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Community Weatherization Coalition Social Media Strategy

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Elaina Silva

A social media audit and proposed strategy for Gainesville's Community Weatherization Coalition

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Community Weatherization Coalition Elaina Silva UFSMM
Table of Contents 1. Executive Summary 2. Social Media Audit 3. Social Media Objectives 4. Online Persona 5. Strategies and Tools 6. Key Dates 7. Social Media Roles 8. Social Media Policy 9. Critical Response Plan 10. Measurement
Executive Summary The major goal for this year is to increase engagement with posts across current social media channels. Two major tactics to help achieve this are: ● Increase volume of posts and type of content published ● Encourage conversations and sharing
Social Media Audit Demographics ● Adult homeowners ● Aged between 35-50
Competitors Green Energy Options ● 99 Facebook followers ● Inactive on Facebook since 2014 Mid-Florida Heating & Air ● 549 Facebook followers - Avg. 4 posts weekly ● 1,008 Twitter followers - inactive since December 2016
Social Media Objectives ● Grow Facebook followers to 690 by mid-October ● Grow Twitter followers to 200 ● Increase engagement on Facebook and Twitter ● Increase number of "tune-ups" requested ● Increase attendance of coach trainings
Key Dates ● Website launch ● Halloween - October 31 ● Daylight Savings- November 5 ● Veteran's Day - November 11 ● Thanksgiving - November 23 ● Christmas- December 25 ● Earth Day- April 22 ● Independence Day- July 4
Online Persona ● Friendly ● Informative ● Solution-Oriented ● Sincere
Strategies ● Post daily to Facebook ● boost most popular organic post ● Post at least 2x daily of Twitter, retweet relevant posts and share articles ● Join relevant Twitter Chat β—‹ #AskEPA β—‹ #GreenMom ● Hootsuite ● Buffer ● Canva Tools KPIs ● Number of Twitter followers ● Number of Facebook followers
Social Media Roles & Policy ● Maya Patel- Strategic Projects Manager ● Alane Humrich- Program Coordinator ● Be respectful to all ● Use common sense ● Be the solution, not the problem ● Be helpful and sincere
Critical Response Plan 1. When problem tweet is detected a. Take screenshot b. Delete Tweet 2. Evaluate further action 3. Develop follow up response
Measurement ● Report monthly β—‹ structure of most successful posts and tweets ● Report every 3 months β—‹ updated follower count β—‹ average tweets and posts per week

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Community Weatherization Coalition Social Media Strategy

  • 2. Table of Contents 1. Executive Summary 2. Social Media Audit 3. Social Media Objectives 4. Online Persona 5. Strategies and Tools 6. Key Dates 7. Social Media Roles 8. Social Media Policy 9. Critical Response Plan 10. Measurement
  • 3. Executive Summary The major goal for this year is to increase engagement with posts across current social media channels. Two major tactics to help achieve this are: ● Increase volume of posts and type of content published ● Encourage conversations and sharing
  • 4. Social Media Audit Demographics ● Adult homeowners ● Aged between 35-50
  • 5. Competitors Green Energy Options ● 99 Facebook followers ● Inactive on Facebook since 2014 Mid-Florida Heating & Air ● 549 Facebook followers - Avg. 4 posts weekly ● 1,008 Twitter followers - inactive since December 2016
  • 6. Social Media Objectives ● Grow Facebook followers to 690 by mid-October ● Grow Twitter followers to 200 ● Increase engagement on Facebook and Twitter ● Increase number of "tune-ups" requested ● Increase attendance of coach trainings
  • 7. Key Dates ● Website launch ● Halloween - October 31 ● Daylight Savings- November 5 ● Veteran's Day - November 11 ● Thanksgiving - November 23 ● Christmas- December 25 ● Earth Day- April 22 ● Independence Day- July 4
  • 8. Online Persona ● Friendly ● Informative ● Solution-Oriented ● Sincere
  • 9. Strategies ● Post daily to Facebook ● boost most popular organic post ● Post at least 2x daily of Twitter, retweet relevant posts and share articles ● Join relevant Twitter Chat β—‹ #AskEPA β—‹ #GreenMom ● Hootsuite ● Buffer ● Canva Tools KPIs ● Number of Twitter followers ● Number of Facebook followers
  • 10. Social Media Roles & Policy ● Maya Patel- Strategic Projects Manager ● Alane Humrich- Program Coordinator ● Be respectful to all ● Use common sense ● Be the solution, not the problem ● Be helpful and sincere
  • 11. Critical Response Plan 1. When problem tweet is detected a. Take screenshot b. Delete Tweet 2. Evaluate further action 3. Develop follow up response
  • 12. Measurement ● Report monthly β—‹ structure of most successful posts and tweets ● Report every 3 months β—‹ updated follower count β—‹ average tweets and posts per week