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Pahrump Public Lands Advisory Committee Social Media Strategy ---PAGE BREAK--- Executive summary Committee members to collectively agree on using social media ● To capture new supporters through Facebook ● Educate on public land access, use, care ● Provide information on projects ● Communicate on involvement, events and accomplishments ● Increase support ---PAGE BREAK--- Key performance indicators Each quarter, we will: 1. 1Increase engagement with board 2. 2Engage volunteers 3. 3Promote use 4. 4Encourage more participation of process as relates to public lands ---PAGE BREAK--- How goals align to Committee objectives Objective Social Media Goal Metric Grow Awareness of Committee Awareness (these metrics illuminate your current and potential audience) Followers, shares, etc. Gain Advocates Engagement (these metrics show how audiences are interacting with your content) Comments, likes, @mentions, etc. Drive Involvement Conversions (these metrics demonstrate the effectiveness of your social engagement) Volunteer signups, etc. Improve Communication Consumer (these metrics reflect how community thinks and feels about your service) Testimonials, social media sentiment, etc. ---PAGE BREAK--- Target Audience Example job title(s) Volunteer PL User Needs(s) Regular updates from committee Regular updates from committee Pain Point(s) Updates on opportunities Access; Knowledge on current happenings Preferred social network(s) Facebook Facebook Unique Characteristic Action oriented Opinions on use [Other characteristic, e.g. age, sex, location, etc.] Varies Varies ---PAGE BREAK--- Content strategy Determine your content mix and posting cadence. Consider using the social media content rule of thirds: ● ⅓ of content promotes public lands ● ⅓ of content shares information effecting public lands ● ⅓ is event opportunities Committee to use an editorial calendar. ---PAGE BREAK--- Measuring progress Channel Date Range Net Followers Gain/Loss # of Posts Engagement Rate Click-throughs Mentions Facebook