OTM recently delivered a comprehensive Social Media Audit and Social Media Marketing Strategy for the Moreton Bay Regional Council. The Moreton Bay region is one of the fastest growing urban regions in Australia and the Council understands the importance of a progressive social media strategy to maximise its opportunities to engage with residents and other audiences on a meaningful level.
To develop the strategy, OTM conducted an in depth Audit and Needs Analysis to evaluate the Council’s social media presence, strategy and governance. Importantly, we conducted the Audit and Needs Analysis in the context of local government best practice, audience expectations, risks (including legal compliance) and opportunities for better engagement and positioning. We undertook independent quantitative and qualitative research and analysis. We also ran a comprehensive Stakeholder Engagement process, facilitating 19 individual and small group stakeholder engagement sessions to illicit valuable insights and context as input to the final strategy.
Our final delivered strategy provided a comprehensive social media engagement and positioning strategy. This included strategic objectives, target audiences, channels, content, social voice, brand and style. It also covered the roles and responsibilities of social media users, provided recommendations on the policies, guidelines and procedures necessary for an effective program and recommendations on implementing risk mitigations as well as governance systems such as record-keeping, analytics and workflow.
The strategy was well received by Council and is now in implementation.
- Social Media