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Social Media Strategy
By Rahel Barr and Jordan Reynolds
Executive SummaryWe 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
Social Media AuditSocial media assessment
Audience assessment
Competitor assessment
Social Media ObjectivesGrow 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
Brand Persona and Voice
Strategies and ToolsHootsuite
Storify
Owned, earned and paid media
Pillars of ContentJanuary: Human Trafficking Awareness MonthFebruary 27: End It MovementOctober: Walk for Freedom
#StopSlaverySunday#MissionMonday#TravelTuesday#WorthMoreWednesday#TraffickingThursday#FreedomFriday#StorySaturday
Social Media PoliciesProtect the identity of our survivors
Respect the beliefs of our organization
Share accurate information
Separate yourself
Critical Response Plan
Facebook Content Example #1Facebook live from the A21 Campaign headquarters.
Updates from past yearUpcoming events
Facebook Content Example #2Less
than 1% of human trafficking victims
are ever rescued. #traffickingthursday
Twitter Content Example #1We are only 3 days away from National Human Trafficking Awareness day! #stopslaverysunday
Twitter Content Example #2This just in: 9 children rescued from cybersex trafficking. Thank you, @IJM for fighting for freedom in the 21st century! #FreedomFriday
Instagram Content Example #1Grace 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.
Instagram Content Example #2More 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.
Key TakeawaysRahel:
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.
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