The municipal government of San Sebastián de los Reyes, Spain, is seeing significant engagement across its official social media channels. According to a report published , its presence on X (formerly Twitter), Instagram, and Facebook has collectively surpassed 26 million views, with a total reach exceeding 63 million impressions.
Expanding Digital Reach
This growth reflects a broader strategy by the Ayuntamiento (city council) to leverage social media for communication and community engagement. The city’s digital footprint extends beyond these core platforms, encompassing YouTube, and a variety of specialized channels dedicated to specific municipal services and initiatives. These include dedicated accounts for youth programs, cultural events, sports, local development, and even the local police force.
The Ayuntamiento’s social media strategy isn’t simply about broadcasting information. The stated goal, as outlined in documentation available on the city’s website, is to foster a two-way dialogue with residents. This includes providing updates on local activities, sharing important public service announcements, and offering a channel for residents to report issues – a WhatsApp number (606 430 707) is specifically provided for this purpose.
Platform Breakdown and Content Strategy
The Ayuntamiento maintains a robust presence on Instagram, operating under the handle @sansecomunica
. As of today, this account boasts over 21,000 followers and nearly 5,500 posts. Instagram is used to share visual updates on city events, infrastructure projects, and community initiatives. The platform also features “Reels,” short-form video content, which are proving particularly popular, with over 20,000 followers on the Reels account.
Facebook, under the name SanseComunica
, serves as a central hub for official announcements and detailed information about city services. The city also utilizes X for real-time updates and quick responses to citizen inquiries. The Ayuntamiento’s website details a comprehensive list of its social media channels, categorized by department and focus. This includes dedicated accounts for youth services (Canal Norte Digital
, Centro Joven Sanse
), cultural programming (Sanse Cultura
, sansensaya
), sports (SanseDeporte
), and local policing (Policíadesanse
).
Beyond the Core Platforms
The Ayuntamiento’s digital strategy extends beyond the major social media platforms. A Flickr account hosts a photographic gallery of city life, while Wikiloc is used to share information about local hiking and cycling routes. The city also maintains a presence on LinkedIn, likely geared towards attracting investment and fostering partnerships with businesses. A series of blogs cover topics ranging from school gardens to local nature preserves.
The commitment to digital communication is underscored by the availability of a Manual lema UN FUTURO POR CREAR CONTIGO
(A Future to Create With You), a document outlining the city’s vision for citizen engagement. This suggests a deliberate and long-term approach to utilizing digital tools to improve communication and transparency.
Implications and Future Plans
The success of San Sebastián de los Reyes’ social media strategy highlights the growing importance of digital channels for local governments. By actively engaging with residents online, the Ayuntamiento is able to disseminate information more effectively, gather feedback, and build a stronger sense of community. The reported 26 million views and 63 million reach figures demonstrate a significant level of citizen engagement.
The Ayuntamiento’s announcement of continued expansion of its digital activity suggests a commitment to further leveraging these platforms. This could involve exploring new features on existing platforms, experimenting with emerging technologies, or developing new digital services for residents. The city’s proactive approach to social media positions it as a potential model for other municipalities looking to enhance their digital communication strategies.
The focus on multiple platforms, each tailored to a specific audience or purpose, is a key element of the Ayuntamiento’s success. By diversifying its digital presence, the city is able to reach a wider range of residents and provide them with the information they need in a format that is convenient and accessible. The integration of a WhatsApp channel for reporting issues further demonstrates a commitment to responsiveness and citizen service.
The Ayuntamiento’s strategy also underscores the importance of consistent content creation and community management. With over 5,500 posts on Instagram and a steady stream of updates on other platforms, the city is demonstrating a sustained effort to engage with its online audience. This ongoing commitment is essential for maintaining momentum and building a loyal following.
