Social Media Governance Strategy
Good Work, Governor
Our work with Atlantic Lottery (“AL”) started with strategy, governance, and tools – an awfully good place to start before you dive into creative and tactics. The goal was to balance the risks and rewards of social media communications with a governance process, social listening tools, and a social brand voice and tone strategy.
SSI consulted with stakeholders across the organization, then wrote AL's new Corporate Social Media Strategy, which included a five-step strategic framework, governance structure, technology platform assessment, measurement recommendations and a social media style guide.
SocialCares – the Secret Weapon
SSI vetted several vendors of social listening tools, with AL ultimately selecting Sprout Social. When a brand receives hundreds or thousands of social messages each day, having a tool that helps route messages according to approval workflows, monitors response rate and time, shows who’s responding to what, and provides appropriate curated content is crucial.
Our interviews with industry experts showed that best-in-class organizations target a 20-minute response time on social. Yep, 20 minutes. The average brand’s response time is around 8 hours. That’s a real opportunity, because a sub-30 minute response rate on social can increase positive brand sentiment by 10 percentage points or more.
We learned so much from this work that we launched our SocialCares toolset for helping organizations big and small to digitize their customer care teams. Thanks, AL. We learned as much from you as you did from us.
Results to Write Home About
While the hard data is still coming in, AL has transformed as an organization to utilize social media as a key vehicle for Sales and Marketing, Communications, Customer Care and beyond.
AL’s new content team is delivering on the new brand voice and tone recommendations. And with Sprout Social in place, AL’s Customer Care team is able to easily service customers across multiple social profiles and increase brand sentiment through proactive engagement.
Overall, the strategic framework developed will enable AL to continue refining and improving its social media practices to deliver a superior customer experience across its social profiles on an ongoing basis.
Take a look at some of the recent videos Atlantic Lottery's content team has created for social media following the implementation of the corporate social media strategy: