Case Study | Tusla

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Filling a vacuum when you're not there. Such an important piece of work towards the end of 2017 when we assisted the Comms Team at Tusla to come to Twitter.

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 ...

  • Twitter is the go-to destination for news when it happens.
  • It is no longer sufficient for Government bodies to rely on traditional media for communicating key messages.
  • Increasingly consumers expect to be able to communicate with all brands, businesses and public sector bodies using Twitter, and online customer service is huge on the platform.

 

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.

Our Approach

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”.

Outcomes

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

  • 100% client satisfaction
    The client is delighted with the result. The CEO of Tusla personally congratulated us for delivering the launch with ease.
  • Delivered 100% on time
    Project was delivered 100% on time, on budget, and exceeded expectations.
  • Highest engagement
    Tusla scores the highest engagement on Twitter compared to its peers.
  • Top performing hashtag
    Tusla’s own hashtag was the top performing hashtag over the three months (Nov-Jan 2018).
  • Growing, targeted follower list
    3,498 targeted followers mostly from the sector, goal is to reach 4,000 soon.

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