GreenLaw is a nonprofit environmental law firm in Georgia that provides legal assistance to community groups on environmental and public health issues. It has around 15 attorneys and advocates for stronger enforcement of state environmental laws against large companies and government agencies. GreenLaw relies on community donations and needs to improve its social media presence to raise more funding and awareness. The document provides an analysis of GreenLaw's social media use and compares it to a larger competitor, recommending that GreenLaw create more original content, optimize its website and search rankings, and make better use of platforms like Facebook, Twitter, and new channels.

1. Omar Dandan
Ojan Bahraini
Keeley Christensen
Justin Baker
Omar Garcia
Joseph Hawkins

2. Defending Georgia’s Environment Since
1992...
❖ Attorneys, Law Professors, Judges
❖ Non-profit environmental law firm that provides legal aid to
community groups in Georgia for the protection of the
environment and public health
❖ Advocate with environmental and conservation groups for the
regulation and enforcement of state environmental laws.
❖ Legal Team- About 15 people

3. The Issues
Defend the environment against large Industrial companies and government
agencies.
❖ Water quality programs
enforced the
implementation of critical
pollution controls at
facilities across Georgia
❖ Air program reduced
emissions at coal-fire
plants- Recently prevented
the building of two
additional coal-fired plants!
❖ Environmental justice
program fought to help
low-income community
groups reduce pollution
problems.
❖ Coastal protection and
land use to preserve
mineral resources.

4. Why The Need for Social Media? Funding
GreenLaw heavily relies on community involvement and donations to defend against large
industrial companies and the government. Significantly lose funding without the use of word-
of-mouth and social media marketing.
Objectives:
❖ Increase presence on Facebook, Twitter and LinkedIn.
❖ Improve the GreenLaw website.
❖ Raise community awareness about GreenLaw through speaking engagements.
❖ Raise awareness among the environmental community through webinars/conference
❖ Tell the story of GreenLaw through compelling photography and videos.
❖ Raise awareness of GreenLaw’s Environmental Justice Program.
❖ Improving Grassroots outreach and visibility in the legal community.

5. Services:
What they have:
❖ Facebook
❖ Twitter
❖ Blog/website
❖ Youtube
❖ Newsletter
So what’s missing?
❖ Instagram
❖ Pinterest
❖ Hootsuite
❖ SEO

6. Compared to Competitors
❖ Main Competitor: Southern
Environmental Law Center
GreenLaw
❖ Engage in
Advertising
❖ Sponsored
events to get
their name out
there even if it
may not directly
correlate (i.e.
park festivals,
outdoor
recreations, etc)
❖ Rising issues

7. Consistency & Content
❖ Facebook: 1-3 posts a week
❖ Minimal interactions
❖ Twitter: 1-3 posts a week
❖ Overall presence: active
❖ Blog: majority of posts from 2013
❖ Website: no content strategy
❖ Contains spurts of information with no ties
❖ Overall posts should be as interactive as it is currently informational
❖ Use of: promotions & incentives to retain viewers and attract new ones

8. Lack of Content
❖ Great blog content but lack of consistency.
❖ Use of new platform to promote instead of merging
with organization website

9. Social Mention:
❖ Average strength Green Law is being discussed
❖ Need more than just Facebook and Twitter
❖ Organization blog can contribute to increase- lacking original
content
❖ More cross-links between channels (accessibility)

10. Keyword Comparing:

11. Website Issues
❖ Non-Unique Meta Descriptions
❖ Non-Unique Page Titles
❖ Broken External Links
❖ Long Titles
❖ Small Content Amounts
All of these can be fixed to increase site traffic.

12. Website Issues continued...
New Website
❖ Old and Current Website
❖ There is still traffic to the old,
unupdated site.
The old website domain should be
routed to redirect traffic to the new
site.
Old Website

13. Website Issues continued...
❖ Too many links and content from the home page content hidden
unnoticable at bottom
❖ Create more content pages for ranking purposes
❖ Distinguish the blog from other links and post content on it

14. SEO Issues
❖ Duplicate versions of the home page/ duplicate content
❖ Need to improve Google result ranks of GreenLaw social media sites
❖ No deep links from the home page on google or ask especially to facebook
and twitter
❖ Create more content pages for ranking purposes

15. Need to improve first page search result ranks of GreenLaw especially for social media sites
Google (1.1 billion unique monthly visitors)
1st google+ page
2nd greenlaw.org - Home page
3rd Green Law’s - Facebook page
4th green-law.org - Old home page
5th green-law.org/Atlanta/ - The Metro Atlanta Environmental
Justice Project page
8th twitter.com/greenlaw_ga – Twitter page
Bing (350 million unique monthly visitors)
1st greenlaw.org Home page
2nd green-law.org
❖ facebook page
❖ twitter
Yahoo (300 million unique monthly visitors)
1st greenlaw.org Home page
2ne green-law.org
3rd Map image with address and phone number
- facebook page
- twitter
Ask (245 unique monthly visitors)
2nd greenlaw.org Home page
3rd Green Law’s facebook page
❖ facebook page
❖ twitter
Aol (125 million unique monthly visitors)
1st greenlaw.org Home page
2nd green-law.org
5th Green Law’s facebook page
7th twitter.com/greenlaw_ga
Search Results

21. No deep links from the home page on google or ask
especially to facebook and twitter
vs

22. Google+ account Needs Updating

25. Comparison of Organizations
❖ Regional (GA, NC, SC, TN, VA)
❖ Bigger Budget
❖ Large Staff
❖ 4 Member Communications Department
❖ Donation Options

26. Social Media Presence
Facebook: Twitter:
Youtube:
Charity Navigator:

27. SELC Effectiveness Compared to GreenLaw

28. SELC Effectiveness Compared to GreenLaw

29. Amount of Original Content
❖ News Feed: 3-5 a week
❖ Press Release: 5-7 a month
❖ Publications: Quarterly (Seasonal) Newsletter, Big Issues Newsletters

30. Observations on integrated/tactical
campaign/calendar outline
❖ Wheel and Spoke Strategy
❖ GreenLaw Marketing Integration

31. Wheel and Spoke Strategy

32. GreenLaw Marketing Integration

33. Recommendations
❖ Content Creation → Keywords
❖ Upgrade use of current social channels
❖ Hire Interns for Content
❖ Have all links on SM lead back to Website
❖ Use new Social Media Channels (Instagram, Vine)
❖ Hootsuite
❖ Interactive dashboard with login capabilities on website
❖ Videos