VWS

Turning Public Conversations into Constructive Dialogue

Briefing & objectives

How do you guide a national conversation on topics people feel strongly about?
VWS needed a partner to manage all online interactions across social channels, while keeping conversations clear, respectful and constructive.
The goal was to increase awareness and engagement around healthy ageing, while helping people reflect on their future.

Insights & strategy

When topics are personal, conversations become emotional.
On government channels, engagement is not passive.
People respond, question, challenge and share opinions.
Without guidance, these conversations can quickly turn negative or unproductive.
The strategy focused on active moderation and meaningful interaction.
Not just answering questions, but guiding the conversation.

Community approach

We provided daily community management from 08:30 to 17:00 across Instagram, Facebook and X.

This meant:

continuous monitoring of high volumes of comments
fast and clear responses to questions
consistent tone of voice across all platforms
active moderation of sensitive discussions

Because engagement on these platforms is driven by comments rather than likes, every interaction requires attention and care.

We did not just respond.
We shaped the conversation.

The role
of community

Community management became a key driver of trust.
By responding quickly and clearly, we reduced frustration and kept conversations accessible.
By correcting misinformation early, we ensured discussions stayed accurate.
By guiding users to the right resources, we turned interaction into action.
This transformed social media from a broadcast channel into a space for dialogue.

The execution

Across all VWS social channels, we managed daily interaction at scale.
We monitored conversations in real time, identified patterns in questions and sentiment, and adjusted responses accordingly.
Negative or polarising comments were addressed proactively, preventing escalation and maintaining a constructive environment.
At the same time, we actively encouraged discussion around key themes such as housing, care and staying fit.

Results

Detected and addressed misinformation early
Identified recurring questions and knowledge gaps
Increased conversations around key themes
Guided users to relevant resources and campaign tools

What this means

This case shows that community management is not reactive.
It is a strategic layer that shapes perception, trust and engagement.
In a space where every comment matters, the way you respond defines the outcome of the conversation.