Social Media Strategy Case Study

My secret indulgence?

I love working with non-profits and startups! These entities are often grappling with some of the most complex marketing scenarios and are hampered by limited resources and budgets. These organizations, lean and passionate, offer the chance for me to make a significant impact on their brand and organizations.

Recently, a social change literary non-profit, inspired by my work with the Brink Literacy Project, sought my assistance. Like many, they faced severe constraints – a 100% volunteer staff, high turnover, and no marketing budget. A familiar narrative and a potential recipe for disaster in the marketing realm. After weeks of dialogue, strategy development, and the creation of processes and systems, we were able to roll out a bold and effective social media program.

The process all started with an understanding of their needs, creating goals, developing a strategy to achieve those goals, and measuring how effective the program was at hitting their goals.

We spent a lot of time discussing their pain points and marketing challenges. In the end, we came to understand that the elephant in the room was their social media presence. Like many non-profits, their social media presence was a mess. Their social media posts were inconsistent in schedule, voice, and visuals. The majority of their posts were generic, didn’t add any value to the community, and might even be seen as undermining their brand. They had very low engagement and their follower count has stagnated. Yes, it was a mess.

Here, I distill months of dialogue into a comprehensive case study.

• The cornerstone of my approach is the Social Marketing Strategy Creation Checklist. This document, shared with clients, outlines the process, fostering understanding and collaboration. It encompasses a thorough understanding of the client, audience analysis, defining content pillars and tone, platform-specific approaches, and monthly social calendar ideation. Additionally, it explores user-generated content (UGC) campaign ideas, strategy presentation, client collaboration, implementation, monitoring, iterative processes, continuous improvement, and future exploration.

• Once the checklist is complete, the data shapes the Social Media Strategy document. While structures may vary, my document serves as a detailed example of the depth covered with certain clients. It delves into objectives, target audiences, brand tone, key content pillars, platform-specific approaches, ideal posting frequencies, sample content calendars, and key performance indicators (KPIs).

• Following 90 days of strategy implementation, a comprehensive review ensued. Examination of KPIs and feedback from internal teams guided refinements. While not every aspect worked flawlessly, adjustments were made for efficiency. The organization celebrated a 300% increase in audience, a 600% surge in engagement, heightened content creation efficiency, decreased content programming time, increased brand awareness, and a significant rise in UGC usage. Recognized as thought leaders, the organization experienced increased paid subscriptions to its newsletter.

When I onboard a new Social Media client, I always start with my Social Media Strategy Creation Checklist. This checklist helps me tease out as much information as I can from an organization. That information lays the foundation for creating a solid strategy document and identifies systems/processes that need to be created/amended to develop a social media program that is set up for success.

Social Marketing Strategy Creation Checklist:

Here is a link to my Social Media Strategy Checklist. The checklist includes specific tasks and actions triggered by each item in the checklist.

Below is a list of what my checklist typically covers. It is a combination of steps and processes for gathering information, generating conversations to brainstorm ideas, and formulating possible actions to be taken.

• Understand the Client and Goals

• Challenges Identification and Mitigation

• Audience Analysis

• Content Pillars and Tone Definition

• Platform-Specific Approach

• Monthly Social Calendar Ideas

• UGC Campaign Ideas

• Strategy Presentation

• Client Collaboration

• Implementation and Monitoring

• Iterative Process

• Continuous Improvement

• Future Exploration

Overall, the strategy creation process was a collaborative, data-informed, and iterative approach aimed at achieving the non-profit’s goals dynamically and engagingly on social media platforms.

From our early meetings, we identified a lot of the organization’s goals and challenges:

Goals:

1. Increase Social Media Engagement:

   • Objective: Boost interaction and engagement across Facebook, Instagram, and Twitter.

2. Enhance Brand Awareness:

   • Objective: Increase awareness of brand and newsletter within the target audience.

3. Support Non-Profit Programs:

   • Objective: Generate revenue through the sponsorship of the newsletter to fund non-profit initiatives.

4. Community Building:

   • Objective: Foster a sense of community among readers.

5. Establish Thought Leadership:

   • Objective: Position the organization as a thought leader in the Social Change space.

Challenges:

1. Low Social Media Engagement:

   • Challenge: The organization faces low engagement on existing social media channels.

2. Spotty Social Media Presence:

   • Challenge: Inconsistent and irregular posting on social media.

3. Limited Brand Awareness:

   • Challenge: Limited visibility among the target demographic.

4. Underutilized Collaborations:

   • Challenge: Limited collaboration with other social change organizations and personalities.

5. Need for Revenue Generation:

   • Challenge: The organization relies on sponsorship revenue of the newsletter to help fund non-profit programs.

6. Ensuring Inclusivity:

   • Challenge: Ensuring inclusivity and diverse representation within the community.

This week’s Growth on a Shoestring Sponsor:

Social Strategy Document

After all the steps in the checklist have been completed, I use that information and data to form the foundation for my Social Media Strategy Document. While your document may be very different, you can use mine as an example of the level of detail I cover with some of my clients.

What I covered in the Strategy Document:

• Objective

• Target Audience

• Brand Tone

• Key Content Pillars

• Platform-Specific Approach

• Ideal Number of Posts per Day

• Sample Content Calendar

• KPIs

Essentially, we are trying to define strategies and tactics to achieve the goals and mitigate the challenges identified in the information gathering process. Once we had total buy-in on the overall strategy, we created processes, guidelines, and systems so it was easy to train incoming volunteers and ensure they understood how to create content and publish it. The editorial team used the strategy document to build a 90-day content calendar that aligned with the organization’s goals and objectives.

90-Day Results and Lessons Learned:

Did everything work as planned? No, it never does. That is why a review process and constant improvement mentality are critical. While we had some issues, the organization has some amazing wins - they celebrated a 300% increase in audience, a 600% surge in engagement, heightened content creation efficiency, decreased content programming time, increased brand awareness, and a significant rise in UGC usage. Recognized as a thought leader, the organization experienced increased subscriptions to its newsletter - which in turn increased its ability to secure larger and better-paying newsletter sponsors.

Adaptability emerged as a key lesson, emphasizing the need to stay agile in the social media landscape. A community-centric approach and consistency in posting frequency proved vital, supported by data-driven decision-making. Collaborations with social change non-profits added value, and celebrating diversity and inclusivity resonated with the audience.

Results Achieved

• Audience Increase of 300%:

  • The strategy led to a remarkable 300% increase in the audience within the first 90 days.

  • This surge in followers demonstrates the successful alignment of content with the target audience's preferences and interests.

• Engagement Up 600%:

  • Engagement on social media platforms saw a substantial 600% increase.

  • The tailored content strategy effectively captured the audience's attention, encouraging active participation and interaction with the brand.

• Increased Efficiency of Content Creation:

  • The strategy's structured content calendar and predefined content pillars streamlined the content creation process.

  • This resulted in increased efficiency, allowing the team to produce engaging content consistently.

• Decreased Time Creating and Programming Content:

  • The implementation of a well-defined content calendar decreased the time spent on creating and programming content.

  • This efficiency improvement allowed the team to focus on refining and optimizing the content strategy.

• Increased Brand Awareness:

  • The strategic approach to showcasing the newsletter highlights and collaborating with Social Change Literary non-profits significantly increased brand awareness.

  • The content resonated with the target audience, contributing to a stronger presence in the community.

• Significant Increase in UGC Usage and Community Ownership:

  • The emphasis on user-generated content (UGC) campaigns led to a significant increase in UGC being created by the fans and utilized by the brand.

  • This not only enhanced community engagement but also instilled a sense of ownership and belonging among fans who actively contributed to the content.

• Brand Recognized as Thought Leaders:

  • The strategy succeeded in positioning the brand as a thought leader within the community.

  • Features like interviews, panel discussions, and behind-the-scenes content contributed to this elevated perception.

• Increased Subscription to Newsletter:

  • The strategy's focus on marketing the Newsletter effectively translated into increased subscription rate.

  • The boosted brand awareness, engagement, and community involvement positively impacted subscription renewals.

Lessons Learned:

• Adaptability is Key:

  • The success of the strategy highlights the importance of staying adaptable in the social media landscape.

  • Regularly assess and adjust the strategy to align with evolving trends and audience preferences.

• Community-Centric Approach Works:

  • The emphasis on community-building and user-generated content significantly contributed to the strategy's success.

  • Continuing to foster this sense of community ownership should remain a priority.

• Consistency and Frequency Matter:

  • The increased audience and engagement were, in part, a result of consistent and frequent posting.

  • Maintaining this consistency is crucial for sustaining the momentum gained in the first 90 days.

• Data-Driven Decision-Making is Essential:

  • Regularly analyze engagement metrics and key performance indicators (KPIs) to inform ongoing decision-making.

  • Data-driven insights ensure that the strategy remains aligned with the audience's preferences.

• Collaboration with Social Change Non-Profits Adds Value:

  • The success of cross-promotional activities with other Social Change non-profits underscores the value of collaboration.

  • Continue exploring and expanding collaborations to broaden the organization's reach.

• Celebrating Diversity and Inclusivity:

  • The increased sense of community ownership suggests that celebrating diversity and inclusivity in content resonates with the audience.

  • Continue to prioritize diverse representation and perspectives in future content.

Overall, the results underscore the effectiveness of a well-crafted, adaptable, and community-centric social media strategy. Continuous monitoring and adjustment, along with a focus on engagement and collaboration, contribute to sustained success in the evolving landscape.

In conclusion, the results underscore the effectiveness of a well-crafted, adaptable, and community-centric social media strategy. Continuous monitoring, adjustment, and a focus on engagement and collaboration contribute to sustained success in the evolving landscape.

If you've found inspiration in these pages and wish to delve deeper into how these strategies could elevate your brand, I invite you to take the next step. Whether through an email exchange or a discovery call, let's explore how we can tailor these insights to your specific journey. Because in the grand tapestry of Social Media strategies, your story deserves to be told, heard, and celebrated. So, share this guide, ignite conversations, and let's embark on a collaborative journey to breathe life into your brand's narrative. The spotlight is waiting—let's shine it on your unique story together.