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Effective emoji use for public agencies
Journal of Digital & Social Media Marketing,
12
(2),
141-153
(2024)
Abstract
Emoji offer a way to convey information quickly in a visually appealing format, engender positive feelings among audiences, appear more relatable in conversations and encourage user engagement. Emoji offer a free, entertaining way to jump into the conversation but the low barrier to use does not always mean low risk. For public agencies, emoji use must balance considerations related to clarity, accessibility and representation. With more than 3,700 emoji now available and audience attitudes changing, understanding emoji use in official communications is growing in importance. This paper examines how public agencies can use audience data, best practices and historical context to better connect with the public through effective emoji use.
Keywords: civic engagement; emoji; government; government social media; social media; social media strategy
The full article is available to subscribers to the journal.
Author's Biography
Warren Kagarise is the digital engagement manager for the government of King County, Washington, where he leads efforts to connect the county’s 2.2 million residents via social media and other digital tools. A former journalist, Warren’s career in public service started in 2013 when he served as communications coordinator for the City of Issaquah, WA, a position from which he resigned with an emoji message. Warren was named the 2023 Social Media Professional of the Year by Government Social Media. He is also a member of the Engaging Local Government Leaders Board of Directors, a member of Nextdoor’s Public Agency Advisory Board and past president of the Government Social Media Membership Council.
