The Humane Society is developing a digital marketing strategy focused on social media to educate and inform the public, increase adoption rates, and boost volunteerism and communication. Key goals over the next 6-12 months include growing average page views, reach, and daily social media impressions while increasing service inquiries answered online and optimizing response times. The majority of the budget will fund social media management and content development, with additional funds for content management, campaigns, and initial start up costs.