Aquidneck Land Trust Social Media Plan

PART I

BACKGROUND

In 1990, a group of local residents concerned with the continued development of Aquidneck Island created the Aquidneck Land Trust (ALT), a non-profit organization whose mission is “preserving Aquidneck Island’s open spaces and natural character for the lasting benefit of our community.” Through education, outreach, stewardship and conservation ALT has been able to conserve over 2,500 acres on Aquidneck Island. In addition to the 5 full time staff, The Aquidneck Land Trust is overseen by more than 20 trustees and guided by over 20 additional Advisory Board members who provide knowledge in the areas of law, agriculture, finance, real estate and environmental conservation.

ALT protects multiple projects including water resources like watersheds, agricultural resources, wildlife habitats, and promotes biodiversity on Aquidneck Island. ALT is able to conserve land by using a Conservation Easement, which is a purchase of the developmental rights of the land. The land is chosen based on its conservation values such as if the location is part of a watershed, if it has scenic views, and if it is publicly accessible. These developmental rights can be purchased or donated. Once ALT has the rights, they monitor the land on an annual basis to make sure the conservation easement is not being broken. Once the land is under the ALT’s wing, they offer walk and talk tours of the property to educate the public on why conserving these lands is so important.

To keep the Aquidneck Island residents involved with the organization’s mission, ALT has a membership program, which gives members discounts with partnered farms, invitations to meetings and events, and both a weekly email and print newsletter. In addition to a membership program, ALT hosts multiple fundraising events including the a 5K “Race for Open Space” whose track goes through the ALT’s preserved land and Fiesta Verde, an annual dinner and dancing fundraiser in the summer so the seasonal residents can contribute to the ALT’s mission.

For the upcoming year ALT has multiple goals they would like to reach outside of their conservation efforts. Each of these goals can apply to the three points stated in the ALT’s mission statement; education, outreach, and stewardship. They would like to cultivate more positive landowner relations, become the go to resource for environmental issues, and increase their membership base.

PART II

SOCIAL MEDIA AUDIT

ALT has a presence on all three major social media platforms, but this audit will be specifically looking at the ALT’s use of Facebook and Twitter. The ALT’s Facebook has just over 1,500 likes and has a 4.6 out of 5 star rating. Their profile photo and cover photo are a great image of their logo and notes of their 25th anniversary. They have three buttons on their page; contact us which brings you back to the website, a like button, and message button. Having a button that connects the user back to the webpage is a great way to drive traffic to their site. The About page does a good job giving people more contact information by listing their phone number and address to their office. The ALT’s mission statement is listed in both the “Short Description” section and “Mission” section. It would be better if ALT could provide a short description of how they are able to fulfill their mission.

ALT posts once a day or every couple of days, which the perfect amount to stay on their followers’ radar while not overwhelming their feed. They do a great job responding and liking comments, which is a great way to show followers that you are interested in what they have to say. A great example of this is seen in Figure 1. Promoting a raffle through Facebook is a unique to reach their audience, but it is the engagement with the follower who posted her own photo of her rain barrel that makes their followers feel the personal connection with the ALT.

Most of ALT posts are driven to increase engagement with followers, but not through the web. Instead it tries to drive their followers to the ALT’s properties through photos and descriptions. This can be seen in Figure 2 from a post made on August 25th. This post got a lot of engagement with followers, including 2 comments, 20 likes and 2 shares. By encouraging followers to see the work that ALT does, it can organically incite followers to donate or get a membership without outwardly asking for it.

While ALT’s Facebook page has a lot of posts about their own lands and events, it is important to curate information. Whether it is an article from a national newspaper that talks about similar things ALT does, or about news from other island’s organizations that connect back to ALT, curating posts would be a great way to give their followers more knowledge on the core elements of what ALT does. It will also give followers the feeling that ALT takes pride in the Aquidneck Island’s community and wants to be as involved with the ins and outs of the island as they are with preserving it.

Since ALT is all about preserving Aquidneck Island, Instagram is a great way to show off the ALT’s properties. Their profile photo is a picture of the “A” in their logo, and they have a simple bio that states their mission statement along with the year of establishment. They also have a link to their website. ALT has 100 followers, 32 posts and is following 37 people most of whom are organizations or news publications on the island.

The feed has a good mixture of photos of their land, as seen in Figure 3, and photos from events, whether they are fundraisers or walk and talks as seen in Figure 4. ALT does a good job using this medium to promote their own conservation efforts without being aggressive about asking their followers to donate. As seen in their Facebook posts these posts are organically encouraging their followers to contribute to their cause. All of the ALT’s photos get an average amount of engagement, with at least 6 likes on every photo. While the photos are all high quality, the filters sometimes take the natural beauty away from the photos, which makes it difficult for a viewer to see the ALT’s “best self” which is common among popular Instagrams.

While it is difficult for ALT to consistently post on Instagram, they can make up for the lack of posts through creating a narrative. Most posts tended to just state what the photo was of. Instead offering a fun fact about the location, or a little history of how ALT obtained the land would be a great way to give the viewer a story behind the photo. This narrative can also be used when promoting events. For example, in Figure 5 ALT could have crafted a narrative that discussed what the film was about, or why they chose it for the Green Screen series.

 Part III

SOCIAL MEDIA RECOMENDATIONS

Looking to add social media as a tool to help ALT achieve their three goals in 2016, this audit as looks to offer recommendations and sample posts that can be used as a stepping-stone for ALT to achieve their goals.

Go to Environmental Resource

ALT has stated that they want to be Aquidneck Island residents go to source for anything environmental. In order to do this, they need to show their followers that they are knowledgeable enough to be that group. Curating information has the best results on Facebook because it is a platform that is meant to share information. People expect news to be shared on Facebook so a post about an article will fit right in on the ALT’s followers’ newsfeed. The ALT’s Facebook is also where they have the most reach on social media, which makes it a good place to show their expansive knowledge.

ALT posts regularly on Facebook, so incorporating curated information will be easy on their scheduling. It is recommended that ALT curate environmental news articles twice a week. A sample post can be seen in Figure 6. This post curates information from a local news sources that Aquidneck residents would recognize, while giving them news they might not necessarily be aware of. The short, causal caption leaves the follower curious about what the article is about, and could influence them to look at the article for more information. These posts could also create a conversation around the article’s topic on the ALT’s Facebook page, which could lead to an increased follower engagement.

This recommendation can help ALT reach it’s “become the go to resource for environmental issues” goal because it is not only showing that they keep up to date with the environmental news, but they also can discuss it. In order to be that resource you need to prove that you know the knowledge and curating information is the perfect way to show that ALT not only has the knowledge, but can answer questions if need be, and apply it to the work they are doing on the island.

Increase Membership

ALT is looking to increase the amount of memberships in the year of 2016. It is hard to create talk about membership without coming across as promotional, so a Facebook competition is one of the easiest ways to create awareness about the ALT’s membership program. The ALT’s Facebook is the social media platform that has the most followers and interaction, which makes it a good fit for a competition. Facebook also has a lot of different features to share information, which gives the ALT’s followers options for spreading awareness about the membership program.

The Facebook contest would work in two phases. The first phase would have the ALT’s followers suggest their friends to like the ALT’s Facebook page and to sign up for a membership. If you sign up for a membership you must write down who recommended you become a member and like the ALT’s page. Once this is done you get put into a raffle to win two tickets to the ALT’s annual Fiesta Verde bash during the summer. Anyone who’s suggested a friend to sign up for a membership also gets to enter the raffle.

What this contest does is not only drive traffic to the ALT’s Facebook page, but also gives people an extra incentive to become a member, which could increase the amount of memberships ALT has. With a competition you cannot guarantee that you have going to have x number of memberships signed up at the end. By making the people who become members like the ALT’s Facebook, it could also create more brand awareness on that social media platform.

 Positive Landowner Relations

Since ALT only owns the development rights to the lands they are conserving they must work with the landowners to ensure that the land is being conserved properly. This involves a lot of communication and ALT has expressed wanting to find new ways to cultivate positive landowner relations. Allowing the landowners to post their own photos and stories as to why they donated or allowed ALT to purchase their developmental rights on Instagram gives the landowners a chance to have a voice. Instagram is the perfect platform for this plan because it is a platform where people appreciate narratives.

This would be a running series on Instagram, with the goal of giving every landowner ALT is partnered with a chance to tell their own story and vocalize why they donated or allowed ALT to purchase the development rights of their land. The ideal post would consist of a photo of the land, with or without the landowner in the photo. The caption would give the first name of the landowner and when the land was acquired by the ALT. The caption would be a short story or quote from the landowner, which states why they chose to donate or allowed ALT to purchase their development rights. Since this would be an ongoing series there would also be the hashtag #WhyALT to go along with the posts. This hashtag can then be promoted on other platforms and can serve multiple purposes.

This series gives the landowners that ALT is partnered with a voice. When an organization and person are “sharing” the rights to something it can sometimes come across as a business or legal transaction, which at the surface it is. By giving the landowners the opportunity to speak up and have a voice within the organization, it will make them feel welcome and more comfortable with the organization, which would lead to a more positive relationship between the two. This series could also potentially encourage other landowners around Aquidneck Island to donate their development rights to ALT, which could help the organization’s conservation grow.

FIGURES

Figure 1

ALT Figure 1

Figure 2

ALT Figure 2

Figure 3

ALT Figure 3

Figure 4

ALT Figure 4

Figure 5

ALT Figure 5

Figure 6

ALT Figure 6

 

Cross Platform Social Media Plan: Brown University

Analysis

Brown University, in partnership with the student club, Shakespeare on the Green, is excited to announce the upcoming performance by Cambridge’s American Stage Tour (CAST). CAST will be performing Shakespeare’s “Taming of Shrew” at Alumnae Hall on October 30th and 31st at 8pm both evenings. Admission is free.

Brown University is one of the top universities in the United States. Founded in 1764, it prides itself on being the seventh-oldest college in the US, as well as being a member of the prestigious Ivy League. Located in Providence Rhode Island, the university is dedicated to serving its community, nation and world through discovery, communication and knowledge, as reflected in their mission statement. The campus’ diverse community is a direct result of Brown’s dedication to its mission statement. It is well known for on and off-campus for its global reach and cultural events that are brought to the campus each year.

Brown University has many forms of social media, but it is clear that the most popular are Facebook, Twitter and Instagram. Each platform has an incredible following. For example the University’s Facebook page has over 170,000 likes. Brown encourages students to use the tag #brownuniversity to “join the community.” Using this hashtag, Brown promotes student work. For example Brown creates Facebook albums for each month that are filled with student photography. They also curating playlists that include the student’s favorite songs through the university’s Spotify account. When promoting events Brown uses the News section of their website and Facebook to advertise it. When using Facebook, they do not use the event tab Facebook offers and instead aim to drive the traffic to their own website, resulting in brief and formal posts.

Cambridge American Stage Tour (CAST) was established with sponsorship of Dame Judie Dench in 2000. CAST is known for showcasing the leading talent at Cambridge University, which includes actors, directors, designers and technicians, all who are on the verge of entering the professional theatre world. CAST’s mission is to bring the work of Shakespeare to the audiences of the United States. This year they have ten performances at universities and performing arts centers up and down the East Coast during the month of September.

CAST has three forms of social media including Facebook, Twitter, and Instagram. All of the accounts have a fairly low following, even though they post quality content on all three sites. For example their Facebook page has just fewer than 400 likes. Every site has different behind-the-scenes information and photos, and reposts of the reviews they receive while one tour. They keep their interactions with fans consistent, through liking, replying, favoriting and retweeting their comments. What is most interesting about their social media, specifically Facebook is the number of interviews with the cast and the director posted on their sites. These interviews give a potential audience member an idea of what to expect from the show, and what the theatre company is all about. These interview posts provide the company with self-promotion without directly taking the form of an advertisement.

 

Facebook Posts

To be posted October 9th (Announcing the Event)

Announcing Event

To be posted October 20th (Keeping the Momentum Going)

Keep Momentum Going

To be posted October 30th (Day Of)

Day Of

To be posted November 1st (After the event)

After the Event

Twitter

To be posted October 9th

October 9th

To be posted October 15th

October 15th

To be posted October 24th

October 24

Hashtag

Brown University has their own hashtag that they encourage students to use as a way to connect the community. Although this is a great idea it makes it difficult for users to find information on a single event. To make it easier to find social media posts on the event I went with the hashtag #CASTatBrown. I wanted to incorporate the name of the university in the hashtag because not only is it where the event is but it also is in their university’s personal hashtag. I added CASTat because it has the name of the theatre troupe that is performing at Brown. Since hashtags are also based on your location people who are in the Providence area might not know what exactly CAST is but they will be able to figure out from the hashtag that it is something at Brown and can click on the tweets to find out more information. This being said because this event is a play and audience member shouldn’t be tweeting during the show, when this hashtag is advertised I would recommended putting a warning that asks the audience not to tweet hashtag during the show but instead before, during intermission and after the show.

Twitter Influencers

@GoLocalProv- This Twitter is for the website www.golocalprov.com There are known for reporting everything that is going on in Providence. Their Twitter has 22.6K followers and follows just under 3,500 people. I consider them a Rhode Island Twitter influencer because they cover everything from the arts to breaking news. They can reach a bigger audience than the students and intellectuals that follow Brown’s Twitter.

Golocalprov

@KarenBordeleau1 – This is the Twitter for the senior vice president and executive editor Providence Journal. She has 596 followers. While this is not as big as the @GoLocalProv twitter, she is one of the biggest names in Rhode Island journalism. Her audience is other journalists around the state; so one tweet with her would give 100’s of journalists the information about this show.

Karen

@ProvidenceRI – This Twitter is the official Twitter of Providence. They have 25.4K followers. Their tweets are all about the different events going on in Providence. While @GoLocalProv reports about the different events, @ProvidenceRI just tweets out what is going on around the city. The reason why you would follow this Twitter would be to solely get information on events, so their audience is most likely people who like to do things around the city. Having them tweet out or retweet the event information would help to get the city involved with Brown University’s events.

providence

 

New England Patriots: Social Media Listening

The New England Patriots have one of the biggest social media brands in the NFL. Found on Facebook, Twitter, Instagram, Vine and Snapchat they are constantly posting new information, photos, videos and more to satisfy even the craziest Patriots fan. While they are not one to communicate directly with their fans on these platforms, they pride themselves on having the most behind-the-scenes content in the NFL, and weekly competitions. Included in the Patriot brand are their players, who also have some of the strongest social media content in the NFL.

Since it is football season the Patriots social media conversation is all about recapping the previous game, or looking forward the next game. Knowing the routine in which they post, I created three streams, one for @patriots for Twitter, and #PatsNation for Twitter and @patriots but for Instagram. The Patriots tend to be more active on their Twitter account compared to their Instagram, which is the norm for social media.

Currently, the Patriots are one of six teams in the NFL that are undefeated. After taking the lead of their division, the brand’s social media conversation has been split down the middle, with tweets teetering on both positive and negative. You have fans tweeting about a great win, and supporting their team, while on the opposite side you have tweets that accuse the Patriots of getting special treatment within the NFL or cheating. It is expected to have tweets from both end of the spectrum because in professional sports, you have rivalries and people who cheer for different teams.

In regards to the negative conversation surrounding the Patriots, there were two key findings within the conversation. The first was that all of the negative tweets about the Patriots actually tagged the Patriots Twitter handle it in the tweet. This is interesting because the Patriots account does not directly reply to fans, let alone people trash talking the team. The motive behind mentioning the Patriots Twitter handle may be to have their tweet have more tweet impressions. Another interesting finding from the negative tweets is that all of them related to the fact that the Patriots are “cheaters”. Some tweets directly called the Patriots cheaters like the tweet from the account @kobesity_ (Figure 1). While this tweet was a reply to a Patriots fan, the account not only mentioned the Patriots in the tweet but also morphed their name with the word cheat, giving a viewer of this tweet only one impression, that @kobesity_ thinks the Patriots are cheaters.

While the tweet in Figure 1 bluntly calls the Patriots cheaters without rhyme or reason, the tweets in Figure 2 and Figure 3 use what’s happening in other games in the NFL, and connect it back to the Patriots. In Figure 2, @aznz3r0, a Raven’s fan, tweet about an unfair call in his game, and then suggests that the Patriots would have gotten away with the roster move. These tweets can be used to start a negative conversation about the brand on Twitter, and often times get more interaction that tweets that have nothing to back their claim. This can be seen in Figure 3. This tweet is a conversation from one Miami Dolphin fan to another, discussing what they think Miami needs to do to win the upcoming game. Figure 4 is the final nail in the head to this conversation.

While there is plenty of negative conversations surrounding the brand, there is an equal amount of positive conversations. There is no distinct separation between what is discussed in the positive conversations. Positive tweets tended to use the hashtag #PatriotsNation, to interact only with fans. This can be seen Figure 4 and Figure 5. These positive tweets also add the Patriots Twitter handle, in what can be assumed as hoping to get noticed by the account or an official players account.

Another driving factor to the positive conversations is the fact that the Patriots are excellence at driving the positive conversations with contests. Over the course of three days on the @patriots stream, the Patriots had two different retweet contests, and two contests that link back to the website going on. Each retweet contest got over 2.5K retweets. Since the account does not directly interact with fans, this is a great way to show fans you appreciate the support.

The Patriots Instagram also is great at directing positive conversations. They often post “iconic” shots from the game, and fans will comment funny taglines/nicknames that they think best describe the player or what is going on in the photo. The conversation also goes in the general direction of “congratulations on wining the game” etc. It is comments like these that make the brand feel more like a family or team then something professional or unattainable. Finally many comments are just tagged user names, which is a way for fans to share photos with each other without having to steal the photo from the Instagram page.

The Patriots social media conversation is both positive and negative, as excepted from any NFL team, but one cannot deny their influence on these platforms.

 

Figure 1
Figure 1

Figure 2

Figure 2

Figure 4

Figure 3

Figure 4

Figure 4

Figure 5

Figure 5