Regularly undertake thorough analysis (in addition to your standard reports) to deep-dive into things like optimal content types and the times of day you’re posting. The huge, and if necessary, targeted reach of the platform makes it the perfect place to promote campaigns and engage users. That’s more than a quarter of all people in the world. Remember, some events can be held under ‘Chatham House Rule’ which means it is expected to remain confidential or for comments of individuals not to be attributed to them. When creating a video think about whether you need to have a CTA included as an end frame. Use hashtags when relevant but never more than 2, and keep these short. A social media strategy is a plan of how to maximise engagement and interactions across social media to achieve a company’s objective. For example, Facebook will only let you use an image for advertising that has no more than 20% of text in it. For high-level issues, there may be particular individuals/departments who need to be made aware of the problem and an official statement may need to be drafted and shared promptly. There are many key benefits that social media in government can achieve—including social’s role in awareness building and during times of crisis. The Public Sector Equality Duty also requires public servants to consider all individuals when carrying out their day-to-day work. GDS’s rules of conduct are hosted on a separate webpage. This is across all digital channels including mainstream media sites, blogs, forums, and social media. Apply to Social Media Strategy jobs now hiring on Indeed.co.uk, the world's largest job site. A Labour MP says some established social media sites 'don't give a damn what public think' about extremist and violent uploads. Social listening tools helped us to identify relevant hashtags that were already used by the target audience. At GDS we update our Twitter benchmarks quarterly and our Podcast benchmarks annually. The best part is, the content is largely user generated. If you want to get in touch with us about anything you’ve read here, please tweet @gdsteam or contact us. Therefore, in order to get comparable data we recommend you start collecting data at fixed, regular intervals. In contrast, government is not selling or asking for anything. The Cabinet Office digital team has recently set up a pan-government page to support departments in this way. To ensure we’re not missing anything across government, we use Basecamp. Keep it concise. People in GDS join colleagues from across government in contributing to community blogs on specific topics. If you are using videos to tell stories, note that the platforms differentiate their video offering to remain unique. For instance, we hosted Sprint 15 in February 2015. To do this, you need to understand your audience. If you can (and they are up for it), set up meetings face to face. More than half of the user base is younger than 35, which is not our primary audience, and its purpose does not align with our communication objectives. Facebook is a valuable platform. Some will give you more detailed insights that can help you to reach new communities and improve how you communicate with your existing followers. What do your users want to see/hear/need help with? Find out more on GOV.UK/rights-disabled-person. After all, no one wants to view a huge infographic on a phone screen. We also used an Instagram story from Global Accessibility Awareness Day to raise awareness of the accessibility regulations and how to comply with them. This digital strategy sets out an ambitious plan over the next three years to deliver the aims in Archives Inspire. Remember that the copy you write for the albums will appear in line with your tweet and photos. A social media marketing strategy is simply what you plan to do and hope to achieve for your business using social networks. Sometimes it’s difficult to know what kind of social interactions demand a response and, if they do, what kind of response is appropriate. Now, more influencers are treating their blogs and channels as a primary source of income, with approximately 30% of influencer content receiving some form of financial compensation. Use video annotations when necessary (these are great for directing traffic to web URLS or encouraging subscriptions). Please be aware that Twitter may now choose to apply labels to tweets. Instead, they are people who continually talk about your account in a derogatory fashion for no good reason. Don’t worry we won’t send you spam or share your email address with anyone. More than two-thirds of the UK’s total population are active on social media, compared to just 45% globally. This is important when it comes to building trust. 1. We want to raise awareness of the digital transformation of government services. And, if they do, what kind of response is appropriate. You’ll need a well-maintained process for creating content and to ensure you’re engaging with your community in a timely way. Think about the user needs on the different platforms. Government as a Platform: ‘Common systems...used by departments and agencies across Whitehall’ Francis Maude https://t.co/tmF3nuOcuJ. Instagram is already scoping out opportunities to commercialise the feature, so it may become more relevant soon. This allows users to easily find the content they’re looking for. However, the platform is also investing in its IGTV long-form video offer to allow accounts to preview video content in their newsfeed, and publish landscape videos (meaning you can publish videos you may have created for other places here too). Consider accessibility - remember when uploading videos to YouTube, you need to make them accessible. We also integrate our social media with Zendesk, our GOV.UK helpdesk. This allows us to stay in contact with other community managers in other government departments so that we can help support some of the communications and marketing campaigns they run. You have to take part in the conversation, especially when people are asking you questions. While the use of social media by younger age groups is unsurprisingly high, initiatives that increase digital confidence such as the Digital Eagles programme may be contributing to more older people using social media. LinkedIn acquires two new users every second. At GDS we work from a set of rules which covers exactly what enquiries we can deal with, which enquiries we need to direct to other departments and which enquiries we simply cannot engage with. If you only post once a week, consider collecting 6 months or more before setting any benchmarks. Involve content creators and community managers in the planning stage. This doesn’t mean we don’t support other departments. It can be helpful to record disruptive users who routinely breach community rules, so other staff know not to respond to them. Here’s an online colour contrast checker you can use. You will not be able to see how many impressions it had between 1 and 7 February. It allows us to assign them to individual community managers, and ensure a good response time. Great social content will drive more traffic than almost anything else. LinkedIn’s analytics can tell you which industries your users work in, their seniority and job functions. For example, for Global Accessibility Awareness Day we drafted an OASIS plan that featured an extensive section for social media activity. It’s important to remember though privacy and copyright laws before using the services. Get inspiration from #WorkplaceWednesday and #EmployeeTakeover. Regularly refer back to your social media objectives to ensure that all activity is on track and accountable. These aren’t to be confused with people who have valid complaints or questions. Insight generated at this stage should be helping to inform your objectives, channels, the profile of your audience, and the tactics you could potentially use to engage them. It can also influence your channel investment, depending on their performance. Content is correctly titled and tagged. This allows us to: When we want to report back on the progress of our owned social media channels, we use both Brandwatch and the native analytics platforms of each social media channel. It is also important for line managers to promote healthy working practices, such as staying hydrated and taking regular screen breaks. Nobody should “own” social media strategy in your organization. GOV.UK tweeted: Universal Jobmatch has now closed and all accounts will no longer be accessible. Follow the link in our bio for more on how Suganya analysed the gender pay gap data and what GDS is doing next. If you don’t have the resource to answer enquiries, then you don’t have the resource to use the channel. The GOV.UK style guide and GDS design principles are great places to start when considering best practice in content production. For example, scheduling messages in advance is helpful if you want to post at consistent intervals. These documents should be regularly reviewed, updated and re-circulated. Initially this was a matter of resource. Consider whether you want to amplify your content (i.e. They can do this with the help of a social monitoring tool. In fact, we work closely with the likes HMRC, DWP and UKTI to take their messaging and repackage it (with their approval of course). Each community should be governed by your rules of conduct. Having a large following on social media is not always a prerequisite of a good influencer. Twitter recently launched a native video player allowing users to capture, edit and share videos directly in the Twitter newsfeed. From open policy making through to customer service and user insight, social media is a valuable tool for the public sector. We also use it as an archive for organisation history. Instead, we’ll talk about techniques we’ve found that work for us, and how we use them. For @GDSTeam, one of our storytelling themes is transparency. This helps to ensure consistency and accuracy in reporting. This is not a blind email going out to 100 individuals. They include warnings about manipulated and synthetic media, and misleading or harmful messages. https://gdsengagement.blog.gov.uk/playbook/. It also reduces the chances of link corruption. If there’s no budget, think about the quality of content you are providing them. We’re hoping it will serve as a resource for anyone managing social media in the UK government. For each risk we outline an agreed step by step crisis response including: We provide training to new starters and regular refresher sessions to existing colleagues. Always add a call to action (CTA) to the description or the text you’re adding to share. It just depends on the role social media plays and the tone of voice you have chosen to adopt. We use this tactic on @GOVUK to showcase GOV.UK services and information. We also posted 2 tweets after Global Accessibility Awareness Day to share an article from our Director General that was published online. Alt text should also be kept short and only contain important information the user needs to know. This has included reviewing professions and interests of users online as the IER team have been tasked with engaging key user groups including students and ex-patriots. To ensure evaluation relates back to our objectives, we monitor insights continually and feed these back into the campaign - rather than evaluating at the end. We share how they’re built, the people behind the transformation and the process. Community management can therefore be a challenging responsibility for professional communicators. This is essential for SEO and discoverability. Having a smaller list of well-curated influencers will be of greater use than one which is automatically generated using influencer tools such as Klout, Keyhole or Buzzsumo. GDS has a company page on LinkedIn, on which we share video updates and link to relevant pages on our blog. At GDS we have the benefit of an in-house security team and work closely with them to iterate our practices. We use this player option frequently for soundbites and event clips as users accessing content via mobile are not taken away from the newsfeed into a third-party video site (i.e. A Playbook is “a notional range of possible tactics in any sphere of activity”;  and that’s what we’re trying to share here. Below is an example of the roles social media can play in supporting these: To ensure evaluation is based upon our objectives, we adopt a three stage approach: The identification stage should be completed before any activity takes place. Video thumbnails let people see a quick snapshot of your video. Instagram does not support links: users can only access links by copying and pasting them into their browser from posts. Initially this was a matter of resource. This next tweet is an example of how we’ve used the @GOVUK channel to signpost users to services on GOV.UK. Basic steps for social media marketing plan: Objective determination – objectives of the social media marketing plan are the goals that inform one’s strategy for what platforms to be on, some of the things that he or she should post and the kind of metrics to track and this is a determination of one’s investment returns. If you are operating community management on a rota, try to ensure that colleagues are not working back-to-back shifts. Add a good enticing thumbnail to your video so it encourages users to watch it. It can drive more engagement than almost anything else. But as time progresses, with every new update to the Newsfeed algorithm it becomes increasingly difficult to get your content seen unless you’re willing to advertise. In July 2020 a series of high profile verified accounts on Twitter were hacked using social engineering. This will be a list of behaviours which you will not accept from users. It’s important to consider whether aligning yourself with an influencer is appropriate or if they potentially pose a reputational threat. Collecting your data in a spreadsheet has the added advantage of allowing you to add more information to your data. Share visuals on Twitter natively or use Flickr for higher engagement - more than Instagram. According to LinkedIn you are twice as likely to generate an engagement if you do this. The 30-second video is then displayed into users timelines. Remember, one size does not fit all, and any assets created should meet the social media platform specifications. Keep Instagram photos smartphone only - it’s what the channel was designed for. This could be community meet-ups we’ve held, external events we’ve run or interesting things that happen in our offices. Hashtags can be hi-jacked, or the original purpose of a platform can be subverted. Feed into our planning and social media strategy. BlueNod and Hashtagify can help to identify influencers. They have influenced the work of design-minded people all across government. Remember, one size does not fit all. It does not happen very often, but occasionally community managers come across messages that are inappropriate or offensive. It also gives them the opportunity to consider video or streaming services. Twitter Studio has been helpful in adopting assets created by different departments natively. Each social media platform has built-in analytics for insights into your audience. When you upload a video file to a tweet, Twitter allows you to trim it. It’s key to understand your users and their needs and then be consistent. GDS does not have a Facebook page. Therefore, an image must always communicate its source - either through branding (i.e. There are over 13 million UK users scrolling through Twitter’s newsfeed (80% of them via a mobile device). We detailed the content pillars we needed into a creative brief that aligned with the campaign production plan and key milestones. Hashtags and Links The bulk of our social activity happens on Twitter. That means it is very important to make sure government information is as accessible and inclusive as possible. Images, animated GIFs and infographics If you have time, ask for their input – what would be of value to them? They underpin your social media strategy and inform your key performance indicators (KPIs). Also ensure that your logos and background images are consistent across all communications channels. It’s also great for creating albums that can then be shared to Twitter and displayed online. These risks are reviewed and discussed quarterly. At GDS, we aim to provide an initial response to all enquiries within 4 working hours. The channel offers great targeting options so if you want a post only to be seen by a specific group of users, you can set this up. Don’t forget your KPIs or benchmarks. Instagram is a great way to bring content to life, and we use this to showcase the work and culture of GDS. 64 percent of the UK population are active on social media, and they expect immediate access to information and real-time responses. This allows organisations with multiple products or services to target specific audiences. To ensure you’re making the most of social media, it’s important to undertake planning and research to: Social media campaigns should follow the OASIS model - a framework used across government to ensure campaigns are planned, implemented and evaluated effectively. More on this can be found in the ‘Creating an editorial calendar’ section. We tend not to favourite or re-tweet users as this can be perceived as an endorsement or self-congratulatory. We recommend where possible that people have workplace assessments to support their wellbeing. Here’s an example of how we’ve provided live commentary for an event through the GDS Twitter channel. Depending on how often you post it may take longer to build up enough data to set a robust benchmark. We also have a standard responses document listing regular queries and responses. We have a number of channels that help us communicate in different ways to different audiences – these too will have their own objectives to ensure we are communicating key messages consistently. Alongside alleviating issues and just being helpful, it’s important for building trust within your community and helping to position yourselves as experts. When you create content for social media you can (and should) follow the latest best practice, but there is no crystal ball that can prepare you for how people will respond to what you are putting out. You can share stories with your audience instead of normal post updates and you can decide whether to let these disappear within 24 hours, or highlight them on your profile so they do not ‘expire’. But you can go further. It takes time to build mutually beneficially relationships. If you don’t, you risk the danger that your competitors will, and as a result, they will gain market traction and exposure over … This includes Accelerate, the government’s digital skills transformation programme. While social engineering can be hard to prevent, and is by no means the only online threat, there are measures related to the technology that you can put in place to mitigate the risks. Encourage people to engage or interact with your event: Make sure you consider your audience, venue, wider communications plans and hashtag. Similarly, you probably feel confident in which networks to cover. What do you want them to do? Be prepared to have more in-depth conversations with groups and individuals to add real value. It also reduces the chances of link corruption. Put images into albums. Long-form educational content has been popular recently as users have turned to using their mobile phones for longer durations. Events provide excellent opportunities for sourcing content and positioning yourself as an expert in your field. The following tweet is an example of how we’ve used the @GOVUK channel to highlight news announcements, linking back to GOV.UK. Don’t include personal or financial information like your National Insurance number or credit card details. Instagram currently only permits business and creator accounts to access Instagram Insights. Using third-party apps: Instagram has some powerful editing features built-in, and it’s new ‘Layout’ app is perfect for creating collages. Use the Find a Job service to apply for full or part-time jobs: findajob.dwp.gov.uk. This is invaluable for when you make an initial approach, as you need to know exactly how your content is going to fit. These can then be used to tailor responses to individuals. We have made it easier for you with the help of these templates that are mentioned below. Roughly 80% is content we create and 20% of content is curated from elsewhere via a retweet or linking to another department’s content. In the UK, Facebook has over 28 million users (Comscore Q3 2014). We would only re-tweet if we considered this of value to our followers. Each approach needs to be genuine, relevant and tailored with a focus on collaboration. Being verified on Twitter signals trust. online conversations using a social listening tool, messaging and campaign priorities for your department, cross-government messaging and campaign priorities, a press contact in the department, so that urgent points are communicated efficiently, content pillars (a specific piece of content that can be broken into sections) of 3 to 5 areas that any social output must align with to make sure messaging meets priorities, a standard responses document which lists our most regular queries and pre-approved responses, through which we ensure consistency in messaging and tone of voice, an escalation process which identifies urgent queries or reputational threats, using a traffic light system to signify importance, abusive, violently graphic, defamatory or obscene, in violation of any intellectual property rights, promoting other social media channels, websites or content considered spam, ‘flame-baiting’ - in which the aim of the post is to provoke heated and emotional responses, ‘Trolling’ - in which the aim is to use off-topic, insulting or threatening remarks to upset another user or group of users, which stakeholders need to be notified (and crucially - their up to date contact details), who will take the lead on any crisis response, template holding statements and responses, actions to take to protect accounts in the event of a breach, follow-up actions including incident reports or training updates, raise awareness of the services we help to build, promote our culture and talk about our people, let relevant people know that the event is happening, give people enough notice to be able to attend, make people aware of registration deadlines, encourage people to visit the registration site (if applicable), invite people to participate in event activities, engage people with online conversation around the event, capture positive sentiment and playing this back to attendees, developing accessible written content in plain English that meets the, best practice accessibility design principles, how to use imagery and gifs in accessible ways, creating video and animations in accessible formats. For every social media success story like President Barack Obama's 2008 grassroots campaign there is another of a career-crippling gaffe, like Weinergate, when New York Rep. Anthony Weiner accidentally tweeted a picture of his crotch.Social media, and particularly Twitter, have become a type of soapbox in America, on which many politicians are able to speak directly to their constituents. We monitor retention, audience growth and engagement in order to determine the best format. Details on how to Verify your account can be found on the Twitter site. Using the native analytics of the platform, you set the date to pull data for posts published between 1 and 7 February. Have they expressed views counter to those you are seeking to promote? For example this will include content which is: You should devise and post your rules of conduct on your social media channel or promote them in another way that is easily found by users. GDS has trained in-house photographers as part of its creative team. As you build up your data you should update your benchmarks. Messaging/campaign priorities for your department, Pan-government messaging/campaign priorities, Historical data on how previous posts have performed (i.e. Once you start using social media to talk to your community and spread your story, you become accountable and have a responsibility to engage. In it, we share our best practice, what we've learned and what we're planning to do. This includes whether a post was part of a campaign, or if it had video, and whether that video was film or animation. There are other frameworks and guidance available from the Government Communications Service. Our objectives informed why we set up each channel. You can then direct users to this should they behave in an unacceptable manner to community managers and/or other users. Some government departments have used the platform successfully - for example, the ‘Get Ready for Brexit’ campaign was promoted on a paid-for-ad basis. You should choose your platforms based on your analysis of your audience, coupled with the communities and people that you know you want to reach. split up the image into a series of smaller assets). But with every new update to the newsfeed algorithm it becomes increasingly difficult to get content seen unless you pay to advertise. This includes testing knowledge and understanding by running scenario-based exercises that put the escalation process into practice under controlled circumstances. There is also the potential to transform how people contribute to the archive by helping to improve the cataloguing of our collections. We will be launching our first showcase page later this year. @GOVUKdigimkt It captures anonymous insight into a user’s journey after they click on the link. We only use hashtags for campaign material, to draw it together - we don’t generally use hashtags for day to day content. GDS Design Principles are a great place to start, frameworks and guidance available from the Government Communications Service, Twitter allow text alternatives for images, Facebook have automatic text alternatives, with every new update to the Newsfeed algorithm, latest guidance for Civil Servants on social media, 80% of UK Twitter users access the platform via mobile, allowing users to capture, edit and share videos, video content will account for 69% of all consumer internet traffic, Flickr's Stabilisation Detection function, Google previews up to 156 characters of your page text, LinkedIn announced showcase pages for companies, What we mean when we say "Show the Thing", Letting relevant people know that the event is happening, Encouraging people to registration site (if applicable), Inviting people to participate in event activities, Capturing positive sentiment and playing this back to attendees, Number of online mentions across all channels, Social media platform’s native analytics tools. @GOVUK Get involved with relevant groups on LinkedIn to help promote your company page. 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