From Newcastle to new social media strategies: our top tips from our latest Orlo event!

Earlier this week, we headed up to the vibrant city of Newcastle to meet up with some sector leading experts who were sharing their wisdom on what makes for successful social media campaigns in the public sector. Hearing from them and from the lovely people attending our event really got us thinking about how we connect with people, build trust, and truly engage our audiences.

We covered everything from the incredible power of a good story to the importance of data and how we can keep our audiences interested in what we have to say. The world of communications is constantly evolving, and keeping your finger on the pulse of what resonates with people is more crucial than ever.

So, we’re spilling the beans! Here’s a deeper dive into the golden nuggets of wisdom we picked up, broken down into actionable tips you can start using today. This is about real world advice to help you build that all important trust with your audience through listening, engaging and acting.

To kick things off, Communications Consultant, Joanne Ford, really hammered home the power of storytelling. If there’s one thing you take away from this, it’s that stories aren’t just something that’s nice to have. They’re real game changers.

So, why do stories matter so much? It’s actually pretty simple. Facts are great, but do they really impact your emotions? Do they really make you think? Stories, however, do all of this and more. They create connection because they make us feel something, be it joy, sadness, hope or understanding. And, as feeling is what makes us human, they help people truly understand what you do and, more importantly, why you do it. 

Want to shift someone’s perception or change their behaviour? A powerful story is often more effective than a hundred bullet points. Plus, they’re a fantastic way to inject some personality into topics that might otherwise be a little bit dry.

If you need more convincing, consider this; studies from places like Stanford’s Women’s Leadership Innovation Lab suggest stories are remembered up to 22 times more often than facts alone! Harvard Business Review also tells us that brands who weave in storytelling are far more likely to be remembered and shared. Sharing equals engagement, so what’s not to love?

Top tips for storytelling:

• Put people at the heart of your stories. It’s their journeys, experiences and voices that will resonate.
• Use real voices and faces where possible. Stock photos and generic statements just don’t cut it. Authenticity is your superpower.
• Show the human face and personality of your organisation. Let people see the passion, the commitment, and the real people behind the brand.
• Don’t be afraid to show the funny, or even difficult side of things where and when appropriate. Being real builds trust far more effectively than trying to be perfect all the time.
• Be mindful of consent. As James Morton rightly highlighted in his blog, always make sure people are genuinely happy for you to use their story, and make sure their story aligns with your organisation’s values. You want genuine advocates, not reluctant participants.

Next up, Alex Waddington opened our eyes to the world of social listening and data, but don’t worry! Data definitely doesn’t have to mean spreadsheets, it’s just about being smart. 

So, why does data matter? According to Datacamp’s State of Data Literacy 2023, 86% of leaders believe data literacy is crucial for daily tasks. It’s not just a buzzword; it’s a decision making must have. If you can see what really impacts trust, you and your team can make better, more informed decisions. You can spot positive responses, push back against unfair criticism, and clearly see how your trust scores are evolving over time.

Social listening, particularly, is a key piece of the puzzle here. Tools like Orlo’s social listening tool allow you to tune into what’s really being said about your organisation online.

How can this be used? It’s brilliant for answering those tricky questions from colleagues e.g. ‘is our reputation taking a hit?’, ‘how popular (or unpopular!) are we right now?’, ‘how are our stakeholders reacting to this new policy?’ etc. By using tools like Orlo’s trust score you’ll be able to measure the driving factors of trust and answer these questions more easily. This isn’t just for the comms team either, policy teams, HR, and even customer service can gain invaluable insights from this.

It’s also an absolute lifesaver when it comes to crisis management as you’ll be able to see early warnings and understand the sentiment and emotion as things begin to unfold. You’ll also be able to see if your message has actually landed and been understood by your audience. 

Top tips for social listening and data:

• Use data as a decision making tool. Don’t just collect it and then do nothing. Make sure you apply it to your strategy.
• Embrace social listening. It’s your ear to the ground, helping you understand sentiment, emotions, and concerns.
• Embed a data driven approach. Make it part of your routine, not just an annual review.
• Track major moments. Use data to see how your big campaigns and stories perform.

Orlo customers, Digital Content Manager, Aimee Cavener and Digital Communications Specialist, Abi Boyd gave us a really interesting look into why trust matters so much, particularly in the housing sector, and how social media plays a huge role in building that trust.

The housing sector has faced some tough challenges recently, from the horrific Grenfell tragedy and the devastating death of Awaab Ishak, to ongoing maintenance issues and the perceived loss of community feel. All of this means that customers are, quite rightly, holding housing associations accountable.

So, where does social media fit into all this? Platforms like Facebook are incredibly popular communication channels when it comes to housing. This is because social media is an ‘always on’ platform that works around customer schedules. Using social media can also increase an organisation’s visibility and is vital when it comes to fostering human connection.

Aimee and Abi explained that the key here is balancing openness with sensitivity. Authenticity is a trust builder so it’s important to be honest when sharing content on social media. They explained that sharing good news stories alongside the more challenging and difficult topics humanises your brand and encourages engagement. 

However, you absolutely have to think before you share. Respect your community, be a voice for change, but always, always be considerate. This is where social listening becomes vital again, helping you track sentiment, spot trends and identify concerns.

Engagement strategies are critical. Share positive news, but don’t shy away from difficult conversations. And, if content doesn’t land as expected, pay attention to why it might be annoying your audience. Sometimes, a “look at us, we’re great” message can actually alienate customers if not delivered with care and context.

Top tips for building trust through engagement:

• Build a robust social media plan that aligns with your broader content strategy.
• Train and empower your comms and marketing teams. Give them the tools and confidence to be effective.
• Audit your current approach. See what’s working, what’s not, and what needs a refresh.
• Review and measure success regularly. Don’t be afraid to try new things and adapt!
• Coordinate with front line teams, like customer service. Two way communication internally builds external trust and often leads to quicker, more informed customer responses.

What we learned in Newcastle reinforced what we already know, oh so well; building trust through engagement isn’t a one off campaign, it’s an ongoing commitment. It’s about putting people first, understanding their needs through data, and communicating with authenticity and empathy.

So, take these tips, brainstorm with your team, and start putting them into practice. We can’t wait to see the incredible stories you tell and the powerful connections you build!