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A21 Social Media Strategy

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Social media strategy for the A21 campaign.

Published in: Social Media
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A21 Social Media Strategy

  1. 1. Social Media Strategy By Rahel Barr and Jordan Reynolds
  2. 2. Executive Summary We have created a social media strategy that includes, but is not limited to: A week’s worth of content for our social media accounts A social media audit of our competitors and our own brand Social media policies for our employees
  3. 3. Social Media Audit Social media assessment Audience assessment Competitor assessment
  4. 4. Social Media Objectives Grow social media support by 10% by the end of 2016 Make the public aware of the issue of human trafficking Get 10 more countries to participate in the Walk for Freedom 2017 Use social media to share events and fundraising ideas
  5. 5. Brand Persona and Voice
  6. 6. Strategies and Tools Hootsuite Storify Owned, earned and paid media
  7. 7. Pillars of Content January: Human Trafficking Awareness Month February 27: End It Movement October: Walk for Freedom #StopSlaverySunday #MissionMonday #TravelTuesday #WorthMoreWednesday #TraffickingThursday #FreedomFriday #StorySaturday
  8. 8. Social Media Policies Protect the identity of our survivors Respect the beliefs of our organization Share accurate information Separate yourself
  9. 9. Critical Response Plan
  10. 10. Facebook Content Example #1 Facebook live from the A21 Campaign headquarters. Updates from past year Upcoming events
  11. 11. Facebook Content Example #2 Less than 1% of human trafficking victims are ever rescued. #traffickingthursday
  12. 12. Twitter Content Example #1 We are only 3 days away from National Human Trafficking Awareness day! #stopslaverysunday
  13. 13. Twitter Content Example #2 This just in: 9 children rescued from cybersex trafficking. Thank you, @IJM for fighting for freedom in the 21st century! #FreedomFriday
  14. 14. Instagram Content Example #1 Grace is a 25-year- old survivor of human trafficking. Her abuse started at age 10 by a family member. She was forced to sleep with multiple men a day. 3 years ago, she escaped and now speaks out for human trafficking victims.
  15. 15. Instagram Content Example #2 More men, women, and children are enslaved today than ever before in history. Spread the word. Be the change. Partner with A21 Campaign to abolish modern day slavery.
  16. 16. Key Takeaways Rahel: Too big of an organization. I will be able to use these tools if I need to manage social media. Jordan: It’s very challenging to create content for an already-large scale organization. I have learned a lot that will help me with my own brand.

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