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Remember the stress of choosing your friends for your MySpace Top 8? Or the first time you “poked” someone on Facebook and didn’t quite know what it meant? Maybe you recall following your first trending hashtag on Twitter?
For many of us, these moments happened two decades ago. While the platforms have evolved, one thing remains constant: social media’s power to connect and tell meaningful stories.
At its core, social media is about creating connection and evoking emotions. It’s about making us laugh, moving us or making us think. But as we all know, the tools and strategies to get there are constantly changing.
These themes were at the heart of our presentation at the Mid-Ohio Regional Planning Commission (MORPC)’s 2025 Social Media Summit. Account Coordinator Jill Rebarchak and I had the privilege of presenting to an audience of about 90 public sector professionals, representing organizations such as the City of Columbus, City of Dublin, SWACO, Grove City, Fayette County, Franklin County and the Columbus Zoo & Aquarium.
The conversation focused on the ever-changing landscape of social media and its critical role in public sector communication. At MurphyEpson, we’re not only about impactful social media campaigns, but also about fostering deep engagement. Our team works on the ground, with grassroots and grasstops efforts that foster authentic relationships with our partners. We understand the importance of genuine connection, which is more important than ever.
Social Media in the Age of AI
The rise of artificial intelligence has led to an explosion of content being produced at an unprecedented speed. You probably know AI can generate a blog post (yes, like this one) in seconds, often leaving us questioning the authenticity of the message. That’s why it’s more important than ever to pause and understand a few foundational aspects before diving into the digital noise.
First and foremost: what is your strategic plan? Do you know who you are as an organization and what you’re trying to achieve? Have you aligned your key stakeholders to ensure that everyone is working toward the same goals? If not, you aren't as a team accomplishing nearly as much as you could be.
Many organizations struggle with this alignment. The question of "have we posted on social media?" should never come before "what are we trying to accomplish on social media?".
During our session, we discussed the "This or That" exercise. Is your voice witty or professional? Are you casual or formal? Do you focus on community or innovation? It’s a simple exercise, but it gets to the heart of your brand’s identity. The more alignment you have across your team, the better your social media outcomes will be. Your messaging should feel consistent, even when you deviate from the script.
You need that North Star to guide you, and that’s the strategic foundation that connects every piece of content back to your core objectives, all the way to your organization's most central mission statement.
Measuring Success: Engagement Over Numbers
Next, let’s talk about measuring success. You need to know what success is before you can be successful, right? There are plenty of metrics you can track: engagement, reach, link clicks and more. But what truly matters to your organization? We often recommend focusing on one or two key areas to define success. If everything is a priority, nothing is a priority.
For example, if you’re a local government agency trying to increase civic participation, engagement might be your primary metric. Those are likes, comments, shares and conversation around your content. On the other hand, if you’re a state agency looking to expand awareness about a new program, reach might be more important to measure. This translates to how many people have seen your message.
For many of our partners working with limited budgets or resources, we recommend doing a quarterly check. Are you seeing an increase in reach or engagement? These small, consistent measures help ensure that your social media efforts align with your goals.
Transparency in Government: A Growing Necessity
If you’re a municipality, state agency or federal government branch, trust issues are increasingly part of the conversation. According to a recent Pew Research Center study, only 24% of Americans express high levels of trust in the federal government to do the right thing “most of the time.”
At MurphyEpson, we understand that fostering trust in the public sector requires more than just statements. It requires ongoing dialogue and transparency. While you may not be able to hold 100 public meetings, social media offers an accessible way to provide transparency to your community.
For example, consider sharing behind-the-scenes updates about how decisions are made or what factors influence a particular policy. Live-streaming public meetings or sharing meeting notes, posting Q&A sessions with public officials or even simply responding to community questions in real time can create a sense of openness that strengthens trust. You won't win everyone over. But there's a real appetite from audiences for authentic communication. They want to be seen and heard.
Final Thoughts: Social Media as a Tool for Connection
At the heart of it all, social media remains about connecting authentically with others. Whether you’re a local government, a non-profit or a business, the essence of your messaging and the values you put forth should align with who you are and what you stand for. The world of social media is constantly evolving, but the importance of human connection remains unchanged.
One AI expert told me AI is like a calculator. It's a great tool, but it doesn't make you a mathematician. That means strong writers, strong storytellers and strong strategists will remain vital. Your humanity is what makes you different in this time. I venture to say a lot of folks in our world are diving too deep into AI. Don't fall for it.
The world of AI certainly poses challenges. But those challenges can just as easily be opportunities. I want our partners (and our team at MurphyEpson) to be empowered and inspired to find the authenticity and humanity in their communications. Slowing down, considering every word and discovering your "who" and "why" will make all the difference.
