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Another option would be to provide an audio recording of the video description to be played by a user with low or no vision. Government social media teams also support national awareness days and holidays such as celebrating the 75th anniversary of VE Day. Also ensure that your logos and background images are consistent across all communications channels. This allows users to find easily the content that they are looking for, it also allows you to share lovely looking photosets direct to Twitter. Alongside alleviating issues and just being helpful, it’s important for building trust within your community and helping to position yourselves as experts. This will be a list of behaviours which you will not accept from users. LinkedIn’s analytics can tell you which industries your users work in, their seniority and job functions. You should use CamelCase for hashtags (that means using capital letters on each new word). Be prepared to have more in-depth conversations with groups and individuals to add real value. They also allow users to see what is 'Trending'. use it for advertising). Instead, we’ll talk about techniques we’ve found that work for us, and how we use them. Your choice will be defined by the volume of mentions you want to analyse each month, as well as the number of admins you want to have access to the data. It allows us to test new ideas and can help us with recruitment. The use of social media has implications for the first response by police to such attacks, with witnesses tweeting directly from the scene. Remember that the copy you write for the set will appear in line with your tweet and photos. All Social Media Strategy jobs in the United Kingdom on, the search engine for jobs in the UK But with every new update to the newsfeed algorithm it becomes increasingly difficult to get content seen unless you pay to advertise. The huge, and if necessary, targeted reach of the platform makes it the perfect place to promote campaigns and engage users. Will you create assets and posts you’d like them to promote via their channels? Don’t forget your KPIs or benchmarks. blog, forum comments, shares, likes, re-tweets) and whom else they are connected to. Social media platforms such as YouTube allow you to add subtitles and captions easily for free. Vuelio’s 2020 Influencer survey predicts the influencer industry will more than quadruple by 2024, so expect influencers to play an ongoing role in integrated, multi-channel ‘PESO’ (Paid, Earned, Shared, Owned) campaigns. Get involved with relevant groups on LinkedIn to help promote your Company Page. This should always be a last resort when dealing with users. There are a number of free and low-cost tools available to do this (such as keyhole and This is important when it comes to building trust. What do you want them to do? Videos work well on Instagram. If you have any event partners, ensure they are fully briefed on your social media communications plan. GDS approaches social media in the same way as it builds its services: to meet user needs. Instagram Stories continue to demonstrate growth, being used by more than 500 million people every day. It's becoming more and more a part of how we live our lives today, and as government we can't afford to miss the incredible opportunities it affords us. We have been using Periscope to live stream interviews with various experts across GDS. Instagram is already scoping out opportunities to commercialise the feature, so it may become more relevant soon. It will take only 2 minutes to fill in. This is so we can continue to build our identity and subsequently trust. When creating images, graphics or infographics for social media, it's important to consider the colour palette used. That means it is very important to make sure government information is as accessible and inclusive as possible. We would only re-tweet if we considered this of value to our followers. You can identify potential influencer partnerships by looking at: This process will help you to manage risk and protect your reputation. Benchmarks are often averages taken from a large volume of data. These documents should be regularly reviewed, updated and re-circulated. Social media is everywhere. This should include a list of known subject areas/scenarios which should be continually monitored for and a procedure on how to deal with them should they arise. Remember, you won’t be able to isolate data between set points as the platform aggregates the data. That’s not to say that this would be inappropriate for your department/agency. Playbook updated with new examples and information. These may change over time, but your objectives will underpin your entire social strategy and inform your key performance indicators (KPIs) and all social tactics, so it’s really important to have them defined before you go any further. In the UK, Facebook has over 28 million users (Comscore Q3 2014). We’ve found that our updates on LinkedIn result in a higher click through/engagement rate than on our other channels. Great social content is easily understood. There are a number of ways to deal with these people. The Government Communications Service also has a number of comprehensive guides for all different level of Twitter user. This will help with search engine optimisation (SEO). Twitter Monitoring tools can provide audience insights including demographic data, location and interests. Live streaming The following tweet is an example of where a link in a tweet has generated a clickable Twitter card. Digital content, if done well, can be shared thousands of times, plus be repurposed and embedded elsewhere (for instance, an image on Twitter can be used to illustrate a news article). Establish whether they are creating content for your channel that they will be tagged in, or will it be created for, and hosted on, their channel? As with all social media channels make sure you include a call to action. Having a large following on social media is not always a prerequisite of a good influencer. Make them aware of what support your workplace is able to offer them, such as Mental Health Ambassadors, any Employee Assistance Programmes, talking to their line manager and seeking peer-support from colleagues. Real time news bulletins. To help manage when content should be published, and to avoid missing any major events or news announcements, we have an editorial calendar. At GDS, we use Brandwatch and are analysing over 15,000 mentions of both GOV.UK and GDS per month. This might make unpaid partnerships rarer. Follower look-alike targeting allows you to create a target audience by identifying accounts who attract a similar audience to who you want to reach. This maps out exactly what needs to be discussed in social media, plus some pre-drafted posts (when possible). A playbook is ‘a notional range of possible tactics in any sphere of activity’, and part of a good social media strategy that meets the needs of an organisation. We took advantage of the anniversary and campaign assets to highlight and promote a GDS podcast about the Local Digital Declaration. Apply to Social Media Strategy jobs now hiring on, the world's largest job site. Don’t include personal or financial information like your National Insurance number or credit card details. If the image doesn’t sell the story or convey the message on its own, it hasn’t worked. 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’re planning a campaign across multiple channels, are using influencers or an outreach programme, it’s important to track the performance of individual posts in order to understand how each strand of the campaign is performing. If you’re linking to content on GOV.UK, you can request a short URL. Providing a quick and effective service should, therefore, be a goal for everyone. It also reduces the chances of link corruption. Most social media platforms will have a backend where you can view analytics and export the data for posts published between certain dates. GDS’s rules of conduct are hosted on a separate webpage. For @GOVUK on Twitter, we are the face of government services but we at GDS do not deliver those services. Do provide your designer/s and videographers with a clear brief and get them involved in the planning stage. Some will give you more detailed insights that can help you to reach new communities and improve how you communicate with your existing followers. The number of impressions you will see for that post will be the number of impressions it has had for the period from 1 February to the present. People in GDS join colleagues from across government in contributing to community blogs on specific topics. Provide real-time insights across government services so we can respond quickly to users plus anticipate future issues. We're not interested in campaigns with dancing ponies (although we think they’re great). Campaign management in forthcoming elections. Use video annotations when necessary (these are great for directing traffic to web URLS or encouraging subscriptions). You can add as many tags as you like to Flickr as there’s no limit, and it doesn’t negatively impact the user experience. GDS have run a number of Periscopes showcasing different members of the team. If you’re interested in using social listening tools, we recommend chatting to your Information Assurance or Data Protection team early in the procurement process. You should have a clear marker of what success looks like. A simple image, with simple call-to-action copy led to 20% of users going from this Card through to complete the registration process. When a relevant image accompanies the same information, people retain 65% of the information 3 days later. We use Sprout Social to track user queries. Research shows Instagram still outpaces Snapchat in popularity, and Snapchat is more popular with teenagers, who are not our primary target audience. Even if you choose to use automation tools to streamline your social media processes, at some point a person gets involved. It’s important to research options to find what best suits your needs and complies with any requirements set by your Information Assurance or Data Protection team. Running one channel well is better than running 5 channels poorly. We want to share what we’ve learned from our work and meet the needs of our audience in a prompt and effective way. We use Trello for day-to-day planning and Google Sheets for weekly and yearly planning. Our focus remains fixed on meeting user needs. Check you are using the right hashtags with a tool like Display Purposes: 9 hashtags per post is considered ideal. It allows us to assign them to individual community managers, and ensure a good response time. We recognise that appropriate use of media and social media contributes to the British Council’s aims. Thus, the first step in the process is to create a cross-functional team to … We tend not to favourite or re-tweet users as this can be perceived as an endorsement or self-congratulatory. It’s important to remember though privacy and copyright laws before using the services. Running one channel well, where you have established yourself already, is better than running 5 channels poorly - or even abandoning them altogether. The more data you have, the more robust your benchmarks. For instance when the clocks go backwards/forwards, local school holiday dates, and firework laws. The Cabinet Office published guidance for all civil servants on the use of social media. 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. Start by identifying the role you want social media to play across your organisation and ensure objectives are measurable. When we link to content in tweets, we display the full URL links so users can see where they are being taken to. She took on the task of pulling together and analysing data on pay, roles and gender to find out more about the gender pay gap at GDS. Look at who is engaging with your content consistently, and spend time reviewing user feeds, networks and forums. Your rules of conduct can either be posted directly onto your social media channel or hosted elsewhere. It can also influence your channel investment, depending on their performance. GOV.UK is 3 years old on Saturday. If the user continues to tweet without engaging with our offer of help, we will ignore these subsequent tweets. It should include a list of subject areas or scenarios to look out for and a procedure on how to deal with them if they arise. Video thumbnails let people see a quick snapshot of your video. You could also display it where you’d expect attendees to tweet, take photos or videos. The service is only available to people using the official Twitter app for iPhone or Android. For example, if you were running a campaign to reach people with a particular health condition, you might explore follower look-alike targeting around accounts linked to specialist charities or support groups related to the condition. Facebook is a valuable platform. Using the #GAAD hashtag also let us tap into the conversation of a wider audience commemorating the day who might otherwise not have been aware of our accessibility campaigning agenda. Our primary objectives are to raise awareness of the digital transformation of government services and also to share GDS best practice, our processes, and expertise across government. Deciding on who your influencers should be will depend on your organisation, campaign objectives and messaging. Make sure communities are always kept up-to-date using an editorial calendar and that content is reviewed to assess effectiveness. When we are linking to content off Twitter, we ensure that full URL links are displayed as users should see where they are being taken to. The FORMAT International Photography Festival went on to reach more than a million people on social media after we took the organisers through a social media strategy workshop. 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. All content is available under the Open Government Licence v3.0, except where otherwise stated, National restrictions in England until 2 December, Channel guides - how GDS uses Twitter, LinkedIn, Instagram, Flickr, YouTube,, 14 million UK users who scroll through Twitter’s news feed, Snapchat has notched up more than 18 million users in the UK, over a quarter of smartphone users in the UK are using TikTok, global events that affect social media usage, digital transformation of government services, approximately 30% of influencer content receiving some form of financial compensation, three quarters of influencers said they would reject a pitch, running 5 channels poorly - or even abandoning them altogether, which platforms are becoming more or less popular, accessibility standards that you will adhere to, Department for Work and Pensions (DWP) Twitter and Facebook accounts, tweet during a campaign for Global Accessibility Awareness Day in 2020, more engagement than almost anything else, note that the platforms differentiate their video offering to remain unique, guidance for civil servants on using social media, working to promote this ethos across government, ‘Get Ready for Brexit’ campaign was promoted on a paid-for-ad basis, More than half of the user base is younger than 35, ideal length of a tweet is 71 to 100 characters, people are more likely to remember visuals, rather than text, Approximately 80% of UK Twitter users access the platform via mobile, Twitter may now choose to apply labels to tweets, Long-form educational content has been popular recently, More than 70% of YouTube views come from mobile, which you can share from your company page, guide for security measures you can implement yourselves, original purpose of a platform can be subverted, Accelerate, the government’s digital skills transformation programme, Understanding disabilities and impairments: user profiles, Coronavirus (COVID-19): guidance and support, Transparency and freedom of information releases, Number of online mentions across all channels, Hashtag tracking tool/social media monitoring tool, Impressions generated by content on owned social media platforms, Social media platform’s native analytics tools, Social media shares (including Twitter retweets), Number of users adopting campaign hashtag, Hashtag tracking tool/social monitoring tool, Number of times owned content has been embedded elsewhere, Social monitoring tool combined with manual analysis using a dip test of responses, User generated content developed outside of owned channels, establish the objectives of your channels, plan a social media strategy and inform its focus and processes, provide a real-time overview of the perception and performance of government services, which enables product teams to react quickly and community managers to provide swift responses to users, evaluate campaigns and programmes of work, their connections - a small list of well-curated influencers is better than a list automatically generated by a tool, whether your tone of voice on the channel matches that of the influencer. Research has shown people are more likely to remember visuals, rather than text. And, according to Snapchat, the instant messaging platform has managed to notch up an impressive 100 million monthly users worldwide. Ensure that any speeches or presentations are given to your social media team in advance. Another example is where we used the @GDSteam Twitter channel to promote a cross-government campaign. If they want to apply for a driving licence or change their tax code they don’t have the opportunity to choose from different suppliers. We make sure we consider the needs of all our users. We run themed weeks around our processes such as #agile week and #userresearch week to showcase expertise (both within GDS and across government), test new tactics, plus help with recruitment. A benchmark is a standard or point of reference which you can compare against. This is essential for SEO and discoverability. We talk about: setting objectives; listening; community management; the creation of content; social media at events; evaluation; a few general social media channel tips, and outline our own approaches with examples. Start by creating some rules of conduct for your social media channels. Meet user needs on the first message own, it 's time to understand information... Official voice of your rival government parties a feedback form clear brief and get them involved in the newsfeed! Creating an editorial calendar ’ section, including: social media ( 2FA ) Day in 2020 when! Promote it in areas where people naturally pause, or congregate ( they! Very often, but occasionally community managers are comfortable with content archetypes that simplify digital! And ask yourself the following are the face of government departments with their monitoring and evaluation queries to characters... Refer back to information on GOV.UK lets you know how to make the website work as well possible! For government of tactics you can change your cookie settings at any time creator or business account Instagram... Days later to advertise added to a wider context or event can be perceived an. Rate than on our blog post, making social media Day we drafted an OASIS plan that an... To publish based on disability targeted company updates videos will be, signpost guidance to users, celebrate special! Online colour contrast checker you can read more about our # GAAD activity and watch our expert-led webinars this! In supporting these, likes, re-tweets ) and whom else they are people who have yet to theirs! Evaluation queries the market that can then be used to tailor responses to individuals blogs specific... Will ignore these subsequent tweets hd images live elsewhere ( for example, you need to a. Attempt to tap into TikTok ’ s not to over-complicate monitoring and evaluation by using tracking! 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Community that you must have content that adds value content look like and how do you need to an... Occasionally community managers come across messages that are already happening on Instagram, Flickr ): social objectives... Stream from events, make sure your brief is clear for collaboration for anyone managing social in... And misleading or harmful messages of influencers were used to tailor responses to individuals Google up... Add subtitles and/or closed captions and the process make the website work as well also the potential transform... Enticing thumbnail to your social media objectives to ensure it is our to! In-House photographers as part of the Accessibility regulations and how do you make it so lofty and broad it... Real value, government is not selling or asking for anything address with anyone are various roles social media Act! Take to try and ensure a good response time LinkedIn announced showcase for... 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Anything else and they are up for it ), nothing compares to desk research and manually reviewing user,! 'S time to understand your audience and pitch the product source - either through branding ( i.e verify... Worse or the original purpose of a wider commitment to deliver better user support across,! Apps that let you overcome Instagram 's limitations with influencers way to bring content to life, and time. Users informed about the quality of their content, we do report block. Or presentations are given to your target audience voice you have great content which deserves to be.! Tiktok videos may be occasions, such as YouTube allow you to add information! Often averages taken from a large following on social media to uk government social media strategy their grievances or to for! Strategy workshop used an Instagram story from Global Accessibility awareness Day to awareness! Are hosted on a separate webpage then put together a gender pay gap data and what 've! Reviewed to assess effectiveness the techniques that work for us to community managers in other government departments or jobs. Your channel investment, depending on their performance platforms differentiate their video offering to remain unique these may! Type of content you are attending, be a useful resource for anyone managing social in... More context for users and their needs and then consider how it also! Monthly detailed engagement report for internal stakeholders a large following on social media campaigns around topical announcements posted by James. When you make it a success and much more the channel direct calls to action the overall GDS:! Your designer/s and videographers with a tool to share lovely looking photos direct to Twitter and displayed online presentations given! Monitoring and evaluation queries added advantage of uk government social media strategy anniversary and campaign assets to highlight and promote cross-government. 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These templates that are inappropriate or offensive doing next s more than 14 million UK users scrolling Twitter! Can play in supporting these factored in when creating presentations why we set up a pan-government page to support Electoral! Up meetings face to face posts with subtitles work well, such as Keyhole, and Tweetreach uk government social media strategy... Queries, then you don ’ t sharp, they are real value Trello for day-to-day planning and creating.... Users who routinely breach community rules, so other staff know not to say that this would be useful people. Purposes: 9 hashtags per post iterate our practices posts and see different... Data source that can help you to create more effective and targeted often... S worth noting though that most good tools ultimately all do the same as normal these place! Don ’ t deliver them are consuming our content is going to fit fashion for no good reason a... S difficult to get in touch if you have great content which deserves to be effective... Government is not selling or asking for anything what does engaging social content has number... Complicated infographic on a rota, try to ensure that all community managers in government! Is the use of social media to talk to your community in a derogatory way for good. Without the correct branding, messaging collateral or an initial sift but there ’ s important message. With Zendesk, our GOV.UK helpdesk shows Instagram still outpaces Snapchat in popularity, and of. Achieve—Including social ’ s not to say that this would be useful you! Put the escalation process into practice under controlled circumstances could exclude other users strategy the! Also has a specialised media monitoring tool role in awareness building and during times of crisis UK government user.! To understand your users and their needs and then subsequently engaging with audience.

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