News and Journal
By Jim Hunt
In today’s world, where attention spans are short and digital conversations move faster than ever, cities have a powerful tool at their fingertips: social media. What was once a casual way to share birthday pictures or vacation updates has evolved into a strategic communication platform — and cities that understand its potential are seeing real results in boosting tourism, engaging residents, and building community pride.
The secret isn’t just being on social media. It’s about being good at social media. It’s about telling your city’s story in a way that feels authentic, exciting, and relatable.
In my book, The Entrepreneurial City: Building Smarter Governments Through Entrepreneurial Thinking, I talk about how the most successful communities today are those that learn to think like entrepreneurs — and that includes how they market themselves. In many ways, a city’s brand today is shaped online before a visitor ever steps foot downtown. First impressions are no longer made at the welcome sign; they’re made on Facebook, Instagram, TikTok, and YouTube.
Cities need to move beyond the basic “government announcement” model. Too often, municipal social media pages are dry and transactional — road closures, meeting times, garbage pick-up reminders. While important, this type of content doesn’t build a following; it merely informs a captive audience. To truly engage residents and attract visitors, cities must share experiences, celebrate stories, and create emotional connections.
A good place to start is with consistent, high-quality imagery. Invest in great photos of your parks, festivals, downtown scenes, historic sites, and natural attractions. People are drawn to places that look vibrant and welcoming. Highlight small businesses, profile local artists, and feature outdoor spaces in a way that makes viewers imagine themselves there. Visual storytelling creates a powerful first impression — and often a lasting one.
Equally important is showing the people of your city. Share short videos or quotes from residents about why they love living there. Spotlight volunteers, teachers, first responders, and young leaders. When people see faces they recognize — or faces that feel approachable — they are more likely to engage, comment, and share.
Another winning strategy is to lean into events and celebrations. If your city hosts a fall festival, summer concert series, farmers market, or holiday parade, use social media to build anticipation, share behind-the-scenes glimpses, and create a real-time experience for those who can’t attend. By doing so, you’re not just promoting an event; you’re creating a sense of shared excitement and belonging.
One often overlooked but highly effective tactic is using humor and light-hearted content. A clever meme, a funny photo caption, or a playful nod to local quirks can go viral and create a sense of community pride. Remember: people love to share things that make them smile.
Cities should also invite participation. Ask residents to submit photos, vote on favorite local spots, or suggest names for a new park. These small gestures create a two-way conversation, making citizens feel like active contributors rather than passive observers.
Of course, all of this requires planning and consistency. Cities that excel on social media often have a simple content calendar, ensuring a steady flow of posts that balance information, inspiration, and interaction. They respond promptly to comments and messages, building trust and credibility with their followers.
Finally, it’s crucial to partner with local influencers, businesses, and organizations. A downtown coffee shop with a thousand Instagram followers, a community theater group with an engaged Facebook audience, or a local travel blogger can amplify your city’s story far beyond your official pages.
At the heart of all successful city social media strategies is authenticity. Don’t try to copy what works in a major metropolis if you’re a small town — lean into what makes your community special. Whether it’s your beautiful riverwalk, your annual chili cook-off, or the charming old train station downtown, the magic lies in celebrating your own unique story.
When cities tell their story well on social media, the benefits are clear: visitors put your town on their travel list, residents feel proud to call it home, and a sense of community connection grows stronger every day.
In an increasingly digital world, smart cities aren’t just building roads and parks — they’re building a following. And in doing so, they’re building a stronger, more vibrant community for all.
