Social Media Strategy Using social media as a micro-publication and advertising strategy to reach current and new users Dabne Whitemore, Director of Finance.

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Presentation transcript:

Social Media Strategy Using social media as a micro-publication and advertising strategy to reach current and new users Dabne Whitemore, Director of Finance and Development dabnew@datacenterresearch.org 1/16/2019

Background Started in April 2016 Grant-funded by Walton Family Foundation Republish through data visualization Increase awareness of coastal issues following BP oil spill in 2010 Twitter: 490 Followers Facebook: 154 Page Likes LinkedIn: 91 Followers

Social Media Strategy Development

Operational Process Hired outside vendor to oversee content and posting Review and approve weekly calendar Same content in posts across all platforms (FB & LinkedIn, Twitter, Instagram) Check data, links, and approve graphic Schedule posts for week through Spout Social; recycle posts Monthly analytic reports

Social Media Calendar Example Facebook / LinkedIn = 1 post daily Instagram = 3/week

Content

Infographics

Infographics

Infographics

Engagements: Comments

Engagements: Comments

Engagements: Comments

Engagements: Comments

Facebook Advertising

Facebook Advertising

Traditional Media

Measuring Impact for Social Media 4 Sequential Stages Vanity Metrics Engagement Metrics Narrative impact Anecdotal outcomes

Challenge: Reporting Reports are over 100+ pages in a PDF!

Challenge: Reporting “A top Facebook post from this month received 85 reactions and 21 comments.”

Challenge: Reporting “A top Facebook post from this month received 85 reactions and 21 comments.”

Solution!

By the Numbers!

By the Numbers!

By the Numbers!

Where are we now? We have a data set! Do some data wrangling that can be integrated monthly in an internal KPI dashboard Hiring a market analytics firm to help us establish a framework to answer the more in-depth metrics around anecdotal outcomes, user demographics, and content analysis. “Changes in laws and policies, causing shifts in public debate, alterations in individuals’ knowledge, beliefs, and behavior.”