Targeted social strategy pinpoints key content areas for audience growth and engagement

Search insight boosts social performance for global weather forecasters

The Meteorological Office or Met Office is the UK’s national weather service. They provide critical meteorological services and world-leading climate science, helping people make better decisions to stay safe and thrive.

Since their foundation in 1854, the Met Office has pioneered the science of meteorology and its application. To this day, they continue to push the boundaries of science and technology, to meet the demands of today and the future.

The challenge

Facing increasingly stiff competition around weather-based search results, Met Office – the UK’s national weather service – needed a complete strategy refresh to organically grow their digital presence and visibility. In short, they wanted to reach a wider audience.

The solution

We undertook an in-depth social research project to analyse the client’s audience and understand their interests. This in turn allowed us to identify the intersection between topics that would captivate them and Met Office’s offering.

Follower interest categorisation

The Met Office has a broad audience with a huge range in social authority. We investigated the interests of their most influential followers, then overlaid the sum of their reach across each interest category. This insight gave the Met Office a quantitative understanding of how to most effectively plan their content and capture this audience.

Met Office's social followers

Our work highlighted key trends in the competitive landscape, together with the Met Office’s own content’s strengths and weaknesses. Our analysis helped them develop content that appealed to a wide audience and resonated with their key followers.

Met Office Case Study

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The results

Over a two week period:

  • The content was retweeted 7,681 times
  • Infographic was shared 4,480 times
  • Tweets had 1.9 million impressions
  • We generated a 2,419 increase in followers