An update on our progress so far

Update - 02.08.16:

In July we saw engagement increase even higher, with impressions passing the 4 million mark, and engagements almost doubling.



Back in October, just over six months ago, we began to implement a new social media strategy. This focused around one key objective: make inquiries as easy and interesting to follow as possible.

Here's how things are going.

The results so far



A brief explainer


Impressions are the amount of times a tweet is seen. This gives an indication of how many people you are reaching.


Engagements are the sum of all interactions with a tweet. This includes retweets, likes, URL clicks, hashtag clicks, image clicks and so on. This gives an indication of how many people - once they've seen you're tweet - are paying attention to it and engaging with the information.


This is the total number of tweets sent by all committees.


What the graph tells us

i) Our tweets are being seen more (258% increase in impressions)

ii) Our tweets are being engaged with more (300% increase in engagements)

iii) We've achieved this without significantly increasing how much we're tweeting (13% increase in tweets)

Together, this means that the average tweet is significantly more effective at engaging the public.

engagements per tweet

What is causing this increase?

1. Graphics

As you'll see from our other blog posts, we have been creating a lot of graphics. These have been designed to provide visually engaging updates on the key developments of an inquiry, focusing primarily on:

i) launching the inquiry

ii) promoting evidence sessions

iii) launching the report

Graphics have been making tweets more shareable, as indicated by the below graph, which shows retweets peaking at around 2,500 per month until we began using graphics.

retweets graph w

2. Clear, consistent language

We've been tightening up our language, being sure to drop jargon where we can, using person-centered language ('you', 'we', 'our'), using clear calls-to-action, and speaking in the active voice. This has meant that day-to-day tweets have been engaging more people.

Across 1,000 tweets per month, those incremental gains make a big difference.

3. Amplification from @UKParliament

Committees have always had a huge resource at their disposal: the flagship UK Parliament account, with over 1 million followers. With greater coordination between teams, and tweets that are more accessible to their wider audience, @UKParliament is now consistently amplifying Committee accounts. This is significantly furthering our reach.


What's next?

Our aim is to create a visual narrative for each inquiry, making them easier and more interesting to follow than ever. Our first attempt at this was with the Women and Equalities Committee's inquiry into the Gender Pay Gap (read about how we did this): the result was that Twitter was the biggest source of traffic to that report, demonstrating just how effective visual storytelling can be.

But we're also going to be creating more ways for the public to get involved. We're going to be working on utilising the experience and expertise of the public to inform committees' inquiries, empowering our 100,000 strong community and enhancing the scrutiny process. Stay tuned.

Leave a comment

We only ask for your email address so we know you're a real person