Social Media Development
Organization:
Reel Grrls VISTA Name:
Nickey Robare
Program Start:
7/2009
Program End:
7/2010
Project Description:
In our recent strategic planning process, we determined that our use of online outreach tools (our website, blog, YouTube channel and multiple social networking sites) were not yet in alignment with our mission of being a fresh, vibrant youth media organization that uses the latest technology to empower our constituency. We envision that a CTC VISTA volunteer will 1) evaluate our current online outreach strategy and tools, 2) implement a new strategy to update our current website and use of other online tools as well as expand into other social networking platforms (e.g., Twitter, text messaging) and 3) develop a plan for the organization to sustain these practices in the future.
Our CTC VISTA volunteer will have two primary roles during his or her period of service with Reel Grrls: 1) to support the expansion and relaunch of our website 2) to take the lead in conceiving, launching and managing social networking/marketing opportunities and building a meaningful online presence for our organization.
Specific tasks will include:
-Develop evaluation criteria and goals for website relaunch and conduct interviews w/stakeholders for input
-Write online outreach strategic plan recommendations and present to staff and board
-Prepare & upload media for streaming/online applications
-Update and design quarterly enews format, as well as regular blog, facebook, text and twitter posts
-Track and evaluate website traffic for increase in participant/sales/fundraising goals
-Incorporate new online strategy into organizations overall technology plan
-Train staff in sustaining website and online outreach tools at completion of project
This individual will have the responsibility of evaluating online ventures, assessing the efficacy of different strategies, educating staff, and making these new activities sustainable. As part of the social networking and fundraising activities, this individual will also help build online partnerships and visibility for the media created by our participants.
Project Outcome:
Nickey has totally revamped our social marketing presence and strategy, increasing our Facebook network to over 1200 fans and bringing our Twitter followers to over 1700. She also revived our long-dormant blog - helping develop a schedule and model for posts from staff and participants, redesigned our YouTube channel, participated in our website redesign project with the Taproot foundation, and redesigned our templates for program outreach and registration. Nickey has done a great job of developing new ideas and really showing leadership in terms of growing our online community - and understanding how to be an active contributing participant in networks like Twitter and Facebook. Where many organizations will simply Tweet or post about their own successes, Nickey has helped us learn to offer interesting articles, videos, analysis and funding opportunities to our networks. That way, when it does come time to promote our own programming or events, our network doesn’t feel bombarded by asks. She and I have worked closely together in developing strategies and making decisions, and she has shown great initiative and leadership skills in being able to take projects from idea to execution.
Thanks to Nickey’s efforts at developing our online presence, Reel Grrls has become a significant contributor to online discussions of women and media within the Twitter community. Many of our outreach materials - in print and online - have had major facelifts. And we’ve finally launched the “GAB (Grrls Advisory Board)” - a youth-led advisory group that was in the works for a long time before Nickey’s energy was able to bring it to life. We are currently working to reframe our intern job descriptions to include some of the work that Nickey has been doing on an ongoing basis. Additionally, Nickey is developing a social marketing handbook that will help us integrate ongoing social marketing tasks into permanent staff members’ duties.
Nickey has a great eye for graphic design, so she has pitched in to help redesign program outreach materials, event programs, enewsletters and DVD covers - which has been a huge asset in presenting a vibrant image of Reel Grrls to the outside world. Nickey has also jumpstarted our Grrls Advisory Board, led a couple of Reel Grrls Productions projects for clients, and started a plan to create a sales catalogue of our DVD library.