Alison Hook - Communications team

FacebookCoventry City Council

Facebook beginnings

• It started with a group to find out what people thought about the City Centre masterplan

• Next we piloted pages for ‘Coombe Country Park’, followed by ‘Walking and cycling in Coventry’

• Then in November 2009 we created ‘Coventry’• Full list at http://www.coventry.gov.uk/facebook

Facebook setup

• Named ‘Coventry’ not ‘Coventry City Council’• Uses image of Coventry, not Council logo• Used FBML app to link to Citivision (Council

newsletter) and DirectGov widget (links to popular services on Council website)

• Set up shortcut URL http://www.facebook.com/coventrycc

Facebook strategy

• We share news, service updates, photos and videos - nothing is automated

• We encourage conversations, and respond to direct questions

• We don’t post more than once a day / a few times a week

• We signpost to information already available online• We don’t have an overarching social media strategy

Facebook strategy

Facebook benefits

• Immediate way of finding out what people think about a topic

• Useful for time-sensitive information and emergencies…

Facebook growth

In January 2010 we had 527 fans...then it snowed.

Facebook growthIt snowballed.

Facebook growth

• We have over 23,000 ‘likes’• ‘Likes’ grow by 50 – 100 per week• 1000 visitors a week• Over 50% of new fans join via direct links• 25% come from Facebook suggestions• 50% aged under 25

Facebook strategy

• No cost to use Facebook, just staff time• Controversial posts aren’t added late in the

afternoon• Managing the conversation • Day-to-day used as an additional channel – not the

only channel • In emergencies, used as a primary channel,

alongside Twitter

Facebook community

Facebook advertising

• Word of mouth and Facebook suggestions• Front page of website and relevant webpages• E-mail signatures and press releases• Chief Executive’s blog and staff magazine• Advertised by local media during the snow

Evaluation

• Facebook Page Insights show us demographics and how many people are reading and commenting on posts

• Sport, employment news and road repairs are our hot topics!

• 75% of those who comment are over 45, however, 50% of fans are under 24

• 45% of new visitors to the Council website come from Facebook

• Each visitor from Facebook looks at an average of three webpages

Thank you!

More details atwww.coventry.gov.uk/socialmedia