Are you unsure if your social media strategy is effective? Wondering what is considered a good engagement rate or when is the best time to post content? The answers to these questions can vary depending on factors like your industry, target audience, and the social media platforms you use. This is where social media benchmarks come in handy. These benchmarks provide insights into industry-specific engagement and growth metrics to help you assess your performance.
In this post, we’ll provide you with the latest social media benchmarks specific to the government sector based on data collected in Q4 of 2024. Understanding these benchmarks can help you gauge how your social media efforts stack up against industry standards and make informed decisions to improve your strategy.
If you’re ready to take action on these insights, check out our guide on leveraging social media for citizen engagement. And remember, knowing how your performance compares to industry benchmarks is just the first step towards optimizing your social media strategy for better results.
Best Times to Post on Social Media for Government
When it comes to maximizing engagement on social media, timing is crucial. Based on our research, here are the recommended posting times for Facebook, LinkedIn, and Twitter (formerly X) for government organizations:
Best Time to Post on Facebook: Engagement on Facebook for government organizations remains consistent throughout the week. However, posts made on weekends typically perform better, with peak times being 9 am to 12 pm on Sundays, 9 am to 11 am on Saturdays, and 4 pm to 6 pm on Saturdays.
Best Time to Post on LinkedIn: Mid-day is generally the most optimal time to post on LinkedIn for government entities. Posting around 2 pm on Mondays, 10 am on Tuesdays, and 11 am on Saturdays tends to yield higher engagement.
Best Time to Post on Twitter (X): For government institutions, the best times to post on Twitter are 9 am to 11 am on Mondays, 11 am to 1 pm on Tuesdays, and 9 am to 12 pm on Thursdays and Fridays.
How Often Should You Post on Social Media in Government?
Finding the right posting frequency can significantly impact your social media engagement. While there’s no one-size-fits-all answer, industry-specific data from Q4 of 2024 can serve as a starting point for government organizations:
LinkedIn: On average, government institutions posted on LinkedIn more frequently, with over 13 posts per week compared to other platforms like Instagram, which saw fewer than 5 weekly uploads.
Keep in mind that testing different posting frequencies is key to determining what resonates best with your audience. Additionally, consider how posting frequency correlates with engagement rates on specific social networks to fine-tune your content strategy.
Average Engagement Rates in Government
Curious to know if your engagement rates measure up? Here are the average industry engagement rates across major social networks as of December 2024:
LinkedIn: 3.9%
Instagram: 3.1%
Facebook: 2.1%
Twitter (X): 1.8%
It’s essential to benchmark your engagement rates against these industry averages to gauge your social media performance and identify areas for improvement.
What Should Government Institutions and Officials Post on Social Media?
Different social networks favor distinct types of content formats. Understanding which content types resonate best with your audience can help you tailor your content mix for optimal engagement. Based on our research, here’s what works best on each platform:
Facebook: Album posts tend to drive the highest engagement for government organizations on Facebook, followed by posts with links, videos, and individual photos.
Instagram: Carousels are the most interactive content format on Instagram in the government sector, followed by standard photo posts.
LinkedIn: Video posts outperform photos, status updates, and links on LinkedIn for government entities.
Follower Growth Rate in the Government Sector
If expanding your social media audience is a primary goal, it’s essential to set realistic follower growth targets. Here’s how government profiles fared in terms of follower growth in Q4 of 2024:
LinkedIn: 0.49%
Instagram: 0.38%
Twitter (X): 0.02%
Keep track of your follower growth rate and compare it to industry benchmarks to assess the effectiveness of your audience growth strategies.
In conclusion, leveraging social media benchmarks and industry-specific data can help government organizations optimize their social media strategies for better engagement, growth, and overall performance. If you’re looking to streamline your social media efforts and enhance citizen engagement, consider using Hootsuite, the leading social media tool for government entities. With features like content scheduling, real-time monitoring, and analytics, Hootsuite can help you effectively communicate with citizens, deliver services, and manage crises. Book a demo today to see how Hootsuite can transform your social media strategy for the better.
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