east sussex hootsuite | lesley fairbairn
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Why East Sussex County Council is using HootSuite to improve security, customer service, and efficiencies
Really Useful Day: Social Media
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Lesley Fairbairn
Web & Intranet Editor
@LesleyFairbairn
What is HootSuite?
HootSuite is a browser-based, social media management dashboard
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HootSuite - streams
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It helps you keep track and manage your many social network channels in one place
You don’t need to use the native accounts.
It can enable you to monitor what people are saying about your organisation and help you respond instantly.
HootSuite - streams4
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HootSuite – scheduled posts
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Before HootSuite...The 1st phase of introducing social media at ESCC was to open
it up and encourage its use – that was the start of the devolved model.
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staff were encourage to use social media
the council wanted to be transparent and to devolve comms responsibility to departments
allow officers to tell people about their work, encourage engagement and answer people’s questions
cost savings if we can achieve channel shift from telephone as a means of customer service
increase the number of referrals to our website (instead of people going on to pick up the phone)
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But the scale of activity within the devolved model was hard to judge despite best estimates from voluntary recording of accounts and users.
Second phase – introduce HootSuite
To improve and refine the use of social media for the organisation.
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HootSuite was rolled out as a pilot scheme for a year
In that time we were to evaluate whether it was worth the cost and whether it fitted into how we work.
Commissioning HootSuite
this was a joint ICT/Comms project
this helped us manage the security, lock out each user from the native accounts and set them up with new accounts in HootSuite.
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cost of pilot phase met by corporate communications
HootSuite was jointly commissioned with Medway Council. This gave us a reduction in the licence fee.
Chief reasons for introducing HootSuite
reputation management improve security of accounts – reduce risk to organisation of
officers leaving with passwords or “going rogue” allow central overview of what accounts exist and who is
managing them
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the “corporate overview” will help us work as “one council”, avoid duplication, working in silos
increase efficiencies within and between different teams improve evaluation – better understanding of impact,
analytics, reach, number of retweets help to manage look and feel of accounts and ensure good
branding, best practice and management
No complaints from users.
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“It stops the unnecessary ‘flitting’ between pages and makes scheduling posts really easy.“
“I find that HootSuite is a useful tool to have when posting between 3 different Facebook pages.”
Rollout successes
“The ability to schedule tweets has freed up more time for me to focus on other areas of work more and become more productive.“
What social media accounts do we have?
We have 64 Twitter and Facebook accounts23 Twitter41 Facebook
We have about 120 users embedded in the teams that own the social media accounts
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The ‘top’ 3 social media accounts:
Most Twitter followers or Facebook likesThe corporate ESCC - TwitterHighways - TwitterLibraries - Facebook
Through HootSuite we can see best engagement (Facebook shares, likes for a post, comments, click-throughs) (Twitter retweets, replies, favourites, click-throughs)Hastings Children’s CentreSt Leonards Children’s CentreEastbourne Children’s Centre
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Identify what we’re not doing well
A degree of rationalisation as we spot underused accounts.
Improved standards.
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change in culture –HootSuite is now mandatory for all social media users
the cost is now being met by departments
new accounts come through the communications account managers to ensure this is the right option to achieve their aims and that they understand the resource implications
corporate comms teams assist in branding and naming conventions when site is first set up
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Third phase (where we are now)
we now have an audit of (almost) all ESCC accounts and users, giving much clearer overview of accounts and users by department
we are spotting and eliminating examples of poor practice, “dead accounts” and ugly branding
analytics are being used to get clearer idea of reach and use of accounts – telling us if the account or campaign is worth doing and the impact on the audience so that we can work out the value of social media.
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for the first time we are able to provide senior management with a corporate overview of the devolved social media model, to easily see where the inconsistencies are and where there are duplications.
we have a single interface to manage all our ESCC social media accounts
effectiveness and efficiencies improved, e.g. Cross-team communication – has improved how we work together by being able to share and assign work across teams; other efficiencies such as being able to schedule tweets and posts
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we are currently reviewing our social media policy (internal and external customers)
review all social media intranet content (training, guidance, how to set up new accounts, change accts)
better support and training for those users is being rolled out, e.g. a new social media group in Yammer where users can post queries or good ideas; and informal monthly meetings where users ask questions and share best practice
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The future… Better, targeted, campaigns
Our assets secured
Reputation management
Major incidents comms plans across the devolved social media accounts
Shared working across the district and borough councils
How East Sussex County Council is using HootSuite to improve security, customer service, and efficiencies
Really Useful Day: Social Media
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Lesley Fairbairn
Web & Intranet Editor
@LesleyFairbairn