Facebook AUDIT
● Facebook page: Not setup yet
GOALS: By the end of December 2020, Metro Atlanta Land Bank will have: ● 100 Facebook page likes ● At least 5 reviews on the page ● Minimum of 2% engagement rate per month ● Minimum of 100 reach per month ● Increase click-through rate to website CONTENT STRATEGY
We will share internal updates, branded imagery, curated content, publication features and videos to showcase Metro Atlanta Land Bank’s (MALB) community impact and the opportunities they have available, such as properties for sale and new housing projects, to transform Atlanta for the better. The plan is to post 1-2 times per week (to start) then recalibrate the frequency of posting after 3 months. The target is for each post to generate at least 5 reactions, 2 comments and 1 share. ENGAGEMENT STRATEGY We’ll use the Facebook page to engage with MALB’s current and potential partners, the local government and their initiatives related to MALB as well as relevant local influencers and community leaders. The plan is to like 25, comment on 10 and share 1 to 2 posts by others every week. We’ll also utilize the power of various Facebook groups to establish brand awareness and engage with the target audience. Thus, we’ll join 2 to 3 Facebook Groups per week. RECOMMENDATIONS: ● Set up and optimize Facebook page ● Create a messaging system for Facebook ● Research a list of Facebook Groups for the brand to join and engage in ● Include the page's link onto the: ○ website ○ newsletter ○ employees and stakeholders’ email signatures ● Create a newsletter to share the newly created Facebook page and encourage current network to follow it and share it to their network as well ● It might also be beneficial to include the Facebook page in the monthly board meeting newsletter
Me t ro At la n t a La n d Ba n k | So c ia l Me d ia Ma rke t in g St ra t e g y Pla n 10
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