A successful government social media strategy is about more than creating posts—it’s about building relationships.

During GovLoop’s recent CX Community of Practice, “How to Create a Social Media Plan,” Ellen Kamilakis, Assistant District Administrator for Communications at the Virginia Department of Transportation (VDOT), shared how agencies can use social media to foster trust, engage communities, and communicate effectively during both routine operations and crises.

One of Kamilakis’ key messages was that agencies should think beyond a traditional social media plan and focus on a larger vision. For VDOT, that vision centers on serving the community and meeting people where they are. Social media, she explained, works best when it is human-centered and rooted in empathy.

That philosophy has guided VDOT through major events ranging from winter storms to the COVID-19 pandemic. During crises, Kamilakis emphasized that agencies should prioritize people over processes. Before residents care about what an agency knows, they need to know the agency cares. Communicators should focus on providing timely, useful information while acknowledging the concerns and emotions of the people affected.

Building that trust takes time. Kamilakis noted that successful social media communities aren’t created overnight through a single viral post. Instead, they’re built through consistent engagement and authentic interactions. Agencies should communicate in plain language, avoid overly technical jargon, and remember that every comment or question comes from a real person whose circumstances may not be visible.

She also encouraged communicators to view public feedback through a lens of empathy. What may seem like a minor inconvenience to an agency could represent a significant challenge for a resident. Approaching conversations with understanding rather than defensiveness can strengthen relationships and improve public trust.

Another practical takeaway was the importance of context. Kamilakis cautioned against scheduling content too far in advance without reviewing current events. News developments can quickly change how a message is perceived, making it critical to revisit scheduled posts before publishing.

Ultimately, the discussion reinforced that government social media is most effective when it serves a larger purpose: helping residents feel informed, supported, and connected to the people behind public services.

Want to hear more examples and practical advice from Kamilakis? Watch the full recording to learn how VDOT built an engaged online community and how you can apply those lessons to your own agency’s social media strategy. Also, be sure to register now for the next CX Community of Practice virtual discussion on Monday, July 13, from 4-4:30 p.m. ET/1-1:30 p.m. PT, where we’ll cover “Using Data to Tell Your CX Story.“