A large UK Government communications office wanted to make their social media channels more effective with targeted audiences and reduce the volume of correspondence/calls to the public enquiry unit. They also needed an in-depth review of their channels which included recommendations going forward.
Over the course of the project, we provided this in a number of ways:
- An in-depth report where we reviewed the content and analytics from each of their social media channels and provided useful insights into how to increase engagement and avoid reputational damage.
- 4 pilot projects to test theories borne out of the review which included content training for media officers, workshops with individual social media and data analysis teams and developing new processes to trial.
- Examined the siloed ways of working that were in place and suggested ways to together moving forward, cutting down the amount of data reports being produced and increasing the number of people with skills to produce high-quality social media content.
- Built confidence in the public enquiry unit to be able to handle enquiries over social media as well as developed new processes to do this effectively.
- A road-mapping workshop with senior staff members to build an achievable plan over 3,6, 12 and 18 months.
Based on the insights in the report, we developed clear recommendations and processes to take forward. These included long-term structural and strategic recommendations as well as quick wins that would make a noticeable difference within weeks.