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CITY OF LAKE ELMO <br />Communications Strategy <br />Questions on Social Media <br />The staff of Lake Elmo will monitor social media sites Monday through Friday, from 8:00 AM <br />to 4:30 PM. They will respond within one business day to specific questions posted on social <br />media, offering either information or directing users to the city website or other resources. In <br />some cases, staff may ask individuals to contact the city offline when appropriate (for <br />example, if it is a private matter or an issue of little interest to others). <br />Social Media Platforms <br />Facebook: https://www.facebook.com/LakeElmoMN <br />Instagram: https://www.instagram.com/officialcityoflakeelmo/ <br />LinkedIn: https://www.linkedin.com/in/cityoflakeelmo/ <br />Nextdoor: https://nextdoor.com/agency/city-of-lake-elmo/?i=snswjjjxsythlcbhmwjd <br />YouTube: youtube.com/@CityofLakeElmoMN <br />Measuring Success <br />Our communications mission is to establish trackable, measurable goals that enable us to <br />evaluate and refine the impact of our messages on the community. By leveraging data, we <br />can enhance our messages and the channels we utilize. The City of Lake Elmo tracks <br />communication workload metrics, including newsflash items and social media posts <br />published on the website. We also assess the influence of our communications on the <br />audience through reach, penetration, engagement levels, experiences, and opinions. Below <br />are specific methods we use to measure the impact of our communication efforts. <br />Engagement <br />Engagement involves connecting with our audience through various activities and <br />messages and measuring opportunities for each communication channel. By comparing the <br />data to actual participation, we can evaluate different media and messages, tailoring our <br />delivery to enhance interactions and stimulate interest. <br />Ways we measure engagement: <br />Conversion or click-through rates on calls-to-action <br />Bounce rates for outbound emails <br />Growth rate of opt-in email list <br />Sharing web resources that we've produced <br />Media coverage <br />Internal staff feedback <br />9