In this episode of The Clear Voice, host James Groom sits down with Sam Toles, founder of CiviSocial, to discuss why local government social media is failing and how agencies can rebuild trust through modern communication strategies. With experience in both public office and digital media leadership, Sam explains why traditional approaches like polished graphics and static posts no longer resonate in today’s fast-moving, video-driven environment.

The conversation focuses on a shift toward authentic, human-centered content, what Sam calls “neighbors serving neighbors.” Instead of institutional messaging, agencies must show real employees doing real work in simple, unscripted ways. This approach not only builds trust but also improves engagement and strengthens recruitment in a competitive hiring environment.

Sam also breaks down platform strategy, why Facebook should no longer be the primary focus for most local government organizations, and how agencies can move beyond the negativity of the same small group of critics by creating shareable content that reaches the broader community.

LinkedIn: https://www.linkedin.com/in/samtoles1/

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