarkable by thinking outside the box and keeping our audience at the heart of our messaging.
Create content that not only informs but also brings joy to you and your audience.
Now it’s your turn to make quality social media content
What’s one “boring” topic your brand needs to address?
At TBC, we can help you brainstorm ways to turn the ordinary into the extraordinary.
