Effective emoji use for public agencies

Emoji offer a way to convey information quickly in a visually appealing format, engender positive feelings among audiences, appear more relatable in conversations and encourage user engagement. Emoji offer a free, entertaining way to jump into the conversation but the low barrier to use does not always mean low risk. For public agencies, emoji use must balance considerations related to clarity, accessibility and representation. With more than 3,700 emoji now available and audience attitudes changing, understanding emoji use in official communications is growing in importance. This paper examines how public agencies can use audience data, best practices and historical context to better connect with the public through effective emoji use.