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LSC Careers Advice Service's digital integration

The development in online channels and audience behaviours created a new challenge for the Careers Advice Service. H+K Strategies created a social media programme based around observed trends in online conversations around careers, employment and training. Through a listening campaign, key influencers were identified and engaged with as part of the integrated PR activity. We created the Media Hub, a social media press room where the latest news and assets were made available to bloggers, set up and maintained profiles across the major social networks including Facebook, Twitter, Flickr and YouTube.  By the end of the campaign, we had achieved over 110 pieces of online news coverage, key partnerships with guardian.co.uk and The Sun online, and over 70 blog mentions. In total, over 334 million people had the opportunity to interact with the campaign online.