Social Media and Content Management
From 0° to 360°
The Case of Bigger Than MyBlock
Big. Brave. Bold.
About The Project
Bigger Than My Block (BTMB) is a movement to positively impact college choice in Boston’s communities of color. BTMB was created by The Lewis Family Foundation, who developed a website to provide critical tools and information about college for young people. I worked with them as a social media fellow to build their brand, increase their visibility online, and build relationships with young people in Boston using specific, measurable goals and strategies.
Solution
To implement Bigger Than My Block’s social media marketing I created and implemented a robust marketing plan. Strategies included launching a city-wide campaign for BTMB t-shirts, hosting a Twitter Town Hall to generate inbound traffic, as well as leverage new platforms such as Snapchat. Additionally, I implemented Facebooks ads and created unique blog content for BTMB’s website re-launch. Lastly, I wrote a PR strategy complete with SMART goals, objectives, key themes and tactics and pitched to local publications and writers.
Tactics
I hosted social media “hackathon” and the brand reached over 40% of the recruitment goal in 24 hours.
I established BTMB’s independent blog channel and created partnerships with local organizations to promote and engage with us.
I created the structural foundation of how an in-house social media agency should be run i.e. creating social media strategy reports, managing an editorial calendar for engagement, and utilizing social media schedulers like Hootsuite.