With the constant evolution of technology, it is vital for organizations to incorporate a strategic approach to social media into their marketing plans to effectively connect with target audiences in new ways. Social media provides an excellent outlet for municipalities to build relationships with their community and grow their economic sector. However, it is imperative that a social media plan which considers best practices is executed in accordance with local and federal laws so that a positive image of the municipality is clearly portrayed and maximum citizen engagement is achieved.
Students from the TWC 422/522 Social Media in the Workplace course developed reports that take different approaches to the Social Media Planning Initiative. TWC 422 spent the semester researching best practices and uses for social media in Glendale, while TWC 522 generated research-backed recommendations for policies, rules, and procedures to support a new social media manager position. Together, these two class reports provide Glendale with a path forward to enhance its social media presence in a way that is inclusive, engaging and strategically executed.