Insights - Five Best Practices for Content CreatorsSocial media is a crucial method for agencies to connect with their communities and advance strategic communication goals. From service updates and emergency notifications to community event promotions and project milestones, platforms like Facebook, Instagram, X, Nextdoor and LinkedIn provide agencies with a direct line to those they serve. 

When managed intentionally, it becomes a tool that builds trust, improves civic engagement and reinforces transparency. This is especially important, given that local government communications are subject to public record requirements. Not only does social media content need to be accurate and accessible, but it also needs to inspire engagement to be successful. 

Best Practices for Public Agencies

1. Design Graphics and Images for Platform-Specific Ratios
Image dimensions directly affect how content appears in feeds. In particular, Instagram has shifted away from its square format toward vertical content. Currently, ideal dimensions across platforms vary: 

  • Instagram Feed: 4:5 (1080 x 1350)
  • Instagram Stories & Reels: 9:16 (1080 x 1920)
  • Facebook Feed: 4:5 or 1.91:1
  • X (Twitter): 16:9
  • LinkedIn: 1.91:1

Graphics that align with these formats help ensure text, logos and key information remain visible and legible.

2. Ensure Copyright and Usage Compliance
Local governments must comply with federal and state regulations when using photos or videos. Agencies should use original photography, properly licensed stock images and original graphics to avoid legal copyright issues. 

When residents, staff or community members are identifiable, agencies should take steps to confirm appropriate permission for use. In some cases, this may include obtaining and retaining signed photo releases. For community events, agencies can reduce risk by clearly notifying attendees through posted signage that photos or videos may be taken and used for agency communications, allowing individuals the opportunity to opt out or avoid being recorded.

3. Meet ADA Compliance
Agencies should ensure social media content is accessible. This includes:

  • Adding alt text to images so screen readers can describe visual content.
  • Captioning all videos, including short-form clips.
  • Avoiding graphics that rely solely on color to convey meaning.
  • Using sufficient color contrast and readable font sizes.
  • Limiting text embedded in images whenever possible.

4. Use Plain Language and Clear Calls to Action
Social media captions should be written in clear, simple language that avoids acronyms and technical jargon. The goal is to inform, not overwhelm. Clear calls-to-action help guide engagement and reduce follow-up inquiries.

5. Be Consistent and Intentional
Effective social media is about posting with purpose. A realistic content calendar aligned with agency priorities helps advance key initiatives without overwhelming the algorithm. Posting too frequently or inconsistently can signal low-quality or spam content, which may reduce reach and engagement. Visual consistency, including colors, fonts and logo placement, reinforces recognition and professionalism.

Ready to Strengthen Your Agency’s Social Media?

Tripepi Smith partners with cities, counties, special districts and private agencies to develop effective social media strategies tailored to your agency’s needs. From strategic planning to content creation, our team helps agencies communicate clearly and confidently.

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