{"id":917,"date":"2019-10-16T11:45:16","date_gmt":"2019-10-16T10:45:16","guid":{"rendered":"https:\/\/blogs.gov.scot\/digital-engagement\/?p=917"},"modified":"2019-10-31T12:20:55","modified_gmt":"2019-10-31T12:20:55","slug":"five-top-tips-for-using-social-media-to-engage-citizens","status":"publish","type":"post","link":"https:\/\/blogs.gov.scot\/participation\/2019\/10\/16\/five-top-tips-for-using-social-media-to-engage-citizens\/","title":{"rendered":"Five top tips for using social media to engage citizens"},"content":{"rendered":"<p>We recently celebrated the 1st birthday of the Social Content Hub &#8211; a dedicated team within Scottish Government Communications tasked with running our main social channels and embedding best practice across the organisation.<\/p>\n<p>It\u2019s not enough for social content to be important or relevant. We have to strive to be engaging, to reach people\u2019s hearts as well as minds, and to demonstrate our value. With that in mind, here\u2019s five top tips for creating engaging content.<\/p>\n<p><span>Big thanks to colleagues CJ Cook and Sophie Tolley whose presentation for Civil Service Live in June 2019 provided the inspiration and much of the content for this article.<br \/>\n<\/span><\/p>\n<h3>1. Think audience first<\/h3>\n<div>Everything we communicate should be carefully crafted around the target audience. For every piece of content we always ask things like:<\/div>\n<ul>\n<li>Who is the audience?<\/li>\n<li>What are their passions?<\/li>\n<li>How do they prefer to communicate?<\/li>\n<li>Where can we find them?<\/li>\n<li>When are they most likely to engage?<\/li>\n<li>Why should they care about our message?<\/li>\n<\/ul>\n<p>For example, we know that our followers on <a href=\"https:\/\/www.instagram.com\/scotgov\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a> are typically younger, and more likely to engage with highly visual, engaging content. By utilising Instagram Stories and adopting a more casual, eye-catching style we have hugely increased the reach and engagement on that platform \u2013 and recently hit 10,000 followers.<\/p>\n<h3>2. Have a plan<\/h3>\n<p>We spend a lot of our time planning. Social media is insatiable and needs to be fed and watered if you want to earn and retain your audience\u2019s attention. Planning is vital. We have content planning sessions which look months ahead, whilst also feeding into daily and weekly catch-ups that take place in the department.<\/p>\n<p>We scan the horizon for upcoming opportunities like national or international days, allowing our content to tap into wider conversations being had online.<\/p>\n<h3>3. Learn as you go<\/h3>\n<p>Social media platforms collect a huge wealth of data about users\u2019 interests and habits. Used responsibly (of course) we can harness some of this information to learn about what works and what doesn\u2019t. We dedicate time to evaluating what we produce and publish, constantly learning and adapting to optimise our channels.<\/p>\n<p>For example, by seeing that most of our followers are using mobile devices, we can ensure that we design content to be optimised for those devices. We know that 73% of Facebook users watch videos without sound. So we design our video content based on the assumption that they\u2019ll be played on mute. By combining eye-catching imagery with snappy on-screen text and captions for any spoken content, we can get the key messages across quickly.<\/p>\n<p>We can also optimise the timing of posts to reach the biggest audience possible. For example by scheduling posts in the evening, during commuting times, and over lunch, when people are more likely to be browsing social media. Again, data helps us to constantly refine and adapt, to back up (or challenge) our assumptions.<\/p>\n<h3>4. Show, don\u2019t tell<\/h3>\n<p>It should be no surprise that visual content works far better on social, including on <a href=\"https:\/\/twitter.com\/scotgov\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a><span style=\"float: none;background-color: #ffffff;color: #333333;cursor: text;font-family: Georgia,'Times New Roman','Bitstream Charter',Times,serif;font-size: 16px;font-style: normal;font-variant: normal;font-weight: 400;letter-spacing: normal;text-align: left;text-decoration: none;text-indent: 0px;text-transform: none\"> or <\/span><a href=\"https:\/\/www.facebook.com\/TheScottishGovernment\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> . We are working hard to upskill colleagues to produce high quality videos and graphics to accompany every post. This helps to catch people\u2019s attention and convey large amounts of information quickly and simply.<\/p>\n<p>We try to be as creative as possible to continually surprise and delight our audiences. You may have seen some of the lovely animations and short videos that we\u2019ve produced in recent months.<\/p>\n<h3>5. Stay on brand<\/h3>\n<p>Crucially, we strive to always stay on brand. This is essential for building the trust and recognition of our audiences, to offer a consistent, authoritative, approachable and reliable source of information.<\/p>\n<p>We have introduced templates to help colleagues stick to the brand colours, fonts and layouts. This has resulted in a far more consistent, recognisable presence online.<\/p>\n<h3>And finally\u2026<\/h3>\n<p>A week is a long time in politics\u2026 and social media!\u00a0 Nothing stands still on social and we are constantly learning, adapting, experimenting and evolving our approach to stay relevant.<\/p>\n<p>We want to be a centre of excellence for the organisation and are developing a strategy and training resources to help everyone make the most of these channels. If you\u2019re doing something similar, we\u2019d love to hear from you, so leave a comment below.<\/p>\n<p><a href=\"https:\/\/blogs.gov.scot\/digital-engagement\/wp-content\/uploads\/sites\/8\/2019\/10\/James-headshot.jpg\"><img decoding=\"async\" class=\"alignleft wp-image-922 size-thumbnail lazyload\" data-src=\"https:\/\/blogs.gov.scot\/digital-engagement\/wp-content\/uploads\/sites\/8\/2019\/10\/James-headshot-150x150.jpg\" alt=\"Author image of James Coltham\" width=\"150\" height=\"150\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><\/a>James Coltham is Head of Digital Communications and Content at the Scottish Government.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>James Coltham, Head of Digital &amp; Content, shares some top tips for how the team are increasing citizen engagement through social media.<\/p>\n","protected":false},"author":536,"featured_media":930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[50,30,81,93,94,13,8],"class_list":["post-917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-work","tag-blogging","tag-engagement-strategy","tag-facebook","tag-instagram","tag-scotgov","tag-social-media","tag-twitter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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