Which platforms work best for your organisation?
We use a lot of platforms, Facebook, Twitter, Snapchat and Youtube. Facebook is great for reaching a large audience at scale and being able to layer on personalisation.
The success of Twitter is to document real-time events and back-and-forth dialogue with customers.
Instagram and Snapchat stories are fantastic ways to extend the reach of live experiences to others. They are authentic, real - brilliant storytelling devices.
Do some work better at different times of the day/week or for different messages?
We do like to split up content schedules. People tend do their shopping on Sundays, between eight and ten. Day-to-day, commuting times [are busy], then it spikes again around lunchtime and in the evening, when people are out and about at gigs or dual screening.
How often do you try to issue social media messages?
We have no set rules around how often to post. We use sophisticated targeting to stay relevant and connect at the right time in customer life cycle, for example sending out priority offers like £1 lunches. We’re cautious about bombarding, [it has to be] relevant to the customer.
What successes have you seen?
Seven or eight years ago, social media was a customer service device, used for device launched and closer aligned to public relations at that stage. Over time as customers began to interact with us, as that grew so did our follower base. We started employing community managers. We have a great legacy that we’ve built.
How has your social media strategy evolved over the period?
As platforms have evolved and built in advertising, and Facebook and Twitter have grown, we’ve seen return on investment in the space as well. We have a larger user base so we’re really able to communicate with customers to try and drive more brand love.
What advice would you give others starting out in social media?
Don’t be afraid to try something. It isn’t difficult to test something to see if it works. Don’t worry about rigorous planning. If it works develop it, if it doesn’t leave it behind.