People-First : social media principles for the public sector

Good social media is human social media.

But too often, public sector social media feels impersonal and cold for our audiences - and uninspiring and exhausting for our social media advisors. It’s as if we’ve lost sight of the people who make it all meaningful.

What if we focused more on the people - both the dedicated teams running our channels and the diverse communities we serve - to create social media that resonates, sparks genuine engagement, and builds trust?

We know that people connect with authentic voices and real conversations, not with jargon or overly polished content. A people-first approach makes room for listening and responding thoughtfully, turning social media from a broadcast tool into a bridge for meaningful, two-way connections.

The following 15 principles are designed to kickstart a conversation on creating sustainable, authentic spaces where our teams can work effectively, and our communities feel seen, heard, and valued.

Ultimately, they’re about making social media more human - for everyone involved.

People-first social media…

1 …Is for everyone

Our pages are inclusive and accessible - if it's for the public, it's for all of the public. We aim to reach every person our organisations can help, including those often overlooked.

2 … Invites, not evades, debate

Social media isn’t just for talking at people. It's a place to create conversations about stuff that matters.

3 … Encourages new voices

The same people tend to dominate. We help quieter voices join in and contribute, creating a richer, more balanced discussion.

4 … Listens intently

We actively listen to understand, not just to respond. We tune in to concerns, ideas, and perspectives, regularly feeding them back into our organisations.

5 … Talks like people talk

No jargon. No stiff formal language. We talk as if we’re having a one-on-one conversation. Because we are.

6 … Embraces emotional connection

By acknowledging emotions, responding with empathy, and sharing stories that resonate, we create interactions that feel real, memorable, and human.

7 … Shows the people behind our work

When appropriate, we share the faces, stories, and personalities of our organisations to build trust and relatability.

8 … Is open and honest

We’re not afraid to admit our failings or address difficult issues. Our communities deserve honesty, even when it’s uncomfortable.

9 … Isn’t overly polished

We don’t need to look or sound perfect. A little roughness lets people see the real us - and that’s refreshing.

10 … Allows for spontaneity and creativity

Sometimes we break from the expected, with room to surprise and delight our audiences. Some of our finest moments are unscripted.

11 … Doesn’t have all the answers

We’re open about learning alongside our audiences. No one knows everything, and that’s ok.

12 … Takes proper breaks

We’re not always on, nor do we aspire to be. Regularly switching off is healthy for both us and our audience.

13 … Meets people where they are

If people don’t come to our spaces, we’ll go to theirs. We’ll meet, learn from, and connect with communities on their terms.

14 … Pushes boundaries
We seek and embrace bold, new ideas that challenge the status quo, captivate our audiences, and redefine what public sector social media can be.

15 … Is messy

The era of tight control and perfectly curated messaging is over. This is not a problem to overcome. It is a wonderful opportunity.

What do you reckon? Comment below or email me@seamus.nz