Social Media Audit
Boston CASA, or “Court Appointed Special Advocates” in its full terminology is a chapter of a 501 (c)(3) national organization known generally as “CASA”. There are nearly 1,000 CASA/GAL programs in 49 states recruiting, training and supporting volunteers to represent the best interests of abused and neglected children in the courtroom and other settings” (Casaforchildren.org). This project was to formulate a social media audit plan for the Boston chapter of CASA. With doing this, it served to help provide marketing and establish a further sense of visual credibility to the organization. Within the social media team, the work was divided into three divisions to cover the different forms of social media the Boston CASA is on: Facebook, Twitter, and Instagram. I worked in the Facebook team.
Goals
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To increase awareness and manage the reputation of the organization.
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To increase revenue and funding opportunities for the organization.
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To increase the number of volunteers to serve the children in the program.
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Executive Summary
Social media platforms are instrumental to the contemporary marketing world. These platforms have become more dependent upon organizations due to their ability to customize marketing promotions directly to specific audiences, with the added ability to receive analytics surrounding user engagement. Strengthening Boston CASA’s social media presence would allow the organization to share its work with a larger audience, with the aim of creating greater awareness and generating more donations. The three social media platforms that we will be focusing on our Facebook, Twitter, and Instagram. We decided that these platforms would be the most beneficial to Boston CASA’s marketing. As a team, our overarching goal was to bring more awareness to Boston CASA and promote better engagement through their social media platforms. To do this, we wanted to expand upon and improve the efforts that are already being done. By determining whom our target audiences are and conducting a thorough social media audit, we were able to narrow down the strategies and content each platform needs to have for maximum efficiency and productivity.
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Event Poster
This is one of the posters I made for Boston CASA events for Facebook posts.
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CASA Boston Facebook Concept Pitch
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Social Media Audit
The final part of the project, the 20-page social media audit, including executive summary, introduction, goals, strategy, targeted audiences, social media audit, social media content, content calendar, metric, conclusion, and references. All of these aimed to increase awareness and manage the reputation of the organization, increase revenue and funding opportunities for the organization, and increase the number of volunteers to serve the children in the program.
