This case study, from our Let’s Get Real action research program, explores the creation of a 24 hour Twitter campaign to create a more meaningful dialogue with users, learn more about them and create ‘positive vibes’.
About the participant:
Name: Vicky Tremain
Organisation: Brighton & Hove Libraries Services
What was the research question behind your experiment? | Why was this important to your organisation? | What did you do to implement this? | What happened? | What were the personal challenges you faced when carrying out this experiment? | What did YOU learn? | What did YOUR ORGANISATION learn? | What next?
What was the research question behind your experiment?
Can we engage our customers in advocating for us (and all libraries) online? Can they help us spread the word about libraries that are doing things differently/challenging perceptions?
Why was this important to your organisation?
To move away from a ‘billboard’ style of communication via social media and create more meaningful dialogue.
To generate positive vibes around libraries in the face of budget cuts that all local councils are facing.
To learn more about where our customers are online and what else we can offer them digitally.
What did you do to implement this?
We got influencers from the cultural sector on board via a concept note we shared in the run up. We had 1,231 tweets (376 original tweets), and increased our followers by 50 in 24 hours (our average before the campaign was around 10 new followers a week!) We had very positive feedback from participants and interest from libraries taskforce in scaling up the campaign together in 2016.
What were the personal challenges you faced when carrying out this experiment?
I needed to let go of the fact that people would take the campaign in different directions! Not everyone shared my vision for the hashtag but that was okay.
What did YOU learn?
That a lot can be achieved without additional funds and within a short time frame. I also learnt that people are very generous with their time for a cause that they care about – many people dedicated sizeable chunk of their day to joining in.
What did YOUR ORGANISATION learn?
We should invest more time into our digital platforms and create measurable realistic goals around what we want from online engagement. We could be further implementing digital engagement into all of our work.
I’m creating a report on my experiences of the project, to include a list of suggestions for the future of our social media accounts, blog and website, and the ways that our digital agenda can feature in all job descriptions.