In my opinion, social content should be either fun, heartfelt, and/or useful. This is the guiding principle behind how we updated Central Texas BBB’s web presence since early 2015.
For the most part, educational NPOs are not selling a product. They’re distributing information and fulfilling their mission through community-facing programs and initiatives. In BBB’s case, educating the public is coupled with a goal to drive people to bbb.org, BBB’s free resources, and the Accredited Business online directory.
In order to accomplish this, we set out to create visually appealing graphics, videos, and engaging copy that drew current and new fans in to BBB’s social posts posts and drove them to bbb.org.
Over the past 18 months, we’ve also focused on crafting relevant and attention-grabbing video content for Vine, Instagram, YouTube, Twitter, and Facebook to entertain and educate our about scams and the resources available to them via BBB.
Website visits, bounce rate, and directory visits were key metrics for measuring the effectiveness of our social strategy, and over the past 18 months, we’ve had some really fantastic results.
The Communicator Awards (2016)
Award of Distinction: CentralTexasBBB Facebook
AVA Digital Awards (2016)
Platinum Award: Vine
Gold Award: Facebook Overall
Hermes Creative Awards (2016)
Honorable Mention for Facebook Site
The Marcom Awards (2015)
Gold Award: Facebook Site
Honorable Mention: Vine
Statesman Social Media Awards (2015)
Honored as one of the Top 10 social media accounts in and around Austin, TX