b'ONLINE PRESENCEONLINE AND MOBILE PRESENCEAs with our branding, we strategically and carefully manage our online and mobile presencewebsites and social mediato utilize our resources efficiently and to provide access to the most relevant information via a multitude of touchpoints.CITY OF AUBURN WEBSITESOCIAL MEDIAOur online presence starts with the city website. We useSocial media platforms like Facebook and Twitter City of Auburn the website as our primary conduit to information abouthave also become a quick and efficient way for the BRAND city government, our departments and municipal utilities.city to communicate, particularly about news that is Our website also serves as a record of important news,more immediate or time-sensitive. Even more, these announcements and upcoming public meetings, with anplatformsdesigned to be more conversationalemphasis on providing access. Complete with contactprovide a forum for two-way interaction, while building information for each department as well as importantcommunity and support. (Learn more about our social project updates and city ordinances, the website is themedia efforts on page 54.)AES go-to resource for information about city government. MOBILE APP City of Auburn Website With this in mind, we use multiple channels to driveFinally, with people seeking to get information on Website traffic to the website. This approach improves ourthe gooften on their phonesthe prevalence and organic search performance, allowing us to rank higherimportance of mobile apps is increasing. Mobile apps on search enginesand, ultimately, make it easier forallow people to have information at their fingertipsright residents and businesses to access the information theywhen they want it. Plus, the functionality and accessibility need on the city and its departments and services.afforded by a mobile app allows the city to engage Only AES provides a stand-alone microsite because citizens in a whole new way.of the nature of its services and its separaterevenue stream.CITY OF AUBURN BRAND GUIDELINES47'