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Hawthorne reports sharp social-media growth, launches new city logo and communications partnership
Summary
City staff presented a year-in-review with Tripepi & Smith showing growth across platforms, new logo rollout and metrics on engagement and impressions; council voted to accept the report.
City Manager Vaughn Norris and Media Department production supervisor Eric Chavez presented a year-in-review of the City of Hawthorne’s communications work, highlighting a partnership with Tripepi & Smith and notable growth across social platforms.
Staff said the city’s social accounts grew by about 3,167 net followers across Facebook, Instagram, X and LinkedIn from December 2023 to December 2024, bringing total followers to approximately 13,921 across platforms. Eric Chavez said published posts increased 25 percent year-over-year, engagements rose 45 percent, impressions rose 73 percent and video views increased by 82 percent. Instagram was the top-performing channel; Facebook performed for event flyers and recaps; LinkedIn was used for recruitment and business outreach and celebrated its first year with 764 followers.
The presentation covered media-monitoring via Meltwater, a retained service that distributes press releases and provides coverage tracking. Staff said the city used Tripepi & Smith to produce roughly two press releases per month and to provide media consultation, and that coverage included outlets such as the Daily Breeze, Los Angeles Magazine and local broadcast stations.
Norris and Chavez also showed a new city logo developed with Tripepi & Smith, which staff said depicts Hawthorne landmarks including the water tower and the airport and will be implemented across city platforms and printed materials. Council members praised staff and accepted the report; no formal policy or budget decision was made during the presentation.
