First, let us give you an introduction to what the European Parliament is and how it works.
The European Parliament (EP) is the only democratically elected EU institution. It consists of 766 members (the MEPs: Members of Parliament) that are elected in the 28 member states of the European Union. The EP exercises the legislative function of the EU, acting alongside the Council and the European Commission arms. The Parliament has 20 Standing Committees that each consist of 28 to 86 MEPs. In addition to the MEPs, there are about 6,000 people working for the EP and these are the ones directly involved in the EP’s social media management. The EP is based in Brussels, Strasbourg and Luxembourg, but has information offices in all 28 member states.
The EP is fully aware of the possibilities that social media offers and they are not afraid to extend their presence on many different platforms. Its strategic aim is to “be where the citizens are”. Here is an overview of its primary social media accounts:
Fun fact—In a way, it was US President Obama’s first election campaign in 2008 that inspired the European Parliament to start with social media. They kicked off their MySpace and Facebook account in 2009.
The social media accounts we just listed are only the general EP accounts. There are many accounts that are more specific as well as accounts by individual EU member states. The EP’s social media officers keep a close eye on all of them, following up on their performance, growth and top conversations. Which immediately raises the question, “How do they bring this about?”
Since 2012, the EP has relied on CX Social to handle the huge volume of social media messages related to the EP, the MEPs, standing committees, the EP President, the European elections and an ever- changing selection of legislative topics.
A huge strong point in favor of CX Social is its ability to handle such massive amounts of data. All messages still roll into CX Social in realtime and generate all analytics instantly, without any delays. This is a critical requirement for the EP.
In the context of the Share Europe Online Project led by the European Commission, community managers joined EP information offices in the different EU member states. They train local staff and help manage social accounts, using CX Social to build strong national communities on the social web.
One of the most important functions for which the EP relies upon CX Social is the follow-up of online conversations and the creation of reports to share with the social media officers and higher management in the different member states.
Social media officers in all of the different member states are keenly interested in how they are performing on their different social channels. The speed at which they are growing, which content works best and similar metrics are especially useful.
Managers on the other hand tend to be under great stress and do not have time for detailed analytics. They need a snapshot of what is going on with the EP on social media; that is, the figures and elements of the public debate taking place on the social web.
Apart from the social media officers in the different member states, there are several other parties intensely interested in the EP’s social media activities. They use the CX Social custom dashboards that are filled with the metrics and social media conversations that specifically matter to them.
The European Parliament has established a secure and important social media presence, being there where their audience is. Unlike many brands that focus solely on Twitter and Facebook, the EP is also digging into Instagram, Foursquare, Pinterest and any other platform that can help it do its job better for all of us! Social media management at the EP is a challenging task but they are clearly pulling it off!
It is refreshing to see how such a huge institution as the EP contributes to the democratic process as it keeps up with the times. It is easy to understand why it is recognized as one of the leading actors on social media worldwide.
Your customers expect more from you on social media, we can help.
Clarabridge has a range of SaaS customer experience management solutions to help hundreds of the world’s leading brands put customer feedback to work. Amongst these, CX Social enables companies to listen, analyze and gain insight into conversations online and in social media allowing them to develop relationships by identifying and engaging with customers in real time. This is why leading brands trust Clarabridge to power their CX programs and drive a customer focused strategy. The result: better customer experiences. For more information, visit https://cxsocial.clarabridge.com.