Your TikTok is not your Father’s Platform

5 tips on How to Implement TikTok Safely and Engage Effectively

SOCIAL MEDIA

Thomas Y. Lynch

3/17/20244 min read

I first implemented TikTok within a government setting about a year ago, and trust me the task was pretty daunting. Not because is hard to establish, but because I took time to research the security concerns (click here to see the blog I wrote about TikTok’s security concerns) and how could the platform add to our communications goals. If you are thinking about incorporating the power of TikTok into your organization here are five tips to help you do so safely and effectively:

1. Security first

Oh yes we all know the current state of TikTok and our Congress and those concerns are legitimate. So before diving into TikTok, make sure to familiarize yourself with the platform's privacy settings and guidelines. Ensure that any content you share adheres to your organization's security protocols and doesn't compromise sensitive information. Also, I didn’t want to compromise any of my organization’s data. My solution was to set up TikTok on its own, assigning a laptop and/or cell phone that doesn’t in any way attach to your organization’s main network. You are going to have to take your IT department to lunch and talk to them nicely…lol. But this is crucial to maintain security protocols in the event of the unthinkable ie. data breaches or ransomware. Reading TikTok’s terms of usage is eye-opening and well worth the time.

2. Content creation

Government is fun! (said no one ever). When creating content for TikTok, keep it fun, engaging, and relevant to your audience. I recommend using trending sounds, challenges, and hashtags to increase your reach and appeal to a wider demographic. Nobody wants to see your boring graphic (on this platform) so post videos that solve a problem. Also, place text on the top of your video that engages. Example: do a video about your summer parks programs with the title: “I hate boring summers” with hashtags like #summerfun #parks. Remember to maintain a professional tone while still being creative and authentic.

3. Platform relevancy

Stay up-to-date with the latest trends and features on TikTok to ensure your content remains relevant. And most importantly engage with your audience through comments, likes, and shares. The TikTok algorithm rewards interaction so like, share, and follow reputable like-minded accounts. This will foster a sense of community and demonstrate your organization's commitment to social media and community engagement.

4. Audience demographics

Understand your target audience on TikTok and tailor your content to resonate with them. They honestly don’t want to know about your board meetings, public hearings, or hazard mitigation plans. But they love your ribbon cuttings, community events, pet adoptions, and parks. Find the fun in your organization and push it on TikTok. The platform has robust analytics features use them to consider the age, interests, and preferences of your followers to create content that will be well-received and shared within the platform.

5. Viral potential

Take advantage of TikTok's viral nature by creating shareable, relatable, and entertaining content. Encourage user-generated content by hosting challenges or contests that invite your audience to participate and showcase their creativity.

Conclusion

By following these tips, you can safely and effectively implement TikTok into your government social media programs while maximizing your reach and engagement. But if you plan to make it a platform that just posts boring graphics or dusty brochures - stick to Facebook. Have fun exploring the platform and connecting with your audience in new and exciting ways!