Using Social Media for Nonprofits to Combat Teen Dating Violence

EXECUTIVE SUMMARY

Case Study: That's Not Cool

That’s Not Cool is a national public education initiative that partners with young people to help raise awareness and bring educational and organizing tools to communities to address dating violence, unhealthy relationships, and digital abuse. We utilized our experitse in social media for nonprofits to create a strategy to dramatically increase engagement among their teenage target audience, particularly young women.

As we wanted to make sure we were as informed as possible in speaking with this audience, our approach to community management started with an audit of TNC’s social media channels. We then dove into the other aspects of our social media strategy, including optimizing the frequency and quantity of posts to drive higher engagement:

 

1
Social Media Audit

2
Brand Voice & Content Revamp

3
Social Media Strategy & Community Management

In just 6 months, we dramatically increased the engagement of That’s Not Cool’s teen dating violence advocate communities on Facebook, Instagram, and Twitter.

31%

Increase in Facebook engaged audience

56%

Increase in Instagram engagement rate

572%

Increase in total Twitter engagements

Strategy

Discovery & Analysis

Before we can achieve a client’s goals, we need to know the lay of the land. Our discovery process allows us to assess existing efforts, successes, and opportunities before we dive in.

Captivating Words & Images

Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pages—the list goes on—all help you move communities toward organizational goals.

Multi-Touchpoint Campaigns

Momentum matters. When we need supporters to take action, we strive to meet them where they are—on their twitter feed, in their inbox or chatting with their friends.

Implementation

  • We tested and honed in on new types of content that strongly resonated with TNC community members (e.g. infographics, quote graphics, graphics with verses from feminist poets, breaking news content, stories of teen activists, 90s nostalgia GIFs and memes). These updates led to revisions in our social media strategy and dramatic increases in community engagement.

Results

We helped That’s Not Cool significantly expand the reach of their crucial messages around female empowerment to young women across the country through a thoughtful nonprofit social strategy. At a 572% increase, teens read, “liked,” commented, and shared invaluable tips, guidance, and information about sexual assault, dating violence and verbal abuse. 

Here are some big numbers.

331%

Increase in Facebook reach

47%

Increase in Instagram audience

572%

Increase in total Twitter engagements

Ready to drive growth and impact through digital strategies?

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