INPS
In 2012, INPS was undergoing continuous reputational crises and bringing it onto social media seemed mission impossible. However, our our strategy concentrating on issue-based Facebook pages, Twitter profiles and YouTube channels allowed us to avoid constant criticism and successfully bring the agency closer to citizens.
Context
Simplifying the Service to Dialogue with Everyone via Social Channels
The desire of top management was to start a process to simplify and rationalise all of INPS’ digital services and activities. This led to the decision to restyle the portal and launch new services and applications to simplify the use of INPS tools and access to information.
Moreover, the idea was to open new social pages and profiles for promotion and customer care and create a single, synergic system for monitoring data from all digital channels. This required a rigorous methodology and a multichannel launch and engagement strategy to guarantee the success of the project.
Social Media Strategy, Management and CRM
2012/2015 – Analysis of INPS on-line context and reputation, development of a social strategy and management policy for issue-based Facebook pages, Twitter profiles and YouTube channels. Daily management of active channels, instant CRM, engagement initiatives and crisis management. Production of video tutorials for on-line services. Development of a data monitoring system with a summary interface for 15-day reports to the Central Communications Office.
Activities
- Social Media Intelligence
- Social media strategy
- Social Media Governance
- Social media management
- Social Media Crisis Management
- KPI Analysis
Quality Service is Rewarded
In 2012, INPS received an award at the 8th edition of the E-Gov Awards in the “Un governo più aperto” Section for the INPS on Facebook – Issue-based Pages Project. The award is promoted by the E-Gov Magazine edited by the Maggioli Group to promote high quality services and projects for users. The motivation of the jury was: “The project faces extremely technical issues and problems through the tools and languages of social networks to provide information in a simple and direct manner and reinforce this new channel for dialogue with citizen-users.”
