HomeMy WebLinkAbout08-11-2025 - Agenda Packet City Council - work sessionAgenda
City Council Work Session
Monday, August 11, 2025, 5:00 PM
City Council Chambers 12780 Kelley Parkway, Orono, MN 55356
952-249-4600 /oronomn.gov
Roll Call
Work Session Item
1. Communications Strategy and Policy Update
Adjournment
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AGENDA ITEM
Date: August 11, 2025
Title: Communications Strategy and Policy Update
Presenter: Christine Lusian, City Clerk
Section: Work Session Item
Purpose:
Introduce external communications framework and social media policy enhancements.
Item: I
2. Background:
This work session will provide an opportunity to learn about our current external communication
strategy, review updates to the Social Media Policy, look at goals and growth timeline, and
understand council priorities.
The City Clerk oversees the city's communications initiatives and directs the Communications
Specialist. Staff have developed a preliminary strategy to guide the city's external communications
that outlines foundational goals, core messaging principles, and key initiatives to ensure consistent
and effective outreach. In addition, staff revised the city's existing Social Media Policy to
incorporate best practices and address evolving platforms. With Council's input, staff will
continue refining the external communications strategy and ask for consideration in adopting the
updated Social Media Policy at a future council meeting.
3. Staff Recommendation:
Receive a presentation and provide input.
COUNCIL ACTION REQUESTED
Council will receive a presentation outlining the city's external communications strategy and an updated
Social Media Policy. After the presentation, members of Council will be invited to provide input on
priorities to help refine the strategy and policy moving forward.
Exhibits
A. Presentation
B. Social Media Policy
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External �
Communications
& Social Media
TABLE OF CONTENT
Welcome and Introduction
Overview of City
Communication Channels
Social Media Deep Dive
Goals & Growth Timeline
4;:) Closing & Questions
4
Hello, and Welcome
Tonight I'll be giving you a quick overview of how
the City communicates, the strategies behind it,
and where we're headed.
Clear, consistent, and proactive communication is
key to building trust —because when our residents
know what's happening and why, they feel
informed, engaged, and confident in their city.
Rachel Cotter
Communications Specialist
With a degree in Marketing and over 16 years
of communications experience, I specialize in
strategic messaging, content creation, and
community engagement.
5
•
7XIEmail
SO News and alerts to subscribers, targeted info to
residents.
Texts
News and alerts to subscribers, targeted info to
residents. Can also be immediate, high -priority
information (emergencies, closures).
Newsletter
Printed content delivered directly to residents
every other month.
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Current Tools We Use
Website
Central, permanent home for information and
alerts.
f ,N Social Media Platforms
• Facebook, Instagram, Linkedln, Nextdoor.
n
t Y
Utility Bill
Quarterly mailing with utility bill.
In -Person Events
talk with the community and engage while sharing
info and gathering feedback
Signs
News, updates, provides direction and call -to -
actions.
Media
working with outside news organizations to provide
info or promote city objectives.
7
Why
City of Orono
9
(Engineering, Finance, Community
Development, & Administration)
Orono Police Dept.
nmunicai
City Council
& Commissions
Orono Fire Dept.
Orono Public Works
Orono Parks & Facilities
7
Social Media Deep Di
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o Content Types: City updates, event recaps, urgent
alerts, photo galleries, share partner content.
• Goals: Engagement, timely updates, community
connection.
o City Managed Accounts: City, Golf, Fire, PD
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• Target Audience: Visual storytellers, ages 18-45.
• Content Types: Photos, short videos, behind -
the -scenes, community features.
• Goals: Build city brand, highlight people and
places, attract new audiences.
• City Managed Accounts: City
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• Target Audience: Professionals, business
community, partner organizations, future
employees.
• Content Types: Achievements, project updates,
professional opportunities, awards, highlight current
employees.
o Goals: Showcase city as a great place to work and
do business.
o City Managed Accounts: City
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City of Orono, MN
Orono guides growth through citizen input, best practices, and top-notch services, ensuring a safe, vibrant
community.
Government Administration - Orono, MN - 18 followers • 51-200 employees
Andrea & 5 other connections work here
Home About Posts Jobs People
Overview
Orono is a picturesque residential city located on the north shore of Lake Minnetonka, just west of the Twin
Cities in Hennepin County. Offering a peaceful, suburban -rural lifestyle with easy access to Minneapolis
and St. Paul, Orono is the ideal place to live for those seeking tranquility without sacrificing con ... see more
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Avg-0,1m 42
Last week, Christine (City Clerk) and Raehel
(Communications Specialist) attended the MAGC
Northern Lights Award Ceremony —a great
afternoon of connection, inspiration, and
celebrationj They enjoyed networking with fellow
Local government communicators and honoring
100 % engagement rate
City of Orono, MN
C Jund1.14:D1
May was full of meaningful moments in Orono!
Here's a look at what we were up to: ji ft Our
Police -and Fi re Departments participated in the
Wellness Fair, engagingwith the community and
promoting health and safety. q We welcomed
students for Forensics Day at Orono High School
43.48 % engagement rate
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HIGHLIGHTS
City of Orono, MN
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From le nd i ng a hand at the 5 K ru n, to showing off
construction vehicles to excited summer campers,
and connecting with residents at the Hackberry
park Open House —our staff has been out in full
force this July. We're proud to be part of a learn
that not only keeps the city running but actively
42.22 ff%engagement rate
M W
HIGHLIGHTS
ChbCity of Orono, MN
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April was a busy and rewarding month for the City
of Orono team! From fire training and weapons
qualification to Coffee with a Cop, Trash Pickup
Day, and Drug Take Back Day, our staff stayed
active, engaged, and committed toservingour
community. We also enjoyed con necti ng wi th
32.43 %engagementrate
11
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• Target Audience: Neighborhood -based, local
residents.
• Content Types: Neighborhood alerts, safety info,
targeted updates.
• Goals: Reach residents where they already interact
with their neighbors. Monitor chatter- what are
people missing info on or concerned about. Every
episode of misinformation is a chance for
education.
• City Managed Accounts: City
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Get an overview of your efforts and haw they compare to those of your competitors. Examine haw often your competitors post and haw that Maya ffect
engagement and audience growth.
SOCIAL ACCOUNT
POSTS
POSTING FREQUENCY
AVERAGE ENGAGEMENT
City of M In netonka - Local
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of Blaine, Minnesota,
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6
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Last 30 days (D
1 City of Edina 34
2.288 total Followers a 78•9%
2 Cityof Plymouth
33
2.692 total followers
.44,1%
3 City of Wayzata
a
517 total followers
' 16fi, 7%
4 City of Orono, MN
4
Your Page
18 total followers
FANS AUDIENCE GROWTH
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Why Does this
Matter
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0216
Public
Interaction and
Moderation
03
Purpose of Social
Media Use
04
Who the Policy
Applies To FF
05
Roles and
Responsibilities
Governance and
Compliance
14
•
Short Term
•
(Establishment)
Began March 2025 upon hiring
Communications Specialist, aka me!
• Build up platforms. Continue to develop
existing ones and build new ones as needed.
• Standardize branding and tone. Different
brands and tones for the different channels.
o *Create official Branding Guide for city and
all sub -brands
• Start collecting baseline analytics in monthly
reports.
o *Create in-depth communications survey
to find out where people get their
information from and see if what we have
established is working/not working.
• Start gathering trust as a place to go to be
informed and get information first hand.
Mid Term
(Meeting Expectations)
• Increase follower counts and engagement
rates.
o *Create a campaign where the goal is to
increase number of community members
we reach
• Expand content diversity, add in more humor
and creativity esp. with videos.
• Stay current continuous training and
education.
• Improve community participation and
awareness through our content.
• Increase transparency and trust through
constant reliable information.
Am
Am
FV bong Term
(Exceeding Expectation
• Become #1 trusted source for city informatio
• Proactive storytelling, less reactive posting.
• Anticipate resident concerns and address
before issues escalate.
• Strengthen two-way communication and
resident input, have a "trust bank".
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City of Orono
For questions or assistance, contact the communications team at communications@oronomn.gov.
OVERVIEW
The City of Orono encourages the appropriate use of social media to advance the mission of the City and
its various boards, commissions, and departments. To ensure consistent, accurate, and professional
representation online, our Communications Team oversees all City -supported social media efforts,
including platform strategy, content approval, and compliance with legal and branding standards.
WHAT IS SOCIAL MEDIA
Social media are websites and apps where people can share user generated content, connect with
others, and join conversations. Whether it's posting photos or videos, commenting on news, or sharing
updates, social media helps people interact in real time. Popular platforms include Facebook, Instagram,
Linkedln, YouTube, Nextdoor, and many others — and the list is always growing.
WHY THIS MATTERS
Orono's use of social media plays a key role in how we serve, inform, and connect with our community.
As more residents rely on digital communication for real-time updates, transparency, and civic
engagement, it's essential that the City's presence online is clear, consistent, and accountable.
Here's why this policy matters:
Transparency & Public Trust
• Social media helps government feel more human and accessible —but it also requires
accountability.
• By outlining who can post, what can be posted, and how content is monitored, the City
provides assurance that digital communication is managed thoughtfully and fairly.
• Transparency fosters community trust and increases resident engagement in city
programs, services, and initiatives.
Empowered & Informed Staff
• With clear guidelines and training, employees and volunteers know how to use social
media effectively and responsibly.
i IVA
• This policy protects both the City and its staff by clarifying expectations, reducing
ambiguity, and preventing unintentional missteps.
Consistency in Voice & Message
• Social media is often the first place residents turn for city news, alerts, and updates.
• A unified tone, format, and branding helps build trust and makes it easier for residents
to recognize and rely on official information.
• Consistency also reduces confusion and ensures staff speak with one voice, regardless of
department or platform.
Security & Risk Management
• Public -facing accounts can be targeted by misinformation, hacking, or inappropriate
content. This policy sets safeguards for who can access accounts, how they're protected,
and how to respond to issues.
• Designating official roles and procedures reduces the risk of unauthorized use or
reputational harm.
Legal Responsibility
• Clear rules on content moderation and comment policies protect residents' rights while
preserving a respectful and productive space for engagement.
• This policy ensures compliance with all applicable laws, regulations, and policies
including data retention laws, First Amendment protections, privacy standards, and
accessibility requirements.
• Posts and comments on City -run pages are considered public records and must be
managed in accordance with the Minnesota Government Data Practices Act and the
City's Records Retention Schedule.
PUBLIC INTERACTION AND MODERATION
Limited Forum Approach: City pages (to include Police, Fire, and Golf) encourage public
interaction within posted topical content.
Moderation Rules: Comment or content may be removed or hidden if it:
• Is off -topic to the original post
• Endorses commercial products or political campaigns/candidates
• Is discriminatory
18
• Contains obscenity, pornography, threats, harassment, profane language
• Violates intellectual property rights, copyright, safety or security guidelines
• Includes private, personal, or legally protected data
• Promotes illegal activity
• Links to any site or content posted by automatic software programs (i.e. bots)
Response Times: Reasonable questions should be answered within one business day.
Appeals: A member of the public who disputes the legality of any portion of this policy may
dispute the particular portion in writing via email to the City Clerk. The City should acknowledge
the claim promptly and, upon consultation with the city attorney, respond to the claim
concerning legality of the policy portion as soon as reasonably possible.
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The City of Orono uses social media as a strategic communication tool to support city services, foster
public trust, and strengthen engagement with the community. City -supported social media accounts
may be used for the following purposes:
Announcements- To share timely and relevant updates from the City.
Examples:
• Posting upcoming City Council meetings or public hearings
• Informing residents of road closures, utility work, or service changes
• Announcing seasonal programs, events, or facility hours
Transparency- To provide clear, open, and accessible information about city decisions and
operations.
Examples:
• Sharing links to meeting agendas, minutes, or livestreams
• Posting budget highlights or annual reports
• Explaining policy decisions in plain language
Engagement- To encourage interaction, input, and a sense of community.
Examples:
• Asking residents for feedback on parks planning or city projects
• Hosting Q&A sessions or live updates during community events
• Promoting local events where the City is a partner or participant
19
Customer Service- To respond to resident inquiries, guide them to services, and resolve non -
emergency concerns.
Examples:
• Directing residents to online forms or reporting tools
• Answering common questions about garbage pickup, permits, or trails
• Providing contact info or next steps for specific services
Emergency Communication- To provide urgent or critical updates during emergencies.
Examples:
• Posting weather -related closures or safety alerts
• Sharing evacuation notices or shelter information
• Relaying updates from emergency management partners
Education -To increase public awareness and understanding of city services, responsibilities, and
regulations.
Examples:
• Explaining local ordinances (e.g., leash laws, a -bike rules)
• Highlighting the role of departments like Public Works or Planning
• Promoting awareness campaigns for public safety or sustainability
Culture & Community Building- To showcase the people, places, and values that make Orono
unique.
Examples:
• Celebrating city volunteers, employees, or community milestones
• Sharing photos from local events, festivals, or public art
• Highlighting historical moments or landmarks in Orono
Recruitment- To attract qualified candidates and promote career opportunities.
Examples:
• Posting job openings and seasonal hiring announcements
• Sharing "day in the life" content for city roles
• Highlighting benefits of working for the City of Orono
Collaboration- To support partnerships with other government entities, nonprofits, or local
organizations.
Examples:
• Cross -posting event info from Hennepin County or local schools
20
• Promoting public health initiatives with partner agencies
• Coordinating messaging on regional planning efforts
APPLIES TO
This policy governs use on all social media platforms —both City -supported and personal —when used in
a City -related capacity and applies to all covered persons, defined as:
• City of Orono employees (full-time, part-time, temporary)
• Elected officials
• Commission members
• Contracted personnel, including consultants, interns, and vendors
Volunteers posting on behalf of the City
ROLES AND RESPONSIBILITES
Develops social media procedures and
tone guidelines.
• Develops content and strategy.
Reviews all new account requests.
• Oversees ongoing account management
and compliance.
Communications Team
• Provides training with HR.
Monitors adherence to platform terms of
service.
• Ensures compliance with records
retention and MN Data Practices.
• Manages media request responses and
emergency posting requirements.
• Monitors, reviews, approves content and
comments.
• Must follow policy and procedures.
• Only post official City business via
Co-Moderators/Creators (Fire, Police, Golf)
approved accounts.
• Maintain separation between personal
and professional use.
• Create content
Information Technology
• Advises on account security and platform
safety.
21
Assists with secure access and password
management.
•
Collaborates on security training.
Advises on legal compliance.
•
Flags potential litigation or privacy risks.
City Attorney's Office
0
Alerts communications team when
record preservation is needed
•
Supports Communications on developing
social media training.
Human Resources
0
Guides appropriate disciplinary responses
for violations.
•
Must channel new account requests
through Communications.
•
Work with communications team to
Others
manage/monitor official accounts.
(Elected officials, commission members, Staff etc.)
0
Submit content to Communications Team
for review and approval prior to posting.
•
Escalate policy violations for
investigation.
GOVERNANCE AND COMPLIANCE
Account Security & Access
• Use verified city email accounts for logins
• Role -based access: Admin, Editor, Moderator.
• Passwords and credential changes are managed by Communications.
• Comply with IT's security protocols and two -factor authentication standards.
Legal & Records Retention
• All content is owned by the City and is public record under MN Government Data
Practices.
• Deleted content or direct messages may be subject to retrieval and review.
• Fully comply with all applicable federal and state laws, regulations, and policies
including those pertaining to privacy, intellectual property, and public records laws.
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• Disciplinary action for violations may include corrective counseling, restricted access,
suspension, or termination.
• Unauthorized accounts may be taken down.
Policy Review and Update
• Annual review and revision scheduled every July.
• Update approval required by Communications Specialist, City Clerk, IT, HR, City
Attorney, and City Council (if needed).
23