I was reminded of low level civil war happening that pits people in the same organisation against each other.
It’s the comms team against the rest.
In the red corner, the comms people who don’t much like the idea of people outside the team having access to social media. In the blue corner, service areas who glower at comms teams who don’t let them do what they want to.
“The idea,” one senior comms person told me, “Of giving access to social media to anyone outside my team and having a free for all just fills me with horror.”
A free for all would fill me with horror too. But some basic training can reap some really positive results. Let me explain.
Where non-corporate accounts can work well
During training, I often quote the Edelman Trust Barometer. A fine piece of work that points out that people trust 52 per cent of people who are ‘someone like myself.’ That’s significantly higher than the chief executive or any of the suits.
It’s part of the science behind why things like Dave Throup’s Twitter account works so well for the Environment Agency. You can see day-to-day content like this:
A web page presents tailored content on a topic. You want Baswich library in Stafford? It has its own webpage. You don’t have to sift through lots of irrelevant information. In the same way, a social media profile on a specific topic does the same job. I live in Brierley Hill in Dudley. So the Sergeant that polices the area is more relevant to me:
Sergeant Harrison has 1,617 followers and 13,935 people live in Brierley Hill. Even taking into account some of those followers will be fellow officers that’s potentially 11 per cent of the population. That’s compared to 8 per cent of the population – 447,000 – who follow the corporate West Midlands Police account.
Sergeant Harrison’s account works best when he talks about the bread and butter of what is happening in Brierley Hill. To a Brierley Hill audience that’s perfect. Would I sift through the noise of the corporate account looking for Brierley Hill? Probably not. But from the corporate account I want the big messages. And if it kicks off somewhere, I really want the corporate account most of all, please.
Earlier this month I was carrying out a comms review for a fire and rescue service. The community fire station’s page wasn’t engaging. It was rarely updated. But it did have 10 per cent of the population signed-up just waiting to be told things. The decision was taken to carry on but with extra training.
It’s not all plain sailing
Experience of looking after social media policy and delivery for a large council that grew from one to 60 accounts is that things don’t always go well. Over the last few years I’ve reviewed hundreds of social media accounts. Experience shows they fall into three categories. A third are useful and are prosper. A third need a hand and a third you should think about closing down unless they radically improve.
Not every devolved account will be great at sharing the corporate message and somtimes they will frustrate. But for me, it’s about accepting the balance. For me, the third that are doing really well outweigh the downside.
Research that paints a picture of the corporate v non-corporate
My eye was caught by a tweet from Police Oracle with ‘Officers better on Twitter than police PR teams report says: The study analysed almost 1.5 million tweets.’ You can see it here. The tweet prompted several devolved accounts to rail against their comms team. The only trouble was, the research doesn’t show that at all. To her credit one of the authors Miriam Fernandez pointed out in a tweet that it was wrong.
But what does the research say?
Funnily enough, it shows that there is a role for both the corporate and the non-corporate devolved account. They just do different things. If you want to read it you can download it here. Caution: there is a paywall. It is called ‘An Analysis of UK Policing Engagement via Social Media.’ It is by Mriam Fernandez, Tom Dickinson and Harith Alani.
The study looked at 1.5m posts 48 corporate 2,450 non-corporate UK police accounts on Twitter.
The researchers found that corporate accounts got higher engagement – measured as retweets – talking about roads, infrastructures, missing persons and mentioning locations. They got lower engagement on crime updates and advice to stay safe. They were found to broadcast more. The non-corporate accounts were less formal and were more likely to respond to questions.
A quick lesson for better engagement from the research?
- Have a clear message with a concrete action
- Know the message but also know the options to act.
What a good corporate account should look like
For me, there are two purposes for the corporate and the devolved non-corporate. The corporate can put out the central messages. It should be a Match of the Day highlights show sharing the best of the rest. It should be human. The comms team can set the direction. It can deliver the training. But the non-corporate team, service area or individual accounts are where the real gold will be found. So have both.