15 Best Government Social Media Accounts to Learn From

15 Best Government Social Media Accounts to Learn From

In a sea of official accounts, some stand out through their innovative approach, engaging content, and ability to foster a positive relationship with their audience. 

In this section, we’ll highlight some government social media accounts that have cracked the code to effective digital engagement. We’ll also take a look at valuable strategies and lessons to help you refine your online presence. 

Here are the 15 best government social media accounts to learn from:

1. Alaska State Troopers
2. Centers for Disease Control and Prevention
3. City of Las Vegas Government
4. Clovis Police Department
5. Consumer Product Safety Commission
6. Defense Advanced Research Project Agency
7. Department of Health and Human Services
8. City of Tampa, Florida
9. Detroit Police Department
10. FBI Cyber Division
11. U.S. Department of Education
12. NASA
13. National Ocean Service
14. National Park Service
15. The White House

1. Alaska State Troopers

While many organizations view social media primarily as an opportunity for content promotion, reaching new eyes, and showcasing their offerings, federal government agencies navigate these waters with a slightly different compass. 

Of course, shining a light on their achievements and introducing themselves to the public remains key. However, social media can be leveraged for something more impactful: disseminating public safety information. 

Take, for instance, how the Alaska State Troopers use Instagram posts to educate and inform the public: 

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In distributing this kind of content, it’s best to showcase practical aspects of your work. This way, the message gains an added layer of authenticity, fostering a deeper connection with your community.

TIP: To achieve a similar result, personalize your content for maximum impact by showcasing government officials in action. Complete the post with a spot-on description containing humorous, educational or informative content (or a combination of the three) and a compelling CTA, and you’re good to go!

2. Centers for Disease Control and Prevention

Social media thrives on visuals, but what happens when your mission isn’t the definition of aesthetic? And what if you must navigate the sensitive territories of privacy or identity?

Public agencies like the CDC have come up with a unique approach to tackle this problem:

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Through animated videos, they effectively disseminate crucial health guidance to the wider public, proving that with a little creativity, any mission can shine on social media.

TIP: If privacy standards limit your ability to post, invest resources in animated content creation. This strategy works for both video and photo posts and adds a playful touch to your social media presence.

3. City of Las Vegas Government

When you think about Las Vegas, you naturally associate it with casinos, shopping, entertainment, and nightlife. However, there are plenty of other things the city offers, and the @cityoflasvegas found the perfect recipe to showcase them: 

By leveraging the Instagram Reel format, they manage to showcase different aspects of the city’s culture. In this video, for instance, they pay tribute to one of Jane Stewart, also known as ‘the First Lady of Las Vegas’.

TIP: When showcasing your area, don’t stick to clichés  — instead, shed some light on various aspects surrounding the city’s history and identity. Not only does this help you attract and establish a more diverse community but it also enables you to educate the public on a wider range of topics.

4. Clovis Police Department

Hosting events presents a golden opportunity for federal agencies to connect with their communities on a more personal level. 

However, turning these events into successful engagements demands a solid marketing push. Luckily, the Clovis Police Department has this down to a science. Periodically, they bring the community together by hosting fundraisers for various social causes: 

By leveraging donuts — typically associated with the police in pop culture — they not only build anticipation and excitement for the event but also position the Clovis Police Department as a deeply citizen-oriented agency, committed to fostering an engaged community.

TIP: To replicate this initiative, think of ways to link your real-life efforts with your social media presence. It doesn’t need to be a black-tie event. Instead, opt for a laid-back format where community members are excited to show up — because who doesn’t like donuts?

5. Consumer Product Safety Commission

With 40% of Americans saying that they trust the government in 2023, one thing is for sure: social media marketers should aim for one critical goal, which is earning the trust of their audience.

And one way to do this is by using social media as a way to educate the public on immediate risks or health hazards, much like the U.S. Consumer Product Commission does: 

As you can see in this example, as a government agency, your content should act as a reputable resource. When sharing information, especially statistics or health/science data, provide sources or links to official documents, reports, or websites where constituents can find more information.

Remember, your tone should be professional. Keep your posts  clear, concise, and free of jargon. If technical terms are necessary, include simple explanations. In time, constituents will gravitate toward your social media pages to get accurate information and news, since they know you take things seriously.

TIP: Leverage social media to make public service announcements, with clear instructions and resources to guide your audience. This is a straightforward strategy to enhance public trust and engagement.

6. Defense Advanced Research Project Agency

The very organization credited with creating the internet excels in leveraging video content to both educate and captivate their audience. DARPA employs brief video segments on LinkedIn to showcase the advanced technology they’re working on:

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Using the voice of a specialist working on the project introduces the people behind this initiative to the public. This serves a dual purpose: to get public support for government initiatives and raise awareness on certain topics. Additionally, the added captions help to increase accessibility for viewers, contributing to a more inclusive space for those with hearing loss or deafness. 

TIP: If your agency works in a similar field, use your social platforms to show constituents what it is that you *actually* do. This not only educates your target audience but can also determine followers to hit the share button, ultimately boosting engagement.

7. Department of Health and Human Services

The essence of managing a successful social media account lies in finding the most effective type of content to convey your message. 

This is why the Department of Health and Human Services (HHS) recognizes the unparalleled impact of video content on social media:

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Their video addresses the violation of human rights, demonstrating a hands-on approach to tackling this issue. This helps them showcase their initiatives and implementation efforts while raising awareness and educating the public on the topic.

After all, on YouTube, the world’s second-largest search engine after Google, government agencies have a prime opportunity to make their content discoverable to millions. That’s dedicating time to craft professional, educational, and engaging videos certainly seems like a worthwhile endeavor.

TIP: Boost discoverability on YouTube by optimizing your video descriptions, titles, and tags. Furthermore, to improve accessibility, provide accurate captions that include descriptions of any sounds that have no visual equivalent.

8. City of Tampa, Florida

TikTok’s built-in virality factor draws in more and more government agencies, including the City of Tampa. They use the platform to inform the public about upcoming events, present tourist attractions, and showcase unique aspects of the city:

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On their profile, it is not uncommon for Mayor Jane Castor to make an appearance, bridging the gap between public authorities and constituents. But what really sets the City of Tampa apart is the incorporation of elements like trending sounds, meme templates, and social media mascots into their content. 

In this case, they leverage a highly-anticipated event like Taylor Swift’s concert to better promote what the city has to offer and to solidify their community among the artist’s local fanbase. 

TIP #1: Just because TikTok is typically associated with a younger user base doesn’t mean you should shy away from the platform. Instead, explore its creative features and engage in viral trends to showcase a different side of your agency to new audiences. 

TIP #2: To keep your presence on the platform relevant and engaging, think about inventive ways to customize your content.  Incorporate puns, leverage popular sounds (like the viral Taylor Swift song in the backround of the example above). and include a handful of short and longtail keywords that are relevant to the content itself for boosted discoverability.

9. Detroit Police Department

According to a study from the Pew Research Center, ‘compared with members of Congress, Americans view the actions of local elected officials much more favorably.’

This enhanced trust likely stems from the greater visibility of local authorities within the communities they serve — such as participating in local events, making appearances at local institutions, and being active in residents’ daily lives.

The Detroit Police Department, for example, has an incredibly active online presence across social media. In fact, they frequently post Instagram Collaboration posts with their second account, @detroitrewardstv: 

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This approach, combined with the engaging Reels format, highlights their commitment to serving the public while also capitalizing on the power of social media to foster a deeper, more transparent relationship with the community.

TIP: Working with secondary accounts on social media can significantly amplify your reach and impact as a local government agency. Use Instagram Collabs to showcase your involvement and activities in the community, much like the Detroit Police Department does.

10. FBI Cyber Division

When you think of the FBI, it’s hard not to picture the over-glamorized version that features men decked out in sleek shades and sharp suits. However, the roles within the bureau extend far beyond those Hollywood archetypes. In fact, there’s quite a bit of mystery surrounding what the FBI actually does. 

This is where a solid social media presence becomes crucial in explaining the organization’s daily operations. Take this great example from the LinkedIn account of the FBI Cyber Division:

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Besides educating the public on topics related to cybercrime, they also post press releases and other resources that help to demystify government work. 

Additionally, if you pay close attention, you’ll notice how they incorporate the hashtag #FBI in most of their posts. This helps them transition from yet another government agency to an actual brand. 

TIP #1: Create a trademark hashtag — something as easy and straightforward as #thenameofyouragency will work — and incorporate it in your social media posts to make your brand instantly recognizable and position yourself as a reputable source of information. 

TIP #2: To educate the public on prevalent issues effectively, let your audience guide your content creation process. Then, link to your long-form content from other platforms to provide more in-depth educational resources or guide constituents toward your digital services.

11. U.S. Department of Education

One of the main challenges government agencies face on social media is making complex information accessible and easy to grasp for everyone.

The U.S. Department of Education exemplifies how to tackle this challenge head-on, opting for catchy visuals to ensure its messages are both engaging and impactful. Take, for example, their approach to discussing scholarship opportunities on Instagram:

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Instead of relying on overly-saturated text posts filled with statistics, hotline numbers, and links to third-party websites, the agency elevates its message with a simple yet powerful visual representation.

TIP: When it comes to visuals on social platforms, always go the extra mile. According to studies, Instagram videos get twice as much engagement compared to other post types, highlighting the value of incorporating visual elements into social media strategies.

12. NASA

NASA stands in a league of its own when it comes to space exploration. It makes sense, given that there’s a natural curiosity surrounding the mysteries of the universe.

Yet, having such an engaging topic at its disposal doesn’t automatically translate to a compelling social media presence. That’s why, to captivate its audience, NASA employs several smart strategies. One of them involves creating various Pinterest boards:

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This helps the agency diversify its content palette, incorporating everything from HD images and videos to stunning Rich Pins complete with informative links, ensuring there’s always something new and engaging to discover.

TIP: To achieve similar results, develop a Pinterest strategy. If you promote public health initiatives, share healthy recipes or nutrition tips. If you’re an environmental agency, post eco-friendly practices and green living ideas. This helps you become relevant beyond your immediate field.

13. National Ocean Service

Did you know that ‘ocean literacy’ is a thing? Imagine venturing into the depths of the ocean, learning about a variety of aquatic species, or uncovering actionable ways to support environmental initiatives. 

These are just some of the content pillars that guide the National Oceanic Service’s content strategy, and it pays off: they have a diverse content mix that keeps their audience inspired and engaged. 

TIP: To emulate this strategy, pinpoint the topics most relevant to your target audience. Then, structure your content around said content pillars. These could include anything, from educational content and breaking news, to historical facts and humorous posts.

Let’s analyze this example further: their striking images instantly grab your attention, while the insightful captions underscore the critical significance of climate science. On top of that, they leverage holidays relevant to their niche, add a pinch of humor, and link to their website, ultimately leading traffic there.

TIP #2: Don’t shy away from creating niche posts that align with specific interests. This approach is more likely to spark interest among constituents and generate measurable engagement, like generating traffic for your website.