In the past blog posts about Facebook Insights and Todd's Table, I have discussed the need for a social media campaign. Facebook Insights allowed me to delve into past posts, discover new data and meanings behind the current engagement levels, and develop a strategic plan to improve Todd's Table's community engagement on social media.
Recap:
Once I examined at who was reacting to the published posts of the past, I located where they were from. I then discovered that there was a broad audience over the NC area, but only a few numbers in each area. I then looked at the posts themselves: what time they were published, what type- whether photo or link- of post, how many people did the post reach, how many engaged with the photo, how many were members of overlapping organizations, etc.. After seeing that the posts with the most reaches didn't necessarily have the highest engagement, I looked into the post content. Some pictures were bland, some pictures were of colorful food, and some where of people. I want to experiment more with the post types and their corresponding engagement numbers during the social media start up phase. After seeing all this data come together, my decision was set.
Todd's Table needs a social media campaign that grabs the attention of fans, followers, volunteers, locavores, and community members! If the organization can get their name in front of other people, they have a larger likelihood of getting more reaches. Once more people are reached, more people may click on the post and learn more about the program. If they learn more about the program, there is a path set to looking at a picture, following a link, finding the Facebook page, coming the the market, contributing to the local program and the health of the community. This is not going to happen overnight.
The posts have to be examined, diversified, studied, optimized, bedazzled and revitalized. This means that there needs to be a wide variety of posts until it is clear what people enjoy most. Then- whether that be polls, posts, links, pictures, videos, bios, whatever- we need to make those more engaging with encouraging language and a dependable posting reputation. Posts should be published rather quickly and a there should be plenty of posts scheduled during the campaign. These will hopefully reach more people and bring more visibility for the program.
To start? The campaign!
Loading up Hootsuite Campaigns is simple once you have completed the training and earned a certificate for the program. A campaign can be used as a contest entry, newsletter sign up, or sweepstakes. Todd's Table is a nonprofit organization so the contest entry and sweepstakes are out of the question. That leaves newsletter sign ups. However, what the organization needs is community and Facebook engagement. Therefore, those who are interested will sign up to receive a Facebook invite to the group or a post featuring them in a Todd's Table post. The campaign will gather the persons full name and email address. The terms and conditions will be clearly established and Todd's Table will use the new information to further their reach and participation online and in the community. So, I set the background to something specific and personal to Todd's Table. I wrote a catchy phrase and encouraged people to sign up for our Facebook posts.
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