Reigniting engagement and conversation on our social media channels

Issue
Our social channels had unidentified roles. Without a content plan and any relevant insight-driven content, we lacked consistency in our posts. As a result, we were unable to create engagement and gain followers.

Insight
Some of the best brands in social are abandoning broad content strategies in favour of tailored campaigns with content that’s native to the platform it’s on. Not only is this approach likely to drive higher engagement, but it creates a ‘destination’ moment across a brand’s ecosystem – which a brand can draw the attention of audiences to.

Idea
Social is as much a listening tool as a broadcast platform. After investing in listening tools, we were able to spend as much time on listening as on posting. Through insight, research and listening tools, we identified the roles of what each channel should take. For example, our Twitter would be for news sharing, Facebook for building engagement with light-hearted posts, competitions and polls, LinkedIn for all our business news and Instagram for UGC content.
 
We supplied our Guest Relations team with scripts, phrases and a TOV guide on how to reply and respond to comments so we understand what our customers want – delivering customer care, not just customer service.

Impact
Reactivation of the four social channels, igniting conversations through Facebook, Twitter, Instagram and LinkedIn. Through solid research, planning, open discussions and effective collaboration, we’ve been able to run a successful programme in-house across all four channels, accelerating our followers, likes, shares and engagement.