Grosse Pointe Farms intern boosts city’s social media presence

GROSSE POINTE FARMS — TikTok might be better known for its short dance videos and challenges, but the social media site can also be used to promote municipal awareness and engagement.

Grosse Pointe Farms’ communications/design intern Caroline Parthum, of Grosse Pointe City, proved just how effective TikTok can be for cities this summer. The Michigan State University junior is working on a bachelor’s degree in creative advertising, with a double minor in graphic design and art history. With an inventive mix of photos, graphics and some brief videos, Parthum built posts that were eye-catching as well as informative for the city’s social media channels: Facebook (@CityofGrossePointeFarms), Instagram (@Cityof GPFarms), Twitter (@GPFarmsTweets) and TikTok (@CityofGPFarms).

In a report to the Farms City Council at an Aug. 8 council meeting, Parthum explained how the social media platforms were used strategically, with the TikTok posts aimed at a younger audience, in keeping with that platform’s demographics. For instance, while Parthum might post about activities at Pier Park on TikTok, she wasn’t posting notices related to the city’s Finance Department.

“When I first came across a TikTok (post) by the city, I was a little surprised, but pleasantly surprised,” City Councilman Neil Sroka said.

The Farms already had Facebook, Twitter and Instagram accounts, but TikTok was new for the city.

“We’ve got a great intern this year with the city of Grosse Pointe Farms,” Mayor Pro Tem/City Councilman John Gillooly said. “We’ve heard she’s doing an absolutely fabulous job.”

According to data Parthum collected, the city saw an increase of 42.5% in reaches for its Facebook page posts since June 6, and an increase of more than 250 Instagram followers since May 16.

Sroka and City Councilwoman Beth Konrad Wilberding both serve on the Communications Committee.

Sroka thanked Parthum for her work and said the upturn in social media engagement “has been phenomenal to see.”

Konrad Wilberding echoed that sentiment.

“The graphics are just terrific,” she said. “That creativity is all yours. (You set) a high bar.”

So that the city can continue to benefit from her design skills, Parthum made templates from many of her posts — created using Canva — so that they could be easily converted into new posts in the future.

Parthum also introduced residents to city staffers with profiles of several city employees.

“It’s been really wonderful just getting to know all of the different people (with the city),” Parthum said. “Everyone’s so passionate about their work.”

Parthum first learned about the Farms’ internship program from her older sister, who had interned with the city before.

Parthum has also been part of the advertising team at VIM magazine, worked with the design group StreetTeams and served as a production intern with Hour Media.

“I would love to eventually be an art director for a publication,” Parthum said of her career goals.

As part of her vision for social media in the Farms, she created a weekly schedule of posts to focus on different elements of the city each day, from public safety to government to business to recreation.

Parthum said she enjoyed that “every day is a little different” as she communicated with members of various city departments.

Her last day with the Farms was Aug. 19, as she had to return to MSU for the start of the fall semester.

“It’s been fun and a great experience overall,” Parthum said.