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Social Media Strategy for The Human Rights Campaign (Non-profit)
The document outlines a social media strategy for increasing website traffic and donations to support the LGBTQ+ community in 2017, with specific objectives and a comprehensive audit of current social media accounts. Key tactics include enhancing visual content, partnering with influencers, and setting clear roles within the social media team. A critical response plan is also established to address concerns and maintain audience engagement.
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Social Media Strategy for The Human Rights Campaign (Non-profit)
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- 2. Table of Contents 3. Executive Summary 4. Social Media Audit 5. Current social media 6. Follower counts 7. Competitive Analysis 8. Social Media Objectives 9. Online Brand Person and Voice 10. Strategies and Tools 11. Timings and Dates 12. Social Media Roles and Responsibilities 13. Social Media Policy 14. Critical Response Plan 15. Measurement and Reporting Results
- 3. Executive Summary Oursocial media priorities for 2017 are to increase traffic to our website from our social media accounts through more engaging calls-to-action and relevant reporting on issues affecting our support for the LGBTQ+ community Main Objectives: Increase our amount of visual content to gain appeal beyond our headlines Gain more donation-driven website traffic through our social media platforms
- 4. Social Media Audit:Current Social Media
- 5. Social Media Audit:Follower Counts Facebook: 25,565,542 likes 2,385,642 follows Instagram: 259,000 followers Twitter: 731,000 followers Google+: 10,000 followers Pinterest: 1,971 followers
- 6. Social Media Audit:Competitive Analysis
- 7. Social Media Objectives Increasedonations to the organization from social media posts by 75% in 1 year Increase our Pinterest followers to 10,000 (if not, cut the medium from our networking as it is not the best investment of our time) Increase (eye-catching) visual content on Facebook, Instagram and Twitter
- 8. Online Brand Personaand Voice Words to describe the brand Thought-provoking Change-makers Serious Exciting Hard-hitting When interacting with the audience we are… Helpful Courteous Encouraging
- 9. Strategies and Tools Owned component The content we share allows for dissemination to those who could be helped by our organization Earned exposure Partner with relevant influencers; celebrities, athletes, government officials Paid We do not do ads, as a not-for-profit organization
- 10. Timing and Dates HolidayDates Valentine’s Day St.Patrick’s Day Easter Memorial Day 4th of July
- 11. Social Media Rolesand Responsibilities Social Media Director Creates the strategies and tools for our social media team Social Media Manager Edits content in need of it Views content before it is posted Social Media Coordinator Schedules the content dissemination Social media training For a team of 10 social media content providers
- 12. Social Media Policy Be respectful Use common sense Do not get angry Be courteous and kind, even in the face of abrupt rudeness Be passionate but rational Be upfront and insightful
- 13. Critical Response Plan On a regular basis: Search our company name and address concerns when posted Ask for audience to contact us with their concerns In the case of corruption within the company: Release a press statement Address concerns of those who have donated money through social media
- 14. Measurement and ReportingResults