This social media strategy document outlines a plan to: 1) Grow social media support for an anti-human trafficking organization by 10% and raise awareness of human trafficking issues. 2) Conduct social media audits of competitors and their own brand, and establish social media policies for employees. 3) Create a week's worth of content for platforms like Facebook, Twitter and Instagram, focusing on human trafficking awareness months and events.

1. Social Media Strategy
By Rahel Barr and Jordan Reynolds

2. Executive Summary
We have created a social media strategy that includes, but is not limited to:
A week’s worth of content for our social media accounts
A social media audit of our competitors and our own brand
Social media policies for our employees

3. Social Media Audit
Social media assessment
Audience assessment
Competitor assessment

4. Social Media Objectives
Grow social media support by 10% by the end of 2016
Make the public aware of the issue of human trafficking
Get 10 more countries to participate in the Walk for Freedom 2017
Use social media to share events and fundraising ideas

5. Brand Persona and Voice

6. Strategies and Tools
Hootsuite
Storify
Owned, earned and paid media

7. Pillars of Content
January: Human Trafficking Awareness Month
February 27: End It Movement
October: Walk for Freedom
#StopSlaverySunday
#MissionMonday
#TravelTuesday
#WorthMoreWednesday
#TraffickingThursday
#FreedomFriday
#StorySaturday

8. Social Media Policies
Protect the identity of our survivors
Respect the beliefs of our organization
Share accurate information
Separate yourself

9. Critical Response Plan

10. Facebook Content Example #1
Facebook live from the A21 Campaign headquarters.
Updates from past year
Upcoming events

11. Facebook Content Example #2
Less than
1% of human trafficking victims
are ever
rescued. #traffickingthursday

12. Twitter Content Example #1
We are only 3 days away from National Human Trafficking Awareness day!
#stopslaverysunday

13. Twitter Content Example #2
This just in: 9 children rescued
from cybersex trafficking.
Thank you, @IJM for fighting
for freedom in the 21st century!
#FreedomFriday

14. Instagram Content Example #1
Grace is a 25-year-
old survivor of human trafficking.
Her abuse started at
age 10 by a family member.
She was forced to
sleep with multiple men a day.
3 years ago, she
escaped and now speaks out for
human trafficking
victims.

15. Instagram Content Example #2
More men, women, and
children are enslaved
today than ever before
in history. Spread the
word. Be the change.
Partner with A21
Campaign to abolish
modern day slavery.

16. Key Takeaways
Rahel:
Too big of an organization.
I will be able to use these tools if I need to manage social media.
Jordan:
It’s very challenging to create content for an already-large scale organization.
I have learned a lot that will help me with my own brand.