A

Face to
Reframe:
Social Media Plan
Prepared by Sara Chaudhary, Sean Kellogg, Haley McKay, and Jake McMillan

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Findings
Summary:
Audience size decent on FB, but engagement rates low
Audience size not big enough for engagements on Instagram and Twitter
In the moment photos from events receiving best engagement rates on FB, and visual vs text
based photos receiving better engagement on Instagram

Recommended Social Networks

Because of the audience you are trying to reach, we recommend you use the following social platforms on
a consistent basis:
Facebook & Instagram
Facebook will allow you to reach both parents, school administrators, and teens, but will be
better suited to reaching adults and sharing informational articles about human trafficking
to create awareness.
Instagram is a more active medium for engaging with the youth audience, and will help to
connect with them and create a positive brand image.

If it is too difficult to maintain more than one platform, we recommend you focus on Facebook, since
parents and other adults will likely be the ones contacting a Face to Reframe to schedule trainings,
workshops, etc. However, we believe that it is possible to consistently post content across both platforms.

Recommended SMART Goals

Increase the average number of engagements on Facebook from 5 to 15 by 8/1/2017.
Increase number of people who like the Facebook Page 465 to 550 by 8/1/2017.
Increase followers on Instagram from 136 to 200 by 8/1/2017.
Increase average likes on Instagram from 30 to 50 by 8/1/2017

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Internet Usage Policy
Introduction
At A Face to Reframe, we pride ourselves on delivering the best education, support, and awareness
on the issue of human trafficking that we can. As such, we are committed to the following internet usage and
social care policy so that we may put our best foot forward to serving both the people and the community of
Northern Colorado. This policy isnt designed to limit our teams interaction with the people we serve, but
instead it is designed to protect both the members of our team and A Face to Reframe from potential harm
while also empowering our team to best fulfil our purpose of ending human trafficking through their online
interactions.

Guidelines for Online Communications

Social media and online communication for A Face to Reframe team members includes any sort of
communication or posted content on blogs, journals, personal websites, or social networking sites. Team
members are responsible for any online content posted by you. Consider the following risks and procedures
outlined in this policy document before posting online.

Team members are expected to read the guidelines and follow them in all their online communications:

Be respectful and accurate

Always use fair and kind language to fellow online users or reference to people and/or
groups.
Be sure that information of news or facts is always accurate. If a team member is not clear
on the accuracy of information, refrain from posting that fact.
Maintain confidentiality of self and organization. Do not post non-public information such as
addresses, personal contact information, and business-related communications.
Only post appropriate content (see Personal Social Media Guidelines below)
Responding to questions about A Face to Reframe through online communications should be run by
the Chief Marketing Officer or another head figure of the organization before being published.

Personal Internet Usage and Social Media Policies

While every employee of A Face to Reframe is an individual, it is important that we all represent our
organization in the best light possible by showing a good representation of ourselves on our social media
profiles. To ensure that our organization is represented in a professional way, the following guidelines apply
to personal social media profiles.

Internet Usage
All internet use during work hours at A Face to Reframe is expected to be for work purposes. Small breaks to
keep up with personal responsibilities are acceptable, but all online interactions must be appropriate. We
trust and expect our employees to use good judgement in what is appropriate, but the following items are
specifically prohibited.

Unacceptable Internet Uses While at Work include, but are not limited to:
o Viewing pornography

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 o Browsing personal social media channels extensively
o Online shopping (unless for work purposes)
o Online gambling
o Any illegal activities

Personal Social Media Guidelines

Divulging where you work
Team members of A Face to Reframe are encouraged to share where they work and spread the
positive word about our organization, as well as sharing information and awareness about
human trafficking.

Content
Only post appropriate and professional content on your social media profiles, especially if you
have chosen to share that you work for A Face to Reframe.
Types of content that are not allowed because they reflect poorly on our organization and/or
our employees as individuals include, but are not limited to:
Posts specifically criticizing or berating other team members
Posts depicting or describing excessive alcohol or marijuana consumption
Posts depicting or describing consumption of any illegal substances
Posts glorifying any form of human trafficking, sexual violence, or abuse
Posts demeaning any victims of human trafficking, sexual violence, or abuse
The following types of content are encouraged:
Sharing the content from the A Face to Reframe public pages on your personal social
media profiles
Sharing related content that supports our mission of ending human trafficking and
educating people about the problem
Posting about our organization and the work we do
Posting about your team members and role at the organization in a positive way

Consequences
We appreciate all that our volunteers do for us, and these internet usage guidelines are in no way a
punishment for our wonderful team members. However, failure to follow the guidelines set forth in this
Internet Usage Policy can lead to consequences including but not limited to suspension or termination if the
issues are not resolved.

We hope that these policies will help protect and empower employees on their quest to end human
trafficking in Northern Colorado.

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Social Care Guidelines
The Social Media Director will be responsible for monitoring all relevant online platforms including social
channels, review sites and web/blog contact forms and other online communications regarding A Face to
Reframe and our mission of ending human trafficking of Northern Colorado.

Customer Service Procedures

Set Up for Success
Ensure that the Social Media Director (and other relevant members of the A Face to Reframe Team, if
applicable) receives notifications when people interact with the organization online. Either the Social Media
Director should stay logged in to all the A Face to Reframe social media profiles across all platforms on their
personal devices, or setup email notifications so they know when they need to respond and interact with
community members.

Positive interactions
If someone leaves a positive message on our page or shares a positive experience with our organization
and tags us on social media, the Social Media Director or assigned social media assistants will like the
persons message (if applicable) and respond thanking them.

Responses should be approved by the Social Media Director if/when the social media assistants
take action.
Sample response: Hi ____________, we are so glad to hear you enjoyed __________! We
appreciate your support.
Inquiries
Any inquiries received on Social Media will receive a response within 24 hours. Sample responses
include:

Hi _________, thank you for reaching out to us! (*Insert answer to question*)
Hi _________, thank you for reaching out to us! We need some time to find the answer to your
question, so as soon as we have it, we will respond to you shortly!

Disagreements
There will naturally be times when disagreements between the people we serve and A Face to Reframe
arise. In these instances, the correct procedure would be to bring the problem to the attention of the
Social Media Director. You should not respond to those disagreements without consulting the Social
Media Director. This is both to protect you and A Face to Reframe when disagreements arise.

o If a community member posts a negative comment about/directed at our organization, try to get
the communication away from other eyes as soon as possible. An appropriate sample response
could be:
Hi ____________, we are sorry to hear about your experiences. Please message us
privately so that we can discuss the situation and resolve the situation.

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Crisis Management
In the case of a social media crisis for A Face to Reframe, defined by the following attributes, team members
will follow these guidelines.

Crisis Attributes
A crisis is any time that a conversation or interaction becomes extremely negative.
Crisis Management Guidelines
Immediately disengage from all communication involved.
Notify Social Media Director and Chief Marketing Officer of crisis.
Do not respond to negative mentions publicly without approval.
Have responses and posts written and approved by Social Media Director.
Monitoring
The Social Media Director is responsible for monitoring online activity surrounding A Face to Reframe. They
should know when people interact with the organization online. In addition to monitoring all Social Media
platforms and online presences, the Social Media Director should try to also monitor mentions in the news as
well- Google alerts are a great tool for this.

Employees are encouraged to alert the Social Media Director to any issues they see on A Face to
Reframes public social media profiles- negative posts from the public and community members,
inappropriate content, etc. However, this is in no way a requirement from our team members.

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Social Strategy
3 Primary Elements of Strategy
We recommend that the content you post and the way you engage on social works to achieve these three
things below. Examples of the types of content we have developed that would achieve each part are listed.

1. Tell Your Story

a. Testimonials (We dont have any, but we think you should include them if you can create them)
b. In-house photos
c. What A Face To Reframe Does

2. Benefit your audience (most of your content should accomplish this)

a. Outside Articles
b. Facts/stats about human trafficking
c. Inspirational quotes for kids
d. Inspirational quotes for parents
e. Tips for kids
f. Tips for parents

3. Drive traffic
a. Videos (NOTE: Not all posts are A Face To Reframe original content, but they do a good job of driving
awareness)
b. Blogs
c. Product/Service Calls to Action

Recommended Posting Schedule:

Facebook:
Post 2 times a week
Sunday nights (7-9 PM)
Wednesday afternoons (1-3 PM)
After time, if you think that A Face To Reframe can handle more, you can increase your posting
frequency.

Instagram:
Post 2 times a week
Sunday Nights (7-9 PM)
Thursday Evenings (7-9PM)
After time, if you think that A Face To Reframe can handle more, you can increase your posting
frequency.

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Sample posting strategy:
Week 1:

Facebook Sunday: Tip for parents

Instagram Sunday: Quotes for kids
Facebook Wednesday: Outside Article
Instagram Thursday: In house photos
Week 2:

Facebook Sunday: Who is A Face To Reframe / Why You

Instagram Sunday: Tips for kids
Facebook Wednesday: Quotes for parents
Instagram Thursday: Videos (Instagram specific [short, light videos])
Week 3:

Facebook Sunday: Facts/stats about human trafficking

Instagram Sunday: In house photos
Facebook Wednesday: Blogs
Instagram Thursday: Quotes for kids
Week 4:

Facebook Sunday: Videos

Instagram Sunday: Videos (Instagram specific [short, light videos])
Facebook Wednesday: Product/Service Calls to Action
Instagram Thursday: Tips for kids

Engagement Strategy:

On Mondays, check your Instagram and Facebook profiles for any comments or messages that you need to
respond to.
On Thursdays, check your Facebook for any messages or comments that you need to respond to.
On Fridays, check your Instagram for any messages or comments that you need to respond to.
Once a week, look at other organizations or pages that support human trafficking awareness and
prevention and share that to your Facebook page.
When applicable, tag your donors and/or supporters who are part of the events you put on. While doing
this, thank them for their support and post pictures if you can.

Here are some organizations that you can potentially share content from:
https://www.facebook.com/Anti-Slavery-International-46852258376/
https://www.facebook.com/polarisproject/
https://www.facebook.com/sharedhopeinternational/

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Content Calendar
Below is the content we have created put into a recommended schedule that you could follow to distribute
the content on social.

This calendar is specifically designed for Facebook & Instagram. Post between 7-9 am and
5-7 pm on Facebook, and between 9 & 10 pm on Instagram.


Week 1:
Facebook Sunday: Tip for parents Instagram Thursday: In house photos

Post: Social media is vulnerable place for teens Post: Our Power Art 6-week programing has
susceptible to human trafficking. Stay started up again. We love that we have so much
connected with what your teen is posting. interest in arts-integrated anti sex trafficking
programs! #art #photography #teen #teenager
#photo #insta
Instagram Sunday: Quotes for kids
Week 2:
Facebook Sunday: Who is A Face To Reframe /
Why You

Post: You can be whatever you want in the
world, but always try your best.
#teen #love #bored #sad #followme #beautiful Post: We are actively working to increase
#teenagers #follow #teenager #life #fun #happy awareness of human trafficking by educating
#friends #sunshine #teenquote #smile and empowering youth.

Facebook Wednesday: Outside Article
Post: Not sure how you can help us end human

trafficking? Check out this article and discover
what you can do today.
https://www.state.gov/j/tip/id/help/

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Instagram Sunday: Tips for kids Week 3:
Facebook Sunday: Facts/stats about human
trafficking

Post: People are willing to help if you get into a Post: Human trafficking isnt just a problem
dangerous situation. Know about your available overseas.
resources. #safe #runaway #friends
Instagram Sunday: In house photos

Facebook Wednesday: Quotes for parents

Post: Music is one of the best medicines out
there. Check out Emily playing the Ukulele at
our most recent training!


Post: Choose to do something and join us at A
Face To Reframe to prevent human trafficking. Facebook Wednesday: Blogs
http://afacetoreframe.org/2016/07/beyond-

writing-a-check-how-churches-can-help-end-
Instagram Thursday: Videos (Instagram specific human-trafficking/
[short, light videos])
Post: Wondering how your church or
community can help to end human trafficking?
Check out this blog post to learn more.

Instagram Thursday: Quotes for kids

Post: Happiness is contagious. What made you
smile today? Share to brighten someone elses
day too.


Post: What did you do today that made your
day count. Comment below. #teen #love

#bored #followme #beautiful #teenagers
#follow #teenager #life #fun #happy #friends
#sunshine #teenquote #smile

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Week 4: Week 5:
Facebook Sunday: Videos Facebook Sunday: Quote for Parents
https://vimeo.com/54735258
Post: There is always a backstory. Find out how
our Photovoice project is helping empower the
community.

Instagram Sunday: Videos
https://vimeo.com/54735258
Post: There is always a backstory. Find out how Post: We are committed to change the world
our Photovoice project is helping empower the with you. Lets start today.
community.


Instagram Sunday: Quote for kids
Facebook Wednesday: Product/Service Calls to
Action
http://afacetoreframe.org/participatory-
art/power-art/
Post: Expose. Educate. Equip. Empower. Our
arts integrated anti-trafficking 6-week training

is doing just that. Sign up today to end human
trafficking. Post: Growing up is about learning from your
mistakes. Dont let your mistakes define you.
#growth #new #cheerful #quotes #inspirational
Instagram Thursday: Tips for kids #highschool

Facebook Wednesday: Blog
http://afacetoreframe.org/2015/08/5-things-
every-parent-should-know-about-child-sex-
trafficking/
Post: Human trafficking can be hard to spot
sometimes. Here are 5 things every parents

should know about human trafficking:
Post: Its okay to open up about whats going on
in your life. #friends #support #community Instagram Thursday: Quote for kids
#talkitout

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Post: They are called Saturday and Sunday. Its
almost the weekend!
Instagram Thursday: Tip for kids
#teen #love #bored #sad #followme #beautiful
#teenagers #follow #teenager #life #fun #happy
#friends #sunshine #teenquote #smile

Week 6:

Facebook Sunday: Outside Article Post: Ever find yourself walking alone?
Post: Human Trafficking is a problem that Remember to be safe. #independent #freedom
affects everyone. Learn more and get involved #safe
today. http://gozoe.org/what-is-human-

trafficking/
Week 7:

Instagram Sunday: Quote
Facebook Sunday: Blog
http://afacetoreframe.org/prevention-training/

Post: Prevention is key to ending human
trafficking. Learn more and schedule a training
today!

Post: Change your lens on minor sex trafficking Instagram Sunday: Quote for kid
in the United States. #arts #expression #fun
#photo #instagood

Facebook Wednesday: Fact/ Infographic

Post: Any weekend plans? Tell us what they are
in the comments! #weekend #friday #teens
#friends #fun

Post: There is a lot people dont know about
human trafficking. Educate yourself and make a
difference today.

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Facebook Wednesday: Quote for parents assertiveness. Keep them involved, keep them
safe!
Instagram Sunday: Tip for kids

Post: We envision empowered people who
embrace their glory.

Instagram Thursday: Quote for kids Post: We want to hear about your life. Just
dont share personal information you dont
want everyone knowing. #social #friends #fun
#online
Facebook Wednesday: Tip for parents

Post: Being positive can have a huge effect on
your day and the people around you. Spread
the joy. Post: Empower your kids. It can keep them safe.
#teen #love #bored #sad #followme #beautiful
#teenagers #follow #teenager #life #fun #happy

#friends #sunshine #teenquote #smile


Instagram Thursday: Quote


Week 8:
Facebook Sunday: Tip for parents

Post: Lets get loud and make some noise for
those who are silent. #standup #friends #fun
#photography #nature #pretty


Post: Extracurricular activities builds childrens
self-esteem and helps develop their

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Week 9: Post: The team is working hard for the next
school training. #trafficking #teamwork
Facebook Sunday: Tip for parents
#highschool #fun #art

Week 10:
Facebook Sunday: Outside article
Post: The internet can lead your kids into Post: We love that communities are coming
dangerous situations. Let them explore, but together to help identify, stop, and prevent
keep your eyes open when it comes to surfing human trafficking!
the web. http://www.glasgowdailytimes.com/news/spot
ting-the-problem-local-leaders-learn-how-to-
identify-human/article_f292adc4-0461-11e7-
Instagram Sunday: Quote for kids af1b-2fb77598c384.html

Instagram Sunday: Quote for kids

Post: Dont let the troubles of yesterday affect
you today! #happy #newday #teens #quote
#laugh


Facebook Wednesday: Facts
Post: You are in charge of your own happiness.
Smile about it!
#teen #love #bored #followme #beautiful
#teenagers #follow #teenager #life #fun #happy
#friends #sunshine #teenquote #smile

Post: Imagine being forced into sex slavery
Facebook Wednesday: Facts
before you could even learn to drive. Help us

end human trafficking.

Instagram Thursday: In house photos

Post: Human trafficking
can mean more than
you think. Know the
statistics about this growing issue.


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Instagram Thursday: In house photos Instagram Thursday: Fact

Post: Sometimes you just gotta get out there
Post: Its easy to think sex trafficking isnt a
and drive. Even if its a tractor. What are you
problem near you. Think again.
weekend plans? Tell us in the comments.

Week 11: Week 12:

Facebook Sunday: Videos Facebook Sunday: Facts
https://www.youtube.com/watch?time_contin
ue=2&v=SdBLI3ALGDs
Post: Sex trafficking can happen anywhere to
anyone- even in seemingly affluent areas like
San Francisco. Thank you for sharing your
powerful story Ana! Post: Human trafficking is a problem. Help
spread the word.

Instagram Sunday: Quotes for kids Instagram Sunday: Quote for Kids

Post: Enjoy today and dont think about
Post: Believe in yourself. tomorrow just yet.
#teen #love #bored #sad #followme #beautiful
#teenagers #follow #teenager #life #fun #happy
Facebook Wednesday: Tip for parents
#friends #sunshine #teenquote #smile

Facebook Wednesday: Blog
http://afacetoreframe.org/2016/06/from-
rescue-to-rights-framing-the-problem-of-
Post: Do you have a Call List?
human-trafficking/

Post: Sometimes its hard to frame human
trafficking. Let us help you out

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Instagram Thursday: Facts Instagram Thursday: Quote for Parents

Post: Imagine being forced into sex slavery
before you could even learn to drive. Help us
end human trafficking. Post: We envision empowered people who
embrace their glory. #empower #power
Week 13: #speakup #freedom #friends
Facebook Sunday: Quote for parents

Week 14:
Facebook Sunday: Facts

Post: Lets get loud and make some noise for
those who are silent.
Post: Its easy to think sex trafficking isnt a
Instagram Sunday: Quote for parents
problem near you. Think again.
Instagram Sunday: Quote for kids

Post: We are committed to change the world
with you. Lets start today. #power #friends
Post: Great things are waiting just around the
#thoughtful #quotes #inspire #world
corner. Embrace today!

#teen #love #bored #followme #beautiful
Facebook Wednesday: Outside article #teenagers #follow #teenager #life #fun #happy
Post: Jennifer, your story of transformation and #friends #sunshine #teenquote
all that you do for other victims of sex
trafficking is truly inspiring.
http://www.upworthy.com/he-tattooed- Facebook Wednesday: Videos
property-of-permanently-on-her-groin- https://www.youtube.com/watch?v=bkMG86R
amazingly-this-story-has-a-happy-ending sumg

Post: Slavery is still happening- do you know

what forms it takes today?

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Instagram Thursday: In house photos Instagram Thursday: Quotes for parents

Post: Music is one of the best medicines out
there. Check out Emily playing the Ukulele at
Post: Take some time to look around to today,
our most recent training!
everything is beautiful.

#teen #love #bored #sad #followme #beautiful
#teenagers #follow #teenager #life #fun #happy
Week 15:
#friends #sunshine #teenquotes

Facebook Sunday: Product/Service Calls to Action
https://npo.justgive.org/nonprofits/donate.jsp?
Week 16:
ein=27-1083439
Facebook Sunday: Product/ Services Calls to
Post: Donate to help liberate victims of human actions
trafficking. http://afacetoreframe.us12.list-
manage1.com/subscribe?u=a8b479501aa37aba
3b6835d79&id=7b4d3764f0

Post: Subscribe to our newsletter to stay up to
Instagram Sunday:
date on the latest in preventing sex trafficking
in Northern Colorado!

Instagram Sunday: Quotes for kids

Post: Social media is great for keeping up with
your friends, but dont friend people you dont
know. #social #friends #smile #happy #cool
Post: Dont let yesterday keep you down.
Everyday is a new day! #smile #friends
Facebook Wednesday: Blog #photography #rain #happy #goodtimes
http://afacetoreframe.org/2016/03/how-to-
handle-sales-crews/

Post: Human trafficking is knocking at your Facebook Wednesday: Videos

door. You can help end it. Find out what https://www.youtube.com/watch?v=dR2sJ9Vtcj
resources there are to drive the change: I

Post: #dontlookaway from the problem of sex

trafficking.

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 Post: What would you do if you knew you
couldnt fail? Tell us in the comments! #teens
Instagram Thursday: Quotes for kids
#teenquotes #empower #share

Facebook Wednesday: Outside Articles

Post: Fantastic clothes that help end human
trafficking? What could be better??
http://www.upworthy.com/this-22-year-old-
started-a-fashion-line-to-fight-human-
Post: What made you smile today?
trafficking
#teen #love #bored #sad #followme #beautiful

#teenagers #follow #teenager #life #fun #happy
#friends #sunshine Instagram Thursday: Quotes for kids

Week 17:
Facebook Sunday: Products/ Services Calls to
Action
http://afacetoreframe.org/community-
building/ Post: What in your life makes you the most
Post: Community building is important when it happy? Comment below with your answer.
comes to ending human trafficking: #teen #love #bored #sad #followme #beautiful
#teenagers #follow #teenager #life #fun #happy
#friends #sunshine #teenquote #smile
Instagram Sunday: Quotes for Kids

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Social Ads

Should you decide to run ads on social to help you achieve your goals, here are our recommendations for
setting up and running Facebook Ads:
1. Ad type: Consideration- Drive Traffic ad
2. Destination URL: afacetoreframe.org (although we recommend creating a dedicated landing page that
details how the donations A Face To Reframe receive will be used and where they can click to give from
that dedicated landing page)
3. Location: Northern Colorado
4. Age: 18-54
5. Gender: Male and Female
6. Detailed Targeting:
Family: all parents
Jobs: teacher, school administrator, school counselor
Interests: human trafficking awareness, human rights, feminism, stop human trafficking, stop
sex trafficking, girls are not for sale, non-profit work, social justice, end slavery now,
philanthropy
7. Ad placement: All Facebook placements, both mobile and desktop
8. Budget: 5$ a day to start out.
9. Length of ad: Run for 1 week, then evaluate your results from there.

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Here are 4 sample Ads that include text and images:

Ad 1:
Text: One of the easiest ways to protect your kids is to get them involved in activities. Plus they
have fun at the same time!
Headline: A Face To Reframe - Changing the Lens
Card Text: A Face To Reframe exists to prevent human trafficking through participatory arts,
training, and community building. We envision empowered people who embrace their glory.
URL: afacetoreframe.org
Call To Action: Learn More
Image:

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Ad 2:
Text: Educate the youth. Build a community. Spread the word. We are all in this together!
Headline: A Face to Reframe - Changing the Lens
Card Text: We build bridges. We get the right people at the right table to facilitate community
ownership of anti-trafficking
URL: afacetoreframe.org
Call To Action: Learn More
Image

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Ad 3:
Text: Donate now to help us fund participatory arts programs that empower youth and prevent
human trafficking.
Headline: A Face To Reframe - Donate to Reframe Human Trafficking
Card Text: A Face To Reframe exists to prevent human trafficking through participatory arts,
training, and community building. We envision empowered people who embrace their glory.
URL: afacetoreframe.org
Call To Action: Donate Now
Image:

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Ad 4:
Text: We are reframing the lens on minor sex trafficking in Northern Colorado. Help us by donating
today.
Headline: Changing the Lens
Card Text: A Face To Reframe exists to prevent human trafficking through participatory arts,
training, and community building. We envision empowered people who embrace their glory.
URL: afacetoreframe.org
Call To Action: Donate Now
Image:

The first 2 are created to help drive traffic and awareness of A Face To Reframe. The second 2 ads are
designed to help increase donations for A Face to Reframe.

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Tracking Insights
In order to make sure your social initiatives are helping you reach your goals, we recommend you follow
these steps:
According to the KPI tracking tool (see attachment), the data is represented numerically each month.
KPI data should be collected throughout the entire year (12 months) to visualize and analyze each
months performance.
KPI data should be measured on the first day of every month for the previous months metrics. For
example, the month of January (the 1st - 31st) will be measured on February 1st; the month of
February (1st - 28th) will be measure on March 1st, and so on
KPI data will include:
Facebook fans, reach, and engagement
Instagram followers, reach, impressions, and engagement
The provided KPI data may be easily collected, tracked, and shown internally within each platform -
Facebook Analytics and Instagram Insights (once set up as a business page on both platforms) - no need
for third party tools.

At the beginning of each month, we recommend you collect the following social insights for the previous
months and document them in the KPI tracker:
1. Fans
2. Reach
4. Impressions
3. Engagement

Then, follow these steps to use the results to determine what is working and what is not working, in order
to improve your social media practices:
1. If numbers increased then continue current practices to maintain, then grow your social numbers.
2. If numbers decreased then discontinue current practice and replace with new idea.

Steps to increase Facebook engagement:

Determine what your most-shared post was that month.
Look at the time- when was it posted?
Post at the same time of day to see if that is a contributing factor to engagement.
What kind of post was it?
Repeat similar content to ensure continued engagement!

Steps to increase Facebook likes:

If your likes are increasing, look at what you posted that day.
Questions to ask yourself: Was there certain content that grabbed a lot of attention? Did you just
send out a Facebook ad? Are you being mentioned on other sites?

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 o If you answered yes to any of those questions, then try to encourage similar behavior the
next month. You can run another Facebook ad campaign. Collect and post similar content
that grabbed attention. Engage with other users on Facebook to get mentioned again on
some other pages.

Steps to increase Instagram followers:

Tag other accounts in your posts if applicable- if they will see it and like the post, and often follow your
account.
Use relevant hashtags to be seen by your target audience.

Steps to increase engagement on Instagram:

Look at which post are getting the best engagement. Did you post a video? Did that post have other
people tagged in it? Was the content funny, inspiring, etc.?
If those certain qualities of a traits existed in your high engagement posts, make similar content for the
next week. Give your audience what they like to see.
Also look at what times you are posting. Did you post similar content, but the engagement still went
up? This may be because your users are on at a certain time of day or on certain days of the week.
Try posting content at those times to see if your engagement stays high or increases.
If what you posted was successful, try to duplicate the hashtags used to see if they contribute to the
higher engagement

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How to Manage your Social Strategy

Annual actions:
Compare end of year insights to previous year(s) performance - did they remain the same, did they
increase, or did they decrease?
Once analyzing the annual comparisons, ask yourself why insights may have remained the
same, increased, or decreased
Compare the actual annual performance to your set Goals - did you reach your goal, did you surpass
your goal, or did you fall short of your goal?
Create new Goals to challenge yourself and influence another year of growth

Quarterly actions:
Analyze your performance and check in to see if you are on track to meet your annual goals
If you are on track, remain consistent
If you are behind, then your monthly actions (if changes were made) are not substantial
enough - time to make changes again and think long term (in order to reach your annual
goals)

Monthly actions:
Analyze what is and is not doing well
Remain consistent if material is resonating well with fans/followers
Make changes if material is not doing well with fans/followers
Measure KPI data from previous month

Weekly actions:
Check other organizations or pages that support human trafficking awareness and prevention and
share that to your Facebook page
Be aware of possible updates or additions to the social platform (Instagram has been evolving rapidly
recently) and take advantage of new features

Daily actions:
Monitor notifications
Respond to any new comments or messages

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