I would like to request the following information:
1. The amount spent promoting posts on TikTok in the last 5 years, broken down by year.
2. The amount spent on the ideation and creation of social media material since January 2022.
3. The amount spent promoting posts on other social media platforms in the last 5 years, broken down by year.
Thank you for your request dated 24th January 2024.
There are two core functions in Public Health Wales (PHW) that deliver paid social media activity; these are the communications team and social marketing team.
The amount spent promoting posts on TikTok in the last 5 years, broken down by year.
The social Marketing team have not promoted any posts on TikTok in the last 5 years.
Communications team Tik Tok spend:
Sept-Nov 2023 - £802.42
The amount spent on the ideation and creation of social media material since January 2022.
Ideation and creation of social media is carried out by our in-house social marketing team and Communications team.
Ideation and creation of social media content is also carried out as part of agency commissions, where contracts are let for campaign development and execution. The ideation and creation of social media is integrated with the ideation and creation of materials for a range of channels and therefore cannot be isolated within the contract costs.
The amount spent promoting posts on other social media platforms in the last 5 years, broken down by year.
The social marketing team promote posts via Facebook and Instagram (Meta platform). Prior to 2022 all paid social media activity was managed as part of agency contracts. Since mid-2022 these campaigns have been managed as part of our own advertising accounts.
We have estimated that it would take more than 18 hours of staff time to locate, retrieve, extract and identify the proportion of each campaign budget dedicated specifically to social media. Under Section 12 of the Freedom of Information Act we are not obliged to comply with a request for information if we estimate that the cost of complying with the request would exceed 18 hours of staff time. Therefore, this is a formal refusal notice under Section 17[5] of the Act for this section of this question.
Facebook (Meta):
2019 - £2584.14
2020 - £6,725.63
2021 - £11,226.80
2022 - £14,557.25 (Communications) + £5,319 (Social marketing) = £19,876.25
2023 - £17,757.95 (Communications) + £33,664 (Social Marketing) = £51,421.25
2024 – just January - £899.95 (Communications) + £4982 (Social Marketing) =£5,881.95
Twitter:
May 2019 - £158.19
TikTok:
Sept-Nov 2023 - £802.42
LinkedIn:
2023 - £300
Total for all channels (Communications) = £55,012.32
Total for all Social Marketing team = £43,965
Total for all channels and teams = £98,997.32
If you are unhappy with the service you have received in relation to your request and wish to make a complaint or request a review of the decision, you should write to the Corporate Complaints Manager, Public Health Wales NHS Trust, 3, Number 2, Capital Quarter, Tyndall Street, Cardiff, CF10 4BZ.
If you are not content with the outcome of your complaint or review, you may apply directly to the Information Commissioner for a decision. Generally, the ICO cannot make a decision unless you have exhausted the complaints procedure provided by the Trust. The Information Commissioner can be contacted at:
Information Commissioner for Wales
2nd Floor
Churchill House
Churchill Way
Cardiff
CF10 2HH
Telephone: 029 2067 8400
Email: wales@ico.org.uk