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SOCIAL

MEDIA

6

There’s no overstating this:

SOCIAL MEDIA is comms most important action front.

Social Media is by far the most important instrument to reach new audiences, specially the young.

We recommend special attention to our social media effort. Tasmy Gómez, Online Comms Officer, has produced a thorough study of DAWN’s SM. You can access it on the more info button below.

ONLINE COMMS PLAN PROPOSAL


FULL TEXT PDF DOWNLOAD

Frequency

We propose a monthly publication package for Social Media, distributed in the following channels.

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Three times
a week

TWITTER.png

Original content twice a day plus retweet three
tweets per day.

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No predefined
frequency:
posting as we
produce video
content.

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Biweekly report

via MailChimp

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Five times per
week, as follows:


• 3 Instagram feed posts.
• 2 Well produced Instagram stories

per week.

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No predefined
frequency:
posting as we
produce video
content.

As we consider our comms channels, the starting point is always the audiences we already have. As we create more content, we will make sure to reach out to these audiences, curating the content accordingly. Alumni, allies, networks we are a part of: they will receive special attention

in our comms efforts. Engaging and interacting with these groups, listening to their feedback and integrating it as we see fit is an important way to develop our content and our comms strategy

as a whole. It could also be useful to other areas of activity.

Division

of Content

Engagement

Events

Evergreen

Content that is
always relevant

Content made to
gain attention and
interaction

Content made

to promote the organization’s events

In order to capture and retain the interest of an audience, it is important to strike a balance between different types of content and their publishing frequency.

 

Beside, the 3 main categories of content we wish to create.

Content that includes storytelling, Institutional Visual Identity awareness and positioning, educational content and user-generated content around DAWN’s core topics.

Frequency: at least three per week.

Content Formats

In order to ensure a refreshing variety of content formats to appeal to different audiences, we have divided the content formats in 3 main groups:

Content related to DAWN’s original, downloadable work. This type of content will be often included as paid media.

Frequency: at least once a week.

Boomerangs, animated videos,
GIFs, 360 photos, videos for social media made with stock/own B-Roll footage, short,educational captioned videos showcasing DAWN members.

Frequency: approximately once per month.

Promotional

Experimental

Foundation

Content Pillars

The thematic content pillars for social media have been defined according to DAWN’s scope of work:

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POLITICAL
ECONOMY OF
GLOBALIZATION

SEXUAL AND
REPRODUCTIVE
HEALTH AND
RIGHTS

POLITICAL
ECOLOGY
&
SUSTAINABILITY

POLITICAL
RESTRUCTURING
& SOCIAL
TRANSFORMATION

INTERLINKAGES

CORPORATE CAPTURE

THE BODY

SM Budget

and Resources

Facebook and Instagram continue to adjust their algorithm in order to decrease organic

reach and interactions under the premise of ‘‘prioritizing the content of family and friends’’.

A consequence of this modification is that posts that are not boosted, that is to say, are not

paid for wider dissemination, do not get shown by the platform.


To ensure we provide more exposure to our social media initiatives, we suggest implementing an ‘’Always ON’’ strategy, which means boosting at least one post per week, every week, in addition to any additional paid campaign we may implement.
 

The constant placement of social ads to our following base will expose us to alike audiences and increase the number of people we reach with messages regarding our organization.

Criteria to boost

• Best performing organic post


• DAWN publication available for download


• Original videos


• Content the Comms Team perceives as in need
of additional dissemination to wider audiences

$

In-house Part Time
Designer

We highly recommend having a go-to designer that could be contracted in a part time scheme.
This professional would help maintain Institutional Visual Identity, recognition and a high quality digital presence.


It would also be a critical component in the development of new comms projects at lower costs than freelance, per project hires.

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