Social Media Content Strategy for Urban Creek Council
TABLE OF CONTENTS
What We Will Do
UCC Facebook Page and Twitter Account Audit
UCC wants to understand better how to maximize the
contribution by using Facebook, Twitter, and other social media
tools, so it can move toward achieving its outreach goals.
WHAT WE WILL DO
Audit UCC’s content on its Facebook page and Twitter
account to evaluate its current situation
Analyze other non profit organizations’ social media
content to see what we can learn from them
Make recommendations for how UCC can improve its
content on Facebook and Twitter
Who are UCC’s audience?
34 years old, Berkeley, CA
$64,000/year, Environmental Designer
Cares about the environment and has donated to Save
Has volunteer experience
Loves green design and follows Green Roofs For Healthy
Cities on Facebook, Twitter and Pinterest. If she see
interesting pictures about green design on her social
media, she will share with her friends.
Follows California Native Grasslands Association, Walnut
Creek Open Space on Facebook.
Follows Conservancy in CA on Twitter because she
wanted to get some event information about protecting
the environment in the Bay Area.
Pinterest board theme includes nature, lifestyle and green
44 years old, Livermore,CA
$58,000/year, High School Science Teacher
Feels climate change intersects with
Wants to create a better living place for the
Participated in Friends of Five Creeks
Loves hiking and taking landscape pictures. He
follows National Geographic on Facebook.
Sometimes he will share the beautiful picture from
a National Geographic post.
Follows California Native Plant and The Trust for
Public Land on Facebook. He loves to comment and
shares his opinions on The Trust for Public’s posts.
He has a Twitter account but doesn’t use it very often.
People share valuable and entertaining
content with the others on the social media.
94% of respondents carefully consider how the information they
share will be useful to the recipient.
Make the audience engage with your content on
Facebook. They will bring new people to follow your
social media account.
Facebook Insights provides administrators with the “Friends
of Fans” metric, telling admins just how many people they can
potentially reach organically. Keep your fans interacting with your
brand, and their friends will see all “liking” activity, comments and
posts in the top right of their news feed.
UCC Facebook Page and Twitter Account Audit
UCC FACEBOOK PAGE AUDIT
Tries to use image to engage with its
audiences, but no explanation about
what this picture is.
Shows its past activities
and volunteer impact on
Posts article and chart to
try to educate people about
preserving the environment.
UCC FACEBOOK PAGE AUDIT
Few people engage and
interact with the content
that UCC posts on
Facebook, and they don’t
like to share this content
UCC TWITTER ACCOUNT AUDIT
Retweets the other organizations’
ideas which relate with protecting
Broadcasts its event
information on Twitter.
Posts past activities photos and
tries to engage with audience.
Few people and organizations
interact with the content that UCC
posts on Twitter.
What the other non profit
organizations do on their Facebook
pages and Twitter accounts.
THE NATURE CONSERVANCY
Posts its projects updated information on its
Twitter account to get user attention.
Builds relationships with the other organizations
by retweeting relevant information from them.
The Nature Conservancy includes beautiful photos
in its posts to engage and interact with users.
Users would like to share these kinds of posts on
their facebook page.
THE TRUST FOR PUBLIC LAND
Adds its opinions before retweeting the
others’ tweets to interact with users.
The Trust for Public Land strongly builds
relationships with its audience through
Facebook by replying to its followers’ comments
and interacting with them.
Follows the trends and includes hashtags
about those trends.
NRDC gives a clear CTA so its audience
knows what it wants them to do.
NRDC posts infographics to educate users.
Creates interesting content related with
important holidays to engage users.
The voice that NRDC uses on Twitter
represents its brand personality.
Relationship with Users
Disconnected from Users
The successful content on social media
should engage users and build an
emotional relationship with them.
Create content worth sharing
UCC should think about what its readers learn or
take away from its posts.
Instead of just showing a picture, The Nature
Conservancy created a paragraph to educate
people about why protecting forests is important.
Overlay powerful text on photos
Not just any photos will help UCC to engage with its
audience. Most pictures that people like included a simple
powerful message in overlying text.
National Wildlife Federation created a powerful
message in overlying text, which made this
image meaningful and engaged users.
Introduce content with infographic
UCC could share the infographic about preserving
the environment on Facebook because infographics
are easy to understand, and people will share
inforgraphics more often than the other content online.
NRDC posted an interesting infographic about what
kinds of food people should buy on Thanksgiving to
support protecting the environment, instead of only
showing full text and numbers to explain its ideas.
Question users for more engagement
UCC should ask interesting questions in the post to
engage its audience. Also, the questions are easy
for people to respond to UCC and help it to build
emotional relationships with users.
The Nature Conservancy creates fan engagement
questions to interact with its audience. More people
love to reply to this kind of content.
Create content for important holidays
UCC should create content for important holiday to
build emotional relationships with its audience.
Charity: water created content that
related with Thanksgiving and asked
people to donate for an entire family
The Trust for Public Land created a
thank you post for its audience on
the Thanksgiving Holiday.
Add opinions before retweeting
Before UCC retweets relevant information from other organizations,
it should add its own opinions. Also, tweets containing the word “RT”
or “Retweet” receive higher retweet shares. It will help UCC to build
relationships with other organizations or users.
The Trust for Public Land adds its opinions
before retweeting the Wildness’s tweet.
Post more tweets including images
Tweets containing pictures received twice the engagement. UCC
should try posting more tweets include images to engage the
audience. It also would build emotional relationships with the audience
Charity:water always posts tweets which
include photos. It makes its Twitter timeline
feel “human” and engage its audience. Also,
the photos help Charity:water develop an
emotional connection with its audience.
Define your voice on Twitter
Twitter is about conversation. UCC should think about what voice
it will use to talk with its audience. Also, the voice will represent
its personality. A great voice can help UCC communicate with its
users and develop relationships with them.
The voice of Etsy on Twitter is sweet,
playful, warm. When users see this
message, they will feel the brand
personality. It’s also good for developing a
relationship with its audience.
UCC website is dated. It plans to launch a redesigned
website in the first quarter of 2014.
Use Pinterest as UCC’s website.
Visuals tell a story.
Repinning content from other NGOs will foster interaction
and relationships between NGOs.
Pinterest introduces business accounts for brands, and
there is now an “institution/non profit” category.
Tell your organizations story through the pictures.
Board theme suggestion: WHO WE ARE
Have personality and keep the same tone in each board.
Focus on your audiences lifestyle, taste and interests.
Board theme suggestion: CREEK, HIKING, NATURE
Build connections with your audience.
Board theme suggestion: THANK YOU PAGE