Social Media That Builds Trust (Not Controversy): Turning Engagement Into ConnectionMost agencies fear comment sections. We worry about negative responses, misinformation, and things getting out of control. But comments are not the problem. Silence is. When residents talk with us, even when the topic is emotional or difficult, we have an opportunity to build trust, show empathy, and understand our community more deeply.In this session, we will walk through how to create a warm, steady tone that feels human without being casual, how to invite conversation using simple calls to action, and how to guide comment threads in a way that creates clarity instead of conflict. I will share real strategies I use in the City of Mountain House that encourage dialogue instead of shutting it down, including how we intentionally ask for comments using small prompts like emojis, questions, and real-life relatable hooks that make government posts feel welcoming and safe.You will leave with a simple formula for engagement that you can apply to any post, platform, or topic.