A channel strategy for a military service

Within all large, complex organisations, social media grows organically. Before you know it, there are too many channels, which are difficult to navigate for users and hard for central teams to manage. The quality of content and evaluation varies considerably.

This was the case for one of the UK military services who asked for our advice on how they should manage the number of social media channels. 

We produced:

  • an audit of their branded Facebook and Instagram accounts
  • recommendations for reducing the number of organisational accounts from over 200 down to 50.
  • criteria for accounts that should be kept or merged
  • a guide to setting standards and processes for the remaining accounts

Project Outcomes

Our client has been able to:

  1. Close or merge more than 100 social media accounts (and counting)
  2. Demonstrate that they are in control of their presence on social media
  3. Place the digital team as a centre of expertise and ownership
  4. Help those with social media channels understand how their efforts can be made more efficient and deliver greater impact
  5. Challenge those teams to think clearly about the quality of their overall online presence, including web pages