Planning brought diverse visibility to the social media survey

The results of Prewise and Frank Communications’ social media usage survey were published systematically in different media. –The results could be used in many ways in different channels, which had been taken into account already in the research planning, Managing director of Frank Communications, Kaisa Hernberg, tells.

The objectives were visibility in the media central to Prewise and Frank, and raising the profiles of both of them. –It was important to get as vast visibility as possible in those target media which are important to both of us. We used different channels as extensively as possible and made use of our own ecosystem which is comprised of Frank’s web pages among other things, Hernberg tells.

Vide visibility in traditional media

Everyone at Prewise’s and at Frank’s was very satisfied with the positive and enthusiastic reception of the research results. Of traditional media especially many business magazines published the results on their web pages. –The focus was on media in which the results could be shared for the accumulation of visibility, Hernberg tells. The results were for example published on the web pages of ITNyt, ITviikko and Taloussanomat.

The research results gained visibility also in television. Hernberg and the Chairman of the Board of Prewise Iiro Pohjanoksa visited Huomenta Suomi -program on the 9th of September to discuss the results.

Added value from social media

Social media was effectively used in the release. –We wanted actively wake people up with it and bring added value in addition to social media, Hernberg tells. –We thought what channels to use and how they will support each other. The central channels were Frank’s web pages, Twitter- and SlideShare –services. Also our employees shared the links via their personal Twitter-, LinkedIn-, Facebook- and Google+ -accounts, Frank’s senior consultant Pekka Putkinen adds.

Both Hernberg and Putkinen were positively surprised by the active sharing of the research results. –We got several re-tweets meaning the messages were shared along diligently. We created a lot of traffic both to our SlideShare-presentation and to our web pages and got new followers in Twitter, Putkinen praises. –The appearance in Huomenta Suomi also started the discussion in social media all over again, Hernberg adds.

Frank has also published through its Twitter account every working day one fact about the research results. The meaning is to publish in total of 25 facts. –The campaign has been a success and it has grown the number of our followers each day, Hernberg praises.

Release as a part of the strategy

Thanks to the systematic planning of the release Frank has managed to raise the issue again and again in both traditional and social media.  –We can talk about the first, second and the third release wave. The first was the announcement day, the second was the appearance in Huomenta Suomi and the third is the 25 facts –tweets, Hernberg revises.

There is a lot to draw from the survey for a long time in many channels. –Links to the results are still being shared, so the research has had longer-term impact than just for the announcement day. It has not been the case of “15 minutes of fame” but a part of the long-term strategy to raise our recognition and expert profile, Hernberg emphasizes.