The Scottish Government's Digital Influence

Appendix A: Interview Guide

Digital Influence Project: Proforma for Interviews

1. What is your role and what part does digital influence play in it?

2. What do you understand by digital influence?

3. To what extent does your work involve:

a. Raising awareness

b. Changing perceptions

c. Engaging on specific topics

d. Building productive networks

e. Changing decision-making or behaviour

4. Who is it that you would like to influence, why, and to do what (in broad terms)?

5. Who are you competing with for attention in the digital space?

6. What analysis and evaluation do you do of your engagement – are there any metrics?

7. How would you describe your current capacity and capability as an organisation in relation to digital influence?

8. What do you see as Scotland's main digital influence:

a. Strengths

b. Weaknesses

c. Opportunities

d. Threats

9. How familiar and confident are you personally with:

a. Digital diplomacy

b. Social media

c. The use of data and analytics

10. If everything goes well, what will your organisation's use of digital influence look like in 3 years' time?