EmmaJack Charters Social Media Strategy

This is an exercise for developing a social media strategy as a brand manager. This brand is my family business Emma Jack Charters, run by my father Captain Michael Harney. The responsibilities outlined in this plan will all be delegated to my brother or my father’s mate. The peak season of this business is in the summer, so all posts featured here are test posts.

This is a follow-up post to my previous blog Hereeee Fishy Fishy

Expanding Facebook

Facebook is the primary method of communication between customers and Emma Jack charters on the Internet. Our initial goal will be to expand contact with our customer base on this established platform.

Post Daily Images of “Today’s Catch”

Our customers like to regularly see images of recent catches. Specifically, they want to ensure that the current season has been successful. This is what gets customers excited to rebook trips and helps to strengthen our returning customer base.

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The above test post was regarding a fish caught during the commercial season for Blue Fin Tuna. This is unrelated specifically to the charter season but demonstrates the consistent need for content sharing images of the product at hand.

Sharing images of the catches demonstrated that my father is a successful captain that can deliver on catching fish.

Share Images Posted by Customers 

It is important for customers to feel like they are being directly engaged with the business. The social involvement of consumers in this tourism-based environment is incredibly important. People go on these fishing trips and then share their experience with their friends on social media. By sharing these posts and encouraging customers to share content, we are demonstrating the value in our customers experience past the initial trip.

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This test post is an example of my photograph of my family shucking scallops together. It would be better to share a customer’s experience to encourage regular posting of material.

Address Comments and Questions

Facebook ends up being a platform for customers to ask questions regarding the availability or information regarding the trip. This is an area that has been previously ignored as an opportunity to engage with past clients and potential customers.



Using Facebook as a platform will help to clarify questions customers may have without having to directly contact my dad. It will also help create a more active sense of community on the page.

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The above images detail the types of comments people leave on our page and how we would potentially go about responding to them.

Post Updates on Charity Events

My dad will typically donate his boats to several charity fishing tournaments per year. These are trips where he does not do a normal charter but rather provides his boat to the tournament. The tournament then links boatless fisherman to him. This is something that many of our normal customers do not know that we do. In order to boost awareness for the event and our business, I would recommend sharing these events on Facebook.


As the event gets closer it is likely that there will be more content to share. Additionally, Emma Jack charters should share its own pictures and videos from the tournament and link it to the organization’s page.

The image above is a charity tournament my father regularly participates in for Big Brothers Big Sisters of the Cape and Islands.

Starting an Instagram

Going forward I also suggest that we consider creating an Instagram account. This Instagram would serve a similar purpose to the Facebook account. Images would be shared daily and content would be regularly re-posted from customers.

General Conclusions 

Not even fishing can escape the digital business takeover. There are many other charter companies that are doing an exceptional job at engaging with consumers and providing interesting content.

If Emma Jack charters can embrace consumers on social media, particularly Facebook, we will be increasingly successful.


  1. I really like the idea of posting about the donation of your father’s boats to several charity fishing tournaments per year. Your idea of starting an Instagram will be a winner with the younger fishermen/fisherwomen. Have you thought about how to create incentives for customers to post pictures on your site? Maybe you could offer a free trip to the best post over a certain time period, or maybe a discount off the next trip if the customer posts a photo. Many of them are probably posting anyway, but they are posting on their own pages, rather than EmmaJack Charters.

  2. finkbecca · ·

    This was a great post. It’s definitely a good idea to have a social media strategy in place for any business. It seems like your audience is largely on Facebook, so I’m curious if it’s an older crowd and whether using Instagram would be successful. Facebook is such an easy way to communicate with your audience. I work for Campus Recreation and people send messages all the time asking questions, it’s an easy way to interact with a company. We work to respond to FB messages within a few hours, longer if someone sends something on the weekend, but on social media, people like quick replies. Good luck implementing this! I think it looks great!

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