Social Media Strategy and Support – Safe and Sound Schools

What We Did

Content Creation + Campaign Strategy

Affirma hosted a strategy session to help SASS identify its target audience personas and priority goals for the year, then made recommendations on types of content and campaigns to best speak to those audiences and goals. Monthly KPI targets were established for Facebook, Twitter, Instagram, and LinkedIn focusing on things such as new likes, follower count, engagement, and reach.

Examples of campaigns ran:

• #GivingTuesday fundraising campaign + Amazon Smile fundraising campaign
• National Summit on School Safety event registrations + promotion campaign
• Brand + cause awareness – Autism Awareness Month, School Counselors’ Week, etc.

Affirma introduced Hootsuite as a social media marketing management platform, designed social graphic posts on Adobe Illustrator, and used Google Drive to create a reporting system that fit the client’s needs. Affirma manages six separate accounts through Hootsuite and provides quarterly reports containing insights, recommendations, and month-by-month breakdowns of data and KPI tracking.

Content Moderation

In addition, Affirma moderates each of SASS’s social platforms in order to cultivate a positive and healthy environment for students, teachers, school admins, school shooting survivors, and more. SASS has a very specific apolitical, non-violent and pro-safety brand messaging as well as stays away from gun rights discussions to prevent triggering or false information (i.e. laws, conspiracy theories), which differentiates itself from other non-profits founded from the same tragedy. This requires daily listening, monitoring, and moderating of comments, tags, reposts, re-tweets, user-generated content (UGC), and more to protect the SASS brand but also to protect the children, teachers, survivors, advocates, and leaders who make up SASS’s following.

Results

Affirma has exceeded established KPI goals by an average of 20%. Monthly post reaches more than doubled SASS’ KPI targets on three occasions. Affirma’s daily content moderation and monitoring of all 6 of SASS’s social media accounts has helped promote a non-violent apolitical safe space to promote school safety in its many different forms to help the brand grow month over month. SASS and its founders continue to be invited to K -12 schools across the United States to promote their story and message.

Affirma continues to maintain support for SASS’ social media accounts and to see daily growth in follower count and interactions on all 6 platforms, as well as continued support in maintaining fundraising efforts to help spread their school safety message.