Each content, especially evergreen ones, will be repurposed and replicated for cross-posting in all three channels with slight variations based on the platform’s features and demographics. This will be reflected in the content calendar. Further Recommendations: Team Engagement While the primary purpose of utilizing social media is to engage with potential investors, it’s also important to use it to engage within. Metro Atlanta Land Bank’s current staff, Board of Directors and primary stakeholders can act as brand ambassadors and facilitate word of mouth on social media. Create a Google My Business Listing Since MALB is a local organization, it’s important for it to be visible on Google search as well. PR Media coverage is significant in increasing brand equity for brands like MALB online. The process doesn’t stop at creating the press release; distributing it efficiently and to the right sources is also an important part of the process. It’s also a great content pillar for social media. The following are key tasks to consider executing: ● Look into enhancing press release distribution ● build a journalist email list to further improve press release distribution ● Reach out to local contributors and writers to pitch a story ○ Look into getting featured on One Atlanta Storyboard (writer: Keith Whitney)
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 21
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