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It sets communication objectives, establishes current performance metrics as of September 2024, and defines measurable goals for September 2025 across Facebook, Instagram, LinkedIn, and X. It includes SMART objectives, guidance on content themes, creation processes, tone of voice, algorithm considerations, paid advertising and influencer work, community engagement, accessibility, equality and diversity, evaluation, and a supporting glossary.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":31,"@type":70,"position":76},"https://docshare.wps.com/template/social-media/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/social-media-strategy-2024-plan-and-objectives-for-colchester-council/241776/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/social-media-strategy-2024-plan-and-objectives-for-colchester-council/241776.png","ImageObject",442,249,{"name":88,"@type":89},"Theodora","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-12","2026-09-12",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",8,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is the main purpose of the Social Media Strategy 2024?","Question",{"text":109,"@type":110},"To align the Council’s communications with the strategic plan, strengthen Colchester’s positive image, and use social media to support both income generation and future aspirations.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Which platforms and performance metrics are covered in the strategy?",{"text":114,"@type":110},"Facebook, Instagram, LinkedIn, and X are assessed using follower counts, reach, reactions/likes, shares, and comments, with baseline metrics provided for September 2024.",{"name":116,"@type":107,"acceptedAnswer":117},"How does the strategy define its SMART objectives and targets?",{"text":118,"@type":110},"It sets specific growth and engagement targets per platform, includes measurable indicators like followers and reach per post, and establishes time-based percentage increases aligned with a monthly content strategy.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},241776,1789973585,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":30,"category_name":31,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":136,"language":137,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":61,"update_tm":141,"read_time":8},687197207919,"https://ap-avatar.wpscdn.com/avatar/a000253d6f5f7c60be?x-image-process=image/resize,m_fixed,w_180,h_180&k=1779446848396160552","Social Media Strategy 2024  \nContents  \n01 Purpose  \n02 Objectives  \n03 Current Metrics  \n04 Goals  \n05 SMART Objectives  \n06 Facebook  \n07 Instagram  \n08 LinkedIn  \n09 X (Formerly Twitter)  \n10 Audience  \n11 Plan  \n12 Content Themes  \n13 Content Creation  \n14 Tone of Voice  \n15 Algorithm  \n16 How Do We Get Our Posts Seen?  \n17 Quality Over Quantity  \n18 Examples  \n20 Working With Services and Partners  \n21 Community Groups  \n22 Paid Advertising/Influencers  \n23 Paid Advertising  \n24 The Future  \n25 Internal  \n26 External  \n27 Accessibility, Equality and Diversity  \n28 Evaluation  \n29 Glossary  \nPurpose  \nColchester is a great place to live, work, and thrive.  \nWe will use social media to highlight its strengths, enhance its image, and showcase the positive work of the Council.  \nWe aim to use social media not only to support income generation, but also to promote our future aspirations and ambitions for Colchester.  \nOur focus is on fostering business and economic growth whilst improving the quality of life for residents.  \nTo achieve this, our social media strategy must be bold, innovative, and willing to take calculated risks. We need to stay ahead with trendsand communicate clear, authentic messages directly.  \nThe primary purpose of our social media presence is to align our communications with our strategic plan. We strive to promote a positive image of both the Council and Colchester to the right audience, at the right time. Our goal is to build a strong relationship between the Council and its residents, reaching often overlooked or under-targeted audiences.  \nWe have made great strides towards this over the last eighteen months, and continuing to push boundaries will help us meet the objectives set out in this strategy.  \nOver the last eighteen months, we have made significant progress.  \nBy continuing to push boundaries, we will achieve the goals outlined in this strategy.  \n01 | Social Media Strategy 2024  \nObjectives  \nThe Social Media Strategy supports the strategic plan, Communication Action Plan and digital innovation  \nCommunication Strategy Objectives  \nPrioritising the delivery of our communications and marketing work around strategic plan priority areas:  \n• Response to climate emergency.  \n• Deliver modern services for a modern city.  \n• Improve health, well-being and happiness.  \n• Deliver homes for those most in need.  \n• Grow our economy so that everyone benefits.  \n• Celebrate our city, heritage and culture.  \nWe Will Also:  \n• Deliver effective coordinated communications and marketing messages.  \n• Create a strong, recognisable and trusted brand.  \n• Lead by example, and reflect the aims and objectives of the Council in our communications.  \nCurrent Metrics  \nCurrent social media accounts and metrics as of September 2024  \nFacebook:  \n@EnjoyColchester  \n• Followers: 22,276  \n• Average post reach: 24,841  \n• Average post reactions: 156  \n• Average shares: 21  \n• Average comments: 60  \nInstagram:  \n@ColchesterCityCouncil  \n• Followers: 4,045  \n• Average post reach: 886  \n• Average post likes: 49  \n• Average shares: \u003C1  \n• Average comments: 2  \nLinkedIn:  \n@Colchester City Council  \n• Followers: 7,512  \n• Average post reach: 1,729  \n• Average post reactions: 37  \n• Average shares: \u003C1  \n• Average comments: 2  \nX (formerly Twitter):@ColchesterCityCouncil  \n• Followers: 17,358  \n• Average post reach: 853  \n• Average post reactions: 9  \n• Average shares/reposts: 2  \n• Average comments: 1  \n03 | Social Media Strategy 2024  \nGoals  \nKey social media account metric goals for September 2025  \nFacebook:  \n@EnjoyColchester  \n• Followers: 28,000  \n• Average post reach: 30,000  \n• Average post reactions: 180  \n• Average shares: 25  \n• Average comments: 75  \nInstagram:  \n@ColchesterCityCouncil  \n• Followers: 5,000  \n• Average post reach: 1,000  \n• Average post reactions: 50  \n• Average shares: 2  \n• Average comments: 5  \nLinkedIn:  \n@Colchester City Council  \n• Followers: 10,000  \n• Average post reach: 2,200  \n• Averag","cbCaijsD3giMBE0H","https://ap.wps.com/l/cbCaijsD3giMBE0H","pdf",2830048,32,"English","# Purpose\n# Objectives\n# Current Metrics\n# Goals\n# SMART Objectives\n# Facebook\n# Instagram\n# LinkedIn\n# X (Formerly Twitter)\n# Audience\n# Plan\n# Content Themes\n# Content Creation\n# Tone of Voice\n# Algorithm\n# How Do We Get Our Posts Seen?\n# Quality Over Quantity\n# Examples\n# Working With Services and Partners\n# Community Groups\n# Paid Advertising/Influencers\n# Paid Advertising\n# The Future\n# Internal\n# External\n# Accessibility, Equality and Diversity\n# Evaluation\n# Glossary","[{\"question\":\"What is the main purpose of the Social Media Strategy 2024?\",\"answer\":\"To align the Council’s communications with the strategic plan, strengthen Colchester’s positive image, and use social media to support both income generation and future aspirations.\"},{\"question\":\"Which platforms and performance metrics are covered in the strategy?\",\"answer\":\"Facebook, Instagram, LinkedIn, and X are assessed using follower counts, reach, reactions/likes, shares, and comments, with baseline metrics provided for September 2024.\"},{\"question\":\"How does the strategy define its SMART objectives and targets?\",\"answer\":\"It sets specific growth and engagement targets per platform, includes measurable indicators like followers and reach per post, and establishes time-based percentage increases aligned with a monthly content strategy.\"}]","Social Media Strategy 2024 - Plan and objectives for Colchester Council | PDF",1789180850]