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Brookings Social Media Strengths

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Brookings seems to have a uniquely positive outside perception that can likely be attributed to the very holistic approach of their communications team. In an interview with Melanie Gilarsky, Senior Events and Outreach Coordinator, she explained that the goal of their communications is always to promote the research, so the focus of message content is often dependent on the topic at hand. The target audiences for most communication efforts are government officials, academics, advocates, stakeholders in topic space, and other interest groups for the issue.
The Brookings Institution employs all methods of communication to reach their audiences, including traditional and social media, reaching out to news outlets, and hosting panel and public forum events. The success of their media efforts is measured by social media likes, retweets, shares, and views as well as analytics on the actual website. Brookings uses Google analytics, and their analytic software tools can monitor how many people visit the site, how long they stay on, and even how far they scroll. They also monitor success through media hits, how many articles written are written based on or about their research. I asked Melanie if they had seen any trend in some methods becoming unnecessary …show more content…
Facebook is their most effective media platform as the format best compliments their posts and it is also the platform most used by their audiences demographic. Twitter, while used very often to promote and link articles, is lacking in engagement and should attempt to generate conversation and be more interactive with users and followers. Because Instagram is a visual platform they should work to make these posts more aesthetically pleasing through some sort of structure or color scheme that is enticing to users as the current feed is fairly bland and

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