Increasing Audience Engagement through a Social Media Campaign

In my role as the Senior Communications Coordinator at Harris County Public Health, one of my responsibilities was to lead a strategic public health campaign to increase audience engagement, trust, and buy-in due to a severe reputation crisis for the Harris County Pets Animal Shelter. The shelter was facing allegations of animal mistreatment, cruelty, and public criticism. To manage this crisis, I took charge of this project.

Planning and Preparation

I recognized that we needed a comprehensive and innovative social media strategy. My team and I carefully planned the campaign, focusing on transparency, empathy, and proactive engagement. Our strategy involved creating authentic content, highlighting the shelter’s mission, values, and positive impact, and ensuring accessibly, timely, and transparent information to the public. Facebook and Instagram were the primary platforms used for this project.

Execution

We executed the campaign by consistently posting content that showcased our dedication to animal welfare, volunteerism, sharing success stories, and actively addressing concerns in a respectful and transparent manner. We initiated virtual town halls, Q&A sessions, and provided behind-the-scenes glimpses to foster open communication.

Outreach

I worked with the Harris County Pets volunteer coordinator to create volunteer opportunities at the shelter seven days a week. Offering activities such as Wednesday Wash Day and Dog Walker Weekends, allowed more for more proactive transparency. By inviting the public to come to the center and personally get involved to help shelter animals, we strengthened our reputation while also helping the pets get some love and attention during their stay with us.

Audiences and Platforms

Our primary audiences were the local community, volunteers, and animal lovers — but our reach extended far beyond the bounds of North America. Initial critics spread far and wide across the globe. We utilized Facebook and Instagram to reach and engage with these audiences effectively.

Social Media Strategy Outcomes

The social media strategy exceeded our expectations. Over just a few weeks, we witnessed a remarkable shift in public sentiment. Initially hostile comments were gradually replaced with gratitude, support, and a sense of community. The shelter’s social media channels transformed into platforms of hope, education, and inspiration. I knew this campaign had been an enormous success when our greatest critic became one of our staunchest supporters. The comment that stood out to me was when she responded to a critical commenter by suggesting the commenter themselves take a turn cleaning crates at the shelter.

What I learned

This experience taught me the power of empathy, transparency, and effective communication in overcoming challenges and increasing audience engagement. It reinforced the importance of open dialogue with stakeholders and the value of telling compelling, human-centric stories to build emotional connections with the audience. It also highlighted the need for proactive engagement and a results-oriented approach in social media campaigns. Overall, it was a valuable lesson in transforming a crisis into an opportunity for positive change and community building through strategic social media communication.

RMS_HCPcampaign_report.pdf

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