The document outlines Salisbury Cathedral's digital strategy and efforts to improve their online presence and engagement. The strategy aims to bring digital marketing efforts in-house for more control, facilitate participation from all areas, and increase engagement with online audiences. It discusses establishing objectives, developing content strategies and calendars, optimizing their website and social media presence, and changing organizational culture to embrace digital opportunities. It also notes some initial mistakes and next steps to continue improving, such as creating more interactive content, focusing on social media regularity and key community voices.