How North Lanarkshire Council uses CrowdControlHQ to manage its social media
The council had never used Twitter before the winter of 2010, the harshest winter of the last 50 years. As a few other councils had realised, social media proved to be the best way to keep residents up to date with school closures, gritting updates and changes to council services.
As North Lanarkshire realised, there are a number of issues and risks which need to be considered when providing services via the organisation’s social media accounts, all of which CrowdControlHQ has been able to help it to manage.
Engaging directly on Twitter was not without difficulties, as the team had to take in and respond to a great volume of tweets, many of them containing criticism from frustrated residents. However Twitter soon proved its worth, and took pressure off the customer contact centre, which remained busy, but without the call queues that the council would expect to experience during such a busy time. Two years later, North Lanarkshire’s use of Twitter during winter is making people feel more positive about the council overall.
As more people were asking us questions on Twitter, we started to realise this was a job that had to go beyond the comms team.When someone would ask about garbage collection days in a certain area, the comms person had to go as ask someone else. Soon we realised it could all be streamlined if the customer contact team had direct access to respond on Twitter.
Stephen Penman, head of corporate communications & marketing
As North Lanarkshire realised, there are a number of issues and risks which need to be considered before granting multiple users access to the organisation’s social media accounts, all of which CrowdControlHQ has been able to help it to manage.
How CrowdControlHQ helped
By using CrowdControlHQ, North Lanarkshire has a tool that allows it to expand social media usage across the council while maintaining central control. Departments can monitor online conversations and gauge the audience’s reaction even when they are not addressing it directly. This has improved services and avoided issues that might have serious consequences.
Security is no longer an issue as using CrowdControlHQ allows North Lanarkshire to secure passwords and limit access, supplies an audit trail, analyses activity of users and alerts. By setting up keyword dictionaries, accounts are monitored constantly and offensive or abusive content is either removed automatically or sent for review by members of the team.
CrowdControlHQ’s Buzz Monitor enables North Lanarkshire to listen and respond directly to conversations across blogs, Facebook, Google+, news sites, Pinterest, and Twitter.
In a crisis situation such as an accident or a natural disaster, social media is the fastest channel to mobilise the public. With CrowdControlHQ, messages can be pushed out at the same time on all channels. CrowdControlHQ’s specialist team provided key support throughout the implementation, offering high quality of training and after care.