Using boost feature on Facebook to communicate messages to wider audience 1 vote, average: 5.00 out of 51 vote, average: 5.00 out of 51 vote, average: 5.00 out of 51 vote, average: 5.00 out of 51 vote, average: 5.00 out of 5

Social media is crucial to sites’ communication with their neighbours, as it provides a quick and easy way to share updates with a large group of people. Contractors are increasingly becoming aware of the potential of social media, and routinely use platforms like Facebook and Twitter to share news and updates with neighbourhood interest groups. However, some projects seek to target a large group of people outside the immediate community who may not receive the regular neighbour updates.

See the examples below for how one site took their social media strategy further:

  • As the project was a road improvement scheme in a busy area near Manchester airport, the site team sought to communicate with incidental travellers using the road to access the airport from the south. These people would not receive the regular neighbourhood updates but could be severely disrupted by the works.
  • The team decided to use Facebook’s added commercial service Boost to target users by a number of filters, including geographical location, gender and age.
  • They used Boost to send pop-up messages to users who fit their criteria, namely men and women of driving age from within a 50 mile radius of a point south of the project.
  • The service cost £100 but reached 108,630 users, several of whom posted positive replies on Facebook, thereby further spreading the message.
  • The initiative was deemed a success and will become the standard process for future similar circumstances. The team are also looking to use the service to target different groups like students and the unemployed to promote job opportunities on site.

Social media enables sites to reach more people than ever before and prove their considerate credentials by ensuring that anyone affected by works is kept up to date with site news.

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Entry submitted by Costain Limited


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