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RYA: Making waves through social


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The Royal Yachting Association (RYA) has more than 2,400 accredited training centres (sailing clubs or organisations with varying levels of accessible facilities) throughout the UK and has over 112,000 personal members with 250,000 people trained each year.

RYA approached The MTM Agency to develop a concise social media strategy and implementation document that could be shared across the business to ensure that all social activity, regardless of who is responsible, is in line with agreed guidelines.

The purpose of the project was to detail how social media should be undertaken across RYA’s channels. Aligned with the organisation's wider marketing and communications strategy, the document needed to inspire and motivate teams when planning and developing social content, providing clear instructions on how to ensure the message, tone of voice, language, and all published content is consistent and unified across the organisation.

The MTM Agency proposed the development of a living and breathing strategic and implementation guide, named ‘The RYA Social Media Playbook’. The digital document provides detailed guidance for teams to understand what to post and when on which social channels, with advice on customer service, social media best practice and management, and how to track and report metrics across each platform.