Running a city’s channels
A government account is not a brand account: every reply is a public record, approvals run through elected officials, and the calendar has to survive a commission meeting. Government social media management is that scope specifically, with the Aventura numbers and their source.
Video first, because that is what moves
Rebuilding a channel around video changes the numbers, not just the look. We have run the City of Aventura’s entire Communications Department since October 21, 2021 and rebuilt it around video. City video views went from 72,706 to 1,762,492, a 24x increase and more than the city had accumulated in all of its prior social history.Instagram video views went from 31,024 to 1,429,901, a 46x increase, and now account for 81% of all city video. Read the full account in the Aventura social media transformation case study.
Channels that are answered, not just posted to
A channel nobody replies on is a broadcast, and residents can tell. In October 2022 we launched Florida’s first two-way texting program for a city, for the City of Aventura. Residents opt in by topic, text the city, and a staff member reads and answers. During a severe rainstorm in summer 2024, subscribers grew by more than 1,000 in under 72 hours.The full program is documented in the Aventura two-way texting case study.
Measured by what changed
Impressions are an input, not a result. Total audience for Aventura grew from 18,796 to 37,868, impressions from 3.87 million to 12.01 million, and engagement from 116,000 to 505,000. Instagram followers grew from 6,320 to 20,014, more than tripling.Those are the numbers we report against, because they describe reach that was earned and attention that was held rather than volume that was purchased.
Common questions
Do you manage channels day to day, or only set strategy?
Both. For the City of Aventura we have run the entire Communications Department since October 2021, including day-to-day publishing and community management.
Do you work with nonprofits and companies as well as governments?
Yes. The practice is government-first, but we run content and social media for corporations, nonprofits, and advocacy organizations as well.