A social media strategy for a socially conscious organization


Columbia Basin Trust is a regional crown corporation that supports the efforts of residents in the Columbia Basin to create a legacy of social, economic and environmental well-being. They were looking to increase engagement with Basin residents using social media and increase the understanding and awareness of their work in the region. They sought out a agency to help them write a social media strategy.

Big Idea

Develop a social media strategy that utilizes language, tone of voice, imagery and channels that will increase levels of interest, reach and engagement.


After extensive consultation with Trust communications staff, review of current corporate communication standards and guidelines, and an audit of current social media channels and posts, birr developed a new social media strategy document for the Trust’s communications staff to utilize as a guiding document in daily posts to various social media channels. The strategy changed the language, tone of voice and focus of conversations.


Upon implementing the Trust was able to realize a near instant increase in engagement and interaction online amongst their current followers as well as start to build a larger audience from within the region.