Help Forum

Help requested posted on 26th November 2012:

Facebook

Hi - I'm in my second month of trialling a facebook page: "Share the Roads, Brighton & Hove". Aimed at engaging with 17-35yr olds as they are prime pedestrian and cyclist plus usual casualties. I want to work with them to improve and innovate messages. Added to which evaluation of previous media campaign strongly suggested this is what I should use. Is anyone else trying this out? Any tips to share? My corporate comms want a very traditional page whereas I want a more informal one.

Keith Baldock
Brighton and Hove City Council

Reply to this request


Response posted on 26th November 2012 by:
Lisa Scott
Halton Borough Council
E: lisa.scott@halton.gov.uk
T: 0151 511 7616

Facebook

Hi,

We have used Facebook to promote a number of our initiatives for young people and motorcyclists in the past and have also tried twitter, again with some success, especially with retweets!! However, we have only used them for specific campaigns but I am seriously thinking about launching a generic Halton Road Safety FB page!!
I would fully support the use of facebook and twitter, it has endless boundaries and is such an essential tool for communication.
Please let me know if you want any further info...Ill find you on FB if you wish ?!?!?!?!?!!!


Response posted on 26th November 2012 by:
Gillian Roberts
St Helens Council
E: gillianroberts@sthelens.gov.uk
T: 01744 673233

Facebook page

We have a facebook page attached to a young driver website www.engagelearnerdriver.co.uk The design was completed by St Helens Council's Consultation Team. We do need to market the website more as we dont get many hits on the facebook page unfortunately. Have a look at the design etc


Response posted on 27th November 2012 by:
alyson broome
Powys County Council
E: alyson.broome@powys.gov.uk
T: 01597 826979

Facebook

Hi Keith.
We have three social media profiles which we use as an additional means of engaging with the public. The first is our generic Road Safety Powys (www.facebook.com/roadsafetypowys) page, which we use to promote our events or highlight national campaigns. I have tried to use to promote discussions, for example recently around the BBC program 'How Safe Are Britains Roads?' but it would seem people are reluctant to share their views!
The second profile is a campaign aimed at car passengers (www.facebook.com/missionfatal4law), which will shortly incorporate pedestrians also (particularly under the influence). This is used to give tips and advice via status updates on how individuals can keep themselves safe.
Our third relates to a course we run for motorcyclists (www.facebook.com/bikerdownpowys). We use this to promote the course and gain feedback from those that have attended the course, and it's managed in a far more informal tone than our other profiles.
I think, as a rule of thumb, if you've not met the people you are engaging with in person, keep it slightly more traditional but if you have met them I think you can get away with less informal. Although you would have to stick with whatever policy your comms team has.
As Gillian has mentioned above, the work is in the marketing not the managing of the social media profiles.
Anything else please get in touch!


Response posted on 27th November 2012 by:
david glanville
Leeds City Council
E: david.glanville@leeds.gov.uk
T: 0113 2475804

fb

Hi Keith,

We have facebook and twitter feeds (@saferroadswy & @rideryorkshire) which we use to engage with a variety of road users. Whilst it's important to stick to the general corporate comms guidance on social media (your council should have one) we find it's more appropriate to take a less formal tone on social media sites in order to engage with people. If you sound like a council, you'll get treated like a council. People want to interact with indiviuals through social media so even though you represent a large organisation including some personality into your posts etc occassionally is good.


Response posted on 27th November 2012 by:
Stuart Reynolds
Hertfordshire County Council
E: stuart.reynolds@hertfordshire.gov.uk
T: 01992 588630

Facebook

"Facebook is a good way to generate regular followers and engage with target groups. That said, significant work needs to go into the construction and running of the site to engage the desired amount of people. More often than not organisations simply set up Facebook pages because everyone else is. You may wish to ask yourself the following questions:
1. Why do I actually need a Facebook page?
2. Why would someone want to visit my Facebook site?
3. What does it offer that the website doesn't?
4. How are we going to get people to the site?
5. What's in it for them?

Regarding corporate comms, my advice would be to make the site tailored to your desired group. If its traditional in its approach, ie. the same as the corporate website, then there isn't actually much it will offer that is different (i.e. why not just use the website). People won't be friends on Facebook just because your on Facebook, there still needs to be a reason that they would visit the site and engage. It would appear that your objective here is to engage with 17 to 35yr olds to seek their opinions. I think a simpler alternative (and much quicker) to achieve this could be the use of Facebook advertising which links to an online survey tool. This way you can specifically target the desired age profile (and only those within your area if you wish, using their Facebook profile data) at a fairly low cost. We do this a lot for our campaigns which always proves successful."



Stuart Reynolds BA(Hons) DipM ACIM
Team Leader - Marketing & Campaigns
Transport, Access and Safety
Hertfordshire County Council
tel: 01992 588630 (comnet 28630)
fax: 01992 588666

www.intalink.org.uk - Hertfordshire Travel Information www.app.intalink.org.uk - Intalink Mobile App www.hertsdirect.org - Hertfordshire County Council


Response posted on 27th November 2012 by:
Richard Owen
Road Safety Analysis /Agilysis
E: info@roadsafetyanalysis.org
T: 01295 731815

Social media

Keith. It's great that you are trying to break out from the traditional methods of engaging with audiences and Facebook is a good tool if you know how to use it properly.

Simply creating a Facebook page doesn't guarantee interaction and you need to work hard on building audience (with the right message) and keeping them engaged. This task hasn't been helped by recent changes to Facebook Page rules which means only a percentage of your 'fans' get to see an individual post.

Remember, you MUST evaluate your page using the metrics provided by Facebook to see what reach you are having and how many interactions you get per month. This is something we monitor for the 5 Facebook pages we manage:

http://www.facebook.com/saferrider (1,469 likes)
http://www.facebook.com/MotorcyclingMatters (1,013 likes)
http://www.facebook.com/urbanlimits (433 likes)
http://www.facebook.com/drivestart (227 likes)
http://www.facebook.com/crashmapuk (57 Likes)

Check out other people's pages to get a flavour of what works and what doesn't. Oh, and keep it informal at all times.


Response posted on 6th December 2012 by:
Julie Smith
Highways Agency Safety Team
E: julie.smith@highways.gsi.gov.uk
T: 01132836440

DSA's social media

Check out what DSA do with their facebook and twitter. They have been hailed by the UK social media guru (my wording not his) as the way to do it. They have faces and personalities (actual DSA staff) who are personable and friendly (while being corporate) with their customers (using it like a personal twitter account, telling of new hair cuts and what they're having for lunch!) but also providing useful DSA information, and hence people feel they can be open and honest in return.


Response posted on 13th December 2012 by:
Alane Nilsen
Roadsafe
E: alane.nilsen@horizons.govt.nz
T: +64212277184

idea for your facebook

Hi all I am not sure if this will work over your end of the world, but I have come across this cool game that our government transport agency has developed for facebook and thought I would share it. . It starts out as a typical racing game but when you crash all your Facebook photos flash before your eyes followed by an anti speeding message. I hope this link works. Sorry to Raodsafe for pinching your organisation name, but mine doesn't feature, (Horizons Regional Council Road safety NZ). Best of Christmases wishes from New Zealand. Lane

http://www.flashdrivinggame.com/


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