HS2 – Online observation



We were briefed to develop and implement a social media strategy for High Speed 2 (HS2), the UK high-speed railway project linking London, Birmingham, the East Midlands, Leeds and Manchester. We aimed to improve social media sentiment and reputation in the face of a negative narrative in the media and online.

Strategy and execution

Using our proprietary monitoring tool, Cicero Pulse, we identified particular areas of concern and key influencers for HS2 to engage.

We then analysed HS2’s social media activity in relation to wider industry benchmarks, identifying patterns and frequency of negative perception and developed a counter strategy.


The insights from our work showed how HS2 could improve negative online sentiment through engaging content, driving the online narrative and integrating their online activity with HS2’s wider comms strategy.

Get in Touch

Kris Makuch

Director of Digital