Smart Work 2027: Unified and Impactful Social Media Communication in Youth Services

In autumn 2025, we noted that the social media landscape at the time was fragmented. If a new resident was looking for information about Youth Services, it was not available in a clear or up-to-date manner. Customers could not find compiled information about Youth Services activities anywhere other than the website. Communication for Youth Services was scattered across multiple Instagram accounts, and the shared Facebook account was not kept up to date.

The @hmlnuorisopalvelut account was established on Instagram and linked to the existing City of Hämeenlinna Youth Services Facebook account. This allows posts to easily reach both young people using Instagram and parents using Facebook. The solution streamlined communication, reduced the time spent on social media work, and ensured that accounts are updated regularly. Additionally, we began producing TikTok content for the city’s account. Current themes and phenomena are taken into account across all channels.

In just under a year, nearly 120 posts have been published on these accounts, reaching thousands of people every month. The most popular videos have garnered tens of thousands of views, and the number of followers has grown steadily. Social media channels have also become established communication routes for the city and third-sector operators. Thanks to this development work, the visibility of Youth Services and city services has increased, and important themes have been highlighted effectively.

Social media plays a significant role in the lives of young people, making it an effective way to reach them. Youth Services continues to develop communication through social media constantly, and young people are also involved in the process. The goal is to include content created by the youth themselves on these channels to ensure it remains engaging for the target audience.

Developers

Katariina Mikkonen, Youth Worker, Youth Services
Noora Mononen, Youth Worker, Youth Services