Some stats

Social media in Edinburgh

370,000 users

200,000 users

Source: Facebook and Mosaic, July 2016

Why

People choose social media as a contact channel because it is:

• immediate – no need to wait to contact us

• accessible – instantly available app, can be used when they’re on the go

• social - allows them to be part of a shared community/experience

• public - can influence and apply pressure on an organisation

Our Social Media• Social media is an increasing important way for us to communicate with residents and businesses.

• Twitter and Facebook are our primary social media platforms.

In 2017:

• We had 18 million total organic impressions.

• An increase of 14% vs 2016.

• Twitter had 74% of total impressions – it is still our primary channel.

• Including paid impressions, our posts had 26 million total impressions in 2017.

• Our followers numbers grew on both Twitter (+47%) and Facebook (+55%)

Benefits

AwarenessReputation

managementAdvertising

Insights Traffic

Our social media writing principles

We want to be:

Warm

Friendly and conversational

Informal (but professional)

Using inclusive language (I, we, you)

Expressive! when appropriate.

Empathetic

Personable

Content ideas

• Behind the scenes• Previous visits• Lists• How To (what to do when they arrive etc)• Mini Travel Guides – area from a local point of view• Detail local public holidays or events• Specific interests (sports, activities)• What to pack• Are there any good local apps?• Interview an expert• Video and photo montages• How to continue with activities• Customer testimonials