Who is making the best use of Vine in Kent?

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.
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4. The Big Deeson Audit
Who’s micro filming?
HIGHEST SCORE
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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
Vine account
• Branding – stand out as the official account by
completing the bio and uploading your logo
NOT
VINING
• Sharing – use apps to share other people’s Vines.
You are likely to encourage others to share your
content if you do likewise
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@deesoncreative
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