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Content Marketing Case Study: The Grady Health Foundation

March 31, 2017 By Patrick L. Burns Leave a Comment

The Grady Health Foundation works with philanthropists, corporate leaders and civic activists to raise critical dollars and secure in-kind donations to benefit the Grady Health System. The Grady Health Foundation is a 501(c) 3 that directly supports metro-Atlanta and Georgia’s largest safety net hospital – Grady Memorial Hospital.

In an effort to increase public awareness about Grady’s unique role in the health of the city and state, the Foundation hired Arc 3 Communications to remodel its traditional marketing program into a content marketing program that utilized its website, social media, email marketing and digital advertising programs in a way that created a donor content journey that resulted in more subscribers, donors and advocates for Grady. Grady’s leadership sought to transform an essential Atlanta institution into the leading public academic health center in the U.S., and have patients and their families rave about their experience at Grady regarding the quality of care they received.

Working with the Grady Health Foundation staff and the Grady Health System public affairs team, a content audit was made of all content online; and a strategy session was conducted to identify audiences of current and potential donors, stakeholders and advocates. Audience personas were created and a content marketing program was developed that included the messages and content strategies that resonated with different donor audiences via the Foundation website, social media, email marketing and digital advertising via Facebook and Google. Content strategies included having a good balance of content in a variety of specialty areas that pertained to the capital campaigns underway, and having content with both broad donor appeal and geared towards more elite audiences such as major gifts and foundational grants. Seasonal trends – such as end of year giving – were also considered and out of the park content was planned each quarter and repurposed. Reused content such as photos and stories from the remarkable history of a 120 year old Atlanta institution was also incorporated into social media strategies. Video content for the Foundation’s annual White Coat Grady Gala honoring Grady’s top physicians and their lifesaving work was also created and repurposed throughout the year leveraging healthcare observances in specialty areas. Analytics and testing tools were utilized to analyze content before and after publishing on the website, social media, email marketing and digital ad platforms. Headlines, images and text were tested and reworked for improvement. As content was readied for distribution, channels were carefully selected and optimal times for publishing on them were chosen. Data and traffic were looked at every day for success or failure and improvement.

Today, Grady Health Foundation’s website is one of the most visited online health care foundation destinations. Its social media following is also impressive, with more than 8k Facebook fans and 5k Twitter followers. The Grady Health Foundation has seen a dramatic increase in donations made over its website and seen an increase in major gifts to its capital campaigns and grants from national foundations from across the country. Within the last year, Grady raised a record $1.8 million at the annual White Coat Grady Gala and saw the official dedication of the Marcus Trauma and Emergency Center at Grady, funded through a contribution made by philanthropist Bernie Marcus and the Marcus Foundation.

How to Better Use Social Media #Hashtags in Politics

March 28, 2017 By Patrick L. Burns Leave a Comment

Since the introduction of hashtags by former Google Developer Chris Messina on Twitter in 2007, hashtags have grown in their effectiveness as an advocacy and mobilization tool. Hashtags have long been an effective tool on Twitter, helping to organize people by shared interest. However, hashtags have been embraced on other popular social media platforms such as Instgram, Facebook, Pinterest and Tumblr. Hashtags allows social media users the ability to connect by interest in an expansive way. This is important in the noise of today’s digital dialogue.

A campaign or political organization can utilize hashtags to reach extended, adjacent and even far-off networks of people with similar interests. Hashtags is an effective tool in organizing people of a shared interest, value or belief who may not yet be socially connected.

Here are some tips for incorporating hashtags into social media posts to promote your political content and connect with those of a shared interest.

1) Ideology: One of the easiest ways to promote your organization’s content is to reach those of a like ideological mind. The most popular ideology hashtags are #tcot, ‘top conservatives on twitter” and #p2, “progressives who prioritize diversity and empowerment” and #tlot, “top libertarians on twitter”.

2) Party affiliation: Although there is a close correlation between ideology and party identification, in order to ensure that you reach all of those with a shared party affiliation, include a reference to your local, state or national party. The most popular hashtags are those associated with the respective state parties. For example in Georgia, the Republican Party hashtag is #gagop and the Democratic Party hashtag is #gadems.

3) Issue: In the promotion of a issue or policy, utilization of a hashtag to build support for the issue is an effective tool. Providing quality insights and updates on timely issues is a way to build supporters and followers. The Google QDF rule (quality deserves freshness) applies to search on social media networks by hashtag. People hunger for meaningful content on timely issues and will search to find it. For example, #healthcare, is one of the most popular hashtags on social media, due to it being a timely and relevant issue as Congress has recently been discussing alternatives to the Affordable Care Act such as the American Health Care Act.

4) Location: Geo-location is critical in social media. As social, location and mobile merge together, the ability to connect with those in your immediate vicinity is important in the promotion of a post. Placing a hashtag that indicates your location can not only build credibility in your posts, but can draw the interest of those in your local area. People hunger for local news around them, and the power of connecting with people in your local area on social media cannot be underestimated. For example, state and local specific hashtags such as #gapol and #atl ensure that you are reaching people in your local area. If you are attending a place, event or conference see if there are hashtags that have been developed for that specific site. For example, at the national party conventions last year, #RNCinCLE and #DemsInPhilly were the respective hashtags for these events.

5) Social TV: There is a strong correlation between live television and social media. People love to share insights on TV programs on their 2nd screen and watch alongside others online to see their feedback. During last year, some of Twitter’s most trafficked moments occurred during the Presidential debates between President Trump and Secretary of State Clinton that aired on live TV. Utilizing hashtags for specific events that air on television is way to connect with followers and audiences and promote your posts. Before the first Presidential debate, Twitter and the Commission on Presidential debates released official debate hashtags #Debates and #Debates2016, along with corresponding emoji. The result was that the 1st debate showdown between Donald Trump and Hillary Clinton was the most-tweeted debate ever. All told, there were 17.1 million interactions on Twitter about the event, according to Nielsen’s Social Content Ratings.

6) Look to the Past: History and sentimentality about the past is a fundamental part of the human experience. People love to remember and are drawn to content that reminds them of the “way things were”. Our civic institutions and political parties have a rich history in which content can be pulled. One of the fundamental parts of being a candidate is telling your biography and life experience. Utilizing a hashtag such as #TBT (Throwback Thursday) or #FBF (Flashback Friday) can be very effective in gaining followers as they are some of the most popular hashtags on social media.

7) Humor: Humor disarms and is a powerful weapon to articulate a point of view to someone who may or may not agree with you. Use of humorous hashtags can enlist followers and supporters for your cause in more subtle way. For example in the 2012 Presidential election, the Obama campaign utilized the #Romnesia hashtag to describe Governor Romney’s inconsistent policy stances over the years. Many hashtags or slogans that are started in earnest by a campaign or group can become hijacked by the opposite side who use the hashtags in a humorous way. In the 2012 campaign, the Obama-Biden team had put out the hashtag #forward, a key campaign slogan. The RNC quickly utilized the #forward hashtag to describe moving “forward” to $491 billion in higher taxes for Obamacare; deficits over $1 trillion; and $1.9 trillion in higher taxes.

With the continued integration of search and social, hashtags are an important part of content and social advertising strategies for all social media platforms, not just Twitter. The use of hashtags can connect your organization in a timely manner with the audience you are trying to reach and promote your content. So don’t forget the #hashtag in your next post.

Do you post political content on social media? What are your favorite hashtags? Leave comment below or contact us via Facebook Messenger by clicking here.

This Week in Digital & Public Affairs: Facebook Video Ads and Data Driven Campaigns

February 20, 2017 By Patrick L. Burns Leave a Comment

Below is a roundup of key stories in digital and public affairs for this week:

Content, Digital and Social Media

In an effort to give advertisers more control over their video ad buys, Facebook is allowing the media industry’s independent measurement monitor, Media Rating Council (MRC) to audit the measurements it provides advertisers. Facebook will sell video ads based on the MRC’s viewability standard, allow more granularity in performance measurement and introduce an option for paying for ads only when users watch the video with the sound on.

With the release of Chrome 56, Google has started tagging http payment and login pages as “not secure”. HTTP Pages that collect login details or credit card numbers will be marked as non-secure pages, and the warning will eventually be used for all http pages. With over 1 billion users of Chrome, Google’s efforts will pressure website operators to at least consider enabling site-wide HTTPS.

Gov 2.0 and Public Affairs

On Hootsuite’s blog, Jylian Russell offers the benefits that social media in government can achieve such as its role in raising awareness, citizen engagement and crisis communications. Russell also weighs some of the challenges of using social media in government and offers some solutions for mitigating those risks.

CNN reports on the decision by the White House to expand its social media team with several new hires to assist current White House social media director Dan Scavino. Since the Inaguration, President Trump and Scavino have primarily handled social media communications, posting on President Trump’s personal and official White House social media accounts on Twitter and Facebook.

In Associations Now, social media journalist Ernie Smith offers suggestions to associations for improving their email marketing in 2017. Smith recommends new tools for consideration for sending emails on the cheap, making design less painful, and acquiring better data.

Campaigns and Elections

In Politico Magazine, Democratic direct mail consultant Dave Gold laments how data driven campaigns by Democrats have resulted in 4 straight election cycle losses for his party. Gold argues that Democrats should pay less attention to quantitative political science and focus more on creating message driven campaigns that utilize storytelling that connects with voters’ emotions.

These are some of the reads that matter to us for the week in digital and public affairs. Want to get in depth analysis, news, and how to tips in digital and public affairs? Subscribe to our monthly newsletter here.

This Week in Digital and Public Affairs – Cyborgs and a Congressional Digital Service

February 13, 2017 By Patrick L. Burns Leave a Comment

Below is a roundup of key stories in digital and public affairs for this week:

Content, Digital and Social Media

Facebook and Google announced that they would be joining forces with eight French news organizations to launch fact checking tools to root out fake news in France ahead of the country’s presidential election. Facebook is also taking steps against fake news in Germany, where government officials have expressed concerns that false stories could influence a federal election in September.

The Washington Post reports on the growing popularity of a variation of Twitter “bots” called “cyborgs”. Cyborgs mix human creativity and initiative with a computer’s speed, allowing their views to gain audience while sidestepping the traditional gatekeepers of news and commentary. For example, one conservative twitter cyborg user tweets more than 1,000 times a day using “schedulers” that work through stacks of his own pre-written posts in repetitive loops. With retweets and other forms of sharing, these posts reach the feeds of millions of other accounts. One research team at Elon University in North Carolina found that “highly automated accounts” supporting President Trump — a category that includes both bots and cyborgs — out-tweeted those supporting Democrat Hillary Clinton by a ratio of 5 to 1 in the final days before the Election 2016 vote.

Gov 2.0 and Public Affairs

Wired reports that while the prevalence of apps like Countable and Democracy.io make it easier than ever to send electronic communication to members of Congress, not much has changed in how Congressional staff respond to these messages. Despite the dramatic increase in email communication by constituents over the years, research by Zogby found that a third of people who email Congress receive no response, and nearly half of those who did receive a response found it lacking, usually because they believed it failed to actually address their issue. According to Seamus Kraft of the OpenGov Foundation, software used by staffers to respond to email messages remains antiquated. To solve the software and technology problem, the OpenGov Foundation has proposed a “Congressional Digital Service” not unlike the White House’s United States Digital Service (USDS), which works to modernize government agency websites and technology.

Associations Now reports on how the Internet Movie Database (IMDb) service (now owned by Amazon) has decided to end its online message boards due to trolls and the consistent negative tenor of comments provided to the site. Associations Now attributes the lack of an investment by IMDb to modernize the commenting system to allow for self-moderation as one of the reasons that the quality of the message boards deteriorated. The IMDb website has over 250 million monthly users.

Campaigns and Elections

Motherboard goes into an in-depth analysis of Cambridge Analytica and its data analytics efforts in helping to elect President Trump. The article explores whether analysts for Cambridge Analytica utilized newly developed methods to derive peoples’ personality traits from their activity on Facebook and then crafted messages to persuade them to vote or not to vote in the 2016 general election.

These are some of the reads that matter to us for the week in digital and public affairs. Want to get in depth analysis, news and how to tips in digital and public affairs? Subscribe to our monthly newsletter here.

This Week in Digital & Public Affairs: Snapchat IPO, Facebook Live and Conservatives

February 4, 2017 By Patrick L. Burns Leave a Comment

Below is a roundup of key stories in digital and public affairs for this week:

Content, Digital and Social Media

The New York Times reports on the public S.E.C filing by Snap, the parent company of Snapchat. Snap filed confidentially to go public with the Securities and Exchange Commission late last year. Making the filing public was one of the company’s final steps before it begins trading on the New York Stock Exchange under the ticker symbol SNAP. In the filing, Snap disclosed that it had built a nearly $405 million advertising business in just over two years. By end of last year, an average of 158 million people were using the app daily, with the average user opening the app more than 18 times a day according to the public filing.

AdAge does a analysis of the Snap filing pointing out key facts that every marketer should know about. AdAge points out that while Snapchat has 158 million users, growth appears to have flattened out, as it was only up from 153 million at end of September 2016. In addition, the overwhelming majority of users are 18 to 34 years old and the highest engagement on the platform is among those younger than 25. AdAge also points out Snap’s admission in the filing that it has had difficulty in securing long-term commitments from advertisers and is concerned that advertisers may take knowledge from playing on their platform and use it with their competitors.

Gov 2.0 and Public Affairs

State Scoop reports on a recent poll of local governments by the Public Technology Institute that found that 85% of local governments use social media to disseminate information to their constituents. However of those local governments who use social media, 88% of them do not have a specific budget for social media activities and 63% do not have an enterprise wide social media strategy for their efforts. The survey found the top three social media platforms for local government were Facebook, Twitter, and YouTube.

Associations Now offers 5 tips for associations to optimize online fundraising. Tips include creating a compelling narrative that bring donors into the story; design an easy to use branded giving page and make your website mobile friendly; remembering end of year dates and holidays; and periodic messages to donors throughout the year.

Campaigns and Elections

Backchannel reports on how Facebook Live has become the perfect incubator for conservative media. Conservative outlets like the Daily Caller are using Facebook live to not just explain policy but take their audience behind the scenes in the new Administration. Backchannel argues that the low key nature of Facebook Live is the perfect medium for the conservative news media to reach millions. The off the cuff, unscripted nature of Facebook Live videos mirror President Trump’s style and are more authentic and believable to conservative audiences.

Mike Su, Chief Product Officer for Mitú, a Latino digital media company, writes an analysis in Medium of how through the examination of Facebook data, his company found that despite Latinos being apprehensive about the 2016 election, Hillary Clinton made little headway among them on the Facebook platform. In their study, Mitú found across all Latinos on Facebook, Hillary Clinton had just a quarter of the interest that Donald Trump had. Su credits the Trump campaign for moving quickly and efficiently to grow it base on the platform and rants about record low spending by Democrats on Hispanic outreach.

This Week in Digital and Public Affairs: Snapchat and the Trump Digital Transition

January 30, 2017 By Patrick L. Burns Leave a Comment

Digital and social media are transforming how government institutions, political campaigns and trade associations are communicating and marketing to their key audiences.

Below is a roundup of key stories in digital and public affairs for this week:

Content, Digital and Social Media

Social Media Today reports that Facebook is testing discussion topics among Facebook groups as a way to promote greater engagement. The new discussion prompts separate out topics from within the group chat, making it easier to see trending conversations and areas of interest. The new feature follows Facebook’s testing of Facebook group member application questions, which will help group admins better filter and screen their audience.

The New York Times reports how Snapchat issued new publishing guidelines for media outlets on its Discover channel. The new rules restrict publishers from posting questionable or explicit pictures that do not have news or editorial value. Snapchat also clarified guidelines that prevent publishers from including reports or links to outside websites that could be considered fake news, saying that all content must be fact-checked and accurate. The new guidelines come ahead of an initial public offering expected this spring by Snapchat’s parent company, Snap.

Gov 2.0 and Public Affairs

NextGov reports on what President Trump’s C-Suite tech team may look like at the White House. While it remains unclear which of the Obama administration’s tech-themed C-suite appointee positions will be replaced, the Trump Administration did announce the appointment of Gerritt Lansing, former chief digital officer at the Republican National Committee, to the role of Chief Digital Officer at the White House.

The Hill reports on President Trump banning EPA employees from posting social media updates as part of restrictions put in place during a policy review. A similar social media ban was put in place for employees of the United States Department of Agriculture and the National Park Service. In response to the order, some administrators of the National Park Service set up an alternative twitter account @AltNatParkSer that is “Not Taxpayer Subsided” and vowed to tweet “facts” regarding climate change. Official verified twitter accounts for the Badlands National Park and the Golden Gate National Park respectively continued to tweet climate change policy information after the ban.

Associations Now reports that while associations are aggressively planning for the recruitment of millennial members, they need to start thinking about Generation Z, which will enter into the workforce for the 1st time this year. Born on or after 1995, Generation Z has unique digital consumption habits that are different from Millennials, and love Snapchat.

Campaigns and Elections

The Knight Foundation presented a report on how the major chat apps such as Snapchat, Facebook Messenger and Viber promoted civic engagement in the 2016 Election. While the 2016 Election was the first time that the major chat platforms collectively attempted to register voters and promote election coverage, Snapchat was the most active platform; encouraging users and politicians to use the platform for sharing ideas and political conversation. Led by Head of News Peter Hamby (formerly of CNN), the platform also offered extensive election coverage.

These are some of the reads that matter to us for the week in digital and public affairs. What do you think? What are your favorite stories? We’d love to hear from you!

This Week in Digital and Public Affairs: The Facebook Journalism Project and the Trump Inauguration

January 23, 2017 By Patrick L. Burns Leave a Comment

Digital and social media are transforming how government institutions, political campaigns and trade associations are communicating and marketing to their key audiences.

Below is a roundup of key stories in digital and public affairs for this week:

Content, Digital and Social Media

Fast Company reports on recent moves by Facebook to become more of a media company, such as the announcement of the Facebook Journalism project. This move farther into the realm of professional journalism is described by Facebook as an initiative to establish stronger ties with the news industry. To learn more about the Facebook Journalism Project go here.

Speaking of news and Facebook, Tech Crunch reports that Facebook is taking its trial of measures to combat fake news beyond the United States for the first time – rolling out the updates in Germany. The measures that Facebook has been testing in the U.S. to fight fake news include making it easier for users to report fake news by letting users click in the top right corner to report a suspect post; badging suspect content with ‘truth warnings’ and down-ranking it to make it harder for it to spread; and reducing financial incentives for spammers to create fake news as a route to generating advertising revenue by eliminating the ability for them to spoof well-known news websites. To identify fake news, Facebook is working with external fact checkers who are signatories of Poynter’s International Fact Checking Code of Principles

Gov 2.0 and Public Affairs

The Washington Post reported on how the presidential inauguration committee utilized social media ads to encourage Trump supporters to attend inaugural festivities. The ads on Facebook and Instagram showed a video of then President-elect Trump inviting supporters to come to The Mall on January 20th for his swearing-in.

For those not able to attend the festivities or watch them on TV, Tech Crunch outlined the many ways to stream the presidential inauguration online. Of note was YouTube’s partnership with several media outlets including NBC, CBS, Telemundo, Univision and The Washington Post to broadcast the inaugural ceremony and festivities on its platform.

The Obama Administration outlined the digital transition to the new administration on whitehouse.gov, including listing the digital assets that would remain with the White House, where to access Obama White House archival content; and ways to continue to follow and engage with President Obama, the First Lady, and other Obama White House officials after January 20th.

Soon after the swearing in of President Trump at 12:01 p.m., January 20th, the incoming Trump administration relaunched whitehouse.gov, including a new splash page for collecting email addresses and Trump’s biography. Politico reports that a major overhaul of the site is scheduled for later in the year.

Campaigns and Elections

Wired reports that the Republican National Committee’s Chief Technology Officer, Darren Bolding is moving to Cambridge Analytica as its new CTO, where he will build products for commercial and political clients. Cambridge Analytica is the data firm that helped engineer Donald Trump’s victory in the general election.

These are some of the reads that matter to us for the week in digital and public affairs. What do you think? What are your favorite stories? We’d love to hear from you!

This Week in Digital and Public Affairs – Instagram, Snapchat and The BuzzFeed Dossier

January 16, 2017 By Patrick L. Burns Leave a Comment

Digital and social media are transforming how government institutions, political campaigns and trade associations are communicating and marketing to their key audiences.

Below is a roundup of key stories in digital and public affairs for this week:

Content, Digital and Social Media

Facebook announced the hiring of Campbell Brown, a former NBC News correspondent and CNN prime-time host, to lead its news partnerships team. While Facebook indicated that she would not serve in a role as editor-in-chief, she would work as a liaison with news organizations so that Facebook can better meet their journalistic and business imperatives.

Snapchat announced the launch of universal search to simplify navigation on the platform. This move was clearly to ward off competition from Instagram’s Stories which has hit 150 million users. Instagram has now offered an advertising product on Stories that has the targeting capabilities offered in Facebook.

Medium, a platform for long form content, announced it was laying off a third of its employees, mostly in sales. CEO Ev Williams stated that Medium would be renewing its focus away from an ad-driven model to one that rewards writers “on their ability to enlighten and inform, not simply their ability to attract a few seconds of attention.”

Gov 2.0 and Public Affairs

On DigitalGov, Julia Jackson with the National Institutes of Health explores how social media platforms are becoming one-stop shops for information needs as the platforms become more feature rich and audience share falls away from search engines. Jackson recommends that federal agencies should refocus their attention on content created for social media in 2017 and use the platforms as one of their primary communication strategies.

In Social Media Today, Alan Rosenblatt talks about how public affairs organizations should consider self-publishing strategies to achieve their objectives. Once dismissed by professionals as less worthy than earned media, Rosneblatt argues that self publishing on your own website, blogs and social media is an effective strategy in achieving goals and can have greater impact than placing stories in the news media.

Speaking of effective, self-publishing strategies in public affairs, Associations Now reports on how the American Medical Association created a new content strategy that provided the framework for its website redesign. The new site is easy for its key stakeholders to navigate to content that is tailored to their needs.

Campaigns and Elections

Buzzfeed draws criticism for its publishing of a unverifiable secret dossier on President-elect Donald Trump and Russia. After its posting, BuzzFeed editor-in-chief, Ben Smith took to Twitter to explain how they made the decision. Smith stated that even though “there is serious reasons to doubt the allegations”, he noted that “publishing the dossier reflects how we see publishing in 2017”.

Writing in The Atlantic , staff writer, David Graham agrues that BuzzFeed sidestepped a basic principle of journalism in publishing the dossier. He argues that a reporter’s job is not simply to dump information into the public domain, but to gather information, sift through it and determine what is true and what is not.

On Federalist.com, lawyer turned writer Leslie Loftis argues that BuzzFeed’s decision to publish the dossier may lead to a defamation lawsuit. Loftis argues that BuzzFeed Editor in Chief Ben Smith’s rationale for publishing was the same rationale Rolling Stone’s Will Dana used to justify publishing a fake story that ended in a major court loss in Eramo v Rolling Stone.

On a side note, Nieman Labs reports on the success of BuzzFeed’s Tasty customized cookbook product which has sold enough copies to make it one of the best-selling cookbooks of the year. Tasty: The Cookbook, a choose-your-own categories, print-on-demand cookbook, sold over 100,000 copies in the last two months of 2016, earning BuzzFeed an estimated $2.4 to $4 million in sales.

These are some of the reads that matter to us for the week in digital and public affairs. What do you think? What are your favorite stories? We’d love to hear from you!

Content Marketing and Social Media Case Study: Georgia Agribusiness Council

April 25, 2014 By Patrick L. Burns Leave a Comment

The Georgia Agribusiness Council (GAC) is the state’s leading trade association for agribusiness interests. The mission of the Georgia Agribusiness Council is “To advance the business of agriculture through economic development, environmental stewardship and education to improve the quality of life for all Georgians.” Agribusiness is a 76 billion dollar industry in Georgia that employs more than 375k people.

Long a cornerstone of Georgia’s economy, agribusiness is an important and vital industry in the state. Education about the benefits of agriculture and farming, especially to millennials and younger audiences is a key part of the Georgia Agribusiness Council’s mission. The Georgia Agribusiness Council was increasingly concerned about the growing presence online and in social media of misinformation about agricultural practices being propagated to milliennials by environmental activists and animal rights groups.

In addition, the Georgia Agribusiness Council wanted to better harness the power of online content and social media to recruit new members; publicize events and support fundraising and policy initiatives.

Arc 3 Communications worked with the Georgia Agribusiness Council to develop a plan for creating content for their website and social media networks to educate and inform stakeholders, millennials, association members, political leaders and regulators and the media.

Through the development of a content marketing plan which included an identification of key messages, audiences and content buckets, and the establishment of a content marketing ideation process inside the association, the Georgia Agribusiness Council was able to launch a content marketing and social media program that reached key audiences.

The Georgia Agribusiness Council’s new content marketing and social media program has resulted in a 32% increase in fans on Facebook; 25% increase in followers on Twitter; and 51% follower growth on LinkedIn. The Georgia Agribusiness Council website has experienced a 93% growth in unique visitors and 1000% increase in social media referrals to their website.

However, a successful content marketing and social media campaign is not just measured by the number of likes and followers. More importantly, the Georgia Agribusiness has seen an increase in member engagement; greater awareness about agriculture issues among Georgia millennials, state legislators and reporters; and more membership leads. The Georgia Agribusiness Council recently added 85 new member companies, setting an all-time high in membership for a single year.

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