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Empty Bowls Social Media Playbook

The document provides social media content and platform recommendations for an organization called Empty Bowls. It recommends focusing social media efforts on Facebook and Instagram due to the alignment of those platforms' demographics with the organization's target audiences. Facebook is identified as the primary platform to focus on given its large existing following for Empty Bowls. The document provides specific content ideas for each platform, including spotlight posts, videos, hashtags, and tutorials. It also recommends software like Canva and Hootsuite to create and schedule posts across multiple platforms.

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166 views4 pages

Empty Bowls Social Media Playbook

The document provides social media content and platform recommendations for an organization called Empty Bowls. It recommends focusing social media efforts on Facebook and Instagram due to the alignment of those platforms' demographics with the organization's target audiences. Facebook is identified as the primary platform to focus on given its large existing following for Empty Bowls. The document provides specific content ideas for each platform, including spotlight posts, videos, hashtags, and tutorials. It also recommends software like Canva and Hootsuite to create and schedule posts across multiple platforms.

Uploaded by

api-514602428
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Empty Bowls Social Media Playbook

Content Ideas for Platforms


Facebook
• Spotlight
o Weekly/ monthly highlights of staff or organizations
• Trending topics
o Use trending topics to your advantage
 Ex. Corona and holidays
• Infographics
o Students may not realize what non-profits fully do
o Can show what Empty Bowls is doing
• Video Content
o Does really well on Facebook
o Create a series
Instagram
• Spotlight
o Similar to Facebook but more quote focus since Instagram is more on pictures
• Instagram Stories
o Questions
o How to’s and Tutorials
o User Generated content
o BTS
 Behind the scenes of Empty Bowls
o Special Announcements
• Creating and keeping #
LinkedIn:
• Focus on pushing the grant application
o LinkedIn is a networking tool that can be utilized to connect with other
nonprofits.
Snapchat:
• Has a younger audience and good for day of the event
o Create custom filters for the day of the event (relatively not expensive)
Creating #Hashtags
Hashtags make your content easier to find and encourage audience interactions. Also, by looking at
hashtags you can see what others in your industry are doing.

Recommended Hashtags:

Top #’s for Nonprofits Recommended/ Create your own


#volunteer #coronavirus
#causes #changemakers
#donate #MKE
#change #milwuakee
#activism #mkehome
#nonprofit #covid
#do good #emptybowls
#charity #ebMKE
#fundraising
#philanthropy
#SocialGood
#bethechange
#nonprofitlife

http://best-hashtags.com/hashtag/nonprofit/

Putting #’s in action


• Use 2-5 #’s per post in the caption
• Sprinkle more #’s in as comments after the post is posted
• Encourage others to use your hashtags
• Keep up on related topics
• Vary hashtags across content keep 1-2 consistent
Recommended Software
• Canva
o Easy way to create social media posts
• Hootsuite or Buffer
o Time posts in advance

Platform Recommendation
Facebook that has 3,776 followers and Instagram that has 567 followers. I think LinkedIn has a
good amount of possibility for growth but based on the two target audiences chosen it makes
more sense to focus on Instagram and Facebook.

According to the most recent demographics counts for Facebook, align with the non-profit
persona. 77% of internet users ages 30-49 use Facebook, which is much higher than Instagram’s
47%. Additionally, both the gender and household income distribution of users on Facebook
match up as well.

Looking at Instagram 67% of users are between the ages of 18-29 which is a good fit for MSOE
persona along with how Instagram is being used as a tool for posting photos. However,
YouTube has 81% of people age 15-25. Instagram will be a better fit over YouTube is because of
what they are designed to do. YouTube is to push content in a video format that has a good
reach, but it can take a lot of time. YouTube videos can be integrated with Facebook and
Instagram as a third-social media platform. 76% of Facebook users are between the age of 18-
29 is mainly because of its international presence. Facebook with being effective in marketing
to MSOE students because of MSOE Class Pages with the help of Instagram.

The fact that Facebook is already Empty Bowl’s most successful social media portal, combined
with user demographics aligning with the personas, leads us to recommend Facebook as the
ideal platform to improve upon. Facebook posts will have the highest potential to reach new
customers, as well as getting interaction from customers who currently follow Empty Bowls
Facebook and don’t interact.

Sources/ Links:
The 2020 Social Media Users Demographics Guide
Social media demographics to inform your brand’s strategy in 2020

Target Users
Zac is a sophomore Mechanical Engineer most MSOE student are engineering majors he lives in
the dorms which are pretty standard for underclassman. He is a part of Servant Leadership
which is where his passion for volunteering comes from along with the fact that he is a local
and feels strong ties to the community.
MSOE Student Zac McAllister
Ava is 35 who has a husband, Mark, and two kids. She went to college for psychology; however,
her passions always lead her back to giving back to the community. She grew up going to
church and was highly involved. She currently is a director of a non-profit and isn’t tech-savvy
but has a passion for giving back.

Non-profit Director Ava Max

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