Find out who in Kent has pinning success.

1. The BIG Social Media Audit
We evaluate 20 Kent
organisations to see
how they are using the
main key platforms
deeson-creative.co.uk
Authored by Emily Turner and •
deeson-creative.co.uk Jordan Hammond
@deesoncreative
@deesoncreative
© Copyright 2014 Deeson Group
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2. deeson-creative.co.uk
@deesoncreative
emilyt@deeson.co.uk
lizzieh@deeson.co.uk
01227 469060

3. The big Deeson
audit – how are Kent
organisations using
social media?
Who can we look to in Kent for inspiration across the main platforms, as well as emerging
ones?
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
organisation’s culture.
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.
deeson-creative.co.uk •
@deesoncreative
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4. The Big Deeson Audit
Who has pinning potential?
HIGHEST SCORE
24
POLE POSITION PINNERS: Saga Holidays, P&O Ferries, Visit Kent and The Aspinall
Foundation (as UK Safari Breaks)
HIGHEST PINTEREST SCORE
Saga Holidays is racing ahead with Pinterest,
using it to develop mood boards for destinations,
showcase cruise liners, suggest holiday reading and
promote competitions.
Take a look here at Saga Holidays’ boards for
creatively themed images that evoke that holiday
feeling.
• arketing – Don’t forget those calls to action,
M
‘re-pin if you like this’ or ‘tell us why you like this’,
etc
• wareness – an organisation may not have a
A
Pinterest profile but images are being pinned
about them by others. This means unmonitored
reputation and lost engagement
Twelve of the organisations we examined are not
using Pinterest, even though they have a wealth of
images on websites and other platforms.
WHO'S ON PINTEREST?
TIPS AND CONSIDERATIONS
Pinterest is developing rapidly and we recommend
looking at:
• ommunity development – it takes time to
C
follow the right people and build your audience
NOT
PINNING
• ome of the follower/following ratios were high –
S
it’s good etiquette to follow back
• ontent – Pinterest is not just about uploading
C
your own images, it’s about re-pinning images
too. This takes time to research (yes, that time
word again)
deeson-creative.co.uk •
@deesoncreative
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