This document provides an initial assessment of the social media presence and strategy for Sustainable Carolina at the University of South Carolina as of October 2012. It analyzes the organization's Facebook, Twitter, YouTube, Pinterest, and Instagram platforms and follower counts. Insights are presented on each platform and solutions are proposed, such as using Facebook for staff spotlights and sustainability tips, Twitter for live event tweeting, Instagram for garden and event photos, and Pinterest for recycling content among a female audience. Metrics show follower increases across most platforms between September and October 2012. Future improvements discussed include expanding YouTube content.

1. Social Media Strategy
(initial assessment of current digital presence)
Renee’ LeBouef
Communications Graduate Assistant
October 2012

2. Presence
(as of 09/12)
Facebook: 230 followers
●
Inconsistent, bi-weekly posts of our events, occasional
mentions of community partners’ activities, first-person
voice
Twitter: 195 followers
●
Extreme inconsistency (again), occasional retweets of
community events
YouTube: 2 subscribers
●
features only one video created by a student on “What
Sustainable Carolina is,” funded by Magellan grant
○ excellent content - just need more of it.

3. Facebook Strategy
Insights
●
●
Because we often have multiple, small-scale events
(garden workshops, guest speakers) in one week,
posting reminders about these activities doesn’t leave
much time for audience interaction.
We lose followers when we post multiple times daily
about upcoming events. Students don’t want their news
feeds cluttered with event promotion - but they do want:
○
helpful tips on easy ways to live sustainably
○
fun, interesting facts about Green Quad (anything
that gives that “wow” factor)
○
Info on green resources within the university and
greater Columbia community
○
Insight into our projects and our teams to
understand exactly who we are, what we do and
why we care
Solutions
●
●
●
Make us relatable by featuring staff spotlights, “behind
the scenes” candids and other consistent programs
Schedule weekly “Did You Know?” posts about Green
Quad’s offerings and history
Female students far more engaged than male students leverage this strength by featuring sustainability-related
“pins” from Pinterest

5. Twitter
Insights
●
●
●
●
Focus group results: students are more
likely to attend on-campus events they read
about in real time on their feeds; too much
advanced notice deters interest
Use this medium for live tweeting, featuring
action shots from events and encouraging
followers to use specific hashtags during
biggest events
○ #SustainabilityWeek, #EarthWeek,
#ReclaimedRunway
Engagement is KEY - must maintain an
existing link to our brand in memory
Continual re-tweeting from partner
organizations (EcoReps, Green Quad)

6. Instagram
●
●
We have a unique advantage in our community gardens - perfect content
for a purely visual medium that’s trending among our target
Platform will be used to:
○ Feature what’s growing in the garden
○ Post best shots from our most successful events, such as Reclaimed
Runway and Grassroots Yoga
○ Engage with current #UofSC Instagram initiatives (“photo a day”
challenge, No Limits campaign)

8. Pinterest
●
●
Through a series of intercept interviews with female Green Quad
residents, 100% of respondents reported having a Pinterest
account they actively use
Creation of a Pinterest account allows for recycling of content
posted to Facebook and Twitter
○ Easy to follow other “green” boards and repin on a regular
basis; takes no more than 1 hour/day to maintain pins
○ crafts, recipes, health tips + stress relief all excellent for a
female dominant audience

10. Organic Follower Increase:
09/12-10/12
Medium
September 2012
October 2012
Increase
Facebook
230 followers
770 followers
234.8%
Twitter
195 followers
540 followers
176.9%
Instagram
n/a
100 followers
Pinterest
n/a
100 followers

11. Continuing to evaluate success
●
●
Facebook insights: provides virtually all engagement metrics necessary to
determine message reach
○ Page “Likes,” number of comments, shares and post reach over time
Twitter: HootSuite analytics
Source: Facebook Insights

12. Future Improvements
YouTube
●
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Post recordings of leadership workshops so
staff members who are unable to attend
may view at a later date (“private” setting,
giving interns access to content)
Feature comprehensive wrap-up videos of
week-long student engagement
opportunities (Earth Week, Sustainability
Week)
○ Create a video manager position for a
marketing team intern; responsible for
editing raw video and combining with
student interviews at events to craft
compelling stories