Milk Life strives to gather milk donations to stock food pantries. Did you know that Milk is the most needed item at the Food Bank, but it is the least donated item.
Our social media metrics class took part in a social media campaign to build interest and engagement, and ultimately raise donation levels. Our class, along with other community members, participated in the social media campaign using the hashtag #milk4kids.
We asked for donations to be made during the one-day event at local Baker’s grocery stores. In that one day, the campaign raised $1,701. The event was covered by KETV and saw a spike in engagement around the #milk4kids hashtag.
We thought this was a great success for the one-day event, but it still needs improvement. Myself, along with four other social media metrics students assessed NodeXL data covering the hashtag and made suggestions for future campaign ideas. Please take a look at my groups suggestions for future campaigns below.
One key takeaway I found when analyzing the NodeXL chart is that the campaign has to do with the top tweeters using the #milk4kids hashtag. We had mostly individuals engaging with the event on Twitter. We need to try and get bigger accounts in the conversation in order to reach a larger audience. Yes, we did have the Omaha World-Herald and KETV, but we need other opinion leaders to engage in the conversation as well.
My group suggested that in order to gain a better social media presence and ultimately receive more milk donations, we need to:
- Have better brand connection between the campaign and the larger “Great American Milk Drive” and “Milk Life.”
- Change the Twitter name or consistently using hashtags to better reflect the larger organizations.
- Have a steady stream of conversation on social media platforms in order to carry engagement throughout the year.
- Target key influencers on social media with posts relevant to them.
Take a look at our presentation below!