Organic social media is pretty much dead. That’s the musing of some comms pros in the public sector, who have mothballed their X account and are now struggling to find audience and engagement on Facebook and Instagram.

Time to focus on other channels. Time to reassess and retreat from the tyranny of the algorithm.

Or maybe not?

Since launching his data in communications consultancy, Alex Waddington has poured over hundreds of thousands of data points, working with colleagues across the public sector to understand what really works and what doesn’t when it comes to engaging communities and building trust.

He goes far beyond heuristics like ‘best time to post’ and ‘video or carousel’, and has sought to understand the genuine ‘hot buttons’ in public sector comms; content that he sees bringing social media alive and giving it wings, time and again.

In this session, Alex will reveal his unique Typology of Successful Organic content, developed using Orlo data over several years – and will explain why being data-informed matters more than ever.

Alex will be joined by Stockport’s Council communications team, who will explain how the Typology and a data-informed approach has helped them bring fresh life and ideas into their organic social media.