Charleston Parks Conservancy
The
Charleston Parks Conservancy uses a variety of offline activities to engage
users. There are regular
events called Garden in the Parks held approximately every two weeks in which volunteers
work with City of Charleston Parks Department staff to care for and maintain
parks. There is also an Annual Party for the Parks Fundraiser. Classes are held to teach DIY’s
various park related themes such as Vegetable Gardening for Beginners, Create
Your Own Wreath, Learn to Crab, and Roving Photography: Walk & Shoot.
Supporters are encouraged to “Wear Your Support by purchasing and using items
that promote the Charleston Parks. There are also press releases and media coverage
on a regular basis and of each event.
The
online activities used by The Charleston Parks Conservancy to engage users
include joining the Conservancy, becoming a volunteer and/or Park Angel, make a
donation, use the Charleston
Park Directory to locate a park, purchase items from the online store and participate
in the blogs. The Conservancy also posts links to Facebook, Twitter, Flickr, YouTube and Foursquare.
Twitter
and FB are used successfully to provide reminders of upcoming events. FB and Flickr show photos of events
that have taken place. A FB
Friends contest was held in 2010 that drove people to FB as well as the Conservancy
website. YouTube has 53
videos posted with participants showing how to maintaining different plants.
Unfortunately, the Foursquare link is nonproductive.
To
strengthen engagement with users The Charleston Parks Conservancy should either
engage with Foursquare or remove Foursquare link from the website. Holding another FB friends contest
would be an effective tool. Using
Twitter and FB to promote Wear Your Support could be another effective campaign
and Flickr could be used to post pictures of participants. The messages sent
via Twitter should be differentiated from the comments posted on FB and the
YouTube videos should be updated.
The
SM platforms used by The Charleston Parks Conservancy are:
FB -
updated almost daily by participants with photos and comments of events
Twitter
- includes comments from Facebook and re-tweets from partners and other
organizations followed
Flickr
-participants upload photos of events
YouTube
- instructive videos
The
Charleston Parks Conservancy uses SM very effectively, keeping volunteers and
participants engaged and aware of upcoming events, building excitement and
showing how much fun previous events were.
All
thee campaigns used Twitter and Facebook. However, in reviewing the three
campaigns, the social media campaign for Sea World in San Antonio appears to be
the most successful due to the stated objectives and the extensive planning
involved before implementing the campaign. In addition, there was evaluation
and analysis built into the program. Having stated objectives, planning,
evaluation and analysis are specific tools that should be translated to every
SM campaign.
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