Category Archives: government

LONG READ: What you can learn from Andy Burnham’s early social media content strategy

There’s been a slew of posts about new Prime Minister Andy Burnham’s use of social media as a communications channel.

There’s been some interesting reads. He’s recruiting a dozen more social media posts for the 10 Downing Street operation. He may or may not be the UK’s first social media Prime Minister.

Let’s been honest, two weeks in and he’s on his honeymoon period.  

But there’s enough there to intrigue me into making me spend some time evaluating his content. 

I’m anticipating the training request ‘we’ve been asked to make our senior people look as good as Andy Burnham.’

How politicians used to communicate

Growing up, the set-piece TV interview was the way politicians would communicate their thoughts and policy detail. Journalist Rob Burley’s excellent ‘Why Is This Lying Bastard Lying To Me’ traces the rise and fall of the 40-minute Sunday morning political interview.

The trouble is nobody outside Westminster wants to watch.

So, with more than 80 per cent of the UK population having a social media account it makes sense to be good these channels as well as media relations, strategy, policy, public speaking and all the other things a successful Prime Minister needs. For a Labour politician facing a hostile media it also makes sense. 

Were I still in regional media, I’d be asking why local news journalists don’t get to interview the Prime Minister so much when he visits town. And yes, other politicians are available.

So a post of three parts. First some data then some learning points and then some content.

PART 1: Some data on Andy Burnham’s social media content

So, how are the numbers? I’ve taken a look at Andy Burnham’s own Instagram, TikTok and Facebook. I’ve not looked at the 10 Downing Street accounts.

At first, I looked at Instagram mapped content there. But exploring TikTok and Facebook it was clear there was content unique to those platforms. How come I haven’t looked at X? Hours in the day, mainly. X is still important to politicians and journalists but less so for the wider public. A quick glance over there shows much less engagement but strong reach. So, around 13,000 engagements on X for the two week and here’s what we’ve achieved listicle. That’s about half of the performance of the same content on Instagram.

I looked at engagements per post as a metric. Why? Because likes, comments and shares are a marker of people literally engaging of what is being said. They haven’t simply scrolled past. When people engage it also sends a signal to the algorithm to show it to more people. Not only that but they are more likely to be shown future content.

Instagram is his largest channel with 660,000 followers outranking Facebook (610,000) and TikTok (465,000). But follower numbers are less important. All of the platforms are showing you content from people you don’t follow if it performs well or you’ve shown an interest in related content.

I’ve also calculated the percentage reach for each of the channels. So, in other words, if you have an account with 100,000 followers reaching 5,000 would be five per cent. It’s a marker of how effective the content is. 

For Instagram this is 3.2 per cent. This is narrowly behind Hootsuite’s benchmark for Government of 3.5 per cent. For Facebook, Andy Burnham’s numbers are 4.1 per cent which is higher than the 1.5 per cent Hootsuite metric.

But its TikTok with a 16.6 per cent engagement rate that’s the real winner. That’s more than ten times the social platform’s suggested 1.5 per cent benchmark. That would be of interest no doubt to political pollsters.

The overall raw numbers pan out in a very similar shape for overall engagement numbers. On average, the 77,000 engagements for TikTok outrank the 25,000 engagements on Facebook and 21,000 on Instagram.

Part 2: What you can learn from Andy Burnham’s social media strategy

Collaborations, collaborations, collaborations. His team love to set him up with a collab. That’s working with an interviewee for a chat with content often being shared. Of the 25 posts, seven are collaborations. This works here to show a very human side. 4

He sits down with Elizabeth Day from the ‘How to Fail’ podcast which elicits an emotional moment where Andy Burnham reveals how his Dad’s Alzheimer’s disease is so advanced he doesn’t realise his son has been made Prime Minister. Imagine your crowning glory being taken away from you, you are invited to wonder. It’s a touching moment that probably wouldn’t work with a political interviewer. It reaches 100,000 engagements on Burnham’s Instagram but isn’t posted to TikTok or Facebook by his team. 

Instead, the ‘How to Fail’ channel is where you can find it on TikTok and Instagram along with eight other clips and a 54-minute podcast on Spotify and other providers. That’s the nature of collaborations.

He also meets @classicfootyshirts to talk about his love of Everton FC as well as the more heavyweight former diplomat Alexander Dragonetti. There’s also street voxpopper @robcolfer which allows him to talk about Sheffield music and science influencer Big Manny which has more than 100,000 engagements across Instagram and TikTok.

The basic sums of this is that he can break out of his own channel and reach other audiences who probably aren’t following much hardcore politics. It’s a smart move as part of a wider strategy. Critics may say this is not rigorous feet to the fire scrutiny.

Working with influencers will probably work in a honeymoon period. In times of crisis I’d expect this will probably be left in the toolbox.

Influencers. Yes, the public sector can work with influencers. But a bit of prep is needed to make sure you are not sitting down with a dark past or shady opinions.

It’s not posted across all channels. This is such an important lesson from this exercise. Content is posted to the platform where it’ll work best. So, stop the boats is reserved for Facebook. Posts about training for young people go to TikTok. That makes sense. Be aware of the channel.

Bespoke content. Sometimes there was Instagram-only, TikTok-only and Facebook-only content. I was surprised to see Andy Burnham’s admins experiment with text-only posts on Facebook which are also quite long form. Several hundred words on a topic is perhaps surprising. 

Softer content gets the audience for the drier policy stuff.. This is not the best performing content but posts which set out what the PM  has done that week. They feel like the meat and potatoes. They want you to know this. My guess is that softer content reels people in to create a bigger crowd for the more serious messages.

Video, video, video. There’s so much video. To someone who has been banging on about the importance of video this gladdens my heart. But it is not a cure all. There are times when it’ll work and times when it won’t. 

Not so much traditional politician content. The collabs by definition break outside of the politician at the Despatch Box or lectern. In fact, it’s notable how little traditional PMQs sound bite or lectern content there is. Why would he? He’s about doing things differently.

To camera and in conversation. Burnham sometimes delivers a piece to camera and sometimes is captured chatting to an interviewee. That feels deliberate. Mixing it up freshens it up and will deliver different results. The piece to camera can be the points he wants you to know. Counter intuitively, the conversations with interviewers reveal the most personal and intimate content. Revealing the point about his Dad’s dementia may feel a little too manipulative if it was in a speech. 

Hope. One of his early positions is the aim to restore a sense of hope. Indeed, there’s a video which captures this. So much of the internet can be powered by rage and there’s an absence of angry finger pointing here. In this snapshot of content he doesn’t mention his political enemies by name. They’re not even in the screen. His team would probably argue that the content reflects the hope message.

Speaking off the cuff. As an experienced politician he makes a lot of what he says look effortless. He has an ability to communicate without notes. This is rare. Warning: most politicians trying to emulate this will struggle. He has a well thought-out message and he delivers it in conversation rather than set piece soundbite from an autocue. There is no Tony Blair-style jarring of ‘This is no time for soundbites… but I feel the hand of history on my shoulder.’

All this will make it difficult for other politicians to replicate. The bright comms team will anticipate this. The more tightly scripted and tightly edited Oxford City Council approach feels a better route for the less experienced performer. 

Part three: the content itself

Dive in, have a look. It’ll change with time and events no doubt

VIDEO: A collaboration with @robcollfer (227k Instagram followers) who carries out voxpop interviews in the street. He stops ‘Man in glasses’ and asks Q: what is your favourite thing about Sheffield?  Answer: The Crucible for the snooker, Human League and Arctic Monkeys. Q: And least favourite? The transport links. A cunning way to talk about the poor transport links across the Pennines.

Likely to appeal to: Sheffield people, music and snooker fans and northerners fed-up with poor transport links.

Hook: “Man in the glasses, have you got a minute?”

Instagram engagements 10,200. 

TikTok engagements: not posted

Facebook engagements: not posted

Video length 1’25”.

PIC: A listicle of the week’s achievements with a shot of the PM meeting a factory worker. ‘My Government is getting things done’.

Likely to appeal to: Core audience of the page.

Hook: “My government is getting things done – here’s just some of the changes we’ve made this week.”

Instagram engagements 6,600.

TikTok engagements: not posted

Facebook engagements: not posted

VIDEO: A collaboration with @big.manny1 (1.5 million followers) an Afro-Caribbean man who makes science relatable to young people. In the clip, Manny narrates making a circuit breaker in the same way that the PM is making a circuit breaker by creating the Number 10 of the North in Manchester to make decisions outside London.

Likely to appeal to: Young people.

Hook: @andy.burnham is introducing a circuit breaker into UK politics with the new No. 10 North.

Instagram engagements: 51,500.

TikTok engagements: 68,800

Facebook engagements: not posted

Video length: 45 seconds.

TEXT: We’re changing the rules… are you creating British jobs?. This is text and Facebook-only. It’s also long form text. 

Likely to appeal to: Older Facebook natives.

Instagram engagements: not posted

TikTok engagements: not posted

Facebook engagements: 31,500

TEXT: We’ve all had some experience of struggles with mental health. Like the previous post, this is text and long form text.

Instagram engagements: not posted

TikTok engagements: not posted

Facebook engagements: 35,200

VIDEO: I’m back down at Ashton Bears. A selfie video shot in landscape in downtime revisioting the Rugby League club he visited during the recent by-election. 

Instagram engagements: not posted

TikTok engagements: not posted

Facebook engagements: 9,200

Video length: 1 minute 42 seconds.

VIDEO: AI is important so is engineering. A video direct to camera in hi-vis celebrating engineering and other jobs. This is related to the policy announcement also in this run about practical jobs being important.

Instagram engagements: not posted

TikTok engagements: 94,200

Facebook engagements: not posted

Video length: 1 minute 42 seconds.

VIDEO: Collaboration with @classicfootyshirts (1.5 million followers). The PM is shown a late 1970s Everton shirt, talks of his love of Everton and correctly names the player who would have worn the shirt.

Likely to appeal to: Football supporters especially Evertonians.

Hook: “What does Everton Football Club mean to you?”

Instagram engagements: 8,600

TikTok engagements: not posted

Facebook engagements: not posted

Video length: 33 seconds.

VIDEO: Collaboration #1 with ‘How to Fail podcast with Elizabeth Day’ (210,000 followers). In an emotional clip the PM describes how father’s alzheimers is sufficiently advanced that he doesn’t know he is PM.  

Likely to appeal to: Broad appeal but especially amongst those whose family have experienced Alzheimers.

Hook: “My Dad doesn’t know I’m Prime Minister.”

Instagram engagements: 100,000

TikTok engagements: not posted

Facebook engagements: not posted

Video length 1 minute 30 seconds.

VIDEO: Collaboration #2 with ‘How to Fail podcast with Elizabeth Day’ (210,000 followers). In this clip, its more a platform for the PM to explain what he is standing for and talks about the need to ‘bring back hope’.

Likely to appeal to: Core audience.

Hook: Bring back hope.

Instagram engagements: 5,000.

TikTok engagements: 11,200

Facebook engagements: 8,500

Video length 1 minute. 

VIDEO: A show reel of places the PM has gone in the first few weeks. Using ‘Can You Hear the Music’ from the film Oppenheimer plugging into the cinema meme of showing something in 35mm as opposed to the more expansive IMX shot.  

Likely to appeal to: Scrolling audience.

Hook: ‘The first few weeks.’

Instagram engagements: 12,800

TikTok engagement 25,200

Facebook engagements: 49,200

Video length: 29 seconds.

VIDEO: Ask me anything. Taking questions posted on a range of subjects some tricky and some not. While one shot with captions, it is made visually more interesting by jump cuts that crop in on each closer creating pace and intimacy. This plugs into the internet convention ‘ask me anything’ when famous people take questions from the public. 

Likely to appeal to: A scrolling audience.

Hook: ‘Ask me anything’.

Instagram engagements: 5,900.

TikTok engagement: 21,300

Facebook engagements: 10,900

Video length: 1 minute 30 seconds.

VIDEO: Collaboration with @ellisplatten (138,000 followers) the man who owns classicfiootballshirts. Ellis uses the Number 10 podium to joke how his first policy would be to make everyone wear a football shirt.

Likely to appeal to: Football fans.

Hook: ‘Good evening, Britain.’

Instagram engagements: 11,500.

TikTok engagements: not posted

Facebook engagements: not posted

Video length: 15 seconds.

VIDEO: Collaboration #3 with ‘How to Fail podcast with Elizabeth Day’ (210,000 followers). A major policy shift acknowledgiong the need to tackle social care.

Hook: The healthcare system is broken.

Instagram engagements: 16,000.

TikTok engagements: not posted

Facebook engagements: not posted

Video length: 1 minute 30 seconds.

VIDEO: It shouldn’t just be about University education. This is shot with an off-screen interviewer the PM is engaged with. It covers a significant policy change. Young people should be encouraged that vocational education is a good route foir their career.

Likely to appeal to: Parents and young people.

Hook: “For too long, young people have been told there’s only one route to success.”

Instagram engagements: 7,600. 

TikTok engagement: 22,000

Facebook engagements: 7,400

Video length: 52 seconds.

PICTURE: Andy Burnham in Downing Street. A recap on the first two weeks as a listicle.

Likely to appeal to: A scrolling audience. 

Hook: “Two weeks ago today, I admitted that politics has not been working for you and that we all need to raise our game.”

Instagram engagements: 21,200

TikTok engagements: not posted

Facebook engagements: not posted

VIDEO: A press conference-style set-up. To tackle the issue of small boat crossings. 

Likely to appeal to: People for who the small boats issue is important. 

Hook: The number of crossings is down by 50 per cent. 

Instagram engagements: 9,700

TikTok engagement: 6,200

Facebook engagements: 21,500

Video length: 1 minute 30 seconds.

VIDEO: A super carousel of images shot in the opening weeks. Dozens of shots of the PM meeting a range of people from the King to members of the public. 

Likely to appeal to: Scrolling audience.

Hook: Behind the scenes – the first two weeks… 

Instagram engagements: 3,900

TikTok engagements: not posted

Facebook engagements: not posted

Video length: 20 seconds. 

VIDEO: A piece to camera summary of the first two weeks. A verbal listicle. 

Likely to appeal to: A scrolling audience.

Hook: Second week as Prime Minister .

Instagram engagements: 33,800

TikTok engagement: 187,000

Facebook engagements: 48,900

Video length: 1 minute 9 seconds.

VIDEO: The need to devolve power. A piece to camera celebrating the regional differences of a roll / barm / tea cake / cob to make the point that local people know what’s to be done locally.

Likely to appeal to: People from the Midlands and North.

Hook: Now this is a barm and no-one can tell me any different.

Instagram engagements: 36,100

TikTok engagement: 72,900

Facebook engagements: 27,900

Video length: 50 seconds.

VIDEO: Criticising online job interviews. A sit-down interview-style interview approach about online job interviews. 

Likely to appeal to: frustrated jobseekers and older people who don’t like technology.

Hook: I’m not a fan of this online job interview culture. 

Instagram engagements: 11,400

TikTok engagement: 35,100

Facebook engagements: 36,700

Video length: 30 seconds. 

VIDEO: Collaboration with former diplomat, columnist and influencer Alexander Dragonetti (240,000 followers) on tackling social care. A chat on benches with a two shot of the two of them.

Likely to appeal to: People who have experience of care for a family member.

Hook: “I would never forgive myself.”

Instagram engagements: 10,300

TikTok engagements: not posted

Facebook engagements: not posted

Video length: 1 minute 35 seconds.

VIDEO: The need for Number 10 North. An informal fireside-style interview to allow the main points to be delivered.

Likely to appeal to: People in Northern England.

Hook: “I think we need to be more ambitious.”

Instagram engagements: 4,800

TikTok engagement: 7,100

Facebook engagements: 8,000

Video length: 38 seconds.

VIDEO: Practical jobs are important. A TikTok-only piece to camera with mortar board and hard hat props to underline the importance of practical jobs.

Likely to appeal to: Young people.

Hook: “For decades, young people have been told a mortar board leads to success but this doesn’t. I’m not having that.”

Instagram engagements: not posted

TikTok engagement: 420,000

Facebook engagements: not posted

Video length: 38 seconds.

VIDEO: A speech given to real people without notes standing amongst a seated audience. 

Hook: “I speak from the heart…”

Instagram engagements: 22,500

TikTok engagement: 33,100

Facebook engagements: 29,200

Video length: 1 minute 25 seconds. 

That’s it. Thanks for reading. It would be interesting to compare to a figure on the right of British politics. If I can find the time, I may.

For more, I deliver training to help you make sense of the changing landscape. 

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LONG READ: It was the memes wot won it and other lessons for communicators from Labour’s General Election win

‘A new dawn has broken, has it not,’ Tony Blair famously said as he addressed supporters at Royal Festival Hall in London as its new Prime Minister.

The Labour operation had deliberately waited until the first golden rays of the morning sun had reached over the Thames to brighten the shot that framed the 1997 Labour landslide.

Their approaches of message discipline and news management became the textbook of how to communicate. 

Yet, everything changes, as Take That once pointed out. In 2007, The Sun sold 3.1 million copies and the News of the World shifted 3.5 million. Today, one doesn’t exist and the other no longer publishes circulation figures. 

In 2024, The Sun’s intervention to support Labour with a lame football-themed frontpage that called for a new manager was met with general indifference and a shrug. It was a bulletin from another era. 

Eighty per cent of the UK population has a social media account where we will graze our entertainment and news will come and find you if its important enough. The very idea of cycling to the paper shop to find out what’s happened belongs in the 20th century. 

My General Election from a different perspective

In 2024, free of being politically restricted I volunteered to work on Labour’s campaign in Halesowen. It was professionally eye opening. 

My first General Election was that Blair Labour triumph of 1997 where I covered it as a reporter for the Halesowen News. Labour fought and won that Black Country seat that fringes the Worcestershire countryside.

As a reporter, the phone would be ringing with calls from candidates most days in the six months beforehand. In the last six weeks, we would have a theme and invite the candidates to tell us what they’d do to handle crime, the NHS, jobs and other perennials. One week, we even got each candidate to submit an example of handwriting with their permission to a retired company director who was the UK head of a graphoanalyst society.

In 2024, The Halesowen News, is no longer based in the town, featured the Labour candidate a handful of times. Print media was an after thought to the campaign.

This was the meme election 

But if it wasn’t local media driving the debate what was? I think I’ve got a meme that can tackle that.

Memes are sharable pieces of content that can make an observation, crack a joke or make a point. Agree? Hit like. Disagree? Fall into the trap and start an argument that will boost the original post with the algorithm.

Both Labour and Conservatives used memes as the sharp spear point of their election message. Activists were signed-up to spread local-themed and national messages across their networks.

Politics has long moved on from 19th century beer-laced election festivals to hustings to newspapers to the mobile phone that you scroll through. Had Blair, Churchill or Attlee being campaigning today they would be all across the meme.

The Conservatives had an app while Labour had a website with downloadable imagery. 

But for all the officially-shaped content there was also a blizzard of combative unofficial content that would never have got past the approval process. Reform have a downloadable profile picture that’s all about spreading the branding. 

The Sun boasted in 1992 that ‘it was The Sun wot won it.’ In 2024, if there was one thing more important than another maybe it was the meme election.

But…

This was also the anti-meme meme election 

Need a message? Here, have one. Then move onto the next thread. To counter that there’s the anti-meme meme. You’re making this point? Here’s a meme that pricks your balloon.

There was plenty of this in the meme wars that raged across the internet and in particular in community Facebook groups and Nextdoor.

Back in 2019, I ran some research that showed big ‘P’ politics did not sit well in community Facebook groups in the run-up to the General Election which Boris Johnson won for the Conservatives. However, small ‘p’ politics was often fine and the angle to approach the national issue. The person complaining about not being able to get a GP appointment was the wedge to start talking about which side of the argument you’d favour.

As the campaign went on, it was clear that even more subtle ways to get past the admin gatekeepers was needed. In particular I was impressed at the Stourbridge resident who offered the olive branch that this really was all about love and used the highly incendiary shot of Matt Hancock kissing an aide during COVID in breach of COVID regulations.

Nextdoor were particularly adept at throttling the algorithm on content that may have mentioned elections. 

This was the AI election (sort of) 

In 1924, the Daily Mail printed the Zinoviev letter. This quoted an emissary from the newly-formed Soviet Union that spoke in support of the Labour Party which was knocking on the gates of Downing Street. It alarmed Middle England. It was a fake. But the public didn’t know this until after the election.

A century later, there was no AI-generated equivalent that pointed an accusing finger at a Labour Leader poised to take power in then last few days. This doesn’t mean that there wasn’t AI if you went looking for it. 

The big warning that AI was going to flood our timelines with misinformation and disinformation didn’t land this time.

What we did see was a lot of ‘patriotic’ right wing AI art of Reform’s Nigel Farage and more racist content that was also called out. It was clearly artificial. But both Conservative and Labour also created memes that showed opposition figures in unreal scenarios. Labour using Rees-Mogg’s face to show what it would look like to wake up next to him if there was five more years of a Conservative government.

Was the Rees-Mogg image made with AI or just PhotoShop? I don’t know. It’s hard to tell. But that’s just it. It’s supposed to be hard to tell. It was definitely not real. 

There was also the fake TikTok videos of leading politicians playing and commentating on Minecraft. To be really effective in their manipulation they have to carry a grain of truth. This couldn’t have pulled the wool over anyone. So, harmless then? Yes, largely. But it does nothing for building up politics as a worthwhile and noble profession.

More worryingly, The Guardian pointed to one example of AI tools being used to manipulate audio recorded on a Ring camera. This footage was shot which captured Labour supporters calling to deliver a leaflet. The candidate who posted it alleged a racial slur. An analysis of the recording showed anomalies. 

This was the TikTok election

Big noise was made about the role TikTok would play. The Guardian have written this excellent balanced piece which puts the platform into context. Ten per cent of people get their news from TikTok and this could be a traditional broadcaster such as the BBC, a new entrant like ‘Oh, God What Now?’ or The News Agents or a citizen journalist.

Aside from that, the parties themselves were active creating content specifically for TikTok that looked and felt unlike video from other places. 

This was the podcast approach election

I heard an episode of Radio 4’s ‘The Westminster Hour’ during the campaign. It was dreadful. Set piece lines to take deployed against each other by rival MPs not yet famous enough to have won their spurs.

The only Leaders’ debates that looked anything other than painful was Sky News in front of an audience whose laughter stripped past the lacquer of pre-prepared interviews. I cannot think that the set piece interview as it stands has any life left. It has been sanitised to death buried with a green pharmacy cross on its grave.

Yet, the informal podcast approach taken by programmes such as Electoral Dysfunction with Beth Rigby, Tory Ruth Davidson and Labour MP Jess Phillips or the genre-defining The Rest is Politics with Alastair Campbell and Rory Stewart are far more engaging. 

It was the clipped-up news election 

So, if print media is largely irrelevant does this mean that journalism is dead? Of course it doesn’t. It just means that the news will find people in clips that are seen online by far more who watched the original. 

Keir Starmer’s stumble on Bangladeshi immigration cost his Party a big chunk of the Bangladeshi population across Britain, for example. Even the local journalism turned into sharable content.

And finally

If you think all this is just political communication and it won’t affect you as a communicator think again. Political campaigns, as I’ve said many times, are a petri dish for innovation. 

The memes played a role but so did other factors. I can focus on the digital element but the door knocking, data gathering and get the vote out operation was all part of it.

Several of these approaches with a degree of imagination I can see working across the public sector. History shows that new tools which are at the bow wave in an election often become firmly part of the toolkit.

NEW FRIENDS: What big changes to Facebook mean for public sector communications

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As the late David Bowie once sang: “Ch-ch-ch-ch-changes, turn and face the strange.”

Almost five decade old lyrics that can help you navigate the ever changing ever evolving landscape of social media.

Facebook announced a change of direction a few days ago. It came in a blog post from Mark Zuckerburg and it has led to a fair degree of fear and uncertainty. It heralds a new direction for how people will consume content on the channel.

More than 50 per cent of the UK population have a Facebook account, Ofcom say, so an announcement on how your audience will use the channel is hugely important to everyone who wants to use the channel to reach them.

One thing is striking about this announcement. It is light on detail. It is vague in places. Frustratingly so. But after reading a stack of takes on the blog and giving this careful thought here’s a few things that public sector people need to know.

I’ll be talking about these points in more depth and coming up with solutions at SKILLS YOU WILL NEED FOR LIVE VIDEO in London on February 2 and at ESSENTIAL DIGITAL SKILLS FOR COMMS on January 26 in London, on February 15 in Leeds and Birmingham on February 27.

Facebook’s focus will be on friends and family not businesses, brands and organisations like the public sector. What your friends post is going to be dropped into your timeline more often. That’s at the expense of content from organisations. You can count the public sector in that.

Your Facebook page will reach fewer people unless your posts are genuinely engaging. As the squeeze on pages kicks in you’ll reach fewer people through organic posts. The broadcast content that ticks a box for someone? It’ll work even less. Reading what Zuckerburg it needs to be genuinely engaging. So, the Sandwell Council discussion on Snow Champions where people share pictures and discuss where salt can be got looks the best bet. This will need a re-think for many people. It’ll also mean you need to engage.   

The public sector person who shares work content to their network will cut through. If friends and family are important to Facebook, the shared message from an employee who lives in the patch will be more important. Of course, this is a fraught area and one where HR have had a field day in recent years. Your policy may not be for people to share work content. You may not even let them during work hours. But the email to the 100 librarians about that library content you’ve posted for them on a Facebook page feels like a sensible thing to do.

The internal comms of social media feels more important. If friends and family are more important, internal comms as a discipline overlaps further with social media. Tapping into staff’s networks of friends and family feels like an optional bonus nice to have. It may only reach small numbers per person. But in a 1,000-strong workforce even half bringing 10 each may represent an audience.     

Facebook Groups are more and more and more important. In 2018, your strategy for how you map, search and interact with groups will be mainstream if you want to use Facebook sensibly. This is something I’ve written on before and I’ve been carrying out some detailed research in the field. The Facebook group admin in your area are as important as journalists and other influencers. They have been for some time and the Facebook announcement is a klaxon wake-up to this. Make friends with them where you can. Think what content would work for them. Don’t spam them. The 500 members of the New Parents Facebook group are the right audience for new parent content. Join a group yourself and interact directly.  

The new approach can be summarised in this short video. Although it is longer than Facebook’s optimum 21 seconds. But that’s fine.   

Facebook Live video will be more important. Zuckerburg talks about the explosion of video as being significant and he’s especially keen on live video. Why? Simple. It carries more interactions. An encouraged route to your audience on pages is live video. This could be a Q&A, a behind the scenes tour. The body of experiment and case study is growing. Learn and add to it.

Facebook engagement rates will go down. That’s not just for the public sector, that’s right across Facebook. This is one of Zuckerburg’s clearest predictions. Lerss time but more valuably spent. So, as you see your stats dip remember that you are not alone, okay?

Facebook advertising feels more important. Advertising is not mentioned through the Zuckerburg post. As an organisation that is highly skilled at extracting cash from business, brands and organisation this is notable. The detail will follow, I’m sure, but I can’t imagine that Facebook won’t turn down the chance of allowing brands to beat the changes by advertising. As blogger Jon Loomer has speculated, this may lead to more competition to get into people’s timelines. This may lead to a spike in costs. Or it may not. 

Drive your traffic to email. Greenpeace Unearthed sponsored a Facebook post to encourage people to sign-up to their email list as a way of combating the change. That’s a natty approach. Credit to Jo Walters in spotting that.

That’s not the end for your Facebook page. This may be the start of using it more creatively and using it as one element of your overall Facebook strategy that inckudes groups, pages and internal comms and a higher barrier for posting better content.

You can find me @danslee on Twitter and by email dan@comms2point0.co.uk.

Picture credit: Trixi Skywalker / Flickr

6 pieces of content from #ourday I liked

A day a year local government shouts about what it does.

I raise my hat to everyone who took part in the day and created content.

Seven years ago, this was purely a Twitter thing when it started as #walsall24. Over the years the Local Government Association has got involved to support it.

But now that Twitter is the 4th most popular social platform should it just be Twitter? I’m not so sure. If it is true to its aim of reaching people to tell the story of what local government does it needs to find the best platform. Probably, this is an array of platforms.

An additional worry in a discussion on the Public Sector Facebook group is that people struggle to create the time to make #ourday really work. But anecdotally, this does work as internal comms. It also works to encourage service areas to share their stories.

Here are five pieces of content that caught my eye

Radio DJ Nick Grimshaw posting about council gritters on instagram

Nick Grimshaw has 1.3 million followers. He is from Oldham. The winner of their name-a-gritter competition was ‘Nick Grit-shaw’. So, as an Oldham boy made good he shared it with his followers attracting 30,000 likes.

Why is this good? This isn’t the council talking about what they do, it’s a Radio One DJ. That’s far cooler.  

keeping your streets ice-free…. “Nick Grit-Shaw” I’ve made it 😂👋🏼

A post shared by nicholasgrimshaw (@nicholasgrimshaw) on

An interactive be-a-council-officer game

There used to be a cartoon strip called You Are the Ref where you were given a scenario and had to choose the correct outcome. Doncaster Council used Twitter to create a similar scenario only being faced with the challenge a council officer would face. It gave a taste of the difficulty council staff face.

Why is this good? It’s not saying ‘here’s what we do.’ It asks: ‘what would you do?’

A poem set to video

There are 1,200 services that local government does. It’s hard to cover them all. But a video of just over a minute covers much of the ground. Well done Bath & North East Somerset Council.

Why is this good? It uses video so autoplays in your timeline. It covers a range of things in a short space of time.

Hello doggy

The most popular Facebook update wasn’t a council service as such but a lost dog. Of course it was. It was never going to be an engineer filling in a pothole, was it? You can see it here.

swale

Hello, regular people

One of the benefits of #ourday is putting faces to names and to be able to tell people what they do, as this Derbyshire Dales Council tweet shows.

Why is this good? Because it tells you who those familiar faces are and what they do.

A Periscope broadcast to explain a guided walk

South Cambridgeshire has many attractive places and guided walks encourage older people to step out. Here the council used Twitter’s live streaming app Periscope for a council worker to talk about what the scheme is.

A clip-on mic helps to improve the sound.

Why is this good? Because it is getting out of an office and experimenting with technology.

SHOW, TELL: Great ideas are likely to die if they’re not well communicated

early

The earlier you involve your comms team in a new project the more chance it has of being a success.

There’s some stats behind this, too.

If comms are involved in the early planning stage its an 82 per cent chance of success.

If they are involved after the scheme has been approved its 68 per cent.

If comms are called in just before launch its 40 per cent.

If its after launch its 26 per cent.

If its not at all its 15 per cent.

These statistics emerged from a survey from the #commsforchange event I was involved with a while back in the early days of comms2point0. It’s a figure In keep referring back to.

It was a figure that came into my head when I saw the stream from localgovcamp in Bristol last weekend. Loads of great ideas were being kicked around by bright people in local government. Yet, there was very little talk of who to communicate with. That’s not a criticism of the event or the ideas. Far from it. It’s an event that’s very dear to my heart and has shaped what I do today.

But something nagged at me. The landscape is littered with great ideas badly communicated.

And if you want the idea to succeed you need to tell the right people at the right time in the right way.

TRUSTING ME: A quick guide to who, what and how to deliver a better message

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When you’ve got a difficult message to deliver don’t just send out the next cab on the rank. Instead, use a bit of research to send out the best one.

Who is delivering the message is just as important as what they are actually saying.

But when time and effort gets spent on the the words very little gets spent on thinking through who will say them.

Who will say it? And what will they say? Here is a couple of pieces of research that should help guide who will say what for you.

A case study with trees and angry people

Back when I was in the public sector, an issue blew up with trees being cut down on common land. The simple equation was this:

Trees are good, so cutting them down is bad.

That’s a perfectly understandable response. The thing was, it was more complicated than that. IKt boiled down to:

Trees are good but they’re damaging rare heathland.

The offending trees themselves were self-set. In other words, birds had eaten berries and the seeds had ended up germinating where they fell. Trouble is the heath land they had germinated on needs protecting as there isn’t much of it. Sounds technical? It was. Luckily, we had a named countryside ranger who was using social media for the organisation.  So, she was better able to communicate what was happening.

Why? Because she was a trusted individual and an expert in her field. She had also built a relationship with people. What was the alternative? A politician who wouldn’t have had the same clout.

Who will say it? Trust and shooting the messenger

Our reaction depends a great deal on who is sent out of the door to deliver the message.  If we don’t really believe whoever has been sent out we won’t believe what they say. The 2016 Edelman Trust barometer sets out through extensive polling what people think of people with different job titles. See the board of directors on the right? They’re least trusted. Your employee? Markedly more trusted and the person like yourself even more so.

edelman-trust-2016

 

Who will say it? Trust in politicians is low

Data from Ipsos Mori was posted on Twitter earlier today by Ben Page. If you don’t already do follow him. He’s often insightful. The research shows that politicians are trusted by 15 per cent of the population and nurses and doctors at more than 90 per cent are the most trusted. The research is here:

trusting

 

The data is useful if you are in the public sector. While many of us would like politicians to be more trusted the hard reality is that they are not. Seeing as that’s the landscape we’re faced with, I’d argue that we need to be more thoughful in the way we deliver messages. The trusted member of staff is likely to be more effective. This also has the spin-off of making the approval process that bit quicker.

Of course, black is not white and there are occasions when a politician fronting up a message is the best route. This is where the small ‘p’ nouse of a comms officer is important.

Who will say it? Content is king

Of course, there’s a chance the message may be better delivered not by an individual but by a piece of content.  The sharable infographic, the video or the image may be the best way to deliver the message. Especially if it is financial data that frankly, is a bit dull. Make the telephone directory come alive in other ways.

What will you say?: Honest communications, please

One last set of data to check before you respond also comes from the UK edition of the Edelman Trust Barometer. It’s about honesty. The research breaks down the population into the informed public and mass. In other words, college educated and high media cosumers and the rest. The stats here are so striking they can’t be avoided. We all want honest communications. My own take on this is that this is messages that are straight and don’t try and pull the wool over anyone’s eyes.

trustio

So, if that message is honest, straight and comes from people who are likely to be trusted, you’ve got a chance.

If you call cuts cuts and not efficiencies you are more likely to cut through. Especially if they are delivered from someone people can trust.

I’m dan@comms2point0.co.uk and @danslee. Shout if I can help. I’ll be co-delivering a workshop on How to Communicate in a Digital World in Edinburgh on December 9, Birmingham on January 24 and Manchester on February 16. More info here.  

Picture credit: Exile on Ontario Street / Flickr 

 

 

 

#OURDAY: One day a year like this to see you right

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It’s the annual local government Twitter event today and it got me thinking.

Five years ago I was part of a team at the first local authority to tweet what they were doing across 24-hours.

We won an award for it. But it wasn’t until 10 minutes before the 7am start time that I really thought it would work when I posted a tweet from the corporate account to say that environmental health officers were investigating a noisey cockerel on a deprived housing estate.

In following years the LGA picked up on it as a model and have run sector-wide events.

I’ve had high hopes for the model to help tell the day-to-day story of all the 1,200 activities that local government does. I’m not at all sure that it has managed to do everything it can. It’s not collectively banged a call-to-action drum for social care, for example. Or for people to join libraries or some other service task.

As Twitter slips from third to 5th most popular social media platform maybe the time is right to expand it in future to other platforms. However that may look. Evolve, adapt, learn, iterate.

But maybe that’s not the point. Maybe its enough purely a chance for local government people to be bold, stand tall, be proud of what they do and celebrate all the day-to-day things that build a bigger picture.

If for one day a year local government people can be proud of themselves and each other then that’s no bad thing. If you’ve taken part, well done. If you’ve persuaded someone else to too, even bigger well done.

Or ‘One day like this a year will see me right,’ as Elbow singer Guy Garvey once sang.

Picture credit: raql / flickr

MEDIA TODAY: ‘We are not in a 24/7 news cycle. We are in a 360-degree, 3D news cycle.’

20564510232_d7215a736d_b“I love newspapers,” legendary Sunday Times editor Harold Evans once said, “But I’m intoxicated by the power and possibility of the internet.”

I get that.

It’s hard not to be a participant or a watcher in the media landscape in 2016 without being fascinated at how fast it evolves.

There was an excellent interview by Alex Spence on political website politico with the outgoing director of communications at the Prime Minister’s Office. Craig Oliver spent six years in the post. Leave politics aside, he has some really useful observations. You can read full post here. Here are a few highlights:

On the changing political media: “The reality is that we are not in a 24/7 news cycle. We are in a 360-degree, 3D news cycle, when news is coming at you all the time, constantly, and the next headline is not the top of the next hour on a 24-hour news station, but in the time it takes for somebody to type out a tweet.”

On which media — TV, radio, newspapers, digital, social — now has most influence on political news: “You’re saying, ‘Is the TV news the most important thing?’, and actually that feels slightly dated as a question. Yes it’s massively important but I still think, what are we saying to the newspapers, what are we saying to the broadcasters, what are we saying to social media, I treat each of those quite equally. They all bleed into each other. Increasingly you have news organisations that do websites, podcasts, vodcasts, you know, essentially mini-TV programs, little videos, little audio bites, it’s all merging together. It’s how are you impacting traditional newspapers, how are you impacting the traditional broadcasters, how are you having an effect on social media and that kind of digital world. It is starting to mesh and move but you still do have to think in each of those three ways about each story.”

On the enduring influence of the newspapers: “Anybody who did this job who didn’t think that newspapers had a very powerful influence on the political debate in this country would not be understanding the situation properly.”

These are points that any comms, PR or social media person needs to understand. It echoes something I’ve been saying for a while. Know your landscape. Know your stats. Don’t be a channel fascist and close things out entirely. Use the best channel. Not the sexiest.

Picture credit: Hakan Dahlstrom / Flickr

 

WATER HERO: Why tweeting from the riverbank frontline works

12253595404_a7240a9652_bSo this, ladies and gentleman, is what I’ve been banging on for years. You give a smartphone and social media access to a frontline worker who ‘gets it’ and gets out of the office and then you sit back.

For the past six weeks swathes of England has been under water with the wettest January for more than 200 years deluging rivers and forcing them to burst their banks.  Platoons of soldiers have been deployed as local government, fire, the Environment Agency and others have battled .

Through it all an army of public sector people have worked on in damp, wet and miserable conditions often without credit or recognition.

One of those is Dave Throup, an Environment Agency manager for Herefordshire and Worcestershire. When the radio need an update it is Dave who is the voice of the agency giving up-to-date updates on river levels, flood risks and advice.

He also uses Twitter to post real time updates that are hyperlocal and county wide. The state of flood barriers in Bewdley, business as usual messages in Ironbridge and advise not to drive through floods. Often they are basic mobile phone pictures like this one:

He’s using basic technology to post real time information at a time when people need it most. He also shares other people’s tweets and blogs here. He posts to Flickr too.

Why is this brilliant?

If you want the science, the Edelman Trust barometer talks of how staff lower down an organisation are trusted more than those at the top. People who are just like you are trusted even more. For communications people, this changes the game and turns on its head everything. To put it simply, the chief executive may not be the best person to front an interview or a campaign. The officer with the smartphone may well be. I say this repeatedly when I’m training people: it’s not enough to do a good job in the public sector in 2014. You need to tell people too. That’s why the people like Morgan Bowers the Walsall Council countryside ranger works really well on social. It’s a real person talking to a real person.

Why is Dave even more brilliant?

Public sector people get a shabby Press. Why? Because it’s always our fault. Often judged by people who proclaim to know the value of everything and the value of nothing and yet far, far more good is done by the public sector than bad. Dave is brilliant because he cares. People get that too. And yet there are so many people in the sector like him but for some reason he’s struck a chord with the folk who have come to rely on the information that he gives.

He’s also got a fan club:

So, here’s to Dave. And everyone in the public sector who does a vital job and that state of mind that elite public sector workers attain to.

Just think about what an army of people like Dave can do for the organisation they work in. Or what they could do for yours.

Creative commons credit

River Severn in flood http://www.flickr.com/photos/davethroup/12253595404/sizes/l/

GOVCOMMS: 7 things to bring local and central government comms people together

9422535872_8e4d08002a_bSo, how do local government and central government comms people work better together?

There was an event the other day in Whitehall which looked at this very topic which I would have loved to have got to. But I work in the West Midlands so that wasn’t going to happen.

It’s a good question and one that I’d given a lot of thought to just recently. Not just because the LGComms Future Leaders course I’d been involved with was asked just this question and asked to come up with a presentation.

One of the good things about being in the public sector is the ability to share ideas and approaches. This doesn’t happen in the private sector. As one person recently put it, they’ll tell you what they did but they’ll just leave out a vital piece of information so you can’t follow. It’s like handing over a car without the spark plugs.

So here are some things that should happen.

6 things to bring local and central government comms people together

1. Realise that each side isn’t the enemy. You’d be forgiven for thinking sometimes reading the Daily Mail that local government was to blame for the banking crisis, Northern Rock and the nationalisation of the banks. Just think what would have happened had local government mis-sold products. Step aside from the headlines and realise that there is more to bring  civil Service and local government comms people together. We both face the question ‘what does communications mean in 2014?’ for example.

2. Paid secondments both ways. A few years ago a secondment from local government into the civil service could have been do-able. Not now. There isn’t the spare capacity anymore in local government. But funded posts could help backfill and share the knowledge. Even better if they are French-exchange-style two way affairs. Better still if they involve co-operation on the same project.

3. Open up central government training to local government. The Goverment Communications Service (formerly the Government Communications Network) stages a range of good training opportunities. It would be great if this was open to local government too.

4. Open up local government seminars to central government. Places like LGComms put on some excellent sessions. The different perspective of a Whitehall comms person would be useful. Just as the comms person more used to dealing with the community would be a benefit to a central government person.

5. Encourage events like commscamp. In February last year more than 130 comms people from Whitehall and local government came together in a joint event for what must have been the first time. There were more than 400 on the waitlist when it was turned off.  The agenda was decided on the day by those who went. Anarchy? Not really. It worked beautifully. It was organised by people in central and local government in their own time. (Disclaimer: I’m biased as I helped co-organise commscamp.)

6. Realise that neither side is better. They’re just different. As government departments put more focus on stakeholder groups local government listens to residents more. At a time when the Foreign Office is putting more effort – rightly – into answering queries on Twitter there’s pr people in Staffordshire or Norfolk who could tell them a few things. They are two different skills. It made me realise that neither side is better. We’re just different.

7. We both work in the public sector and should be proud of that. Sure, the private sector does some good things. But we delivered the Olympics, we save lives, we keep the roads running, our children educated and a whole load of other things too. How much better is that than flogging toothpaste?

EDIT: GCS courses are also now available to local government people. That’s welcome.

Creative commons credit.

Big Ben http://www.flickr.com/photos/mahatsorri/9422535872/sizes/l/