Case Study: Highways England achieves real-time traffic updates and improved road-user safety with Hootsuite

Helping to keep road users safe with an effective social media strategy

Highways England is the government-owned organisation responsible for 4,300 miles of motorways and major A roads across England. Faced with the need to deliver timely, locally relevant traffic and safety information and to standardise customer service across a large operational network, it needed a more effective social communications approach and staff training to ensure consistent, rapid responses.

By adopting Hootsuite (Enterprise, Amplify and Impact) to centralise accounts, monitor conversations and manage permissions and approvals, Highways England can provide near-real-time updates and coordinated regional responses. The organisation trained 285 employees through Hootsuite Academy, grew Twitter followers by 27%, and saw strong campaign results (the “Don’t be a Space Invader” video earned ~900,000 Facebook views and a 13% conversion for more than 80,000 bumper stickers).

Highways England

Sharon Creary

Head of Digital Content and Engagement