NICE uses social media to raise awareness of the work we do and to engage directly with those our guidance affects.
We now have active accounts on Facebook, LinkedIn, Twitter, Snapchat and YouTube. Our audiences and engagement rate continues to increase steadily across all channels. The media team has implemented a strategy to respond to users promptly and accurately during working hours.
We share news stories on the latest NICE developments; personal perspectives through the use of blogs or videos; and highlight our messages with multimedia graphics. We interact with other key stakeholders by sharing their posts and linking to relevant guidance where appropriate.
On Twitter we have held live chats to seek feedback from users and looking ahead we will explore other opportunities for interactive discussions on our other channels.
Our media team regularly posts on the corporate @NICEcomms Twitter account, curating high-quality content to promote our activities.
The team has implemented a structured approach for listening to our audience, monitoring mentions directed at the account and responding to users in a prompt, professional manner.
A report from the healthcare insights agency CREATION highlighted the @NICEcomms account as a best practice example of a public body embracing social media engagement. It praised the increase in mentions directed to the account and our website, our prompt response to users and the breadth of our interactions including consistent posts and live Tweetchats.
The NICE Facebook page launched in August 2016.
Website links to NICE news stories, blog posts and committee vacancies are all shared on our Facebook page. Images, infographics, videos and gifs are used to explain key recommendations and highlight quotes from our spokespeople.
Looking to go Live!
The NICE Facebook page received over 1000 ‘likes’ before its first birthday. And the engagement rates per post continue to increase suggesting that we have an interested audience.
The next step will be for us to host a Facebook Live chat about a new piece of NICE guidance. This will offer an opportunity for our followers to ask questions and hear what the experts have to say.
In February 2017, to coincide with the publication of our guideline on antimicrobial resistance, we launched on Snapchat.
Our guidance was aimed at children and young people, seeking to educate them on using simple hygiene measures to reduce the spread of infections.
By launching on Snapchat our aim was to reach a younger audience to help raise awareness of this topic.
Snapchat users sit within the 18-34 age bracket, but they can be even younger. We created a snapchat story with key parts of the recommendations and facts about antimicrobial resistance.
We also designed a geofilter, called the “NICE nose”, which featured a runny nose and the caption ‘NICE, fighting infection in London’. The geofilter was available for a 20 hour period within a specific area in central London. It encouraged users to take a selfie with the snotty nose and share it on their own accounts.
The filter was seen in use nearly 6k times and the story was viewed over 200 times.
We plan to use Snapchat for future guidance relating to young people based on this success.
Rebecca Smith, Head of Media at NICE, said:
"We wanted to try Snapchat with our tight budget because this particular guidance was all about educating young people about drug resistance and the importance of simple hand-washing. Snapchat was the perfect platform for this."