The intended (speculative) social media strategy for The Human Rights Campaign. This was created for Social Media Management a the University of Florida.
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
Our social 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
7. Social Media Objectives
Increase donations 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 Persona and 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
Holiday Dates
Valentine’s Day
St.Patrick’s Day
Easter
Memorial Day
4th of July
11. Social Media Roles and 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