The document summarizes the results of an audit of 20 local Kent organizations' use of social media platforms like Facebook, Twitter, YouTube, and others. The audit looked at factors like brand consistency, posting frequency, engagement, and design. Saga Holidays received the highest overall Facebook score for its variety of content, use of video, clear calls to action, engaged community, and refreshed page design. The audit found that some organizations could improve by changing cover images more regularly, responding faster to posts, increasing dynamic visuals and video, and adopting a more casual tone. Not all 20 organizations had a Facebook presence.

1. The BIG Social Media Audit
We evaluate 20 Kent
organisations to see
how they are using the
main key platforms
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Authored by Emily Turner and •
deeson-creative.co.uk Jordan Hammond
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2. deeson-creative.co.uk
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emilyt@deeson.co.uk
lizzieh@deeson.co.uk
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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.
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4. The Big Deeson Audit
Who’s getting the thumbs up?
HIGHEST SCORE
25
FAB FACEBOOKERS: Saga Holidays, Dover Castle, P&O Ferries and Kent Police
HIGHEST FACEBOOK SCORE
Saga Holidays scored the most points for its
wide variety of content and use of video to create
an interesting fan page. Posts have clear calls to
action, such as ‘share’, ‘like’ or ‘comment on this
post’, which prompt fan interaction.
The organisation has developed a vibrant
community with an above average engagement rate
of around 13%. They are experienced community
managers, responding quickly to all comments,
questions and third-party posts.
also a lack of likes, comments and shares on posts
for some organisations and analysis is needed to
determine the right content and times to post
• ontent – engagement will be improved by an
C
increased use of dynamic visuals and shareable video
• tiquette – there needs to be a relaxation of the
E
tight corporate voice into a ‘human’ tone. Greater
third-party content sharing will lead to wider reach
They keep their page looking contemporary and
fresh by regularly changing the cover image to
match campaigns and using images in their
updates. See their page here.
We also liked Dover Castle’s personal touch of
naming the page manager and clearly setting out
community rules.
HOW MANY ARE ON FACEBOOK?
NOT ON
FACEBOOK
TIPS AND CONSIDERATIONS
Out of the 20 organisations, four do not use Facebook.
A few things leapt out at us during our monitoring:
• randing – cover images can have 20% text and
B
can be used to support campaigns but few are
changed regularly
• ommunity engagement – some pages had slow
C
response times, or no response at all. There was
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