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Brentwood communications manager credits reels for social media gains, pitches holiday 'Elf on the Shelf'
Summary
At an Oct. 15 meeting, Brentwood's communications manager reported overall social-media growth since August, highlighted strong engagement from reels used during Brentwood Days and proposed a holiday 'Elf on the Shelf' campaign to spotlight city amenities over 30 days.
Michelle, the city communications manager, told the Brentwood Communications Committee on Oct. 15 that the city's social-media accounts have shown "overall growth for pretty much every category" from August to the present and that short videos or "reels" used during Brentwood Days produced notably higher engagement.
"I did try to utilize throughout Brentwood Days was, reels, so videos...I think that those showed some really, good engagement," Michelle said, adding that the office will focus more on reels for upcoming city events. She also credited police and fire personnel as frequent subjects of popular posts and said she used cross-representation to highlight both departments.
Michelle proposed a holiday "Elf on the Shelf" campaign that would place an elf at different city locations — not just City Hall — to create roughly 30 days of posts showcasing departments and amenities. "I would like to do a city hall Elf on the Shelf...It would be a post every day, an elf at different places throughout the city," she said, and added she will vet the idea over the next month and present details at a future meeting.
She said staff will begin compiling the most popular posts across each social platform so the committee can better understand what types of content attract engagement. Michelle also flagged upcoming events — including a "coffee with the mayor" and a pancake breakfast at the fire department — as opportunities for continued content and community interaction.
Committee members praised the Brentwood Days coverage and encouraged staff to replicate the approach for other events. No committee action was required on the proposals; the presentation was informational. During public comment, resident Anne Jefferson asked city staff to contact her to share city information with a Brentwood community group; Michelle offered to reach out directly.
The communications office said it will return with more specifics on holiday programming and examples of the top-performing posts at a future committee meeting.
