VDOT Northern Virginia’s MeeMaw: When a DOT doesn’t have to stay in its lane

There is a wide spectrum of strategies and tactics that government social media accounts use to engage with their communities, especially during crises. The COVID-19 pandemic presented an opportunity for public information officers (PIO) to reach those in an ever-changing and misinformation-filled social media environment in unique and impactful ways.

Join us to learn more about how VDOT Northern Virginia’s Twitter account, @vadotnova, developed the nuanced “MeeMaw” persona to share about probably the least transportation-oriented topic out there— mental health. The account communicated in a friendly, human tone and consistently generated relevant, fresh, and compelling content alongside light-hearted photos, gifs, and videos tailored to their audience. The results of applying this strategy led to an increase in engagement and impressions metrics, an increased positive perception of the agency amongst residents, news media, and elected officials, and built the foundation for a long-standing community of invested members.”