Abu Dhabi is one of the most famous cities with its unique culture and history and its recognition for the need for the development of a more inclusive and hopeful world, besides being known for hosting sports events (e.g. a Formula 1 race).
The department of culture and tourism (DCT) of Dubai is assigned with developing and promoting the complete country, with the main purpose of supporting the progress of Abu Dhabi into a world-class, long-lasting destination of distinction.
The main goal is to build brand awareness and engagement, they are their top priorities. Therefore, they know that they have to focus on developing an all-inclusive social media strategy.
The internal team of the DCT is managing multiple agencies across different regions to build a simple and unique social media marketing strategy. The DCT chose Hootsuite Enterprise to work on streamline and centralize content approvals, create a monitored moderation process, manage social media campaigns, and design reporting to prove the impact of social media on the Department’s broader objectives.
The department of culture and tourism (DCT) wanted to help the social team and partner agencies work more efficiently by unifying the organization’s processes for developing and scheduling social content.
Let’s find out how this problem was solved and how they managed to get through it!
As for DCT, there are more than 25 people managing its social media efforts, and one of the biggest challenges DCT has faced was managing activity across such a significant and distributed team to make sure the accurate posts went out at the right time to the target audience.
Their strategy included reaching as many people as possible on social media therefore, DCT made sure that it was discussing the most relevant topics and joining the right conversations.
Besides using Brandwatch social listening integration within Hootsuite Enterprise, DCT can find and follow conversations about Abu Dhabi on social media to figure out the types of content audiences on each channel are into and want to see.
With the association of Hootsuite, the way that DCT manages social content has changed. Not only that but Hootsuite has allowed for a collective environment when moderating the channels.
"Winning with social has really helped us work towards our goal of promoting Abu Dhabi as one of the most desirable places to visit in the world, and Hootsuite continues to play an important part in this success. It has been invaluable to be able to govern all social media activity through one platform, so that everyone can understand not only who is doing what, but can also easily work together to boost reach and engagement globally." said George Kalliamvakos Digital Media Manager at DCT