Integrating social media into traditional communications The Learning Branch knows that successful integration of social media channels into traditional marketing and communication is key, but to make best use of resoures and mitigate social media risks, a smart strategy is required.

HRSDC’s Learning Branch, the Canadian federal government program for student financial services and savings incentives, wants to create an environment where Canadians can share their aspirations and personal hopes and dreams and raise awareness of how post-secondary education can unleash potential and empower all Canadians to realize their dreams.

The Branch knows that successful integration of social media channels into traditional marketing and communication is key, but to make best use of resoures and mitigate social media risks, a smart strategy is required. The objectives are to:

  • gain an understanding of the social media landscape relating to student loans and grants
  • develop a social media strategy that builds upon existing communications outreach and marketing initiatives; and
  • understand and mitigate reputational and other social media risksSmart Social media strategy

Thornley Fallis Communications worked with the Learning Branch communications team to conduct both primary and secondary research to gain a thorough understanding of social media use and habits among Canadian students and parents. This included conducting stakeholder interviews, conducting a social media audit, performing a comparative analysis and consulting published demographic and psychographic research.

We then provided a thorough analysis of the data along with strategic recommendations and a social media roadmap to integrate social media into all its communications practices and plans.

The Learning Branch now has a solid understanding of the social media landscape and where its communications can benefit.  It’s now working to integrate social media into all communications.

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