The appointment of new committee members presented the perfect opportunity to do several things: publicise committees, share who was on them, explain that they're cross-party, and reignite engagement on social media.
This mini-campaign was devised and delivered in just a few days. So far, we've received over 100,000 engagements on Twitter (retweets, likes, replies, clicks, etc) and the tweets have been seen over 650,000 times.
It reached a large number of people, started many conversations, and reestablished the presence of 27 committees after a long time without any content. Here's how and why we did it.
Why we wanted to make them
We wanted to create a useful, authoritative and visual resource to help stakeholders meet and learn more about new committee members. This was useful for many internal stakeholders: comms teams, committee staff, and even Hansard - and similarly for external audiences: journalists, civil servants, and interested citizens.
We're also always looking for ways to explain what committees are - namely, that they're made up of 11 MPs, and that they come from different political parties. We use the term' 'cross-party' a lot in order to describe this, but this is isn't a commonly used term. By presenting the MPs and their parties, we could show - rather than tell - what committees are.
Creating an agile workflow
Using a whiteboard, we created a workflow which ensured all committees were covered, proofed, double-checked, and then sent out. With post-it notes and a wipeable board, we could update and adapt the board as we went on.
This had several benefits:
- it ensured that progress was centrally visible to everyone
- it reduced the need for complicated and time-consuming email chains
- it helped anyone dip in and out when they had spare time
Together, this made the process quicker and less demanding for the team.
We saw a very strong response to these graphics, with a 16% engagement rate.
In total, the graphics were seen over 650,000 times.
We anticipated an appetite for this information, but didn't expect quite such a strong response. It shows what is possible when content is simple, useful and timely.
One of the great things we saw was people new to committees wanting to find out more. Committees did a great job of helpfully answering questions, and building new bonds with the public.
Rounding it up in a Moment
In order to share this even further, we rounded up all the tweets in a Moment. Moments are a feature on Twitter that collate different tweets in a single page. It is perfect for mobile devices, as you can horizontally swipe through each tweet.
This allowed people to see all the new committees, and the consistency between the graphics made it much simpler to digest. This saw high engagement too, with 39% of readers reading about every single committee.
We're looking for more ways to make committees as open, transparent and easy-to-understand as possible. Our next task is to create plain English descriptions of what each committee does, which we hope to use in a number of contexts.
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