The 2027 Social Media Playbook for Public Agencies

What to Stop Doing, Start Doing & Do More of in the Year Ahead

Social media continues to change and what worked for public agencies a few years ago may not be what gets results today. As we kick-off 2027, it’s time to take a fresh look at how your agency is using social media and where small shifts can make a big difference.

In this one-hour TOC Briefing, we’ll break down what public agencies should stop doing, start doing and do more of to create stronger content, reach more people and build meaningful connections with their communities. We’ll look at evolving trends, common habits that may be holding your content back and practical strategies to help you approach the new year with a stronger social media game plan.

Topics covered include:

• Social media habits and outdated practices it may be time to leave behind
• Creating less “government-looking” and more people-focused content
• Using short-form video and authentic storytelling more effectively
• Balancing polished content with timely, relatable and behind-the-scenes content
• Making content more searchable and discoverable
• Creating content people want to share, save and engage with
• Using collaborations, partnerships and employee voices to expand your reach
• Using AI and new tools strategically without losing authenticity
• Paying attention to the metrics that actually help improve your content
• Building a realistic social media strategy and priorities for 2027