#58 - Stop the Social Media Insanity with Sam Toles

In this episode of The Clear Voice, host James Groom sits down with Sam Toles, founder of CiviSocial, to discuss why local government social media is failing and how agencies can rebuild trust through modern communication strategies. With experience in both public office and digital media leadership, Sam explains why traditional approaches like polished graphics and static posts no longer resonate in today’s fast-moving, video-driven environment.

The conversation focuses on a shift toward authentic, human-centered content, what Sam calls “neighbors serving neighbors.” Instead of institutional messaging, agencies must show real employees doing real work in simple, unscripted ways. This approach not only builds trust but also improves engagement and strengthens recruitment in a competitive hiring environment.

Sam also breaks down platform strategy, why Facebook should no longer be the primary focus for most local government organizations, and how agencies can move beyond the negativity of the same small group of critics by creating shareable content that reaches the broader community.

Connect with Sam Toles

LinkedIn: https://www.linkedin.com/in/samtoles1/ Website: https://civisocial.com Social Media Playbook: https://civisocial.com/the-social-media-playbook

Connect With Clear Career Professionals

Clear Career Professionals is a Texas based municipal executive search firm specializing in City Manager search services, municipal executive search, and local government leadership consulting for cities and counties across Texas and the United States.

Clear works with communities to recruit City Managers, City Administrators, Assistant City Managers, Police Chiefs, Fire Chiefs, Finance Directors, HR Directors, and other senior municipal leaders. In addition to executive search services, Clear provides local government leadership training, organizational assessments, executive coaching, interim leadership placements, and strategic consulting designed to strengthen city organizations and support effective public service leadership.

Clear partners with city councils, county commissioners, and public sector leadership teams seeking experienced municipal professionals who can guide growing communities, manage complex organizations, and deliver strong public service outcomes.

Career Opportunities https://clearcareerpro.com/career-opportunities

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