A Big Social Media Win For Our Government

It's a big social media win for our Government today, so I had to hand them today's edition of Social Media Wins! ?

As I sit here at my lockdown-desk, a bedroom that became an office in March 2020, I am waiting for Taoiseach Micheal Martin to walk down the steps of Government Buildings to speak to the nation.

But this time he will be announcing Freedom Day! Ireland's freedom from (most of the) public health restrictions will be lifted. January 22, 2022, will be a milestone day in the pandemic, and God knows, there have been so many milestone days.

But as always in this LinkedIn Newsletter, I highlight three social media wins that we can all learn from. So here are today's takeaways from an Irish Government perspective (and I don't have any inside track, I'm just an enthusiastic outside observer).

WIN #1 Leveraging Mainstream Media

Not to deviate from their communications strategy throughout this pandemic, the Irish mainstream media were served leaks and drip-fed the impending Government's announcement of the momentous decision on social media and in their broadcast and online reports.

When this happens, social media lights up and the Government press and comms teams can take the temperature of the public before they finalise their speeches and media soundbites.

Giving the media some exclusivity on announcements also provides early momentum on social media.

WIN #2 Newsjacking International Hug Day

How appropriate is it to make the announcement of the removal of most of the public health restrictions on International Hug Day? The loss of hugs was one of the devastating rules for many people during this whole crisis.

Of course, this is purely coincidental, and I jest (unless there's a Government social media manager that wants to DM me about your brilliant tactic)!

But I couldn't help myself. It's really serendipitous.

I'd like to admit that I hugged my friend Sinead twice today when we met for lunch. It was beautiful and I cannot wait to hug some more (clients, it's ok, I'll shake your hand).

WIN #3 Monitoring Public Sentiment on Emerging Trending Hashtags

So with the public now aware of the announcement hours before it's due to be made, they marched online to create and use a new trending hashtag to drive the narrative.

The top two trending hashtags right now (an hour before the Taoiseach goes in front of the nation) are #ItsOver and #NPHET (the acronym for the National Public Health Emergency Team that advises Government on public health).

It's fair to say that the citizens of Ireland (the majority) are arm-stretched at Freedom Day and are likely to hug strangers in pubs and clubs across Ireland tomorrow.

I might be one of them.

Wow, what a feeling, and a rush of adrenaline as I reflect on the past two years. There will be sadness for many for the lives and time lost because of COVID-19.

Yours in digital,

Joanne.