Take-aways from #SM4GOV – 2
There are still a number of take-aways that I am yet to mention, I will focus on these in another post. For the moment I am digging deeper into one particular take-away, that being analysing the data. This is particularly important when highlighting the importance of social media’s role to those who work with you, yet are not fully aware of the potential that social media can play with telling a story and reaching your audience.
One of the clear messages provided at #SM4GOV was to start moving the traditional media budget over to social media. This may prove challenging, depending on mindset and traditional expectations, especially ones that are regulated. Yet, by providing opportunity for the impact of social media to be seen may provide a supportive avenue for this move to occur. You see advertising, boosting and plain old posting on social media is measurable. Where as traditional media does not provide such visible and immediate information.
At this point we have set ourselves a couple of tasks to start getting our heads around the data:
- What stories resonate with our audience
- What time works best for our audience
- Can we engage our audience beyond liking and basic comment that is only a tag
What are we finding so far?
Our top posts for the last two weeks have been focused on:
- community announcements
- information that support families
- student centred posts, such as success stories and insights into learning
The reach of the top 10 posts over the last two weeks has been 5 times that of our page likes. So we are certainly being seen. We are getting a clear message about what our audience is wanting to hear, as the feedback is clear and is being told to us in the first 24 hours of a story being told. The three types of posts identified above, perform much better than others that have no connection to our community. And from this we have watched the likes for our page steadily grow.
Over the next few weeks we will continue to watch what resonates with our audience, along with the other two areas identified. The aim of this is to ensure that we are meeting our audience where they are at, while telling our story.