Professional Documents
Culture Documents
What are the main goals of the Green Partys social media strategy?
The main goal of any social media strategy is generally to raise awareness and also
enable engagement with the general public/voters.
At 16.8k followers the Green Party has a sizeable audience on Twitter and also on
Facebook 6,157 followers. Instagram (326 folllowers) and Linkedin (144 followers)
have significantly smaller audience sizes so they need to be grown. However
audience size alone does not necessarily always relate to influence. Just because
an organisation has a lot of followers, that does not necessarily mean they can
encourage those followers to actually do anything.
For this reason the Green Party should strive to tweet and link to high quality
content in order to attract quality followers who have strong social influence.
Target audiences
The Green Partys target market is the constituents and party supporters in
particular those who believe in green and social justice issues and/or an interest in
politics.
Also secondary to this would be trying to attract environmental & social justice
advocates and organizations who are very influential particularly in the social
media arena for the environment and would help to increase our social influence.
Its good to always bear your audience in mind when using social media or indeed
any type of media and use the appropriate tone.
Connect Green party website to Google analytics and make sure account is set up
correctly so that traffic can be monitored on an ongoing basis.
Also check if increases in website traffic correlate with increases in number of web
enquiries.
Content analysis
It is equally that the Green Party tweets about the most topical political issues that
are important to the Green Party and not just the stories that directly involve
themselves.
It would be useful to set up a Hootsuite account which would allow you to analyze
your social media posts to see which posts and types of posts have generated the
most engagement to date.
This can be done through an analysis of all tweets, Linkedin and Instagram posts
within a specific time period i.e. 2015-2016 in order to find our most successful
social media posts to date.
Influence monitoring
Another aspect which might be worth monitoring is your influence on social media
i.e. who is talking about your organization and what kind of impact do they have?
You could look at using an online tool such as Klout or Peer Index which assign
people an influence score based on their potential ability to influence others
online.
Kinetic Social, on the other hand, would help you understand who is participating
in and driving conversation about The Green Party and its campaigns, and who gets
others to participate in these specific conversations. You can find your brand
advocates by focusing on people whose messages are amplified by others, and not
just who has the most followers.
It could also be useful to monitor how the conversation about your organisation
compares with conversations about similar organisations/competitors.
Its very effective to use media rich content i.e. images and videos as this is
proven to get higher engagement rates than text based ones on social media - you
can get a 150% increase in retweets just by including images plan to create more
video content or even imagery. People also process an image 60,000 times faster
than written words.
Use any video content from our filming at events such as local meetings with
Catherine or bigger events such as referendums, elections etc.
In terms of creating a tone and personality with your online presence it is good to
show a fun side so every now and again post something humorous on social media
to catch peoples eye and keep them engaged.
2
Website
Overall the website has a nice clean, fresh look and is easy to navigate. The social
media buttons are well placed in the top right hand corner and so easily visible and
accessible.
The carousel of rotating images on the homepage are also and eye catching and
engaging feature
In order to make the news section more accessible there could be a tab added to
the main navigation bar on the homepage as another way of navigating there.
The contact us buttons are very hidden and it may be better to have the contact us
button also featured in the main navigation bar on homepage to make it easy for
people to contact you.
Within the contact us section it would be good to have a built in web enquiry form
so the person doesnt have to exit the website and open their email application to
send an email. You could have a drop down menu bar within this for people to
specify what type of enquiry they have.
You could add a subscribe to our newsletter button in the news and contact us
sections of the website. A regular monthly newsletter would be a good way to keep
in touch with constituents and party supporters and keep them up to date with
what the Green Party is doing particularly any major speeches or bills being passed
etc. Try to use media rich content such as images and perhaps embedding videos in
the newsletter in order to grab peoples attention and keep them subscribed.
In order to increase levels of reach and engagement with your social media
accounts ensure all Green Party employees have links to Green Party Linkedin and
Twitter accounts in their email signatures, their own social media profiles and on
all business cards and information leaflets/flyers.
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Use media rich content especially videos as these have the highest
engagement rates on Facebook and most other social media
channels.
Hootsuite
Post media rich content regularly inc. images and videos. Twitter
Vine can be used, it is a video creating app which allows you to
create short videos via Twitter.
With this is mind you should also limit the number of tweets you
publish to max 4 per day as that is the industry recommended
guideline so as not to bombard and bore people with constant
tweets.
Ask for retweets - When you clearly ask your followers for a
retweet, you have a good chance of getting one. Salesforce reports
that asking results in 12 times more retweets.