[JUDGING] Limerick City and County Council
Section: Public Sector Social Media Team of the Year
Organisation Name: Limerick City and County Council
Team Questions
Organisation Name
Marketing Department at Limerick City and County Council
Structure Of The Team And Their Roles
Aoife O’Shaughnessy: Marketing Officer
Amanda Flannery: Social Media Manager
Aoife Coughlan: Assistant Staff Officer / Social Media Coordinator
Anna Suchan: Content Creator
Give Examples Of Your Content Creation Process
https://www.instagram.com/limerick.ie/
https://www.tiktok.com/@limerick.ie
https://www.facebook.com/Limerick.ie/
How Are Your Measuring Success Reach Links Traffic Etc
We measure social media success against both engagement metrics and organisational outcomes. Our approach goes beyond simply counting likes; we use data to better understand audience behaviour, refine content and ensure our work supports wider tourism, place-branding, community engagement and civic communications objectives.
Key measures include:
- Reach and impressions to determine how many people see our content and how often it is viewed.
- Video views, which is particularly important for reels, TikTok and campaign video content.
- Engagement including likes, comments, shares, saves and interactions to indicate audience resonance.
- Follower growth to measure how we are growing and retaining our online community.
- Link click and website traffic to demonstrate that social media activity drives audiences to Limerick.ie and campaign landing pages.
- Campaign performance to track specific initiatives against predefined marketing and communications objectives
- Audience insights including demographic analysis, engagement pattern and content preferences to inform future content planning
Give Three Examples Of Recent Updates Or Initiatives That Have Worked Well Link To Them And Give Some Metrics On Them
1.Great Days Out https://www.instagram.com/reel/DNncV3cC4M7/?utm_source=ig_web
A 10-week campaign showcasing attractions, food, culture and experiences across Limerick, combining organic social content, influencer collaborations, stakeholder partnerships, competitions and multimedia storytelling.
Results:
• 3,428 new followers across Limerick.ie social channels
• 3,324,185 content views
• 40,390 engagements
Why:
• Demonstrates strategic social media planning
• Delivered exceptional reach and engagement
• Clear evidence of audience growth and community impact
2.Golf Limerick https://www.instagram.com/reel/DYzHB2nMEQj/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZ
The social media, digital, radio and OOH campaign to position Limerick as a premier golf destination ahead of Ryder Cup 2027 quickly became a standout success.
Results
• Golf Limerick advert achieved more than 1.7 million views across social media channels.
• Limerick.ie/Golf became the most visited page on Limerick.ie during June 2026.
Why
• New destination brand launch
• Multi-channel integrated marketing
3.Limerick on Foot Campaign: https://www.instagram.com/reel/DUDwX0YCGA-/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==&igsi=Mz
Results
• Reach: 393,407
• Impressions: 622,064
• Video Views: 589,094
• Engagements: 90,376
Why
• Exceptional engagement levels
• Strong conversion to web traffic
Why Are You Deserving Of Team Of The Year
The Limerick.ie Social Media team has consistently demonstrated excellence in digital communications, community engagement, destination marketing, and place-brand storytelling. Through a strategic, innovative, and collaborative approach, the team has transformed Limerick's social channels into powerful platforms that connect citizens, visitors, businesses, students, investors and communities with everything that makes Limerick unique.
At the heart of the team's success is its unbridled love of Limerick and the ability to tell authentic stories that resonate with our audiences while supporting wider economic, tourism, cultural and community objectives. The team has successfully created engaging content that not only increases awareness but also drives meaningful action, participation and advocacy for Limerick as a place to live, work, study, invest in and visit.
The team has played a critical role in building and amplifying the Brand Limerick identity, ensuring a consistent and recognisable voice across all digital platforms. Through the development and promotion of initiatives including Christmas in Limerick, Halloween in Limerick, Limerick Student City, Golf Limerick, Limerick on Foot and numerous tourism and cultural campaigns, the team has created a cohesive digital ecosystem that strengthens pride of place while attracting audiences from far beyond the county border.