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City of San Leandro – Strategic Communications Plan | 19 <br />Social media user comparison to other public <br />agencies of similar population. <br />Location Facebook Followers Twitter Followers YouTube Channel <br />San Leandro 5,400 2,400 515 subscribers <br />Range of views of videos: 33 to thousands <br />With ad boost: 44,000 to 160,000+ <br />Citrus Heights 4,400 1,422 175 subscribers <br />Range of views of videos: 7 to 3,000 <br />Santa Barbara 2,100 18,000 1,200 subscribers <br />Range of views of videos: 10 to 900 <br />Merced 9,200 868 186 subscribers <br />Range of views of videos: 30 to 200 <br />Westminster 14,000 179 272 subscribers <br />Range of views of videos: 150 to 1,000 <br />Indio 25,000 2,643 195 subscribers <br />Range of views of videos: 25 to 80 <br />Develop Nextdoor strategy: Be carefully active. <br /> Nextdoor has become the platform of choice for <br />many residents at the neighborhood level. Public <br />agencies are prohibited from belonging to a specific <br />neighborhood Nextdoor, however an official account <br />enables the City to post information throughout the <br />community. It is vital the City post to this outlet as, <br />unlike other social media channels, this platform is <br />viewed by users as free from the bias of user-owned <br />accounts such as Twitter and Facebook. Care <br />should be taken to correct misinformation in a non- <br />aggressive manner and to not engage in general <br />discussion. <br />Cross promote City programing on YouTube <br />channel on other social media channels. The City <br />has generated excellent results on some YouTube <br />videos. This outlet could be promoted to more fully <br />engage with the public. Linking to new videos as well <br />as current productions on Facebook and Twitter can <br />help generate awareness. <br />Use Facebook Live to “broadcast” important public <br />hearings or other important City Council meeting <br />items, important community meetings, events, etc. <br /> This capability has numerous benefits, including <br />the ability to facilitate public comments during a <br />meeting and broaden the reach of viewership. It also <br />provides a more common and popular venue than <br />the City’s YouTube channel. <br />Respond occasionally to social media comments. <br />All posts should be actively monitored to respond <br />to questions, acknowledge feedback, send poster <br />to other sites, etc. This customer service orientation <br />is in place on-site within City Hall and should be <br />mirrored on social media. This is also how the City <br />can increase those who follow or like their local <br />government. <br />Use humor, carefully, to connect with residents. <br />Incorporating humor can be an effective tool used <br />by government communicators to connect with <br />community members. It is especially beneficial when <br />a mistake is made in carrying out service delivery. <br />Care must be used, however. Note: Billy Bob did get <br />adopted. <br />The City of Santa Clarita used Facebook Live to <br />stream the community vigil following the shooting at <br />Saugus High School.