Being human. It just works. So when a van was siezed one forward-thinking comms person took a human approach.
by Albert Freeman
Things I know about our Facebook community:
- They care about keeping the district clean
- They dislike fly-tipping
- They like us to communicate like the humans that we are
- They like a joke
I took inspiration from some of the great, human public sector social media accounts out there, such as West Yorkshire Police Roads Policing Unit , on Twitter. I used our Facebook post to suggest that the van's owner should contact us if they would like their van back. You can see the post here:
Over the course of three days, this Facebook post was shared 200 times and reached 48,000 people. That's over 20,000 more than our previous all-time high, and 14 times as many people as our average post reach in the previous month.
More than 2,500 people clicked the link in the post. This led them to a press release that talks about the importance of gathering evidence to bring fly-tippers to justice.
After drafting this Facebook post, I had a moment of doubt, wondering if the tone was appropriate. I needn't have worried. The lesson here is be bold, and be human.
Albert Freeman is digital communications and marketing specialist at Bradford Council.