big deeson kent social media audit - vine
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Who is making the best use of Vine in Kent?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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HIGHEST VINE SCOREVine is relatively new as a platform. Among the organisations we looked at, only five have set up accounts and four organisations are using it actively.
Within the group, Visit Kent has been using Vine the longest and uses an app to share third-party Vines to help boost content.
Kent Police has only just started using Vine but has the most professionally produced content. Its Christmas advent calendar campaign worked well on Vine and was easily shared on its Twitter feed. Have a search for them on Vine.
TIPS AND CONSIDERATIONSWe’ve some suggestions for non-Viners and those getting to grips with it:
• Reduce risk – create a profile to stake a claim for your organisation’s name before someone else does. You don’t want to compete with a parody Vine account
• Branding – stand out as the official account by completing the bio and uploading your logo
• Sharing – use apps to share other people’s Vines. You are likely to encourage others to share your content if you do likewise
Who’s micro filming?
• Twitter – don’t forget to share your Vine to your Twitter feeds. You can share to multiple accounts
• Search – choose a name for your account that is discoverable and remember hashtags are vital in helping people find your Vines
HIGHEST SCOREVINE PIONEERS: Visit Kent and Kent Police
The Big Deeson Audit
NOT VINING
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WHO’S ON VINE?