Social Media Strategy

[bduhe]

Overview

The Content Team is creating a social media strategy to publicize Food Oasis and document outreach efforts to assist with future fundraising.

Action Items

• Determine social media goals
• Determine the type of content and platforms FOLA will use (initial ideas included Facebook, Instagram, LinkedIn, Twitter, and Reddit)
• Audit existing accounts (Issue Discuss social media management #1553)
• Assess the use of video content (TikTok, YouTube)
• Coordinate with Hack for LA regarding social media rules/regulations/guidelines
• Coordinate with Hack for LA regarding non-profit registration (access to business tools & extended analytics)
• Partner with marketing and branding consultants to ensure consistency across platforms
• Create an annual posting schedule for each platform
• Recruit new Content team members to manage platforms
• Establish KPIs (partner with Research for analytics collaboration)
• Create 3 months of content backlog
• Launch FOLA social media

Resources/Instructions

• Issue Update Linked In account #1554

[juliechristen]

Presented to PMs on 7/27 with competitive analysis of Facebook, Instagram, Twitter and LinkedIn (see slides: https://docs.google.com/presentation/d/1rkSJuZ8pofjemjpNVY1i72r4F4lI_ojzSnArbIer02g/edit?usp=drive_link).

Next steps:

• Review engagement on Facebook and Instagram for key partners (LA Food Bank, etc.)
• Determine our primary audience: if we're speaking directly to food seekers, what does that look like compared to partner social media strategy, which focuses more on partnerships, volunteer opportunities, and fundraising.

[juliechristen]

Started a document in the Marketing 1506 folder (should probably live somewhere else?) with an overview for a research study related to content strategy for social media. Also included notes on relevant grants with 2 good options to apply for. Document: https://docs.google.com/document/d/1-PYQ_ru2g7cM5fqaVzi6XbSdcGctGCId4y2BC8uCkyE/edit