Start Solving Social Media Challenges With This Playbook

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• Social media sits between your organization and the public;
• It does not always feel under control;
• You wish it could be calmer, more predictable, and less reactive;
• At times, it feels overwhelming instead of manageable;
• You want staff involved, but worry about clarity, consistency, and good judgment.

This is not a generic guide written by corporate marketers and lightly repackaged for the public sector. Author Sam Toles is a former elected Council Member and longtime media executive who ran the social media platform Vimeo, led digital content for MGM Studios, and served as Chief Content Officer at Bleacher Report and House of Highlights.

Having worked on both sides, Sam understands the realities of public service and the visibility, scrutiny, and responsibility that come with communicating on behalf of a community. He pairs that perspective with deep experience building trusted, high-performing social media operations at scale.

The Social Media Playbook for City and County Managers offers practical guidance and real-world examples to help local governments communicate more clearly, connect more meaningfully with residents, and bring confidence and consistency to their social media presence.