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Social media

Social media channels are not just broadcast channels, by their nature they invite comment and interaction. Therefore, all content that is posted on social media must be suitable for that channel, be planned and resourced to monitor engagement and respond as needed.

Channel types, purpose and audiences

Each platform has its own unique audience and native style of communication. We need to tailor our activity to suit what’s expected, as well as the right personas and their influencers.

For some posts, it’s as simple as rewriting and repurposing content, changing the tone of voice or adding rich media, to make it more appropriate for a specific channel.

For others it’s knowing that the topic/or area of content is not relevant for that channel.


Editorial content covering trends and topics that influence our industry and position TPR as the authority in workplace pensions. Showcase how we interact with influencers by engaging in real time conversations and building advocacy.

View our Twitter feed


Linkedin is for connecting on a professional level and for positioning content covering trends and topics that influence our industry and position TPR as the authority in workplace pensions as well as an inspirational place to work.

LinkedIn showcase pages

Showcase Pages are specific topic pages that sit off the main TPR company page. They allow TPR to promote specific products to a specific persona.

LinkedIn group page

LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.

View our LinkedIn pages


Facebook is for engaging, educational bite sized content to inform individuals of the joint objectives of TPR and other government bodies. Engaging them in workplace pension responsibilities and how they can save safely for retirement.

View our Facebook page

What goes on TPR's social media channels

Content will be posted on social channels if it:

  • tells a story – with visuals and/or copy
  • keeps a consistent tone of voice and image style
  • is simple. If the image does not sell the story or convey the message on its own, it has not worked.
  • is repurposed or created specifically for the channel.

What does not go on TPR's social media channels

Content will not be posted on social channels if it:

  • does not form part of the key messages agreed at the content group
  • is not in the right format for the channel eg for twitter within the character limited or constraints within the image size
  • is not relevant to the audience on that channel
  • is more suited to either the website channel or the elearning channels 

Social media user needs

The table below provides examples of user expectations, types of content and the channel they are likely to use to meet their need.

Example: Record-keeping
User needs/expectations Twitter LinkedIn Facebook


As a Trustee

I need to know what is expected

So that x


Goal find out what TPR are saying about x

As a journalist

I need to x

So that x




Goal realise that I have a duty to complete x

As an individual who owns a small business

I need to x

So that x