Rhode Island Environmental Education Association (RIEEA)Social Media & Digital StrategyUpdated: May 15, 2018 SOCIAL MEDIA GOALSThe ultimate goal of Rhode Island Environmental Education Association (RIEEA) is to increase awareness of RIEEA to specified target audiences. The use of social media is a cost-effective way to promote the services that RIEEA can provide to members and to promote what it is doing to enhance environmental education in Rhode Island. The implementation of a social media strategy will expand reach to include broader, more diverse audiences, to increase membership on both individual and organizational levels, to strengthen the connection of current members, and to support our current work. Increased memberships and increased web traffic will help to measure this goal. TARGET AUDIENCEAudience |

In the future, RIEEA can look to expand reach to different communities. As a starting point, RIEEA has identified the following as the current primary audience – public health, health and healthcare community, educational leaders, environmental organizations, the agriculture community, elected officials, and business leaders. The secondary audience consists of current members and current organizations. A new social media engagement approach and a digital ad plan will focus on these target audience clusters, and through them, seek to increase support of the Rhode Island Assessment of Environmental Literacy.

PLATFORM(S)Currently, RIEEA maintains an active social media presence on Facebook, Twitter, Instagram, and Pinterest. RIEEA should recognize the importance of social media as part of its communication strategy. Historically, RIEEA’s social media has been a source of connection with members of the environmental and education community. RIEEA should leverage its Facebook, Twitter, and Instagram platforms as it seeks to extend the circle of membership and build greater awareness. It is suggested that RIEEA post content that encourages followers to interact with RIEEA. The purpose is to get users to spend more time reading your posts and engaging with your organization. Create consistent and valuable posts for your online community. An editorial calendar (see below) will help to keep a steady stream of content

pushed out to followers. Content suggestions include posting about upcoming RIEEA events, sharing membership benefits, sharing RIEEA blogs, sharing company announcements, or highlighting a specific organization and individual member accomplishments. It is recommended to follow the editorial calendar and the content suggestions.

Facebook |

According to Pew Research Center, roughly two-thirds of U.S. adults (68%) now report that they are Facebook users. RIEEA should use the Facebook platform to form new relationships and maintain existing relationships with RIEEA members. The goal is to use Facebook as an ongoing outreach and engagement platform to grow the network that supports RIEEA, to make new audiences aware of and use RIEEA resources, and to serve as a channel of connection to the target audiences we seek to reach. Twitter |

According to Twitter Company Metrics, there were over 300 million monthly active users on Twitter in 2017. Metrics show an increase from previous year. Twitter reports that the majority of its users on the platform are looking to ‘discover something new and interesting.’ RIEEA should leverage this insight to amplify their message as it incorporates Twitter in the social media strategy approach. Content should have a “new and interesting” feel in order to attract and retain new members. Additionally, RIEEA will use the Twitter platform to maintain existing relationships with RIEEA members.

Instagram |

Incorporating Instagram as part of the social media and digital strategy will allow RIEEA to reach more potential members. With over 800 million users active on a monthly basis, Instagram continues to grow rapidly. RIEEA should build a solid presence on the platform in order to engage with new target audiences. RIEEA should use Instagram to show potential members the work done by current RIEEA members. Instagram is a visual platform. Images should reflect the type of post. If the goal of the post were to highlight an upcoming RIEEA event, it would be more appropriate to share an image of a poster or flyer created for the event. A poster or flyer is a quick and easy way to get information out to followers. A poster would be more visually appealing on Instagram opposed to a block of text or a simple image. RIEEA should use Instagram to become part of their community by liking and commenting on other member/organization photos.

CONTENTBrand Awareness + Editorial Tone |

RIEEA should position themselves as the hub of connection for environmental education. When creating content for social media think about voice, perspective, and intent. It is important to make the target audience feel valued. Content should be conversational to encourage a conversational response. Each post should have a specific action to drive interaction, engagement, and clicks on posts. Call to action

will vary depending on purpose of post. Some call to action phrases include join now, see what we are all about, read on for more, or get connected.

Across all platforms, RIEEA should establish a positive, informative tone with the purpose to inspire and engage. The posts should be comfortable, conversational, and relatable to help boost reach and build credibility with new audiences. The posts should show value to the audience it is trying to reach. Think, “What can RIEEA do for this group?” There are six different audience segments. Tone can remain consistent, but word choice will vary depending on the audience. Below are some keywords, using Google Keyword Planner, that relate to each audience segment:

EDUCATION: education courses, online education, educational websites for students, continuing education, educational programs

AGRICULTURE: agriculture software, agriculture supplies, agriculture today, agriculture books, modern agriculture

BUSINESS LEADERS: leadership training programs, business leadership training, leadership development program, socially responsible companies

ELECTED OFFICIALS: my elected officials, elections, election department, state officials, government

PUBLIC HEALTH: Public health department, article about health, health issues, health problems, health care

ENVIRONMENTAL ORGANIZATIONS: environmental projects, environmental charities, recent environmental news, environmental education jobs, environmental groups near me

Dissemination + Push |As RIEEA seeks to grow membership and support, it is important to remain active on all platforms. The goal is for RIEEA to post two organic posts per day. Research shows that the optimal posting frequency can be anywhere from 2 – 4 posts per day. This frequency maximizes clicks and engagement on content. With the recent Facebook algorithm changes, RIEEA should encourage followers (new and existing) to change newsfeed preference from “Default” to “See First.” This will keep RIEEA posts at the top of an individual’s newsfeed. Twitter should also remain active, with at least two posts per day. It is recommended that RIEEA keep tweets consistent with the content posted on Facebook. Ideally, RIEEA should post to Instagram once per day with images coming from members within RIEEA. RIEEA should try to refrain from posting stock images to Instagram platform.

It is important to keep in mind that posts should be short and simple. Posts should have a clear headline and a call to action. Facebook posts should range from 50 – 100 words. Twitter has a character count of 280. Instagram posts should remain short as well. RIEEA should use a scheduling platform, like Buffer, to make it easier to manage all RIEEA accounts in one place. A scheduling platform will allow RIEEA to quickly and easily schedule and publish posts. While Buffer and a daily content calendar are great for organizational purposes, RIEEA should post any timely news or content immediately.

Editorial Calendar |

From an editorial standpoint, RIEEA should follow an editorial calendar to promote content in an easy and consistent manner:

DAY TOPIC DETAILS

SUNDAY Public Health Posts on this day should focus on reaching out to health professionals and workers in the health field. RIEEA should communicate that there is a strong link between public health and the environment.

MONDAY Announcements Posts on this day should focus on providing updates to new and current members. This can be anything from an upcoming meeting, to scholarship availability, to organizational member gatherings. RIEEA can also post other content like member shout outs, member achievements, blog posts, new members on this day.

TUESDAY Elected Officials Posts on this day should focus on sharing why environmental education is important to elected officials and the benefits elected officials receive when they support RIEEA initiatives. It is also important to communicate that standing behind environmental practices is a way to garner more supporters.

WEDNESDAY Agriculture Community Posts on this day should focus on reaching out to members and organizations in the farming or the forest industry. RIEEA should communicate that becoming part of RIEEA will help spread awareness about land conservation as well as serve as a networking hub.

THURSDAY Environmental Organizations

Posts on this day should focus on connecting with groups and organizations that are already doing work in the environmental realm. RIEEA should communicate that being a member will strengthen the impact of their work.

FRIDAY Business Leaders Posts on this day should focus on reaching out to businesses and business leaders. It is important for RIEEA to communicate that there is a link between businesses and environmental education. Sustainable business practices can affect the environment and people. More people are supporting sustainable businesses.

SATURDAY Education Posts on this day should focus on connecting with educational leaders and individuals within the educational fields. RIEEA should communicate how environmental education improves classroom learning and participation. It should also communicate the benefits and resources it can provide to professionals in the education field.

Sample Posts|

PUBLIC HEALTHFacebook: We know that health professionals, like you, understand that a patient’s environment can create health problems. So how can we help you help your patients?

Whether you are a public health professional, doctor, nurse, or health ambassador, RIEEA can provide you with links to environmental educational resources and opportunities. Get connected here: http://RIeea.org

Twitter: The environment affects the #health of the patients you treat. RIEEA can help you help your patients. Get access to #environmentaleducation resources to help keep your patients healthy. Find out more here: http://RIeea.org

ELECTED OFFICIALS Facebook: Change starts in the classroom. Thriving communities. Healthier citizens. Better environment. RIEEA is here to help local and state officials stand behind the future of environmental education and the importance of creating an environmentally conscious Rhode Island.

Your support for environmental literacy can lead to greater public support. Our organization is here to help you get the right facts regarding the environmental issues you stand by. Visit our site to find out how you can connect with RIEEA. http://RIeea.org

Twitter: The best practice is connecting with the communities you serve. Have dialogues & explore partnerships w. local educators, leaders, organizations & environmental passionistas that stand behind environmental education. RIEEA provides that opportunity for you. http://RIeea.org

AGRICULTURE COMMUNITY Facebook: Modern agriculture is more than just a changed way of cultivating the land. Let us help you introduce the complexity and importance of agriculture to the next generation of farmers and landowners. Let us help you create a farm experience tailored to the educational needs of schools within Rhode Island.

There are a lot of networking opportunities when you become a member of RIEEA. Consider joining us! http://RIeea.org

Twitter: Open opportunities for more young entrepreneurs interested in a profession in farming. Networking with RIEEA members can get you there. Learn more about how a RIEEA membership can benefit #farmers and landowners like you. http://RIeea.org

ENVIRONMENTAL ORGANIZATIONS Facebook: Only through education can we hope for a more sustainable future. We can help educate more Rhode Island citizens on environmental practices when we work together. We need your expertise at the table!

Expand your network with other likeminded individuals to create a larger impact. Join the RIEEA network. http://RIeea.org

Twitter: Let us make #RhodeIsland environmental awareness better, together. RIEEA is the place for you to network & promote environmental education and actions. Connect with us. http://RIeea.org

BUSINESS LEADERSFacebook: On the bandwagon to becoming a socially responsible business? This could be a big shake up for your employees. The more you know about environmental practices, the better. RIEEA can connect you to organizations and individuals within environmental communities.

Join as a member and get access to networking opportunities and resources. Get one-step closer to the sustainable business community. http://RIeea.org

Twitter: #CSR is good for business. Where does your company fall in the sustainable business practices spectrum? Become a leader in the sustainable business community. Take an active step with a RIEEA membership. Get informed. Get resources. Get connected. http://RIeea.org

EDUCATION Facebook: Teachers, you might be worried that taking the kids outdoors will easily disrupt academic success. In fact, we know that incorporating environmental education into current curriculum does the exact opposite! Ask us how!

We can help take your classroom engagement to the next level. RIEEA members get access to resources, networking opportunities, and professional development to help your students grow and learn. Get involved here: http://rieea.org/

Twitter: Discover new ways to foster learning inside and outside of the classroom with RIEEA. We can give you the resources and #environmentaleducation programs needed to increase #classroom satisfaction. Connect with us. http://RIeea.org

PROMOTION + HYPEDIGITAL RECOMMENDATION|

It is recommended that the Rhode Island Environmental Education Association run a membership campaign on Facebook ad platform (Facebook, Facebook Audience Network, Instagram). The goal of the campaign is to generate awareness and increase membership amongst various target audiences. The call to action will be to encourage new members to JOIN NOW. All ads will drive traffic to the RIEEA membership page where organizations or individuals can learn more about membership benefits. RIEEA should run different ad sets in order to target the groups outlined in the social media strategy. RIEEA can select demographic, interest, and behavior targeting to source the ads to the right audiences.

DIGITAL AD GUIDELINES|

The recommended text length is how many characters of ad copy could be displayed on smaller screens. The headline has a recommended character count of 25 characters or less. The text section has a recommended character count of 90 characters or less. The news feed link description has a recommended character count of 30 characters or less.

SUGGESTED DIGITAL AD COPY|

Text: Help us make the connection between health & environmental ed. stronger. Join RIEEA. Headline: Low Cost Membership with Many BenefitsLink Description: Resources & benefits available

Text: Help us make the connection between businesses & environmental ed. stronger. Join RIEEA.Headline: Low Cost Membership with Many BenefitsLink Description: Resources & benefits available

Text: Help us make the connection between educators & environmental ed. stronger. Join RIEEA. Headline: Low Cost Membership with Many BenefitsLink Description: Resources & benefits available

Text: Help us make the connection between leaders & environmental ed. stronger. Join RIEEA.Headline: Low Cost Membership with Many BenefitsLink Description: Resources & benefits available

Text: Help us make the connection between farming & environmental ed. stronger. Join RIEEA.Headline: Low Cost Membership with Many BenefitsLink Description: Resources & benefits available

Text: Help us make the connection between forestry & environmental ed. stronger. Join RIEEA.Headline: Low Cost Membership with Many BenefitsLink Description: Resources & benefits available

Text: Together, we can make environmental education stronger. Join RIEEA.Headline: Low Cost Membership with Many Benefits Link Description: Resources & benefits available

Text: Help us make the connection between forestry & environmental ed. stronger. Join RIEEA.Headline: Expand Your Network. Join Today! Link Description: Resources & benefits available

Text: Together, we can make environmental education stronger. Join RIEEA.Headline: Expand Your Network. Join Today!Link Description: Resources & benefits available

MOCK DIGITAL AD|

Below is a sample of the digital ad copy and paired image. Text will change while headline and link description remain at a constant. When setting up the digital ad campaign, RIEEA should find images that represent the targeted audience in the digital ad copy. Images can be from RIEEA files, purchased through istock, or from free stock image websites like allthefreestock.com, unsplash.com, or librestock.com. When seeking images for digital ads, we suggest that RIEEA find images that encompass one or all of the following; an image of humans (if applicable), an image that best represent ad messaging, images that are colorful and vibrant, and/or images that is simple and easy to understand by all users. For example, ads that target Public Health, Elected Officials, Business Leaders, and Education could have images of humans interacting with children or families. Ads that target environmental organizations or the agriculture community could have bright vibrant images that are centric to the profession. When choosing a photo, think about the target audience and ask yourself if the image would capture their attention. Testing different images with the same message is also an option.

SOCIAL ENGAGEMENTAudience Engagement |

It is recommended that RIEEA follow the proposed engagement strategies and tactics across all platforms. The first strategy includes the consistent monitoring of the social media pages. RIEEA should split time into two parts. The first is to spend time responding to comments on the RIEEA social media pages. This shows your loyalty and builds connections to your followers. The second is to spend time engaging with content on other organization pages. The reason is to expand visibility of RIEEA. Create a digital ecology map to decide which organizations to monitor (APPENDICES: Sample Digital Ecology Map). A digital ecology map outlines the active leaders in each audience segmentation. They are the highly visible groups and individuals. Build on the digital ecology map by researching the leaders in each segmented audience. The ultimate goal is to protect a half hour to one hour per day to monitor other social pages for engagement opportunities. During the daily monitoring process, RIEEA should use the time to share, retweet, comment and respond. Seek out opportunities to comment or respond on content posted by other organizations or members, giving special attention to organizations that are not already RIEEA members. Leave a comment on different posts from different organizations. Start by going through the organizations on the digital ecology map. If there is no opportunity to comment on a post from an organization outlined on the map, then RIEEA can review page feeds on Facebook and Twitter. The second part of this process includes re-sharing a Facebook post or a tweet from an approved organization. Share a post that relates to RIEEA, RIEEA members, environmental education,

and other relatable topics. An active presence on social media will show potential members that RIEEA actively engages with its current members and is actively researching topics that matter most to them. As part of social engagement, RIEEA should seek out opportunities to get involved in Twitter chats. Twitter chats are a great way to gain exposure and grow your organization following. Twitter chats hosted by organizations, like the Department of Education or Rhode Island Governmentgovernment, will allow RIEEA to connect with influencers and peers in that niche community. Twitter chats usually last anywhere from 30 minutes to 1 hour. This form of engagement is Twitter chats move at a fast pace but a the theme is eusually established ahead of time. The purpose of a Twitter chat is to share knowledge on a certain subject. RIEEA should create 2-3 main points to tweet about prior to the Ttwitter chat involvement to keep up with the constant stream of tweets. Hosting a Twitter chat provides time and planning. If RIEEA has the bandwidth to host a T witter chat , it is recommended that they create a theme and a unique hashtag. Build a Twitter chat with a specific goal in mind. Invite influencers and experts to participate and, push out the message a few weeks prior to holding the chat.

BLOG

Blog Goals |

Actively posting blogs can help RIEEA become a resource hub for current and potential members. RIEEA can use the blogs to create personal connections with their readers and members. Current members and potential members will see value in being part of RIEEA because of the valuable resources, like blogs, offered to them. The ultimate goal is for RIEEA to use the blogs as a way to engage audience members. The blogs should entice audience members to use blogs as a source to find valuable information. It is recommended that RIEEA share blogs on Facebook and Twitter to increase reach. The blog guidelines document outlines a few tips and best practices.

APPENDICES Sample Digital Ecology Map |