Social media can be defined as a collection of internet-based applications that facilitate social interaction via the creation and exchange of user-generated content (Wikipedia,
2012a). They are characterised by two- or many-way communications as opposed to
traditional one-way corporate communications. The growth in uptake and use of social
media, and the different media channels now available (and the fact that they are
constantly evolving) has significant implications for the way in which the Forestry
Commission (FC) communicates with stakeholders and the wider public. The FC is
beginning to think more strategically about the value of social media to the organisation,
how it can be more effectively utilised and what objectives and policy goals it can be
used to help achieve.
This scoping report is therefore intended to help inform thinking around these issues and
provide a basis for identifying specific future research needs to support the FC’s ongoing
implementation of, and engagement with social media. Specific objectives are to:
1. Describe some of the current major social media channels of relevance to this study;
2. Review the literature for evidence on the potential application of social media to
support the three themes of the study – information gathering, empowerment and
democratisation, and behaviour change;
3. Highlight the challenges associated with the use of social media and the
implementation of corporate social media strategies;
4. Identify potential future research topics and questions.