Social media strategy
The social media strategy was co-designed with YPiL throughout the duration of the project. Research highlighted that the young people think that TNLCF should focus on Instagram, followed by Twitter and LinkedIn.
For the purpose of the project we primarily focused on Instagram – exploring various features and building content suitable for the platform.
YPiL were keen to create topical and meaningful content for other young people, as well as building more connections across Instagram. The purpose of this was to educate the audience about their personal passions and their role at YPiL, as they believed that it was important to highlight the individual as well as the wider organisation.
Another aim was to inform other young people about youth and funding opportunities and to encourage them and/or their organisations to get involved.
Tools and methods
The tools and methods deliverable contained a collection of service design and research tools, methods and activities that were used throughout the YPiL project.
It includes things like quizzes, games, data collection activities and skills captures. We used a variety of different methods to maintain engagement.
Social media guide
The social media guide consists of all the social media teaching and relevant activities conducted throughout the project. It has been designed in a format that should allow anyone to pick up and teach, or anyone interested in upskilling themselves in Instagram tools and features to train themselves.
Social media and content plan
When co-designing the social media and content plan, we used the formula of the 5 W’s: Why, Who, When, What and Where.
We asked the young people to think about why TNLCF wants to be on social media, who their target audience is, when they should share content, what content they should share, and where they will share to (which social media platforms).
The final deliverable was presented in a simple working spreadsheet that can be used as a working document and updated and adjusted when required.
The relationship blueprint outlines and suggests the desired working relationship between the YPiL and TNLCF teams in regards to social media strategy, design and management.
The young people’s needs and expectations for this working relationship included:
- To feel respected and heard
- A blended approach to remote and in-person meetings
- Attendance being optional
- Space to work on creative challenges and briefs together
- Transparency at each stage of the process – especially regarding the fact that young people are leading on content
- Opportunities to work directly with and learn from experts and professionals in TNLCF digital and branding teams
- Training opportunities
- Team building days
- Space to exercise skills they’ve learnt
- An event to celebrate and showcase what they have learnt and produced
- Open discussions and creative collaborative sessions between teams
- Informed about strategy results and impact and having the chance to analyse these insights and suggest changes for the future
- Meaningful leadership opportunities
- The opportunity to enhance the relationship blueprint for the next cohort
This will be regularly evaluated in order to keep their outcomes aligned.