Social Media Strategy

  • Dimana Markova

38 Degrees is the angle at which a pile of snow becomes an avalanche. It is also the largest political campaigning platform in the UK. They approached me looking for a social media overhaul and advice on how to take their digital communications further.

38 Degrees is a large NGO with a strong social media following including over 300k likes on Facebook and 72k followers on Twitter. Their website and blog are visited by thousands of people each day and they generate a healthy amount of interactions on their social posts.

38 Degrees got in touch because they had reached a standstill. They needed a social media audit and a new strategy for their digital communications to reach new audiences, grow and create even more interest in their work.

This is a common problem for bigger organisations. Their in-house team might have become brilliant at what they do but has reached a plateau. The marketing team needed a fresh perspective to help them figure out next steps and a path forward.

How did I do it?


Research

I took a deep dive into everything that this NGO had published in the last year. I looked at engagement, analytics, audience behavior, and stats. I compiled that information into easy-to-understand graphics until clear trends started to emerge.

Social Media
I outlined the key things each social media channel can improve including specific goals, deliverables, timelines, and a step-by-step methodology on how to achieve these. I included propositions for new channels that would help tap into new audience markets the organisation hadn’t reached yet.

Content
To support their social media strategy I looked at how 38 Degrees uses its content. I outlined which content was proving popular, how it could be pushed on social media to inspire more growth, and what similar pieces their team could produce to continue that growth.