Todd's Table has a twitter account that no one knows about. The program has a spot on the Blackburn Community Outreach website. Todd's Table also has a Facebook page with 100 followers and 103 likes. The reach is constantly fluctuating, but the engagement is at a steady low. The group posts once or twice a week, but not oftener than that. The posts consist mostly of text and pictures or text and a link, but engagement never really lifts above five people. The comments are fewer than the likes, and the shares are fewer than the comments. This is what we would change.
Bringing Todd a new group of followers and subscribers will bring visibility and support. The posts need to be more frequent and more creative. The audience must be reached at optimal times of the day. The first step is to promote Todd's Table internally for 30 days. That is going to include using a campaign to gather attention, but also includes good posts!
Insights:
W H E N
The second listed insight is that the worst times are on weekends before 8am, that means promotion for mobile market attendance will have to be before the market on Saturday and after it has already started. That creates our first two posts of the week. Possibly having a Wednesday post at 3:00 to remind followers about event. Thursday at 2:00 there may be a post that shows a picture of the produce away from the market (garden or kitchen) and shows what will be available. Friday's 4:00pm post could be a bio post with a link, featuring the volunteer who will be attending the market for the next day. Saturday's post would could be a Facebook Live video or a snapshot of the fun being had. Sunday or Monday may have a post at 1:00 with a link to the website and a celebration of who visited the market or how many donations were used or received. Tuesday may be a link to an instagram post, a poll, a meme, related video, outside article, etc. The posts will need to get more creative over time.
W H A T
Polls may include favorite produce, ideas for seed saving or trading, ideas for new locations of the market, needs for recipes that include a certain food or spice, etc.
Pictures may and should include colorful photos of food, market, customers, community members talking and smiling, the garden, the volunteers, a letter of thanks, etc.
Videos may be taken during market or volunteer work day, may include info about vegetables (fun facts), quick gardening hints or tutorials, recipes for a community meal, etc.
Links may be to relative Facebook profiles or pages, inspiring articles or recipes, events or programs local to Todd, articles or blogs about Todd, Instagram photos of the market or Todd, etc.
There will be a wide variety in type of post until the successful posts are studied and understood.
W H O
Although posts must be creative and frequent, the posts must remain within the boundaries set by the organization. For instance, Todd's Table would like to have a welcoming, connective, self-less persona. That means the language must remain honest, engaging, and caring. The tone must be creative, celebratory, supportive, and reverent. That voice may cater more towards the individual's personality who is responsible for writing the post, and that small variance is okay as long as the persona, language, and tone do not change. When relating with community members, the brand persona must be visible in comments. More informative posts will be on the website, not Facebook.
W H E R E
Todd's Table will be using Facebook because the mission statement
most closely matches that of the Todd's Table program. "Our mission is to give people the power to build community and bring the world closer together," says Facebook. The mission statement for Todd's Table is "create a food-centric gathering place that catalyzes the gifts and needs and concerns of the Todd community." Facebook is also used by the majority of the Todd community members and will reach the most people without having to recruit users to a new platform.
W H Y
Todd's Table has an audience of full time residents with middle to high income, who are mostly 40-70 years of age. There are some gardeners and some audience members 8-18, but not a notable amount. Todd's Table would like to extend its reach to seasonal residents and low income houses. People who are not knowledgeable about gardening, and people ages 25-40. Its goal is to make Todd's Table known. Allow people to see the community gathering place and come, visit, and play. In the short term, Todd's Table is looking to increase conversation and traffic. Its mid term goal is to reach more people who would benefit from higher food access and the pay it forward program. The long term goal is to share the success or framework with neighboring areas like Boone and West Jefferson. This long term goal will hopefully be achieved by an effort from the Todd's Table page and the members who are from all around NC. Todd's Table's consistent goal is to generate common ground and be open, honest, engaging, encouraging, reverent, and available. That will be achieved by constant celebration of achievements and engagement with the online and physical community.
H O W
I will be volunteering with Todd's Table to promote these goals and see more people blessed by the amazing work being done in Todd! I will meet with the organization leaders and discuss post content and timing, as well as assuring the brand voice does not get lost or tarnished.
Todd's Table is a program out of the Blackburn Community Outreach and must remain in good standing with the community. The social media campaign and increased activity will bring more attention to the group and allows for more room for error. This must be seen as a potential crisis as well as a potential tool. Because of that, the Social Media Policy must be born.
The social media policy will not allow more than two social media platforms per person. The program is small and cannot maintain a large, overwhelming social presence. The passwords must be written down and saved digitally and every higher member of the organization must have access to the information. This will ensure that volunteer work does not get forgotten or go unmaintained. The social media presence and voice must be memorized and exercised consistently throughout all media platforms and posting staff members. The posts must be appropriate for the entire community to see, but also allows room to target certain demographics. The members must draft and schedule posts by Monday and have approval by Wednesday. This means the schedule must include daily posts from Wednesday-Tuesday/Wednesday (depending on the speed of the organization). The approval must come from one or all of the three program heads, depending on the speed of the organization. Finally, there must be an emergency break in place in case of a crisis or accident. One person should be authorized to take over at any moment, and that members should be dedicated to quick response times and community engagement. This is not just for a crisis, but also for comments, questions, and other posts on the accounts and pages.
For crisis management, the comment or post with threatening language or inappropriate content may be addressed in a private message, hidden or removed from the page, and the poster will be offered an opportunity to remove it him/herself before it is completely deleted from the page. A comment or post addressing the situation will be published within an hour of the original post if possible, but cannot be addressed any later than 3 hours after the incident. If there is a post published by the Facebook member, the member will be told to remove the post and will be questioned in a meeting involving all program heads. Any infractions need to be taken quite seriously, as the dignity of the page must remain in tact.