What contracts it has awarded to external companies for social media management and related services in the last five years, and what the t…

Social media management involves the management of Scottish Government social media accounts across platforms, and the directly related services comprise organic content production and outreach to secure content from creators and influencers.The majority of the Scottish Government’s social media management and organic content creation is managed by internal teams, supported occasionally by agencies where required.The Marketing Services Framework covers the provision of all marketing services, including the development of materials to deliver targeted messaging, engagement with audiences and to support behaviour change. The Media Planning, Buying and Associated Services Framework covers services for a full range of media including television, radio, press, digital, online, cinema and out of home.Social media management support would be covered by various lots within these frameworks, depending on the required service, such as:Digital content production, including websites and routine i.e. non-advertising social media content is covered by Lot 3 Digital Marketing Services. The list of suppliers is hereManaging accounts or outreach on behalf of the Scottish Government is covered under Lot 4 Public Relation Services. The list of suppliers is herePromotional Media to increase visibility of online content is covered by both Lots 1 and 2 for domestic and international use. The list of suppliers is hereThe total spend by the Scottish Government against each of these Lots includes social media management and related services, but spend is not limited to this. The limitations are detailed, along with total spend for the last 5 years, below:Digital Services agencies occasionally carry out social content creation for the Scottish Government – this is commissioned alongside activity such as website content creation, testing and improvement, and services relating to the successful, safe and secure functioning of websites
- to meet the overall policy objectives of each project. A breakdown of the annual Scottish Government marketing spend on Digital Services contracts can be found here and the figures are outlined below:2019-2020
- £566,6782020-2021
- £265,9752021-2022
- £432,1812022-2023
- £133,3782023-2024 – £96,302Public Relation Services agencies carry out influencer marketing and social content creation for the Scottish Government, and this is commissioned alongside media relations and other PR functions to meet the overall policy objectives of the project. A breakdown of the annual Scottish Government marketing spend on PR Services contracts can be found here and the figures are outlined below:2019-2020 – £411,2382020-2021
- £530,4882021-2022
- £695,5962022-2023
- £281,7602023-2024 –£340,111Media Services agencies carry out media planning and buying for the Scottish Government to promote marketing activity including social media content over social media advertising channels. This is often commissioned alongside other online advertising channels such as paid for search and display advertising– to meet the overall policy objectives of each project.A breakdown of the annual Scottish Government marketing spend on online channels via Media Planning and Buying contracts can be found here and the figures are outlined below.2019-2020
- £1,333,7352020-2021
- £5,057,8312021-2022
- £6,265,9312022-2023
- £1,459,9952023-2024 – £1,168,354To note, Scottish Government marketing outputs as a whole will be carried across multiple social platforms in either paid or organic form in the course of campaign activity, as this bolsters the desired policy outcomes in line with key Scottish Government priorities.Scottish Government marketing and advertising spend is published each year and can be found at https://www.gov.scot/collections/marketing-spend/ including a breakdown by media type. As the 2024-25 financial year is not yet