Communications Standards Updates: Social Media Strategy

Under our updated social media strategy, we are:

1. Prioritizing evergreen content for timeless value and ongoing engagement. 

Evergreen content focuses on subjects that aren't related to a specific deadline or moment in time. This content can be used and reused verbatim while remaining "fresh" to our digital audiences. Incorporating evergreen content enriches our content strategy with consistent, long-term engagement opportunities. By focusing on topics, tips, and strategies that aren't time-specific, we can maintain audience interest, improve search engine optimization, and maximize resource efficiency by reducing the need for frequent content updates.

2. Connecting all content to one or more "Why Clean Energy Matters" themes.

Weaving Why Clean Energy Matters themes into our content strategy ensures that every piece of content contributes to the broader narrative of EERE's importance. This approach not only educates our audience but also motivates them to support and engage with our energy initiatives, fostering a more informed community.

3. Curating content for high quality over high quantity.

Prioritizing quality over quantity is crucial to avoid drowning out our own messages. This strategic shift ensures that our posts have a more significant impact, driving core actions and fostering a more engaged audience. Additionally, by "decluttering" our own channels, we have a better chance at audience engagement since algorithms prioritize posts with higher engagement rates.

You can view the updated Platform-Specific Best Practices on the Social Media Requirements and Best Practices page to see our updated posting cadence per platform.

4. Tailoring content for platforms and audiences.

No two social media platforms are exactly the same, so our messaging typically shouldn't be the same on all platforms. By tailoring content to specific platforms and audiences, we enhance the relevance and resonance of our messaging. This approach allows us to be more thoughtful about content topics, increasing the likelihood of driving desired actions from each unique audience.

You can view the updated Platform-Specific Best Practices on the Social Media Requirements and Best Practices page to see the types of content we are prioritizing per platform.

5. Leveraging leadership amplification to engage audiences through real voices.

Messages from real people tend to be more engaging for audiences, especially on LinkedIn. Leveraging the engaged LinkedIn followers of Principal Deputy Assistant Secretary Jeff Marootian, Associate Principal Deputy Assistant Secretary Alejandro Moreno, our pillar deputy assistant secretaries (DASes), and our technology office directors allows us to capitalize on existing connections and effectively disseminate key messages, creating a more authentic and relatable communication channel.