S5 - E28: Sam Toles - Civic Social

Episode Summary: In this conversation, Sam Toles from Civic Social discusses the innovative approach of empowering Public Information Officers (PIOs) in local governments to effectively engage with their communities through social media. He emphasizes the importance of authenticity, strategic planning, and the need for a modern approach to communication that resonates with younger audiences. Toles shares insights on navigating social media algorithms, the significance of platforms like TikTok, and the pitfalls of relying on traditional marketing strategies and style guides. The discussion highlights the transformative potential of social media in public relations and the necessity for government agencies to adapt to the evolving digital landscape. In this conversation, Sam Toles and Robert Tornabene discuss the importance of social media in government communication, emphasizing the need for a culture of content creation within local government. They explore real-world case studies that demonstrate the positive impact of effective social media strategies, highlighting the role of public information officers (PIOs) in fostering community engagement and trust. Toles shares personal insights and anecdotes that illustrate the challenges and successes of implementing these strategies, ultimately advocating for a proactive approach to government communication.

Sam's BIO: Sam Toles is a former local elected official and one of the world’s top experts in digital media and communications. 

 Leveraging over two decades of experience at the intersection of content strategy, technology, and public service, Sam launched CiviSocial, a first-of-its-kind approach designed exclusively for local government communicators who want to cut through the noise, reduce the negativity, and reach their communities effectively.  

 Before founding CiviSocial, Sam served as Chief Content Officer at Bleacher Report and led digital media strategies at major brands including MGM Studios. He’s also run a social media platform as the General Manager of Vimeo. His expertise in content creation, digital storytelling, and audience engagement has driven billions of interactions across the medium.