What this covers, and what it does not
This is the publishing engagement, not the whole department. We own the channels: what gets made, when it goes out, who answers the comments, and what the monthly report says. Press strategy, crisis response, spokesperson preparation and public records questions sit outside it.Cities usually arrive here for one of two reasons. Either the channels are running but nothing accumulates, or there is one communications generalist doing five jobs and social is the one that gets done last. If the wider problem is the second one, running or supplementing the whole communications function is the more honest scope, and we will say so.
The editorial calendar is a decision record
A feed without a defined brand is just a schedule. Posts go out, the calendar stays full, and nothing accumulates. Residents come away unable to say what the city stands for, because nothing they saw ever told them.So the calendar starts from what the city needs residents to understand this quarter, and every item on it is there to do something. Nothing is published because a slot was open. That is also what makes the calendar reviewable: a city manager can look at it and see the argument, not just the dates.
Video is most of the work
On municipal channels, video is what travels. For the City of Aventura it is the single clearest result in the account: 1,762,492 video views since October 2021, twenty-four times the city’s entire prior social history, with Instagram alone accounting for 1,429,901 of them.Over the same period the city’s total social audience nearly doubled, from 18,796 to 37,868 followers, and engagement roughly quadrupled. Those figures are the city’s own Sprout Social exports, and the Aventura social media transformation case study states the measurement period and the source next to every number.
We shoot and cut in house, which is why the calendar can carry that much video without the cost of it becoming the reason to publish less.
Approvals, without the bottleneck
A city cannot publish the way a brand does, and pretending otherwise is how agencies lose municipal accounts. There are elected officials, a manager, department directors and a public records obligation on everything.So the workflow is built around who has to see what, and when: routine content moves on a standing approval, anything touching policy or personnel goes up the chain, and the queue is visible so nothing sits waiting on someone who does not know it is waiting. Where a city’s own staff run part of the calendar, we work inside their process rather than beside it.
Community management is a public record
A reply from a city account is the city speaking. That makes comment moderation a governance question rather than a customer service one: what gets answered, what gets routed to a department, what gets hidden, and what must not be touched because removing it would raise a First Amendment problem.We agree those rules with the city in writing before we hold the keys, and we keep to them.
Reporting that answers did anyone move
Impressions are not impact. The monthly report leads on reach, engagement and audience growth against the same baseline every month, so the trend is readable rather than reset whenever the news is good.Where a campaign had a specific job, the report says whether it did it. Where a number moved because of one post that traveled, the report says that too, because a city planning next quarter needs to know which results are repeatable.
Common questions
Do you replace our communications staff?
No. This scope runs the social channels alongside a city's existing team. Where a city wants the broader function run or supplemented, that is a different engagement.
Which platforms do you run?
The ones the city's residents actually use, which in our municipal work has meant Instagram, Facebook and YouTube carrying most of the weight. For Aventura, Instagram alone accounted for 1,429,901 of the 1,762,492 video views since October 2021.
Who owns the accounts and the content?
The city does. We work inside the city's accounts, and the archive of what we produce belongs to the city.
How is performance reported?
Monthly, against a fixed baseline, on reach, engagement and audience growth, with the measurement period stated. The Aventura figures published on this site are drawn from the city's own Sprout Social exports rather than from our reporting.
Can you produce video, or do we supply it?
We produce it. Video is made in house, which is what makes it practical to carry a calendar that is mostly video.