Tusla is a national organisation with a staff of 4,000 people in over 400 locations across the country, so they wanted to develop their digital presence more, manage their reputation and learn how to use Twitter as an outlet to share some of the positive stories that needed to be amplified and heard, and for relationships to be formed that would be well placed to assist with the potential risks involved with this project, and would be well placed to safeguard the agency’s reputation as it came to Twitter.
Reasons For ...
Tusla’s Communications Team was a new team. While very experienced, there was limited use of Twitter as a communications tool. One of the objectives of the project was to provide training to the team to increase their confidence using Twitter as a platform, and to develop relations with key target audiences on there.
We spent some time getting to know Tusla, and familiarising with the internal language of child protection and its many acronyms. There was some resistance internally to getting on Twitter and we had to take a very gentle approach and work hard to bring everyone on the journey.
We implemented a consultative strategic approach, that was well paced, and clearly focused on the goal. The launch took place in November 2017, and we supported it with extensive video content, promotion, and active engagement.
We were on hand for a further two months to assist the Comms Team to visualise their content and we produced videos and visual evergreen assets that got Tusla trending, and enabled them to deliver messages that might have otherwise have been negatively received, eg. “celebrating 4 years”.
Tusla is now a very well regarded Twitter account. It is beng followed by all of the key influencers in the child protection area and conversations take place there regularly.
The Comms Team are confident in how they manage it, and use the tools provided by Brightspark for content planning. They have a library of evergreen assets (video, gif, and image) produced by Brightspark, as well as an evolving set of responses for handling requests via Direct Message.
This, combined with the training they received on dealing with customer complaints online has resulted in 100% ownership and adoption of Twitter as a means of communicating with multiple audiences in a very visua