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.