Over the past 10 years, CIOB’s social media presence has grown but needed to be reviewed to ensure an optimum mix of channels to reflect corporate goals. They asked CMDi to undertake a full analysis of the social media landscape to improve engagement and provide a more valuable member experience.
With around 50 official CIOB social media channels and almost another 50 non-official channels set up by members, and 200+ new followers a week, there was too much choice, too much to manage, and too varying a degree of quality – some of which was damaging to their brand. The review focussed on their local accounts and how stakeholders want to engage with them.
Our research entailed a deep dive into all the data captured over the years, including interviews with members and colleagues, comparing CIOB’s experience with other professional bodies’ social approach to uncover best practice. Our review revealed where the CIOB should most effectively spend time and effort, based on where and how members and professionals expect to find them.
Our research proved that members view Facebook as a personal channel, Twitter mainly for broadcasting news rather than entering a conversation, and LinkedIn as the professional channel for engaging professionals about their profession. The plan thus became to create presence on LinkedIn for their local hubs and migrate from, and then gradually remove, local Twitter and Facebook accounts.