Case Study: International Holocaust Remembrance Alliance
Sector: Nonprofit
Project: Social media audit, collaborative workshops
The International Holocaust Remembrance Alliance (IHRA) approached Sarah Best Strategy to clarify their social media marketing vision and enhance their digital presence. To reach the IHRA’s goals within their limited bandwidth, we converted our social media audit services into a series of dynamic workshops. Our collaboration provided the IHRA with a social media strategy and tactics that match their goals and internal capacity.
The Challenge
The International Holocaust Remembrance Alliance (IHRA) unites the governments of 35 member nations with subject matter experts to work toward a world without genocide and promote education, remembrance, and research of the Holocaust. The IHRA reached out to Sarah Best Strategy to clarify their social media vision and enhance their digital presence for a global audience that includes policymakers, cultural institutions, scholars, researchers, teachers, curriculum developers, and media outlets.
The IHRA had recently developed a communications strategy and gathered metrics. However, their in-house team’s busy schedules meant that they were struggling to translate this planning into a fully-formed and operational social media strategy. They sought Sarah Best Strategy’s understanding of social media best practices and knowledge of how to practically apply them to reach organizational goals.
Primary goals for our work together included:
Primary goals for our work together included:
- Developing the IHRA’s aspirations into an actionable, user-friendly social media strategy
- Revising the IHRA’s digital marketing goals and brainstorming different strategies to achieve them
- Streamlining social media efforts so that the IHRA’s team can make the most of their limited bandwidth
- Drafting a vision that empowers the IHRA’s team to decide whether certain digital tactics should be pursued
- Capturing why the IHRA uses social media and how it fits the organization’s larger communications goals
The Idea: Collaborative Social Media Audit Workshops
Sarah Best Strategy provided the IHRA with an interactive version of our popular social media audit services. To reach the IHRA’s goals within their team’s limited bandwidth, we recognized that the best approach would be to break our social media audit into four one-hour workshops.
We began by reviewing existing marketing documents and conducting an interview with the IHRA's Social Media Officer. These efforts provided background on the organization's existing goals, roadblocks, vision, and audience engagement. By gathering this information at the start of our engagement, we ensured that our recommendations truly fit the IHRA.
We then launched into our four-part workshop series.
We began by reviewing existing marketing documents and conducting an interview with the IHRA's Social Media Officer. These efforts provided background on the organization's existing goals, roadblocks, vision, and audience engagement. By gathering this information at the start of our engagement, we ensured that our recommendations truly fit the IHRA.
We then launched into our four-part workshop series.
Vision Statement Workshop
We reviewed the IHRA’s overarching brand, communication strategy, and existing social media vision statement. Combining this review with the information from our interview, we drafted a new vision statement and identified matching strategy pillars. We then used our one-hour workshop to refine our drafts based on the IHRA’s input.
Account Review, Competitive Review, and Discussion of Best Practices Workshop
To prepare for this workshop, we assessed the IHRA’s accounts against our social media best practices and statistical benchmarks. Our team also reviewed the accounts of peer organizations for examples of best practices in action. We then discussed our findings with the IHRA during this session.
Strategy Workshop
We continued to help define the IHRA’s social media vision by expanding on the strategy pillars we drafted in our first workshop. We connected the pillars to a series of social media strategies, each with their own set of actionable tactics. Our third workshop focused on discussing and tweaking these strategies and tactics.
S.M.A.R.T. Goals Workshop
Building on the previous three sessions, we presented a list of S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, and Time-Bound) goals that fit each of the IHRA’s new strategy pillars within a year-long timeline.
The Results
Over the course of our work together, Sarah Best Strategy and the IHRA built a strategic vision with practical tactics and a feasible timeline for implementation.
The IHRA walked away with a deep understanding of how their social media profiles fit into – and ultimately support – their overarching communication plan. Additionally, we provided the organization with a vision to increase awareness, exemplify thought leadership, and improve their online presence consistently over time.
We concluded by delivering a full report of our work together in a slide deck that the IHRA can use to continue guiding their social media strategy going forward.
The IHRA walked away with a deep understanding of how their social media profiles fit into – and ultimately support – their overarching communication plan. Additionally, we provided the organization with a vision to increase awareness, exemplify thought leadership, and improve their online presence consistently over time.
We concluded by delivering a full report of our work together in a slide deck that the IHRA can use to continue guiding their social media strategy going forward.
Upgrade Your Social Media ProgramNot sure if your digital marketing is making an impact? We can craft a social media audit that relieves doubts about how your social media channels are working, clarifies your vision, and offers actionable recommendations for success – all through an approach built around your bandwidth and needs.
Learn more about our social media audit service by clicking the button below, or click here to reach out to us directly. |
|
