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Facebook Engagement Strategy of Coventry City Council: Connecting with the Community

Coventry City Council has successfully utilized Facebook to enhance community engagement and gather feedback on critical projects such as the City Centre masterplan. Launched in 2009, the 'Coventry' page fosters direct dialogue, sharing news, updates, and multimedia content without automation. With a growing fan base exceeding 21,000, the page adeptly manages community interactions and uses insights to understand demographics and interests. This strategy emphasizes active engagement, especially during emergencies, making Facebook a vital communication channel for the council.

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Facebook Engagement Strategy of Coventry City Council: Connecting with the Community

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  1. Facebook Coventry City Council Alison Hook - Communications team

  2. 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 beginnings

  3. 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 setup

  4. 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

  5. Facebook strategy

  6. Immediate way of finding out what people think about a topic • Useful for time-sensitive information and emergencies… Facebook benefits

  7. In January 2010 we had 527 fans...then it snowed. Facebook growth

  8. It snowballed. Facebook growth

  9. We have over 21,000 ‘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 growth

  10. 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 strategy

  11. Facebook community

  12. 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 Facebook advertising

  13. 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 Evaluation

  14. More details atwww.coventry.gov.uk/socialmedia Thank you!

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