State and local governments tend to be relatively immune to the slings and arrows of declining public opinion. But even those governments are facing a credibility problem: A Pew analysis found that although state and local governments are still rated much more positively than their federal counterparts, trust is several points lower than it was before the pandemic.
In a fractured media landscape, it can be difficult for local governments to know exactly how to go about communicating and winning back that trust. Many government agencies face a fundamental branding problem: When their work goes well, no one really notices. Still, building relationships with constituents creates trust. “It’s about meeting people where they are and speaking to them in a voice they can understand and appreciate,” says Whitney Nichels, vice president of communications at the Washington Metropolitan Area Transit Authority (WMATA).
That means visiting senior centers and public libraries in person, setting up stalls outside D.C. Metro stations, showing up at community events and of course establishing and maintaining a presence on social media. When Nichels first arrived at the transit agency at the end of 2023, WMATA’s social media accounts were active but there was almost no positive engagement with riders across plat-forms. The agency’s nascent TikTok and Instagram accounts had few followers. Many of the comments were complaints. “Our comment section used to be a dumping ground for folks to vent every single frustration,” Nichels says.
But over the last year and a half, WMATA has transformed its relationship with at least a subset of its ridership.
Part of that is a broader improvement in safety and reliability on the Metro system, which Nichels notes is necessary for messaging to work. But another part is hiring a social media team that managed to make Metro cool again. In 2024, the agency created its first viral TikTok, garnering nearly 50,000 likes and 10,000 shares. Since then, it’s continued racking up views and built its follower count to nearly 20,000.
WMATA takes different tacks with different platforms. On X and LinkedIn, it retains a more traditional voice, posting straightforward announcements about track work, maintenance, delays or upcoming events. On TikTok and Instagram, it posts content that’s likelier to appeal to millennials and Gen Z riders. The videos are funny and lighthearted and, perhaps most importantly, they’re clearly made by someone who personally uses the apps and understands how to strike the right tone.
The difference this strategy has made is apparent in the comments, which are now so full of positivity it’s almost odd. People celebrate drivers, station managers and custodial staff. They joke about which Red Line stop is superior. They compliment WMATA’s merchandise. Even complaints are easily turned around: One user commented that track work was going to require them to pay extra on their commute. “NO, you don’t pay twice. Shuttles are free and you won’t be charged when you reenter the system,” the WMATA account replied. “period wmata i love u,” the user responded.
“We are building that brand affinity,” Nichels says. “The goal is to show Metro in a different light than what you might see on the 5 o’clock news.”
