About Social Insights

Experienced marketing thinking, without the agency overhead.

Social Insights is an independent marketing consultancy led by Steve MacAlpine, helping organisations develop clearer strategies, stronger digital platforms and communications that connect with the audiences that matter.

My work brings together strategic thinking and hands-on implementation across marketing strategy, websites, SEO, content and social media. That means I can help define the direction and understand what is required to turn the strategy into practical, effective communications.

I work particularly well with organisations operating in specialist, complex or competitive markets where understanding the business, the audience and the broader commercial context matters as much as understanding the latest platform or technology.

Experience

A broad marketing background provides perspective that extends well beyond individual channels.

I began my career in international advertising, working with global agencies on major brands including American Express, Suzuki, Michelin and Volvo, alongside projects across corporate, travel, FMCG and other sectors.

Since establishing Social Insights, I have worked with organisations at very different stages of development – from new businesses establishing their brand and digital presence through to established organisations reviewing their positioning, marketing strategy or approach to digital communications.

That experience spans B2B and professional services, engineering and infrastructure, government, education, technology, tourism, not-for-profit organisations and consumer markets.

The platforms and technologies continue to change. The fundamentals remain remarkably consistent: understand the objective, understand the audience, develop a clear proposition and communicate it effectively.

How I Work

Strategy and implementation work better when they inform each other.

Some consultancies provide the strategy and hand it over. Others focus primarily on execution.

Social Insights sits between the two.

I can work with an organisation to define its marketing or digital strategy, then remain involved in the practical implementation – whether that means developing a website, creating content, improving search visibility, managing social communications or working alongside internal teams and specialist suppliers.

My approach typically involves:

• Understanding the business before recommending the marketing
• Identifying the audiences that genuinely matter
• Developing clear positioning and messaging
• Choosing channels and tactics based on objectives rather than trends
• Creating practical strategies that can actually be implemented
• Bringing together websites, search, content and social media rather than treating them as isolated activities
• Measuring performance and using what we learn to improve the next decision

The level of involvement can range from a defined strategic project to ongoing consultancy and marketing support.

Keeping Current

Marketing has changed enormously during my career, and continuing to learn has always been part of the job.

I continue to develop my knowledge across marketing strategy, digital communications, analytics, search, social media and emerging technologies, while working directly with the platforms and tools organisations use every day.

My more recent qualifications and professional development include:

• Web Analytics
• Digital Marketing & Communications
• Marketing Strategy
• Mini MBA in Marketing
• Certified Professional in Social Media Management

That combination of strategic experience, continuous learning and practical digital capability helps keep my recommendations grounded in what is relevant and achievable today.