“We Can Maintain Control of all our Social Media Channels.”
About the Canton of St. Gallen
The Goal? To Keep Citizens Informed and Build a Sense of Closeness
The majority of the population engages with social media, which is why the Canton of St. Gallen uses it to stay in contact with the public. However, the messages must be conveyed in a way that will be accepted by the citizens. Administrative information and topics from all departments are posted by the team on social media in order to keep the general public and media representatives informed. This enables content to be distributed more widely than using traditional methods. At the same time, it establishes a sense of closeness with the public.
But a social media post isn’t the same as a press release. The challenge is to present the topics to users without making them too complicated. Topics are often defined by the federal government or the canton, and are then broken down as simply as possible by the social media team in St. Gallen. Video content is a useful tool for doing this.
Wanted: Organizational Support Across all Channels
The canton deals with various topics as part of its social media strategy. Facebook is the main channel, and everyday topics and posts are worded in a way that is very accessible to the general public. The goal is to distribute content as widely as possible. Twitter is used to address media representatives and policy-makers and to circulate important information. The platform is used intensively around parliament days, which take place five times a year. YouTube plays an important role as a distribution platform, as the team places a lot of emphasis on video as part of their content mix. Another channel they rely on is Google My Business. The Canton of St. Gallen manages around 130 locations that regularly receive reviews and criticism. It’s important for the team to react to these posts – but without a tool, it would be almost impossible to keep on top of this.
In an editorial meeting once a week, content is agreed on for the social media content plan. This content is produced in-house – even the videos are designed, filmed and edited by the team themselves. A content calendar is needed to keep everything in order.
Found: Clear Editorial Planning and Teamwork in a Single Tool
What the Canton of St. Gallen Has Been Able to Avoid Thanks to Swat.io
Why the Team at the Canton of St. Gallen Chose Swat.io
- Clear content calendar for centralized editorial planning
- Central ticket inbox for all mentions, comments and reviews
- Management of all channels in one tool for an excellent overview
- Assigning tasks for coordinated teamwork
- Integrated approval processes for straightforward collaboration