Mobile:Engaged compendium Mobile:Engaged compendium | Seite 89

Indirect influence
Although your target group may be young people
(for example), parents of those young people may be
reached via a platform used more frequently by older
road users, such as Twitter or Facebook. This may be
useful as some platforms used by younger people
are complicated and can pose challenges - such as
creating effective ‘stories’ about your messages on
Snapchat. We are not suggesting that parents can tell
young people what to do,and they will do it, but there
may be potential to influence choices at key times,
such as when a driving instructor is being sought, for
example.
Keep it fresh
A regular, but relevant, stream of messages, posts
and information makes it more likely that your content
will actually appear in front of people. An events
calendar may be a useful way of doing this, ensuring
that planned posts will be delivered on particular days,
coupled with a range of (promptly) reactive messaging
that will make connections between your work and
See p92 for ideas about
evaluating social media activity
contemporary issues, news stories or situations. It is
also possible to reuse and repost top posts that are not
time/day specific. Hashtags can be used strategically
within some social media platforms to ensure that
different groups see a message, whether or not they are
followers of your account.
‘Thanks for your message!’
Interacting with individuals who send messages
or ask questions is important, both for those active
followers, and to ‘lurkers’ (those who do not interact but
observe). Interacting with followers helps to develop
a relationship between a social media approach
and the general public in a way that shows you are
human, you care, you are happy to interact with the
public and you are able to provide answers (where
possible). The individual(s) responsible for managing
a social media account should not only be able to
successfully navigate, use and interact within that social
media platform, but should also be able to respond
to questions that may be asked, ar at least be able to
direct individuals to others who will be able to answer
those questions.
See the section on ‘challenging the challenges’ for some useful
responses to challenges that may be made by those who interact with
you via social media.
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