Transcript Document
Facebook Coventry City Council
Alison Hook - Communications team
• It started with a group to find out what people thought about the City Centre masterplan • Next we piloted pages for ‘ Coombe Country Park ’ , followed by ‘ Walking and cycling in Coventry ’ • Then in November 2009 we created ‘ Coventry ’ • Full list at http://www.coventry.gov.uk/facebook Facebook beginnings
• Named ‘ Coventry ’ not ‘ Coventry City Council ’ • Uses image of Coventry, not Council logo • Used FBML app to link to Citivision (Council newsletter) and DirectGov widget (links to popular services on Council website) • Set up shortcut URL http://www.facebook.com/coventrycc
Facebook setup
• We share news, service updates, photos and videos - nothing is automated • We encourage conversations, and respond to direct questions • We don’t post more than once a day / a few times a week • We signpost to information already available online • We don’t have an overarching social media strategy
Facebook strategy
Facebook strategy
• Immediate way of finding out what people think about a topic • Useful for time-sensitive information and emergencies…
Facebook benefits
In January 2010 we had 527 fans...then it snowed.
Facebook growth
It snowballed.
Facebook growth
• We have over 23,000 ‘likes’ • ‘Likes’ grow by 50 – 100 per week • 1000 visitors a week • Over 50% of new fans join via direct links • 25% come from Facebook suggestions • 50% aged under 25
Facebook growth
• No cost to use Facebook, just staff time • Controversial posts aren’t added late in the afternoon • Managing the conversation • Day-to-day used as an additional channel – not the only channel • In emergencies, used as a primary channel, alongside Twitter
Facebook strategy
Facebook community
• Word of mouth and Facebook suggestions • Front page of website and relevant webpages • E-mail signatures and press releases • Chief Executive’s blog and staff magazine • Advertised by local media during the snow Facebook advertising
• Facebook Page Insights show us demographics and how many people are reading and commenting on posts • Sport, employment news and road repairs are our hot topics!
• 75% of those who comment are over 45, however, 50% of fans are under 24 • 45% of new visitors to the Council website come from Facebook • Each visitor from Facebook looks at an average of three webpages
Evaluation
More details at www.coventry.gov.uk/socialmedia