A comparative social media audit was done benchmarking global brands in FARA’s sector.
Following the audit, measurable social media goals were set.
Two platforms were used to spearhead FARA’s social communication – Facebook and Twitter – and implementation was outsourced to Alder. Alder managed FARA’s social media accounts, redesigning pages and developing & publishing content in English and French.
A social media policy document was created.
Facebook & Twitter Screen Shots
Social Media Graphics
Social Media Essay Competition
To reach the youth demographic, a student agriculture essay competition was designed.
Students of agriculture programmes in African tertiary institutions were given a chance to win $1,000 and a trip to South Africa by writing 500-word essays. Essays were submitted by over 200
students from 41 institutions across Africa.
In a poll deployed across FARA’s social media platforms, 97% of the organisation’s target audience confirmed they were now aware of FARA’s activities and relevance. Over a 3 month period, FARA’s engagement rate on Facebook was 60% and the audience base grew by over 2,000%! The Twitter audience grew by 377%!