Scroll built a multidisciplinary team for this piece of work, made up of a business analyst, a user researcher and a social media strategist.
We started by analysing the British Council’s social media presence – content, channels and metrics. We used analytics, automated classification and sentiment analysis to report on factors like:
- engagement (views, shares, reach, completion, clickthroughs
- measurable ROI (goals and conversions)
- user journeys from social to site
For the user research, we ran a remote user survey on all 6 continents, backed by in-depth interviews. We also carried out a series of internal stakeholder interviews.
To understand the value of social media to the British Council, we benchmarked the organisation’s financial and management approach to social against similar organisations. We ran a cost-benefit analysis, and considered the impact of social media on their brand, values and business goals.
Our final report included 3 potential outcomes and some important recommendations for each – showing exactly what to do, and how to do it.
These covered social media strategy, the approach to content (including governance and management), team skills and structure.