Sector: Nonprofit Organization Project: Social media audit
After partnering with Fair World Project on a comprehensive social media audit, their team has implemented recommended social media best practices for nonprofits to streamline internal workflows, boost consistency, reach new audiences, and strengthen their overall communication strategy.
Like most nonprofit groups, the team at Fair World Project (FWP) focuses their efforts on fulfilling the organization’s mission. Taking the time to look back on social media performance or implement social media best practices for nonprofits can often go beyond the staff’s bandwidth.
The recent launch of a successful podcast about fair trade and the farmer-led movements for equitable food and farming systems has stretched staff even further. That left the team with even less time to effectively manage their social media channels, analyze metrics, or compare themselves to their peers.
The FWP team reached out to Sarah Best Strategy about conducting a social media audit, with the goals of:
Comparing FWP’s social media channels against baseline metrics, best practices, and peers and competitors to identify areas for improvement;
Pinpointing opportunities to reach growth audiences;
Boosting the team’s confidence in identifying metrics that matter;
Ensuring consistency across social media channels.
For nonprofit teams, a social media audit can relieve doubts they might have about their current digital marketing efforts, clarify their vision going forward, and identify the action steps needed to move their strategy ahead.
To that end, SBS began by meeting with the FWP team to kickoff the audit. Then, we developed an in-depth understanding of FWP’s social media efforts and performance by:
Conducting interviews with staff members to discuss challenges and opportunities;
Reviewing existing social media content and metrics;
Researching competitors and peer organizations’ social media.
After compiling and analyzing this comprehensive data, we developed and shared a highly detailed presentation with the FWP team. Our recommendations highlighted what was working for FWP, and provided detailed strategies to strengthen their social media further. This included an improvement plan on how to put their new plan into action.
The social media audit provided a critical orientation for FWP’s recently hired social media coordinator. That staff member and the entire team are now empowered by in-depth knowledge, a detailed improvement plan, and a time-saving approach to coordinating content.
Streamlined the internal team’s digital marketing workflow;
Boosted consistency in key messaging and images across channels;
Provided a consistent performance metric tracking system;
Inspired efforts to reach growth audiences;
Increased the team’s confidence and reduced their stress levels.
"The Sarah Best Strategy team's social media audit provided us with a comprehensive and professional deep dive into our organization's social media platforms. Their detailed presentation provided our team with useful data on engagement and statistics across our platforms, showing us what we've successfully implemented and explaining the gaps in our social media strategy. The audit has allowed our team to better understand our audience across platforms, ensure social media best practices, and achieve our organization's communication goals."
- Dana Geffner, Co-Founder and Executive Director, Fair World Project