When the Women and Equalities Committee's promoted its #transinquiry report on Twitter, they achieved unprecedented success.
Their tweets were seen over 100,000 times, the hashtag #transinquiry was trending nationally, and MTV UK picked up their images and sent them out to 2.2 million people.
In this post, I'll run through how the Women and Equalities Committee utilised images to drive the most traffic to a report from Twitter that a Committee had ever achieved - and how, while doing this, they managed to keep control of the messages around a contentious topic.
Driving traffic to the report
When publishing a report on Twitter, we aim to communicate
- that the report is published
- that the report is important and urgent
- the general message of the report
Simultaneously, we need to encourage viewers to click through and read more about the report, and also to share the report with their follower.
To achieve all these things, we created read the report images.
By featuring a quote, we can visually communicate that a report, from which the quote has been taken, has been published. By picking a key line from the report, we can make the case for the importance of the report, while conveying a key message.
This achieves the three communication objectives.
A bold quote on a bold image encourages sharing; the call-to-action encourages reading.
Together, these two tweets were seen 79,000 times, and were responsible for 14% of the report's total readers.
Publicising the recommendations
The more widely recommendations spread, the more pressure Government is under to respond to them.
By extracting them from the report, and offering them in an accessible and condensed form, we extended their reach.
In order to cover all the key recommendations, we created six recommendation images.
Whereas a report may be read by a few thousand people, these recommendations were seen by a further 29,000.
The re-use of our images
What we then found was that other organisations started using our images.
It's easier for them to just simply copy or adapt our original images, and it means that we maintain control of the message.
Below is a sample, including MTV UK, who sent out the report to 2.2 million people.
Social media offers a unique opportunity to keep control over a report's key messages - something that is especially important when it comes to contentious issues such as this one.
But this also proves that different people want to consume reports in different ways.
It's therefore our aim to continue to innovate and diversify the ways we present reports.