Bridging the Gap: Streamlining Citizen Engagement with a Robust Content Management System

Effective citizen engagement is essential for local governments looking to foster an informed and connected community. With over 93% of North Americans on the internet, a website is the primary mechanism to communicate important information to the public.  Unfortunately, some government websites have acquired a reputation of being out-of-date relics of the past. But others are raising the bar for both design and functionality. These sites that stand out have one thing in common, a robust content management system (CMS). 

Government organizations have an acute responsibility to safeguard the information of private citizens. They also have the added challenge of using public funds responsibly and transparently. Both these factors greatly impact their digital choices. However, the right CMS can be a powerful tool to enhance citizen engagement while addressing the need for both security and fiscal discipline. But before analyzing how a CMS can help strengthen community engagement, it’s important to understand what makes a CMS the “right” one. 

Hallmarks of An Effective CMS 

For a CMS to be good, it needs to have some key properties.  These include, but are not limited to: 

User-Friendly Interface 

A user-friendly interface is paramount. That means a clean and intuitive layout that avoids clutter, provides clear navigation with a well-organized menu structure and clearly labelled sections and sub sections. The design should be consistent, making it easy to customize colors, fonts and buttons. It should make it easy for residents to find what they need whether they are seeing information on upcoming events or access to services. 

A dashboard provides the user with a comprehensive overview of the site’s status, the dates of recent posts, analytic information and notifications. It centralizes critical information making it easier for routine maintenance. 

Not all government organizations have the good fortune of coders on staff. For those without dedicated developers, a no-code CMS with drag-and-drop functionality will make adding and editing content a hassle-free experience. 

With over 95% of people using mobile devices to access the internet, a CMS that supports responsive design is critical. Being able to preview how a website will perform on different devices (desktop, tablet, smart phone) means having a website that is meeting your residents where they are. 

Organizations may have multiple individuals tasked with website maintenance but occupying very different roles. Having a CMS that provides a straight-forward method for ascribing roles and permissions will eliminate chaos and make for timelier updates.   

A CMS that integrates tools for SEO (search engine optimization) is crucial when it comes to the high performance of your site. Search engines such as Google will look for meta tags, keywords, heading, etc., to rank sites higher. A CMS that provides analytics or can be integrated with Google Analytics, makes it easier to track and improve your website’s performance. 

There is no underplaying the importance of a secure CMS, especially when it comes to public sector organizations.  A CMS that employs user authentication (SSO, or multi-factor) and is regularly updated will address any vulnerabilities and improve security. 

Streamlining Communications and Increasing Engagement 

Now that the important criteria for selecting the best CMS have been established, your new solution can empower your community in myriad ways. A robust CMS can significantly enhance citizen engagement by streamlining communication, improving transparency, and facilitating interaction between citizens and government entities. Here’s how it achieves these objectives: 

Improved Communication and Information Sharing 

A user-friendly CMS will enable Governments organizations to quickly publish news and updates during times of emergency, ensuring citizens’ safety and security. 

Accessible Content 

A CMS that supports accessibility whether it’s through WCAG or ADA compliance, assistive technologies or is multi-lingual enabled, can ensure content is accessible to all citizens. 

Governments can use a CMS to create open data portals, where citizens can access public records, new legislations, budgets, and other important information beneficial to the community. Regular updates on policy changes, project progress, and other government activities can also be published to help foster transparency.  

Interactive Features and Citizen Participation 

Governments can use built-in tools to conduct surveys and polls and gather input on issues pertaining to the community directly from citizens. They can establish discussion forums allowing citizens to discuss local issues, propose ideas, and engage with government officials directly. They can also promote and manage public events, allowing citizens to register, participate, and stay informed about community activities. 

A CMS can facilitate the submission of forms and applications for government services such as license renewals by making the process more convenient, while at the same time supporting sustainability by decreasing in-person visits to government offices. 

By integrating a citizen portal with their CMS, governments can offer residents personalized services and notifications based on areas of expressed interests.  

Content published on the CMS can be automatically shared on social media platforms, significantly extending the reach of government communications. Integrating social media feeds into the CMS allows citizens to see the latest updates from government social media accounts. 

A CMS can analyze how citizens interact with a community’s website and provide insights into areas most visited and the information most searched. Analyzing that data along with feedback and comments can help governments understand citizen concerns and preferences, enabling a more responsive government and a more engaged citizenry.