How we helped Frontline AIDS drive impact through social media

How it went down

Their objectives were to develop a social media strategy that gave structure to their social activity and confidence that it was driving impact.

They’d been using social media for years but were unclear if it was delivering an impact, so they wanted an in depth audit of their social activity to really understand the effectiveness of each channel.

So we got to work. Over the course of 3 workshops spanning objectives, audiences, brand, content and much more, we got all the key stakeholders involved from across the organisation. This meant that everyone was bought in, there was alignment on what we were trying to achieve and all voices were heard. As a result the Frontline AIDS team felt ownership of their social strategy as they had co-created it; it wasn’t something developed externally and just handed to them.

Through detailed reporting we broke down the performance and analytics of every channel, and discovered learnings that shaped the strategy moving forward. One thing that became clear was that very little content was being repurposed, meaning the in house communications team constantly felt the need to create new content. This led to a decision to commission Social for Good to create a bank of evergreen content giving more life to a range of research articles, reports and blogs.