I’ve spent the last few days at all three ONS sites taking people through what ONS does in the social media space and listening to business area colleagues on how and what we could do to take it further. This prompted me to write this article exploring four themes where the discipline of social media is developing, crossing even further into broader digital world.
Mobile and tablets
Mobile and table consumption are quickly becoming the devices of choice in the UK (they are already in parts Africa and Asia). This has knock on effects for the whole of our digital publishing approach but for social media, it means taking more content to the audience rather than linking to a site that isn’t optimised for those devises.
> For ONS that means: we need to increase the quantity of content we publish on social media beyond headlines and links and play in the nuances of the channels we’re on and expectations of users on there.
Digital first started out as a broadcast medium; content published which users consumed. Its next significant milestone was the web becoming more social and coming up is the Semantic Web where linked data talk to each other (something ONS WDA project aims to do). Thinking about how this affects social media, Facebook and Google+ (Google’s competitor to Facebook) are both looking to Open Graph which means when you search for ‘what’s the unemployment level in Penzance?’ it will include results that your friends have liked, commented or written about.
> For ONS that means: we need to diversify the quantity of content we publish on social media and also ensure that content is search engine optimised.
Insight and evidence
Social media is a rich space to glean insight into our users. Our own Gareth Pryce wrote on the Daily earlier this week on how he goes about his day-to-day work of social media monitoring and a significant output of his which allows us to see by release and audience group, who said what about our content. Reporting this kind of detail is only the start particularly because it’s not yet returning anything actionable ONS should do as a result.
> For ONS that means: As this discipline unfolds can explore triggers and patterns in users’ behaviours and motivations which would inform broad changes in what and how we publish.
Conversion Rate Optimisation
A ‘conversion’ is a sale, so when you reach the ‘Thank you for your purchase’ page on Amazon. For ONS perhaps our equivalent is staying on the site for 5 minutes or embedding our content somewhere. For all the tweets and emails that we send out, each link to our site could be tagged which will allow us to see what message drive what type of behaviour amongst our different audience groups. This insight allows us to optimise what we say publicly and also the user journey on our website.
> For ONS that means: we need to be open to the idea of optimising to granular detail what, when and how we publish content off site to ensure it gets the best conversion rate on site.
I’d love to hear your thoughts on this and of course, you’re welcome along to out next Social Media Working Group in October.
(Republished from ONS intranet.)