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Social Media Strategy

Cairngorms National Park Scottish Canals

We developed a social media strategy and channel action plans for Scottish Canals. The strategy was designed to engage and energise high value users and stakeholders in Scotland’s canals and inland waterways in order to build brand awareness, to stimulate visits and to support joint partner objectives.

Working with the team at Scottish Canals we first agreed key objectives and targets for Social Media as well as determining the priority and secondary customer groups.

Through a Social Landscape Analysis, we identified where these customer groups were already engaging online. Based on this work, we developed a set of priority initiatives (8 in total) which we further developed in terms of a series of detailed channel actions plans for Scottish Canal staff to implement.

Becoming part of the conversation

The effective use of Social Media is now a mission critical activity for all kinds of organisations whether they be B2C, B2B, NfP or the Public Sector. social media channels and applications provide enormous opportunities for organisations to build relationships with their most important customers, suppliers, partners, employees and influencers.

'Social media' describes where your stakeholders increasingly hang-out - e.g. on Facebook, Twitter, Linkedin or YouTube - but also what they do on these native spaces - interact with others, form opinions, generate content, share (good and bad) experiences and influence others. Social media will not wait for organisations to get ready, the conversation(s) are already taking place.

Social Media Strategy - Planning for Success
We encourage organisations to think strategically about the use of social media and always from the perspective of their priority stakeholders i.e. thinking from the 'outside-in'.

We will work with you to identify your key social media initiatives, whilst creating a series of action plans and detailed activities that ensure that the scope and commitment of what is being undertaken is fully understood and properly planned.

We will help define key performance criteria (and measurement techniques) that are fully aligned with and supportive of wider business and marketing objectives. In other words, your social media strategy will not only 'fit' with everything else that you do but will support where your business is heading.

We provide a range of ongoing support services for your social media strategy. Our Range of social media services, include:

  • Social Landscape Analysis
  • Organisation Readiness Audit
  • Strategy Development
  • Channel Audits
  • Channel Action Plans
  • Channel Management service
  • Channel development & integration
  • Policy and governance
  • Social Media Monitoring and Reputation Management
  • Performance Monitoring

Dedicated social media team
Innovation Digital have a trusted and dedicated in-house social media team, who strive to deliver the best from social media channels and applications. Our social media experts are here to help setup your social media strategy; from identifying your target audience and platforms through to tracking and reporting your results.

Measurable and insightful results
Our social media consultants will ensure that your social media strategy is based on your core brand values and key strategic goals, giving you results that are sustainable, manageable, measurable and insightful.

Next steps
If you need some information, or want some time with a Glasgow social media consultant please give us a call on 0141 273 7000, or you can call our London number on 020 3384 2000.

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