Social Media Audit & Strategy Development

Our nonprofit needs a volunteer who can conduct a thorough audit of our social media channels, make recommendations for how we can better leverage this marketing channel for awareness and engagement, and shape a strategy for achieving those elevated goals.

During this project, a volunteer will study our social media channels and develop a turnkey social media marketing strategy that can be sustained by a diverse collection of radio programmers and other volunteers for a nonprofit, non-commercial educational radio station. We have a huge potential reach but an aging and diminished actual audience.

KPFK is Pacifica Foundation radio for Southern California and can be heard from Santa Barbara to San Diego, but between the pandemic and a failure to keep up with the transformation of the media landscape and environment, we are seriously underperforming our potential. We need to bring the station into the 21st century in terms of content provision and promotion via social media and multi-media on multiple interactive platforms that will create awareness and connect us with new listeners and new sources of engaging progressive and liberatory content. We need to plan the most effective use of social media to rebuild our audience and our impact and fulfillment of the Pacifica mission of helping resolve the causes of racial, ethnic, national, religious, and philosophical conflicts and seeking peace and justice.

We have over 200 volunteer programmers who, with guidance, could participate in a collaborative effort at social media promotion. As interim general manager, I have put together a technology task force, have engaged someone for a UX evaluation and redesign of our website, and am putting together a social media coordination and promotion team. We have support from local paid and volunteer IT, programming, production, engineering, and membership staff, as well as Pacifica national technical staff who have participated in previous moves and build-outs of other Foundation radio stations in Houston and DC. With expertise and guidance on how to structure and implement an ongoing social media promotion campaign, we can define and assign responsibilities to sustain the effort going forward. However, we need expertise in planning and developing a framework that can be sustained through primarily volunteer efforts going forward.