The big Deeson
audit – how are Kent
Who can we look to in Kent for inspiration across the main platforms, as well as emerging
The Deeson Creative team has completed a big audit of 20 local organisations, both in the
public and private sector.
We’ve been using our benchmarking tool to look at performance across nine platforms,
including Facebook, Twitter, YouTube, LinkedIn, Pinterest, Vine, Instagram, Flickr and Google+.
WHY SOCIAL MEDIA?
We know social media is a burning issue from our monthly Socialbury knowledge sharing
events, which brings together senior representatives from the county’s leading organisations.
Organisations have told us they are ﬁnding social media useful and exciting, but also a
resource drain, tricky to keep up with, difﬁcult to measure, and hard to integrate in an
THE BENCHMARKING PROCESS
We examined brand consistency, page set up, post frequency, response rate, engagement
levels, design customisation, community management, social etiquette and use of rich content.
There was a maximum score of 30 points per platform.
THE ORGANISATIONS UNDER THE MICROSCOPE
We audited: Visit Kent, Dover Castle, Canterbury Cathedral, Chatham Dockyard, The
Aspinall Foundation, Saga Holidays, Port of Dover, Manston Airport, P&O Ferries, DFDS
Seaways, Kent Police, Kent Fire & Rescue Service, Kent Community Health Trust, South
East Coast Ambulance Service, Kent County Council, University Kent, Canterbury Christ
Church University, Canterbury College, K College and Midkent College.
The Big Deeson Audit
Who’s micro ﬁlming?
VINE PIONEERS: Visit Kent and Kent Police
HIGHEST VINE SCORE
Vine is relatively new as a platform. Among the
organisations we looked at, only ﬁve have set up
accounts and four organisations are using it actively.
Within the group, Visit Kent has been using Vine the
longest and uses an app to share third-party Vines
to help boost content.
Kent Police has only just started using Vine but
has the most professionally produced content. Its
Christmas advent calendar campaign worked well
on Vine and was easily shared on its Twitter feed.
Have a search for them on Vine.
• Twitter – don’t forget to share your Vine to your
Twitter feeds. You can share to multiple accounts
• Search – choose a name for your account that is
discoverable and remember hashtags are vital in
helping people ﬁnd your Vines
WHO’S ON VINE?
TIPS AND CONSIDERATIONS
We’ve some suggestions for non-Viners and those
getting to grips with it:
• Reduce risk – create a proﬁle to stake a claim
for your organisation’s name before someone else
does. You don’t want to compete with a parody
• Branding – stand out as the ofﬁcial account by
completing the bio and uploading your logo
• Sharing – use apps to share other people’s Vines.
You are likely to encourage others to share your
content if you do likewise