big deeson kent social media audit: facebook
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Find out who is inspirational in Kent on Facebook.TRANSCRIPT
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deeson-creative.co.uk @deesoncreativeAuthored by Emily Turner and Jordan Hammond © Copyright 2014 Deeson Group
The BIG Social Media Audit
We evaluate 20 Kent organisations to see how they are using the main key platforms
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Who can we look to in Kent for inspiration across the main platforms, as well as emerging ones?
The Deeson Creative team has completed a big audit of 20 local organisations, both in the public and private sector.
We’ve been using our benchmarking tool to look at performance across nine platforms, including Facebook, Twitter, YouTube, LinkedIn, Pinterest, Vine, Instagram, Flickr and Google+.
WHY SOCIAL MEDIA?We know social media is a burning issue from our monthly Socialbury knowledge sharing events, which brings together senior representatives from the county’s leading organisations.
Organisations have told us they are finding social media useful and exciting, but also a resource drain, tricky to keep up with, difficult to measure, and hard to integrate in an organisation’s culture.
THE BENCHMARKING PROCESSWe examined brand consistency, page set up, post frequency, response rate, engagement levels, design customisation, community management, social etiquette and use of rich content. There was a maximum score of 30 points per platform.
THE ORGANISATIONS UNDER THE MICROSCOPEWe audited: Visit Kent, Dover Castle, Canterbury Cathedral, Chatham Dockyard, The Aspinall Foundation, Saga Holidays, Port of Dover, Manston Airport, P&O Ferries, DFDS Seaways, Kent Police, Kent Fire & Rescue Service, Kent Community Health Trust, South East Coast Ambulance Service, Kent County Council, University Kent, Canterbury Christ Church University, Canterbury College, K College and Midkent College.
The big Deeson audit – how are Kent organisations using social media?
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The Big Deeson Audit
HIGHEST FACEBOOK SCORE
Saga Holidays scored the most points for its wide variety of content and use of video to create an interesting fan page. Posts have clear calls to action, such as ‘share’, ‘like’ or ‘comment on this post’, which prompt fan interaction.
The organisation has developed a vibrant community with an above average engagement rate of around 13%. They are experienced community managers, responding quickly to all comments, questions and third-party posts.
They keep their page looking contemporary and fresh by regularly changing the cover image to match campaigns and using images in their updates. See their page here.
We also liked Dover Castle’s personal touch of naming the page manager and clearly setting out community rules.
TIPS AND CONSIDERATIONS
Out of the 20 organisations, four do not use Facebook. A few things leapt out at us during our monitoring:
• Branding – cover images can have 20% text and can be used to support campaigns but few are changed regularly
• Community engagement – some pages had slow response times, or no response at all. There was
Who’s getting the thumbs up?
also a lack of likes, comments and shares on posts for some organisations and analysis is needed to determine the right content and times to post
• Content – engagement will be improved by an increased use of dynamic visuals and shareable video
• Etiquette – there needs to be a relaxation of the tight corporate voice into a ‘human’ tone. Greater third-party content sharing will lead to wider reach
HIGHEST SCOREFAB FACEBOOKERS: Saga Holidays, Dover Castle, P&O Ferries and Kent Police
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NOT ON FACEBOOK
HOW MANY ARE ON FACEBOOK?