Social Media OnCopywriter

Categories: Social Media, Third Sector (Nonprofit)

Agency lead: The Voter Journey People

Impact: As social media manager for The Workers Lab from March 2020-March 2021, I was responsible for creating the social media strategy and reporting monthly on KPIs. To reach our goals, my work included:

Setting up a regular cadence of posting

Defining the organization's social voice

Art directing and/or creating visual content

Keeping an eye on current events and responding strategically when issues aligned with the organization's mission

Tracking hashtags relevant to the mission

Responding to comments

Sharing partner posts and information

Monitoring mentions

Proactively planning posts and/or campaigns around key national events related to the organization's mission (e.g., Labor Day)

Scheduling the posts in HubSpot

I wrote copy for two social media sharing kits targeted to the organization's partners and investees. These kits included:

Emails to segmented audiences

Sample social messages

Graphics

The landing page for one of these is pictured above, with two screen shots of a Facebook and Twitter share included. In the campaign featured above, the email open rates were 25.2% and 44.4%, with click-through rates of 6.4% and 15% respectively.

My work was centered on organic search, but our team also ran paid search campaigns, many of which used posts I created.

Clicks, engagement, and shares all increased, as did audiences on all platforms:

Facebook +105%

LinkedIn +154%

Instagram +182%

Twitter +22%