There are many organizations all over the world that implement excellent social media strategies and create campaigns that are meaningful to their audience. One of these is a corporation that most of us are familiar with:
I saw a post recently on Facebook about Nike and their new “Dream Crazier” ad that features Serena Williams and other female athletes. I found it very inspiring where it goes on to promote gender equality and seeks to reduce stigma on what it means to be “crazy”—rather than regarding women as emotional, acknowledging their outstanding capabilities. The video was also released in good timing since International Women’s Day is just around the corner.
There is also a separate Nike Women page that highlights amazing achievements by female athletes. This page seeks to be more inclusive and celebrate diversity—one example is when they released the Nike hijab for muslim women. Although controversial since some customers did not agree with bringing religion into the brand, discussion increases engagement and creates change.
On top of creating relevant content, Nike has their popular “Just Do It” slogan and that is all over social media and merchandise. They are also consistently active across all social media platforms. Nike is definitely a corporation that is jumping on the bandwagon of social change, and although not everyone wants that from a brand, it’s definitely something that seeks to provide engagement and transparency.
University of Ottawa
Another organization a little more close to home that I find has an excellent social media strategy is the University of Ottawa. Having done my undergrad there, I have seen how they have improved over the years online.
I saw them post on Facebook last month about their Wellness Week: a week full of free activities for students like discussions on stress management, yoga classes, and even a pet therapy day which really caught my eye since I love animals. I can see how that catches attention while also trying to connect with the students on a more human level.
They are also active on Facebook and Twitter, along with having blogs which provide opportunities for engagement through comments. Content is also bilingual which is important being a bilingual university and capital.
Also keeping up with changes in technology—the University of Ottawa makes use of the highlights feature on Instagram to divide content into categories like winter activities, mental health, exam tips, questions to students, and club information.
Using these highlights to ask questions directly to students is a great way to engage and provide a more authentic experience for the students.
There is one organization that I found which could improve upon its social media strategy:
Mood Disorders Ottawa
With events like Wellness Week taking place at the University of Ottawa and the rise of campaigns like Bell Let’s Talk, the need for mental health awareness has never been stronger and more talked about than it is now. But it can always be better.
When looking specifically for organizations in Ottawa for those affected by mood disorders, I found Mood Disorders Ottawa (MDO) which is a peer-run volunteer organization. They host a variety of support groups and counselling for those affected by things like bipolar disorder and schizophrenia, along with the families of those affected.
They only have two posts on Instagram and only post about four times per month on Facebook. I found one comment on their Facebook page about someone who found their organization just through a web search. They wrote that the support groups were helpful and provided hope for the future.
Improving their social media strategy could help many more people in Ottawa who would not have known that the organization existed. By posting more frequently and consistently on Facebook, they could build their community and give the information that could save lives of those affected with these disorders. Posting on Instagram consistently and using the highlights feature could increase engagement and help people not feel alone.
Overall, social media can be isolating when used improperly. Content must be consistent and authentic when trying to reach any audience—as well as motivating and inspiring while keeping up with the times. Doing all of this right might just get you the engagement you need to succeed across social media.