5 Signs Your Council Social Media is Working

Social media can sometimes feel like just another thing on your ever growing to do list.

It can feel like there is no way to know if it is working or if you are just "posting for the sake of it".

For many councils, social media can become one more thing that needs regular attention as you respond to messages, comments and manage narratives. All whilst keeping residents informed, pointing people towards correct information and making complex council updates as accessible as possible. And it can feel relentless.

So how do you know if what you’re doing is actually working?

Here are five signs your council social media is making a positive impact.

1. Residents are sharing your posts  

Not because they’re entertaining, but because they’re useful. Clear updates, practical information, timely reminders. The kind of posts residents want others to see.

Example: The council shares an update on an event they are a part of, including dates and times. It can be as simple as a text only social media post or a clear image of an event poster, with an accessible caption.

2. Residents are asking better questions  

You’re not just getting “what’s happening?” or “where do I find this?”You’re getting more informed questions, because your content is helping people understand the situation before they comment.

Example: Instead of, "Can I register for an allotment?|, the council now receives more specific questions, such as "Is there a waitlist?", "Can I have the relevant contact information?"

3. You’re reducing confusion

When your messaging is consistent, plain-English, and well-timed, you see fewer repeat queries and less back-and-forth. People might not always agree with the council's position on a particular issue, but they are more likely to understand and engage in a more respectful way.

Example: The council posts the same clear information about a specific service across it's social media, it's website and through it's digital newsletter at least a week in advance. The post explains what's changing, when it starts and what residents need to do.

4. Your posts are driving real actions  

The best council social media doesn’t just inform. It helps residents do something: report an issue, apply for support, book a service, attend a consultation, read an update, or find the right contact.

Example: A post that explains how to report a pothole to the correct authority, with a clear link and simple steps. Residents report the issue directly to the correct authority, instead of asking in the comments who to contact or incorrectly assuming the parish council is the highways authority.

5. Your community trusts your channels as the source of truth  

This is the biggest one. Residents come back to your pages because they know they’ll get accurate information, delivered clearly, without drama.

Example: During a service disruption, people know to check the council's social pages first for clear, up-to-date information.

If you’re seeing these signs, your social media isn’t just active. It’s working. And if you’re not seeing them yet, it doesn’t always mean you need to post more.

Sometimes it just means you need a clearer structure and a more confident approach.

If you want help putting this into practice, our Hive Hub is packed with social media resources and examples to support your day-to-day work. It’s there to help you stay consistent, clear and confident across your channels.