We hear a lot from the private sector that marketing to Fed and SLED stakeholders is not an option. After all, no one in government is on social. Or are they…?

According to one recent study:

• Nearly 90% of surveyed government contracting officers report regular social media use during their workday.
• And how are they using social media? Okay, mostly entertainment (nearly three-quarters), but also networking (about half) and education (more than a third).
• The leading platforms for daily use by government budget audiences?  Facebook (61%), YouTube (47%), and LinkedIn (41%).
• And LinkedIn is the top choice for networking and learning about new businesses.

Yeah, but that’s just one study…

Well, according to a GovExec study, there was a 40%+ increase in work-related social media use by government employees in 2024. And Hootsuite recently reported that many agencies now treat social media as an essential part of citizen engagement, official communication, and crisis management, with usage considered standard among federal, state, and local employees.

Is it the same for Federal and SLED employees?

Not exactly. Federal employees use social media (Facebook, LinkedIn, X) with stricter oversight for official missions and networking, while state/local employees leverage it more flexibly for local outreach and community involvement. In other words, and not surprisingly, usage reflects differences in guidelines, goals and risk tolerance. But the usage is there, nonetheless.

So, is social media an effective way for private businesses to reach government contracting officials? Yep!

• Contractors build credibility by maintaining professional profiles, sharing industry insights and demonstrating their capabilities and past successes.
• Social media is also a great market intelligence tool, enabling contractors to monitor conversations, trends, procurement changes and competitor activities.
• Contractors stay informed about contracting opportunities, policy updates and official guidance by engaging with government agencies’ social media accounts.

In short, consistent, value-added content and timely engagement help contractors to gain market intelligence and build and maintain awareness with government buyers.