Broadcasting the results of an effective social media strategy

New guidelines help STV engage with its audiences more effectively across all social media platforms

Scottish television broadcaster, STV, has called upon leading integrated search, social media and SEO agency, SiteVisibility to develop social media guidelines to enable the broadcaster to effectively and consistently engage with its audiences across all social media platforms.

SiteVisibility also undertook research, staff consultation, development of best practice documents and guideline definition to help embed the new procedures into the way STV works.

With a website that attracts three million unique users each month and with content being made increasingly available across multiple platforms, staying on the cutting edge of social media is fundamental to the success of STV, Scotland’s digital media company and the Channel 3 licence holder for Scotland.

Broadcasting since 1957 and reaching 4.2m people per month, STV offers a distinct schedule comprising network programming and Scottish production. The business produces a range of content including cutting edge drama, entertainment series, special election programming and original documentary, for both STV and other major broadcasters such as BBC2, ITV1, ITV2 and Sky.

SiteVisibility created new guidelines to define the company rules for STV employees when involved in any social media on its behalf. These included explaining the importance of transparency when dealing with the public, how to share the correct information, why acknowledging and correcting mistakes promptly are imperative and the importance of accuracy and personal responsibility when acting on the company’s behalf. The new social guidelines were tailored across the different STV business units including STV News, STV Appeal and STV Sport.

Gill Petrie, STV’s Multi-Platform Marketing Manager, commented: “We are very pleased with the social media guidelines that SiteVisibility has created for us. It has simplified and organised our social media activity in a rapidly growing and complex area of corporate communications.”

Jason Woodford, SiteVisibility CEO, comments: “With social media growing at a phenomenal rate it is imperative that businesses put guidelines in place to ensure they are sending out a consistent message across all media platforms and that they are able to do so in an organised manner. The guidelines we helped STV to put in place enable the broadcaster to do exactly that.”

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